Strategy Will Make or Break Your Redesign Project
I cannot tell you the number of times we’ve had companies come to us looking for a website redesign only months after having invested a good chunk of change in a brand new website. Often these folks are frustrated, tired, and suspicious of marketing companies by the time they get to us.
You might wonder what exactly is going on that this should happen so often. We constantly find ourselves baffled by what we discover in the process, too. But more often than not, it really does all come down to one simple word: strategy.
It’s Pretty, But It Doesn’t Convert
Most web design companies are strong in their aesthetics and use of current design trends. Their website design process is mainly focused on aligning their design skills with the client’s look and feel. Because they are not held accountable for the direct sales generated from the website, they don’t consider the visitor’s buying journey, the marketing funnel, or even the business goals behind the site. They’re simply concerned with design, because historically that has been how the quality of their work was judged. Does it look pretty?
Don’t get me wrong. We love great design. But if a potential customer finds his way to your website, and he doesn’t know what message you’re trying to communicate or what action you want him to take, your website has not done its job. It’s as simple as that. If your website cannot communicate your core message and start someone on the path to becoming a customer, why is it there? Why even bother?
It’s All About the Hub
See, the website is the marketing hub. It’s your company’s home on the Internet, and all good digital marketing is constantly working to drive traffic back to your hub, your home. So, your hub--it’s gotta be good. It’s gotta be smart. It’s gotta be designed to convert. And yes, it should be beautiful and relatable and human, too. But it has got to convert. That’s its job.
That’s why we will often suggest our clients begin with a marketing gameplan before they even start a website project. Our simple website projects come with a good dose of strategy, too, but a gameplan--that’s the marketing gold.
At WindFarm, our gameplans are where we dive into the heart and soul of a company--find out who they really are, what they’re doing right, what they’re doing wrong, where they want to be in 10 years, and how they’re going to get there. Often we find companies don’t have a very good handle on who they are and/or who they want to be. They don’t know exactly what they want someone to do when he/she navigates to their website, and this is a huge problem when it comes to website design. With nobody guiding this process, you’ll just end up with a hot mess.
Sometimes our process can seem long and cumbersome, but I assure you, you’re better throwing down $8K on a gameplan than you are $40K on a site you’ll need to replace in less than a year.
Don’t let anyone talk you into a redesign that doesn’t include a hefty dose of marketing strategy. Please. I don’t care if you come to us or to another inbound marketing agency. Just do yourself a favor and find a company that does website and marketing strategy and not simply “web design.” I promise you, it will be time and money well spent.