As a business owner, growth is your ultimate goal. But did you ever consider that, as your business expands, your website needs to keep pace? Levelling up your online presence is essential to keep your business top of mind, and looking, like a world-class enterprise. In the digital age, this demands a keen understanding of WHEN to propel your website into its next phase of evolution.
Your website stands as a cornerstone in your marketing arsenal, with the power to either attract or repel potential customers. As the digital landscape continuously evolves, so should your online presence, to meet the ever-changing demands of your audience and organization.
An outdated and cumbersome website is not just a cosmetic concern; it’s a potential revenue leak. And, that leak means missed opportunities and leaving money on the table. Users today expect seamless experiences, and a website that fails to deliver can quickly send them into the arms of your competitors. To ensure your business’s longevity and sustained success, it’s imperative to recognize and navigate the crucial stages of website optimization that parallel the growth phases of your business.
But, where do you start when updating your website and how do you know which stage you should be at?
There are four essential evolutions your business and your website should go through in its lifetime.
Starting Small: The DIY Website Solution
When you’re starting out, anything you can do yourself is a way to save money but still get your name and product or service out there. You can create a website without coding knowledge using simple tools and page builders like Wix, Shopify, or Squarespace and this approach is cost-effective. Sometimes you even have complete control of your site depending on the package or plan you buy.
During this phase, the focus is on design instead of functionality. Unfortunately, security is often overlooked, and your website may end up only talking about what you’re selling instead of what people really want. It’s like having a sign that doesn’t really catch anyone’s eye—it’s there, but it doesn’t do much. But, you don’t have the time or money to make it better until you get a little money coming through the door.
As your business grows, it’s important to step up your game. As soon as possible after your DIY launch building a website that fully promotes your brand can present it more creatively, keep things secure, and give people a better user experience. It’s like upgrading from a banner taped above your door to a sign that’s really cool and interactive capturing people’s attention.
Upping Your Game: Engaging Your Customer
Once you’ve started seeing more traffic on your website and your business is beginning to expand, it’s time to add more functionality and user experience features to your website.
In order to sell more, whether you have a brick-and-mortar location or an online business, your website needs to grab a potential customer’s attention within the first 15 seconds of them landing on your homepage. If your site is slow to load or tricky to navigate, you’re missing out on valuable leads. Quick-loading pages, easy navigation, and a smooth journey through the sales process can transform visitors into loyal customers.
Now is the time to bring in an experienced designer and developer who can create customized solutions and unlock your website’s full potential. Compelling messaging, captivating content, and a robust SEO strategy not only make your website more discoverable but the content and your brand story will resonate with your target audience. Incorporating reviews, testimonials, and case studies adds a crucial element of trust and credibility to your brand. We call that social proof.
If Business Is Booming, Your Website Should Be, Too
Now that your business is established and you have a regular customer base, reviewing and optimizing your website is a fundamental aspect of your day-to-day operations or at least on a monthly basis. This demands a professional, polished appearance that is custom-built, designed, and executed well. With analytics, research and experts on hand, the decision-making is fueled by data and testing to let user responses guide the process. The more you analyze the data and experience the more you can increase your conversion rates, which means selling more.
With multiple departments and sales funnels, your website needs to connect with other systems and users as your business evolves. Work with your teams to assess their unique needs and requirements and streamline your website to improve efficiency for each different customer base. The more we personalize a user’s experience, the more they buy. It’s that simple.
Make sure you have systems and backups in place to handle any increased traffic to your website. This isn’t the time to worry about budgets, a working website is crucial to your continued success.
Taking It To The Top – The Ultimate Test of Your Website
Now that your business is getting bigger, you’ve got more locations, more employees, and a much larger sales system. Don’t forget about your customers – if you ignore their online experience, you could lose business. And, that means your competitors get it instead.
At this stage, focus on making sure everything runs smoothly. Think about the structure of your website, how it sells around the clock for you, and what happens if something goes wrong. One smart way to do this is by separating how your website looks from what’s actually on it – like having a separate brain for the design. And, a heart for the content. They have to work together but, each area requires their own expertise to maximize results.
Now that you have investors and a board of directors, people are watching how your website performs because they know it’s directly tied to your sales. You’ve got to follow rules about privacy and data protection. It’s a lot to handle, but you need a plan that covers everyone’s needs – customers, employees, and stakeholders. The key is to be flexible and make sure you’re following the rules. For that to happen you need someone or a team even paying very close attention to it. Gone are the days when a website is a set-it-and-forget-it marketing tool.
Keeping Your Website Aligned With Your Business Growth
In the digital era, success hinges on navigating the twists and turns of website optimization that sync up with your business growth. The key lies in adapting your website to meet your business’s evolving demands, ensuring a pathway to long-term success.
Your website should be the foundation of your customer experience and a functioning sales funnel. When you’re moving through these stages with your business and your website, be sure to consult with experts who can grow with you – like 3SIXTY Marketing Solutions for example. Our expertise will help when you’re just starting out and we can take care of the work and changes needed to keep your website up to date as your business grows. From adding new features to updating the look and feel to match the times so you’re not locked in the 90s, our full-service website design and development team is always ready and able to help.
Want to get started? Give us a call at 705-242-8964 or click here to book your consultation now.
