Will a well designed website turn your business around?

Website design & developmentRecently a prospective local business owner whose existing website is not performing to expectations approached us for a proposal to update and revise their website to current market conditions regarding content density, keyword phrases, search engine optimization (SEO). An analysis also showed the need for revising the site navigation so that each content page would be no more than 2 clicks away at any given time – now it can take as much as four clicks to locate and access desired content on her site.

As we discussed their content revisions, design options and time frames, they casually asked a very telling question… “will redoing my website turn my business around?”

The question clearly implies that the state of their business is not strong. More importantly, how to answer that question – truthfully or with an answer she wanted to hear?

It would have been easy (and short range in our thinking) to simply say “yes, a revised website will turn your business around” to quickly close the deal.  But all our sales training says be truthful, even when it is a harder road to take.

And so to answer her question, we explained to her clearly that a redesigned website (or any website for that matter) should not be expected to be the only source of new business, rather it is another arrow in the quiver of local business marketing.  A well designed website works in conjunction with current print ad campaigns, store signage, direct mail, radio advertising,  in-store customer experience,  business cards and even  PPC (pay per click) advertising campaigns. When done correctly, each part of the marketing puzzle works in support of the others, delivering similar messages, building the brand and attracting customers and clients to your business.

She understood. The asked us to have a look at all the things she’s doing and tell her if it all ties together as it should, which we are in the process of doing now.    We earned a larger piece of her business now as both web designers AND marketing consultants; She’ll get a complete analysis or her marketing strategies and tactics as well as an up-to-date well designed business website aligned with all the aspects of her business.

And with that, have a Happy & safe 4th!

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