Remember being 15 years old and having your eyes set on that purdy-lookin’ Ford Mustang GT? Do you remember your folks looking at you and explaining how lucky you were to have a vehicle take you from point A to point B? Well, whether you got the Mustang or the 1985 Volvo that I did, your parents had a point: there is a fundamental difference between what you wanted and what you actually needed.
When it comes to your website (your virtual storefront), of course, you want something modern, functional, engaging, easy to administer and the like. However, if you're a business leader looking for sustainable growth, you may want to keep reading before you invest in a fully customized, bells-and-whistles-loaded website that may require more of your time, effort and money.
Here are five questions to ask yourself before investing in a traditional website redesign:
1. How well do I know my target persona? This includes knowing more than just basics about your ideal customer. Creating buyer personas starts with understanding their demographics and psychographics. Demographics encompass age, gender, income, marital status and other similar hard facts. Psychographics include the “why” in which people buy—information such as purchasing habits, favorite hobbies, aspirations, attitudes, values, social behaviors and how they obtain their information.
Both the design and content should be tailored to the personas we are trying to target. If we want to help inspire these ideal prospects to take an action on your website, we have to first get to know them.
2. Is my brand’s message crystal clear? Putting the right words in the right order is one of the most complex tasks that evolving businesses struggle with. Content development is a service many digital creative agencies offer. Quality content can be crafted from your demographics and psychographics to create clear, consistent and cohesive messaging for your brand. You want the mission and value proposition to be simplified—melt like butter.
3. Does my brand stand out? This includes photos, videos, logos, taglines, etc. Well-designed logos make brand recognition easy and alleviate visual friction for users. I cannot emphasize enough how much of a game changer quality (and original) photography/videography can be when it comes to your business looking professional and well-established online. Thankfully, there are many different types and styles of local photographers these days, making it that much easier to find a great fit at an affordable price. Although stock photos can be incorporated into your site, keep in mind that users will never get a feel for your brand if 100% of your assets are stock. Photos are the windows to your virtual store!
4. Do you have realistic website goals for your website? Or maybe the better question is: “Are your eyes bigger than your stomach?” It’s not that an agency doesn’t want to build out the extras you are asking for; that’s part of what makes your brand unique and most agencies want to help you capture that uniqueness digitally. But an agency (one that’s looking out for your business, anyway) is thinking about growth and will want to make sure any efforts being put into your website serve a purpose. If these add-ons and enhancements don’t help you reach your goals, then they may not be necessary right now. It’s similar to ordering dessert before appetizers at dinner—it’s ambitious but potentially wasteful.
5. Do I have the capital to invest in a massive custom-designed website? Will you be able to sleep at night after making such a large and long-term investment, knowing it may take six months to see results? This is an incredibly important decision and you should evaluate all the fixed costs relating to your day-to-day business operations. Your website is a big part of the solution, but getting people to the website (traffic and leads) is the other half to this whole. Don’t forget that budgeting for marketing is vital to the health and wealth of your business.
With that being said, a high-tech, fully customized website may not be the right fit for your first test drive.
IS THERE A BETTER WAY???
One option is to consider CORE. It’s simple: with Designzillas’ CORE Website model, we start by designing and developing exactly what is needed to get your business to market. 80% of a company’s web traffic typically occurs on 3-4 pages of the website. With CORE, you’re getting a custom-designed website built for exactly what you need to help inspire your users to take a clear action. This will serve as a solid sales and marketing foundation that can keep a clear focus on driving results that align with your goals. From there, we use our data to continue scaling and building out your website to provide more value to your users as it best benefits them. This has proven to be a perfect recipe for brands that need website love to specifically help increase traffic, leads and overall sales.
The truth is, we don’t always know what our users want to see and learn about. But we take the time to get to know them and review the data, allowing us to evolve the website and optimize the user experience with confidence. That right there, that’s the magic!
Superior design is in our blood. In our name. In our domain. If you can dream it, we can build it. But more than making you look good, we're also here to improve the actual performance of your website.
If you're interested in growing your business online, learn more about our Growth Partnership and how we incorporate our CORE Website model into that structure.
Hearing about growth-driven design for the first time? Learn more about the three pillars of GDD and how this methodology can help you solve your greatest marketing challenges.