Marketing

How to convince your boss you need a website revamp

Look, let’s face it.

Your website isn’t often considered the sexist or even most interesting thing to think about.

Your business needed it. So, you got one.

And once you got it, it sat there on the internet and remained there and well, that’s it. After all, it tells everyone what you do and there’s a contact page with all your contact info.

What more do you need?

Who cares if the last time it was updated was in 2010, when Apple released its first iPad and ‘Angry Birds’ was the most downloaded app of the year (crazy, right?!).

Now get on with designing and producing and selling.

Except, it does matter.

And deep down, you know that. I know that. But does your boss know it? Does the decision maker in your business – whether that be you or someone else, know that trends and styles change over time and failing to adapt will leave you at the back of the pack?

Your customer has expectations and the younger your demographic, the greater expectations are generally likely to be.

How often should you be revamping your website? There’s no right answer, but many studies state that a website should be refreshed every 2-3 years.

So how can you convince the decision maker that building a new website or revamping an old one, with strong copy that works for your business to sell your product or service is the right move?

Here are 7 considerations that will hit the point home:

1. Check out competitor sites who are winning

Chances are, if your competition is doing well, their website is working hard for them in the background. The difference to your stone-age-style business website and theirs could be a key differential to their success.

Put together a number of sites, whether they be local, national or international, and show your boss what you’re up against.

2. Understand your website performance

How do you know whether your website is actually bringing in any business? Your website can be a crucial cog in your marketing wheel, but if you don’t know if anyone is visiting or even interacting with it, how can your marketing efforts be properly measured?

Is your site linked to Google Analytics? If it is, you will be able to find out how well your website is performing. You’ll be able to understand:

  1. How many people are visiting your website.
  2. Where they are originating from.
  3. What pages they’re frequenting.
  4. How long they remain on your site.
  5. Whether they’re turned off and leave straight away (bounce rate).
  6. If your site is generating leads.

Among countless other metrics such as exit pages, speed reports and conversion rates.

You’ll then be able to show your boss how well your site is performing and whether it needs an overhaul or if just sections require adjusting.

3. Is your content and copy cringy?

When you look at your website, do you wince?

That’s your gut saying that something isn’t right. Whether it be the outdated design or the cringy copy.  

Are there people on your website who left the business 3 years ago? Does the news feed still refer to items that occurred months or years in the past? Has the portfolio section of your site not been updated to reflect your best work?

All these factors smack of a lack of professionalism and if you can see it, so can everyone else that visits your site.

4. Do you have a clear strategy to convert your visitors to clients?

Yes, that’s right. Let me say it again clearly.

Your website can get you vastly more paying clients.

It shouldn’t just be a static few pages on the internet, only put there because everyone else has a website.

Your website should have a conversion rate optimisation strategy. It needs to take your customers on sales journey, intuitively, comfortably and warmly leading them to a point of sale or contact.

No, it doesn’t do that?

Well, you need to fix it, because then, what’s the point of it in the first place?

5. It’s all me, not you

That may be appropriate in certain circumstances, but not on your website.

If your site is one long monologue about you, your business, how amazing you are and the countless awards that you’ve won, then you need to reconsider your strategy.

Sure, mention all that stuff within reason, but your visitor generally only cares about one thing when they visit your page.

All the prospective customer wants to know is how you are able to fix their problem.

It’s all about what you can do for them, not the other way around.

6. Ask social media what they think

People love voicing their opinions on social media.

Make a simple poll that asks pertinent questions about your website. It will provide valuable insights into your customer and how they perceive your website and business.

It will additionally enhance customer engagement because they’ll feel that you’re considering their opinion and that they are part of the decision-making process.

In addition to social media, if you’ve already got an email list, you could send out the same poll to your current customer base.

7. Your goals have changed over time

When your website was last built or changed, you had goals that determined the style and structure of your site.

But since then, your goals have almost certainly changed or developed.

  • Has your business adjusted the way you sell your product, such as via e-commerce?
  • Have new competitors entered your industry?
  • Do you now provide or sell different services or products?
  • Do you have a new customer demographic, whether that be geographic, age or gender?
  • Does your business now do business in a different location or region?
  • Do you have different monetary goals for your business?

If your goals have changed then this needs to be reflected on your website too.

If you think that your business website is falling behind the times or simply isn’t up to scratch to compete effectively in your industry, then you’re probably right.

And if this is the case, then whether or not you should present the case for an overhaul to your boss shouldn’t be a tough decision. Anything that focuses on building customer awareness and driving sales higher should be a priority, right?

Just remember that changing your website’s structure and copy is an investment in the future growth of your business. Your boss may not care so much about whether their website is ‘current’ or not, but your customers certainly do. And that means that you have to, too.

Just gather your evidence for a concrete proposal using the ideas above and put your case forward. You know it makes sense. You got this.

When you’re ready to build a new site with copy that coverts visitors into paying clients, just get in touch.

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