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What you need to consider before redoing your website, Part II

Your website is the foundation of your digital marketing/branding.

Recapping Part I:

Last March I recommended that you look at your business with fresh eyes to –
  • Determine if you need to make adjustments to your brand;
  • Ensure you really understand what your customers want in a site like yours; and even
  • Revisit the reason you’re in business to begin with.

If you’ve developed new marketing objectives to address product/service changes for an expanded or different customer base, please contact us to consider your options. We will partner with you to assess what is/isn’t working/ on your current site – and evaluate strategies for taking a new direction.

Additional important guidelines

Your website is the foundation of your digital marketing/branding. And digital marketing (see our recent 3-part posts) will determine your future business success. We’re passionate about helping you tailor leading-edge website that incorporates the best possible branding and marketing for your market.

That said, before speaking with us, or any other website developer, conduct your own in-house assessment. Answer the new questions below, beginning with those in Part I of this blog, to help ensure you’re moving in the right direction:

  • Is your site’s functionality/navigation effortless and fast?

    Does it take too long to move from one page to another? Are there enough easily located internal links so that your customers can navigate your website without getting ‘stuck’? Are your external links up to date? If your website is slow, the problem may be as simple as an inferior, out-of-date server.

  • How simple and transparent is your customer’s experience purchasing your online products/services?

    As emphasized in Part I of this blog, if the sequential screen-to-screen purchasing process in any way confusing or unnecessarily complex, folks will quickly click away from your site.

  • Do your customers have common complaints about your website?

    If customers do not feel served by your website, your business is not being served.

  • What are the winning features of your strongest competitors’ websites?

    You should never mimic your competitors’ websites, no matter how successful they are. But you should incorporate, and improve upon, features in your competitors’ websites that synch with your genuine branding and marketing strategies.

  • Does your website include apps? Do they work? Are they up-to-date?

    All of your website component, including apps, must be glitch-free. Because external software developers originate apps, over which you have no direct control, make sure you have their most updated versions and that they integrate flawlessly with your website

  • Is your in-house IT talent really up to the challenge of redoing your website?

    Even if your IT team has website design experience, consider the critical benefits of collaborating with a full-time website/marketing development company like OWDT. If you have little or no website development experience, understand that working from online templates isn’t going to make the best impression on your customers. Most important of all: if you aren’t completely sure that you or your team team is up to the challenge, don’t let the prospect of temporary cost savings undermine your long-term ROI and brand credibility.

  • Is your website’s written content really up to par?

    OK, so maybe you already have a nicely designed and easy-to-navigate site. Now take a careful look at your written content. Was it written by a professional copywriter? Is it up to date? Just as important: can customers in your target demographic relate to its style and reading level (Flesch-Kincaid score)? Few of us read online content the way we read books and magazines in years past. Things need to ‘pop’ to get our attention. To be effective, all written material needs to be concise, clear, and be set off by headings, subheadings with generous white space.

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