So you know you need a website refresh but you are dragging your feet…
- A few years ago you spent $5,000 and your business results really did not change significantly.
- You are getting lots of advice from other entrepreneurs (and website service providers) telling you to use Wordpress, or a free template, or a mobile app… You have no idea what technical direction is best and how much you should reasonably pay.
- You are swamped and dread getting dragged into the birthing process (often with a 9-month gestation) of reviews and meetings and new content.
The fastest and most effective way to do that refresh? Get your customers to make the decisions.
Here is a 10-step process with free or inexpensive tools to help you get there:
1. What are your goals? Do you want people to buy online? Do you want them to read your thought leader content? Do you want to get them to sign up for your mailing list? Do you want them to feel confident of your skills/services and contact you? Do you want customers to get easy support and information? Do you want to increase your SEO for specific search terms? You should only have 1-3 very specific main goals. Be clear and specific.
2. Measure those goals. Now that you know what you want, how do you measure success? Sign up for free trial, purchase, mailing list size, etc. Set up the measurement of these goals via Google Analytics.
3. Look at all the data you have on your current website. Review your Google Analytics data and note your goal conversion rates, pages people visited and traffic. Also note what pages are NOT visited. Record these numbers as your base case.
4. Decide what pages are critical to your goals. You should now have a good idea of the few pages that really matter and an understanding of your current traffic and prospect flow.
5. Create hypotheses or ideas on what might improve the results. Should you change the overall layout? The main image? The headline? Be bold and come up with some sweeping ideas. Record the rest.
7. Document your testing results in a spreadsheet and continue to make variations.
8. Optimize each page in your goal funnel. Now that your home page has better results, move on to your pricing page or About Us page and repeat the process. Focus on only those few pages that matter from step 4.
9. Cut out all pages that do not contribute to your goals.
10. Hire a programmer or website firm. Now that you know what works for you, hire a firm or contractor to migrate you to a Wordpress template or a flexible page creator program. A designer can unify the look and feel and a programmer can optimize the speed and flow.
Voila! You should be able to pay less and achieve more given you know exactly what will work in improving your results.