Even in the fast-paced world of digital marketing, our 4-year-old website couldn’t be classified as obsolete. In fact, it was performing well by most standards, so why did we choose to invest in a brand new one? The answer lies largely in experience. 88% of online consumers are less likely to return to a site after a bad experience.
What makes a “good” or “bad” experience is largely subjective and ever changing, but in general, a good experience could be described as one where the user can intuitively explore the site, easily finding what they need. Standards for a good website change frequently as user experience (UX) guidelines shift, which is why even a company with a 4-year-old website could see huge benefits from an update.
Increase Conversion Rate / Lead Generation
User experience and CRO best practices are evolving all the time, and our website plays an important role in capturing new prospective clients. The new experience and set of updated conversion tools like ebooks, forms, A/B testing, personalized retargeting will help increase the likelihood of a visitor converting to a marketing qualified lead (MQL).
Increase Return On Advertising Spend (ROAS)
As we invest in our own marketing and advertising campaigns to generate brand awareness and targeted traffic via digital advertising, referral programs, networking, sponsorships and target prospecting, our new website helps us build a stronger first impression and eventual interest. This ultimately helps us achieve a better return for our marketing and advertising investments.
Talent Acquisition
As we seek to grow as an organization, one of the first impressions a prospective team member receives is through our website. The new enhanced experience will help us attract the best and brightest.
Improved Organic Search Results
Our new website is built to modern search engine requirements, thus allowing us to climb in the ranks of the all important “active searcher” who is in the market for our services. In fact, just a few weeks in, our visibility has improved by 7.65% and we climbed 13 spots for two of our most coveted organic search terms, “austin marketing agency” and “austin marketing firm.”
Refreshed Brand Position, Case Studies and Services
We’re evolving as an organization, and our website has to come on that journey with us. Our new website allows us to present our refreshed brand position, value propositions, listing of services, and more recent examples of work. This helps us present a clear picture of who we are and what we’re good at to our prospective or current clients.
Improved Site Speed
A huge contributor to site health and SEO performance, site loading speed is a massively important metric. When you keep in mind that slow-loading websites cost retailers $2.6 billion in lost sales each year, it’s clear that even seconds matter when it comes to how quickly your site can appear for users.
Improved Mobile Experience
Even “mobile-friendly” sites are in danger of becoming outdated in an environment when a new smartphone model is introduced every year. With each updated phone version on the market, mobile sites are vulnerable to user experience changes that can impact the usability of their site. When you consider that 57% of internet users say they won’t recommend a business with a poorly designed website on mobile, it’s clear that emphasis on the mobile experience needs to be paramount. In fact, 85% of adults think that a company’s website when viewed on a mobile device should be as good or better than its desktop website.
Prospect Nurturing / Sales Enablement
As we begin discussions with a new potential client, the new website provides us with education and thought leadership information, new case studies and a current representation of our services to point them to.
Expand Current Customer Relationships
A new website is an excellent reason to reach out to an existing customer base. It shows them a new and refreshed presence and also helps showcase our latest service offerings, samples of work and helpful resources.
Better Data
The new website features a refreshed approach to our marketing and advertising tracking. With more accurate data around a visitor’s behaviors, we are able to make informed decisions about our marketing and sales efforts.
Accessibility
Creating an accessible website helps us serve all consumers, regardless of their individual needs. Like general UX guidelines, best practices for accessible websites are constantly shifting. In addition, the best practices that go into building an accessible website experience benefits everyone, not just users with disabilities.
Security, Privacy and Uptime
The security and privacy of our visitor’s information is paramount. Through a series of processes, technologies and tools, our visitor’s data is secure and our website is ensured a 99.9% uptime (our year over year record).
Workhorse Marketing is an Austin, Texas based branding, website and marketing agency. We’d love to speak with you about your needs. To connect with an experienced digital marketer, please fill out this brief form.
