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Why does your company have a website? This may sound like a foolish question, but if you can’t answer the question clearly, you’re wasting your best online asset.
So you heard the news, we have just launched Celest’s new website. The new website is asmall stepin repositioning the business. Its aim is simply to strengthen trust for the business.
It’s more user centric, and optimized for mobile. It utilizes a flat design with emphasis on a one-page design.We believeit’s important to improve our customer experiences by focusing on the crucial touch points and the site does just that.
The site emphasis on sharing and developing Celest’skey messagewhich is we are in the business of connecting organisation’s ‘purpose’ with the right customer which will drive both revenue and profit.
Where does business struggle with this
Established companies frequently drift into purposelessness because they launched a site when everyone else has one, and from then on have never given it much strategic thought. Over time, their sites have become Frankenstein monsters of patched-together tactics: a little e-commerce here, a little lead generation there, a lot of “look at me!” content everywhere.
The road can be even tougher
Without having a clear idea of the site’s business objectives, they have no way to know whether it is succeeding or no standard against which to base their decisions. Everything becomes subjective and that will inevitably lead to problems.
How do you create a website that has purpose
Keep it simple. You have three strategic options:
1. Sell products and services
2. Lead Generation – Generate potential customers
3. Build Trust – Establish credentials
Option 1: an e-commerce site, requires the biggest development and marketing budgets. It produces direct revenue and measurable profit, as well as sales leads
Option 2: a lead-generation site, can be developed and marketed for less (generally speaking), but still requires a hefty investment. It produces qualified, trackable sales leads.
Option 3: a credentials site, is the simplest and least expensive option. It makes a good impression on people who know who you are, but won’t help you find new leads or customers.
Other pain points to consider
Cure the illness not the symptoms
Poor design and bad usability are symptoms of bigger problems. Before we can address issues of aesthetics and usability, we need to tackle business objectives. Without dealing with the fundamental principle, the website will fail.
Where does business struggle with this
Established companies frequently drift into purposelessness because they launched a site when everyone else has one, and from then on have never given it much strategic thought. Over time, their sites have become Frankenstein monsters of patched-together tactics: a little e-commerce here, a little lead generation there, a lot of “look at me!” content everywhere.
The geographic scope of your business
A credentials site works well for a local clothing boutique. But if the shop wants to expand their business nationally or even internationally. An e-commerce and lead generation can be contemplated and will be more effective on bringing in comparatively higher incomes.
Supporting business structure
Without a supporting sales department that’s capable of following up on the leads or closing them, some lead- generations sites could still fail.
Keeping the purpose simple always works better. Internet marketing strategies cannot be crafted or executed haphazardly. Winning sites are built and marketed with singular focus.
If you are looking at ways that can help drive revenue and profit, feel free to give us a call for a casual chat on 1300 235 378.