Your website is the first place that prospects and current customers go to check out your product or service. It’s important that the user experience be a positive one, from the first visit to the 50th. Take a look at your website’s overall design and analytics to determine what may need a refresh. Are the primary images on your site a little tired? Do they still reflect your core brand? Is your search optimization (SEO) drawing in good prospects who stick around, or do you need to tweak your meta information – keywords, descriptions and page titles? All of the above can help to optimize the effectiveness of your website.
Here are three recent examples of how we worked with clients to “freshen up” their websites for better branding, user interface and security.
Clare Computer Solutions
Sometimes simple tweaks to a web page layout can have a big impact. An annual review of Clare Computer’s analytics revealed that events had become an important way of driving traffic. Consequently, more emphasis was placed on promoting events on the homepage by replacing the twitter feed with an events feed.
A completely new website for Food Addicts in Recovery Anonymous included improving the user experience by making it far easier to get to information about meetings and resources with a single click. On the administrative (backend) side, a new content management system (CMS) was added for easy updates by staff and volunteers. Security was a top priority to ensure that member information was never compromised. With this, the CMS and an online store underwent a ground-up reassessment to ensure back-end security.
Don’t underestimate the power of updating messaging and images to refresh your site. On this website for network security company eSoft, we worked within its existing site infrastructure to add a series of edgy, hard-hitting header banners. This messaging and graphic design reflects the new marketing direction the company is taking. This economical solution is helping to carry the existing website until a planned new site is up and running.
By Dianne Newton-Shaw, Placemaking Group account manager