Website Re-design Questions
Here is a list of questions to ask yourself if you are doing a website re-design.
Website Refresh Items
- Define value from customer’s perspective and multiple personas.
- Focus on emotion.
- Focus on end-benefits (from all clients)
- What are the customer’s real needs/wants?
- “Why should I buy from you?”
- What other options are there? Address them.
- How is your product and company different from others?
- What process does the client go through to buy the product/service?
- What information do they need to know before they buy?
- Establish trust!
- Identify clearly points-of-action.
- Internal linking! Link keywords to relevant pages.
- Find “hidden area” – information they are looking for that they can not find anywhere else.
- How? Why? Who? What?
- Be relevant – address needs, values, beliefs.
- Make copywriting personal! “you” not “We” – address feelings.
- Establish confidence! Use emotion to appeal.
- Scanning – use headings, quotes, links, bullet lists.
- Homepage – communicate UVP and get them to click deeper.
- Brand, Trust, Perceived Value, Usability, Navigation, Policies, Offer, Price, Copywriting, Competition
- Time is precious to clients, value it and get their attention by showing how you can help their business by speaking in their terms.
- Questions potential clients have:
- How will this service help my company?
- We’re doing okay, why do we need it?
- Is there another company out there that is better?
- Will their solution really work? Can they prove it?
- Is the company credible?
- Can we afford it?
- Focus on the positive aspects, not negative pain points. Ask the client ‘where do you want to be after this project?’
- Use stories and case studies to communicate with your leads.
- Increase the likelihood of closing deals:
- Design marketing communications for each phase of the sales cycle, from awareness through consideration to purchase.
- Focus your marketing efforts on points in the buying process where high potential prospects are leaving.
- Increase face-face time you have with clients.
- Track marketing leads that close.