Common mistakes companies make when redoing their website

There are a bunch of mistakes that I see companies make when redesigning their website. Hopefully this post will caution our readers here not to repeat.

Not defining a strategy before the redesign

First mistake that I constantly see is that companies fail to define their strategy before a website overhaul. The strategy must answer:

  • Goal
  • Business objectives
  • Metrics used to measure success

Keep your executive team involved when redoing a website

The second mistake is not having an executive sponsor during the project. The website touches so many different parts of a company, which requires some exposed to the entire business.
Having someone who can make these yes or no decisions makes the process go more smoothly.
There can be competing interests, so a tight plan, and a point person to end any disputes can be really helpful. An executive officer assigned to the redesign makes sure that those decisions are elevated and resolved accordingly.

Integrations should help your website operate better

If you use different marketing technologies at the core of your business, make sure that they can function on your new website. This is especially important for:

  • Chat bots
  • Lead forms
  • Ecommerce
  • Payment processes
  • and more

Have a content strategy and content development plan in place

Don’t develop a new website without a content marketing strategy incorporated into the architecture. The content design and technology all have to work together in order for a website launch to be successful.
Sometimes companies think that they can update the website and add content later. This is a major mistake because what happens is that when the content is being developed, new ideas appear about how the content should be presented on the website. If the website has just be redesigned, the ideas are either ignored or if implemented, require double the investment.
Sometimes, when that content is being developed, the people creating the new content will decide that a portion of the new website might not be necessary. If you don’t have an integrated content marketing strategy incorporated with the website design, you’re likely to run into these issues.

Timeline and cost aren’t always predictable with new websites

Any good project needs a timeline and budget in order to stay focused. Have a defined budget, schedule, and set of individual owners assigned to each area of the project. If there aren’t owners, the project could inevitably run over budget and be late.
Without a plan, we’ve seen companies spend at least 200 to 300 percent more on their web design than those who do put these types of controls in place. Time is just as important to costs.
Having a strategy and ownership in place makes your website redesign much more likely to be successful. Your new website should accurately reflects who you are today and your aspiration of where you want your company to be tomorrow.

Questions to ask before launching a new website

A website redesign can be a massive undertaking and almost always takes more time that people expect. Before embarking in the brand new endeavor, ask yourself some important questions.

What am I looking to achieve from redesigning my website?

There should be a clear goal when it comes to website redesign. By establishing the goal, you can narrow your scope and make the project more effective.
Examples of reasons companies redo their website:

  • The look and feel is outdated.
  • We need to work in a more user friendly or dynamic platform (for example, WordPress).
  • We want to keep all marketing and sales efforts in one place, so we are moving our website to Hubspot.
  • The website isn’t designed for lead generation.

Is website redesigning really necessary?

This is a question that was asked by at least one out of every five of our customers over the course of a year. Many companies are under pressure to compete in their industry and are migrating the brand presence online. They are being found by prospects and customers through their website. First impressions matter, and in this case, your website is the first impression.
It is absolutely critical that companies update their website regularly. Not posting new content puts you at a disadvantage in many aspects. Many aspects of your business depend on content, whether it’s sales, customer success, employee recruitment, etc.

How often should I redesign my website?

The short answer is that your website should be constantly getting updated. Your online presence is a living, breathing organism and should serve as an extension of your company. As your company changes and adapts, so should your website.
There should be a regular cycle put in place or cadence that allows members of your team to be able to update the website.
Examples of updates to your website to analyze on a regular basis include:

  • Job postings
  • Products
  • Services
  • Press releases
  • Events announcements
  • Blog articles
  • Case studies
  • Team bios
  • and many other things

However on an annual basis, most companies go through some form of a redesign for the website. These updates are typically more than just basic cosmetic updates. They are also¬†structural changes that are being made to the Web site and in order to better align it with the company’s vision of where it wants to be.

Marketing ideas to be productive when working from home

In Chicago, the weather has turned completely frigid and is reaching record lows. Record negative temperatures means schools are closed and many people in the Midwest are stuck working at home. Working from home can be a huge luxury, many employers list it is a perk on job descriptions. But with so many flexibility, freedom, and potential distractions, what are some best practices?

Marketing projects to do when working remotely

Nurturing campaigns

Nurturing campaigns can take a lot of time to plan and execute. Writing the emails, developing the content assets, and implementing the workflows are not easy tasks. Plus, it is hard to do when there are lots of distractions. Use the time at home to develop the emails and plan what content assets needs to be created. I always find that nurturing campaigns seem more daunting than they are – you just have to get started!

Analysis

Use the time to see how your marketing programs are performing. Take a deeper dive into some of the following metrics and see where you need to focus more energy on:
Google analytics

  • Bounce rate
  • Organic traffic

SEO

  • Page errors
  • Redirects
  • Broken Links
  • Page Indexing
  • Meta descriptions and meta titles

Landing Pages

  • Keyword optimization
  • Conversion rates

Google AdWords

  • Bidding strategies
  • Negative keywords
  • Any new trends and google updates

Content marketing

Content Marketing

How is your editorial calendar? Are you keeping up with your blog? Take advantage of the quiet to list off topics that would be great for your editorial calendar. Use this time to even develop some blog posts so that you can stay ahead of the game.

Prioritize your time and marketing projects

Make sure that you keep track of how much time you are spending on different projects, as often times we aren’t using our time effectively. If there are areas where you are stretched too thin, consider finding a partner that can help take some of that off your plate.

Digital Marketing Podcasts to Help Your Business Thrive

The podcast segment of media broadcasting exploded in 2017. Audience growth afforded podcasters a chance to get their share of over $220 million dollars in ad revenue and other client conversions. American listenership grew by six million that year. That followed many listeners taking notice to the podcasts’ learning and entertainment opportunities.

There’s a space for digital marketing podcasts, too. As the industry changes shape, these fantastic podcasts keep you in the loop on the latest and greatest in content and digital marketing:

Marketing School – Digital Marketing and Online Marketing Tips by Neil Patel and Eric Siu.

Neil Patel has dominated the industry as digital marketing guru for a while. This short and snappy, yet informative podcast wastes no moment. Every word from Patel and fellow expert Eric Siu is a story with tips for entrepreneurs to apply immediately.

Con: The intro and outro music lacks the savor of the digital marketing podcast topics.

#FlipMyFunnel Podcast by Sangram Vajre

Sales funnels are at the foundation of great content. To emphasize that, Sangram Vajre delivers a wide assortment of sales and marketing material from some of the greatest in the business. Guests frequent the show to have real conversations that listeners view as informative a valuable.

Ask Gary Vee Show by Gary Vaynerchuk

Gary’s casual yet confident style and delivery sets his digital marketing podcast apart. Guests range from seasoned and new business owners of all ages and industries, including music artists. Social media and content creation strategies are on the topic list. Listeners beware! Audio podcast listeners cannot see the visuals that Gary uses often. His global audience also has trouble grasping examples referring to American activities.

Skill Up by HubSpot

Like the seasons change, so do the topics of Skill Up. Hosts Matt Howells-Barby and Jorie Munroe give their audience in-depth lessons on each segment of digital marketing. Skill Up podcasts are rather lengthy, so carve out 45 minutes to an hour in the morning, on a break or before bed.

Entrepreneurs on Fire by John Lee Dumas

The podcast carries the perfect name for a fiery host with an energetic spirit that will put some pep in your marketing step. JLD has interviewed some of the best known entrepreneurs and marketers such as Tim Ferris, Grant Cardone, Seth Godin and Tony Robbins. One of the biggest treats is how each episode closes with a new marketing tool suggestion. Expect to hear the same tone of voice on every episode and some of the same questions on every episode.

Get More Clients with Smarter Email Marketing by Brian Clark

We know by now that list building is the new prospecting. Once subscriptions overflow, you must make the right moves to convert sales and maintain a loyal following. Host Brian Clark of Unemployable goes through each component of email marketing from sequences and sales funnels to the actual email content and copy.

Social Media Marketing Podcast by Michael Stelzner of Social Media Examiner

In this podcast, listeners will hear from social media experts to share their strategies. Another topic of discussion will be businesses who are winning through incorporating social media the right way. You will leave each podcast with specific action steps in mind to improve your social media plan.

Online Marketing Made Easy by Amy Porterfield

Amy delivers a unique cocktail of marketing tips for online businesses. Her podcasts present details that many marketing experts charge top dollar for. Find snippets of marketing masterclasses, online business guides and advice to make your passion profitable.

Call to Action by Unbounce

If you enjoy hearing about other entrepreneurs’ victories, this is the podcast for you. Each week, guests share their marketing triumphs. You can then apply to those tips to find your own success. Digital marketing professionals also break down every aspect of the craft.

Duct Tape Marketing Podcast by John Jantsch

The podcast has an interesting name for an even more intriguing setup. John interviews some of the most impressionable authors and business professionals on their marketing strategies. A marketing expert himself, John shares valuable tools to help you understand and apply digital marketing.

Social Business Engine by Bernie Borges

Social media is an all-day job and only a portion of digital marketing, so using technology is a must to get it all done. Social media technology is the theme of this podcast. Borges sheds light on brands using modern tools and automation to enhance internal and external business operations.

Copyblogger FM by Sonia Simone

Conveying the right message in the right form is essential in digital marketing. Across all methods of content marketing, strong copy is the foundation to a successful business. Tune in to learn all things copy as Sonia Simone teams up with experts to discuss the different segments of copywriting.

The Mad Marketing Podcast by Marcus Sheridan

In these sessions, Sheridan pours his expertise into the audience. His mission is to get to the meat of marketing by answering questions to give a clear picture.

Content Convergence by Steve Rubel

With so much content and limitless options, you only have a few seconds to catch your audience’s attention. That’s what you will learn from the Content Convergence Podcast. Steve Rubel’s weekly podcasts feature marketers from across the globe to share their recipes for success.

The Tim Ferriss Show by Timothy Ferriss

Timothy Ferriss is a familiar name that pioneered the “work smarter, not harder” digital nomad movement. His best-selling book, “The Four-Hour Work Week,” mapped out what to do and how to do it, including the marketing aspect. Now his podcast continu
es to provide life hacks, including those in the content and digital marketing space.

Conclusion

Digital marketing podcasts prove it is one of the fastest growing sectors of business. Something that once seemed sketchy is an everyday activity for millions around the world. Listen in if you are looking to improve your sales, grow your business and keep up with the evolution of digital and content marketing.

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