Seriously, if I had a fiver for every time someone said to me ‘I paid five grand for a new website because I wanted something fresh and updated’ I’d have my farmhouse on ten acres in Stocking Lane by now.
When people decide they need a new website they tend to go straight to a web developer. And the web developer gives them a new load of boxes that they can put the old content into. It looks fresh, yes. It looks updated, yes. But is it a hardworking element of the marketing strategy? Often it’s not. Does it capture new contacts, leads and opportunities for the business? Often it doesn’t. Can it collect data that can be used to iteratively optimise the digital marketing activities of the business? Often it can’t.
If you want something more than a brochure that lives on the internet, you can opt for a website that can help you to continually improve your communication activities by capturing data:
How many people are visiting your website? Who are they? Where do they come from? Why do they bounce?
Which websites are sending traffic to your website? Which social media channels are working best? Which blog helped nurture new visitors along the customer journey?
What content/web pages do your visitors like the most? What part of your story are they most interested in?
What search terms are bringing visitors to your site? How does your site rank in comparison with your competitors?
If your organisation just wants an online brochure, then you don’t need a Call to Action, a Google Analytics account, a LinkedIn Insight Tag, or a blog that invites people to become a member of your tribe.
If, on the other hand, you want a conduit for your message that is part of a holistic marketing strategy that generates contacts and opportunities for your business, give me a shout: firstname.lastname@example.org.