subject: Web Development – Why Redesigning Your Site May Be the Wrong Answer to Driving Online Business [print this page] Web Development Why Redesigning Your Site May Be the Wrong Answer to Driving Online Business
I've had the following scenario unfold countless times this yearsomeone says "we need a new website because no one is contacting our business online." I respond by asking, "how many people are visiting your site monthly?" They respond with a number. I then ask, "If you spend $1 million on your website, how will one more person know your company exists?" This usually results in either a funny look or someone realizing that a new website may not be the solution to generating more business onlinewhich can be a relief if big dollars were about to be spent on a redesign.
Having a "pretty" website does not drive traffic. In fact, a website in itself doesn't drive traffic. Driving traffic is a result of being visible to prospects on sites that they are currently visiting.
In the past Pay-Per-Click served this purpose. It still can to some degree, but now the vast majority of Internet users are spending more time and discussing more topics on the social network of their choice. This includes business people.
If your target market is using social media, then those sites are where you must prepare to have a presence and information so that you can create awareness of your business. This step, if done correctly, can drive significant traffic consisting of people who where recently participating in a discussion about the need for your service.
Want proof? Over the course of the past 12 months, we have increased one of our client's web traffic by 500% from engaging potential customers on social networks and inviting them to our client's website.
If your website has good traffic now, or you begin generating good traffic with social media, make sure you analyze your conversion rates. If you have poor conversions (people actually contacting your business from the site), then that is a sign that your website is not speaking to your audience, and therefore a redesign may be in order. But by all means, drive traffic to your site first and then decide if a redesign is needed.
If you need help deciding if you target market is using social media, let us know and we'll be happy to help.
