The design of your website can be the first—and last—impression that a potential customer has of your business.

Is it time for a redesign?

 
 

The design of your website can be the first—and last—impression that a potential customer has of your business.

Is it time for a redesign?

 
 

When was the last time your website was redesigned?

One study by CEB found that a typical client is already 60% of the way through their buying process before they even contact you.

What does that mean for you?

It means you’ve been virtually eliminated from the sales conversation. People are doing the bulk of their research before contacting you. That means that the design of your website and its content need to sell for you.

In fact, a recent usability study found that “94% of people cited web design as the reason they mistrusted or rejected a website.”

What makes for an effective website design in 2016?

Now, more than ever, we’ve got precious few seconds to get a visitors’ attention and keep it, before they’re gone forever.

A few best practices:

  • Connector.

    You’ve got to be mobile-friendly

    According to Google, 48% of internet searches originate on a mobile device. And according to comScore, mobile devices account for 65% of time spent online for adults, with the desktop computer being relegated to a “secondary touch point.”

  • Connector.

    You’ve got to look modern

    Treat the internet as a serious tool for your business. If a visitor gets to your website and it looks dated or it’s tough to use, they’re likely to leave.

    Think about it like house-hunting. The kitchen sells the house or it doesn’t, right? If you walk into a house and you like it, but the kitchen is straight out of 1972, you’re moving on to the next house.

  • Connector.

    Don’t fear change

    You may love your website. You should love your website. But we bet you’d love it a lot more if it was bringing you more business.

  • Connector.

    Don't fear the work

    Not going to lie to you: it takes work to make a website a useful tool for a business, and something more than an online placemat. That’s what those commercials for free website builders don’t tell you. It takes strategy, planning, design, development, and highly specialized skill. Good news though: that’s why you hire folks like us. This is what we do, so you can get back to doing what you do.

Why do you have a website?

Is your website just an online brochure or business card that simply says “we exist” to all those people that aren’t visiting it?

Is your site online because everyone has a website and you figured you needed one too?

Is your website something you did years ago, and you find yourself saying “it never did anything for my business?”

The above three scenarios are not uncommon.

They may describe your business, too.

You need a strategy—not a website

A simple truth for you: you don’t need a website. You need an online strategy. The website is just a cog in the machine. But it’s what that website does and how that matters.

It’s like buying a car…

Think of it like this: you go to a car dealer and tell them, simply, that you want a car. It’s anyone’s guess what you’re going to get back, right? “A car” could mean a 1990 Ford Escort or it could mean a Tesla Model S.

Your goals and needs factor heavily into what kindof vehicle you drive off the lot in. But if those goals and needs aren’t well-defined beforehand, you could end up with a clunker that can only handle in-town miles, when the truth is that you spend every day on the road, driving, and you need something that you can count on. Perhaps it’s a status symbol, and part of you “looking the part” on the job. If you show up in the clunker, well…you get it.

Apply this thinking to your business

The same thinking applies to your business and how you’re able to leverage the internet to your benefit. No plan, no budget, no ongoing strategy, no clearly defined goals, no target to hit? Clunker. In-town miles.

It’s time to take your business seriously online and distance yourself from everyone else that has a website just to have one.

Transform your business—online

Here’s how to transform your website from an online placemat that’s just taking up space into something that works for you, 24/7/365:

  • Connector.

    Goals & Strategy

    What’s your definition of success? Identify measurable goals and define a strategy to achieve them online

  • Connector.

    Know your ideal customer

    Who are they? What pains, problems or frustrations do they have that you’re uniquely qualified to solve? Define that, and then create your entire website around it.

  • Connector.

    Think like your ideal customer

    Remember the cardinal rule: your website is not about you—it’s about your customer. There are three key questions that any website needs to answer to have a fighting chance at being effective: What is this? Who is it for?What’s so great about that? (aka what’s in it for me?)

  • Connector.

    Don't decorate. Communicate.

    Use design as a communication tool. Everything on the page should be carefully considered, through the lens of that ideal customer. Everything: visuals; typography; white space; calls-to-action.

Sounds overwhelming, we know…

But fear not. Defining and executing strategies like these is what makes us jump out of bed in the morning and get to work. We specialize in making these things happen so you can get back to doing what you do best—running your business.

Redesign experts at your service

Give us a call or email us today to talk about dusting the virtual cobwebs off of your website and making it a viable tool for your business.

Below, check out some before-and-after examples of our work. We’ll highlight the strategies outlined here in action.

 

BEFORE

AP Grow

  • Not mobile-friendly
  • Focus is unclear. Doesn’t answer “what is this?” “Who is it for?” “What’s so great about that?”
  • Mailing list signup was prominent, but the focus of the website hadn’t been clearly established, so the content (or importance) of the download was unclear.
  • Logo & branding were not strong. Overall feel of the website was that it was DIY and dated.

AFTER

AP Grow

  • Mobile-friendly
  • Modern design
  • Improved branding
  • Clear focus – AP Grow is a motivational speaker that gives keynotes and workshops for managers
  • Professional copywriting – this client is a published author, but we still insisted on handling the copywriting for this website. The content is now concise, on-brand and customer-focused.
  • Lead generation – free downloads (in green boxes) appeal to different ideal clients and capture new leads based on interest
  • Personal connection – AP Grow is introduced to visitors after “What is this?” “Who is it for?” “What’s so great about that?” are answered, because the website is about the customer, not our client. Up until this point, they simply don’t care who AP Grow is.
  • A snapshot of AP Grow’s keynotes and workshops helps further answer the “What’s so great about that?” question for visitors and builds more trust

BEFORE

MTC

  • Not mobile-friendly
  • Focus was on the business, not on their customers
  • Focus didn’t match desires of client’s customers
  • Very dated design
  • Logo & branding were not strong. Overall feel of the website was that it was DIY and dated.

AFTER

MTC

  • Mobile-friendly
  • Modern, upscale design
  • Improved branding – client hasn’t been exclusively in the home security business for decades. The new website marked a shift toward home automation
  • Clear focus – MTC handles high-end home automation in the Hamptons, an exclusive Eastern Long Island enclave
  • Professional copywriting – where this client’s previous website really suffered was the content. What our client didn’t need was a commodity-based recitation of the products and services they offer, with no soul. They need to sell their clients on the experience of the home automation services they provide.
  • Lead generation – free downloads appeal to different ideal clients (builders and home buyers) and capture new leads based on interest, and help “warm up” new leads by educating them on why they should be contacting and contracting MTC.
  • Repels non-ideal customers – the stunning imagery and copywriting that come together for this high-end design also help to repel non-ideal customers. For those visitors, MTC is clearly out of their league. Knowing who your customers aren’t is just as important as knowing who they are.
 

Ready to redesign?

Give us a call or email us today to talk about dusting the virtual cobwebs off of your website and making it a viable tool for your business.

 

BEFORE

RLM Co

  • Not mobile-friendly
  • Focus was on the business, not on their customers
  • Focus didn’t match desires of client’s customers
  • Very dated design (17 years old)
  • Client’s business relies heavily on their ability to update their website themselves. Original site was very cumbersome to edit and had limited functionality
  • Text embedded in images through the website seriously damaged search engine visibility

AFTER

RLM Co

  • Mobile-friendly
  • Modern, upscale design
  • Improved branding – a huge selling point of this business is the personal touch and vibrant personality you get from owner Mike Mahoney.
  • Clear focus – along with the personal touch, geography is important for this business
  • Professional copywriting – we let our client get back to what he does best—sell commercial real estate—while we took on the task of telling his story on the web
  • Usability – in addition to being mobile-friendly, this new website benefits from drastically improved usability. It allows visitors to not only easily browse listings (and filter their searches), but also easily inquire about a property they’re interested in.
  • Robust Content Management – our client can now easily manage all aspects of their website themselves, including what’s most important to them—the photography and data for each commercial real estate listing

BEFORE

Bauer, Inc.

  • Not mobile-friendly
  • Value proposition (why businesses should choose them) was not clearly defined and supported
  • Calls-to-action were poorly defined and not benefits focused (“Newsletter signup” with no compelling offer will never lead to email list growth)
  • Very dated and cluttered design
  • Client’s business relies heavily on their ability to update their website themselves. Original site was very cumbersome to edit and had limited functionality

AFTER

Bauer, Inc.

  • Mobile-friendly
  • Modern, simplified website design
  • Improved branding – capabilities are clearly defined. Important trust factors are in place, including logos of the very well known companies our client proudly serves
  • Custom photography – we took photographs on-site at Bauer, showcasing their facilities, capabilities and working environment
  • Usability – in addition to being mobile-friendly, this new website benefits from drastically improved usability. Visitors can easily browse extensive product listings by area of interest and inquire about them
  • Robust Content Management – our client can now easily manage all aspects of their website themselves, which is no small feat—this website is over 300 pages.
 

Ready to redesign?

Give us a call or email us today to talk about dusting the virtual cobwebs off of your website and making it a viable tool for your business.

 

BEFORE

C3 Medical Device Consulting

  • Not mobile-friendly
  • Focus was on statistics that had no clear anchor to the website and business in question, because “What is this?” “Who is it for?” and “What’s so great about that?” had not yet been defined
  • Focus didn’t match desires of client’s customers
  • Dated design
  • Target customer was not clearly defined, so the focus of the website was on the business

AFTER

C3 Medical Device Consulting

  • Mobile-friendly
  • Modern, simplified website design
  • Improved branding – lighter and brighter, the site now utilizes a blue, green and white color scheme. Blue for trust and dependability, generous white space for usability and comfort, and green for action
  • Professional copywriting – the world of medical device consulting can be dense; properly conveying what this client actually does, in terms that the average client can wrap their head around, was a challenge—but critically important to the success of this project
  • Composite product illustration – we took various screen captures from our client showing one of the actual medical devices his company creates and created the custom cutaway graphic shown here, to start to bridge the gap between what this company does and getting a potential customer to understand it
  • Lead generation – free downloads appeal to different ideal clients, capturing new leads based on interest. This helps identify where the prospect is in their buying cycle and also helps to “warm up” new leads by educating them on why they should be working with C3.
  • Intuitive Content Management – our client can now easily and quickly update his website from an easy-to-use drag and drop interface
 

Ready to redesign?

Give us a call or email us today to talk about dusting the virtual cobwebs off of your website and making it a viable tool for your business.

 

 

Crucial Networking, LLC
P.O. Box 1052
Farmington, CT 06034

860.385.1316
web@contactcrucial.com