Most companies reach a point in their business lifetime when their web presence no longer accurately reflects their goals or identity. This can happen for a number of reasons – after early stages of quick growth and self-discovery, or even after having been around long enough to outgrow a site that had been with them from the beginning. No matter the time or reason, approaching this risk and overlooking it can be extremely detrimental for business, as a company’s online presence largely dictates the way they are viewed to prospective clients, and the world at-large.
This infographic created by Big Duck, outlines some key indicators that should be assessed on a regular basis in order to avoid the pitfall of winding up with an inconsistent web presence (and then having to scramble to correct it).
Let’s check out the 4 main points the infographic describes:
Communication Goals & Audience
Putting in the time and effort now to learn how your customers are reaching your site will benefit you in the long run. Along with learning how they’re getting there, you should also know what they’re looking for once they arrive. Ensuring your site provides the elements that mirror your target’s needs is step one in the evaluation process.
Content & Structure
A clean, easy-to-navigate website should lead your audience intuitively to the information and functionality they seek from your site. Apart from ensuring the info they need is already there, double-check your content, remove anything extra, and plan ahead for what may need to be added in the future as your company grows.
In addition to being easy-to-use, does your website design follow the brand’s style guide? Your site should reflect the brand’s personality and therefore set it apart from competitors and others in the industry. If this still needs to happen, hire a professional designer or agency to make it happen, and make sure they optimize your site for mobile use.
A site that doesn’t function properly negates the entire effort of its existence. Running tests, and checking every aspect of its use is imperative. If you’ve hired an outside design team, make sure you’re properly trained on how to use your site’s CMS to make quick updates as well as track clicks and other relevant stats to/on your site.
If your site stacks up on first glance – great! Make sure to keep checking back as your business grows, and don’t be afraid to hire outside design help when it’s time.