5 Elements to Consider When Upgrading Your Website

The chances are that like a significant proportion of the Australian population, you search the internet looking for websites that can satisfy your need for information and/or entertainment.

You will have no doubt come across numerous websites that have been created in years gone past and have been simply left languishing.  Many of these sites have experienced the ravages of hacking or simply have been overtaken by advances of the internet and all of the websites around them.

Sometimes these old websites remind me of sad, burnt out old wrecks.

5 Things to Get Right

There are many things to consider when you are building or upgrading your website.

The team at Baker Marketing have checklists, systems and hands-on experience to assist you in working through these decisions.

With most websites I find that the following 5 elements are very important to get right if you are going to achieve an effective and useful website that contributes towards generating sales and profits:

  1. Marketing Strategy
  2. Website Marketing and Search Engine Optimisation
  3. The Written Content (Words)
  4. The Visual Content (Look and Feel)
  5. The Technical Build

1. Marketing Strategy

There is not a lot of point in building a website unless it supports and builds on your overall Marketing Strategy.  This includes the decisions that you have made regarding your selection of Primary and Secondary Target Markets, Desired Brand Positioning and Key Communications Messages.  Naturally, a completed Marketing Plan is a good start.

2. Website Marketing and Search Engine Optimisation

Many people build quite nice websites without giving much thought to how they are going to attract customer traffic to their site.  If you do not invest in any website marketing or Search Engine Optimisation activity you run the risk of your website having no visitors.  It is good practice to define a 12-month Marketing Activity Schedule prior to building your website so that you can integrate your marketing requirements into the site (e.g. Blog setup).

3. The Written Content (Words)

I consider the written words to be one of the most important components of a website.  It is the words that help you most to get found by Google.  It is also the words that carry the compelling messages, calls to action etc. that encourage visitors to click further and progress the sale.

4. The Visual Content (Look and Feel)

The visual content tends to be the element that is of most focus when it comes to building websites.  The look and feel is very important.  However, you will notice that I have positioned it at “No.4” in the list.  This is because a great look and feel will only get you so far and you also need to make sure you get the other elements right.  A good graphic design brief will help you communicate your visual needs to your designer to ensure that design is in keeping with your overall marketing strategy.

5. The Technical Build

If you have given adequate consideration to the above four points you will then be in a position to commence the technical build.  The reason that I have put this last is because all of the other elements determine your needs in the area of technical build.  This is an important area and a good way of getting things right is to prepare a technical brief prior to commencement.

I hope the above top-line suggestions provide you with some food for thought if you are considering a new website or the upgrade of an existing website.

A number of our previous articles will provide you with additional information regarding the above suggestions.  Alternatively, feel free to contact myself or the team at Baker Marketing.

Image by Zack McCarthy on Flickr (CC by 2.0).

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