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A company can decide to redesign its website for many reasons, but one of the most common motivators is the need for an updated appearance. While this is a valid and necessary reason to pursue a redesign, there are also many marketing and business goals that supersede appearance in order to create an impressionable and effective website.
MARKETING WEBSITE GOALS:
Marketing departments typically want the company website to attract and engage more prospects, generate more leads, better support the company brand or raise awareness.
- Generate More Qualified Leads
This is arguably the most popular goal for business websites that have lead generation as their main purpose. This goal is best for companies that want to get more sales leads through improving their website’s marketing performance.
- Improve Lead Conversion Rate
This measures the ability of a website to capture information of a visitor and convert them into a prospect. This goal is good for companies that want to focus on the website’s ability to convert and is a great goal to set for inbound (content) marketing campaigns. This goal can also help measure changes in the quality of traffic.
- Incorporate a Better Content strategy
Having fantastic content on your site, including a blog, can improve everything from customer retention to SEO — and with continuing changes to the algorithms of search engines, you’d be smart to implement a solid content plan. That said, quality content is useless if your visitors can’t readily find it. Content marketing is a foundational piece of any marketing strategy.
