Ready, Set, Redesign – 7 considerations for your website


Digital marketing is at the mercy of web design trends and technologies. As new players emerge, like mobile, ways of getting customers to visit your website, let alone take action on it is increasingly difficult to predict. The good news is that some marketing trends are fairly easy to take advantage of, provided the necessary planning is in place. Before you start looking for a design team to update your website consider the following 7 trends. Why? Because it will give you a good idea of where your business may be loosing ground, what is already working, and how to plan months ahead.

1. Mobile-friendly: Responsive and beyond

In 2014 approximately 1.75 billion people will own a smartphone. They will query over 30% of all Google searches through their mobile browsers. There are several ways of adapting your business to the needs of these users. Your website redesign strategy should revolve around either responsive design, separate mobile app or a standalone mobile website.

2. Social: SEO and SMM

To have a better chance of getting into those first two pages of search results, your website must be optimized. However, this on-page approach does not take into account how your business is talked about elsewhere online. Since the bulk of the talking happens through social media, you should capitalize on the power of “liking”, “retweeting” and otherwise sharing your content to improve rankings dramatically.

3. Contextual: Smart ads and context marketing

Do you trust recommendations? At the very least, reviews and recommendations are the very first thing you look at when making a purchasing decision. Facebook shows you ads based on content you are currently consuming, while Gmail connects you with local businesses based on the contents of your inbox. Depending on who your own target audience is, smart ads can be a powerful way to direct traffic and get leads.

4. Newsworthy: Emails and newsletters

Yes, it is still around, but email marketing has become much more elegant and convenient then the traditional “email blast”. Use it effectively to better target your audience by personalizing and catering to users’ diverse interests. Better to keep it short unless, of course, you know for a fact that your readers appreciate a longer piece of prose.

5. Well written: Marketing speak and storytelling

Visitors and potential customers probably don’t come to your website to conduct extensive research. They rely on you to distil some relevant, current and trustworthy information so they can consume it quickly and go on about their busy lives. And if your approach is consistent and shows personality, they will return for more. If necessary, rewrite all your content to make it human.

6. Priorities: Content and strategy

A large portion of marketers continue to spend a sizeable chunk of their budgets on the King. Allocate time for content in order to engage your audience consistently. If your efforts are an obvious afterthought they will see the dishonesty, which will impact all of your other digital marketing efforts.

7. Inbound: Response and conversion

Traditional marketing efforts like direct mail, magazine ads and trade shows are not really integrated into your website. Although these outbound tactics can help bring visitors to your website, inbound marketing is designed to leverage your site itself to convert. People just tend to respond much better to valuable content that is helpful and educational in some way.

This overview is meant to open up possibilities and get you started on updating your website. Some of these 7 trends may be more relevant to your business than others, and that’s fine. What is important is that redesigning a website must be a planned activity, taken seriously and carried out by a team of experienced professionals.

Inspiration for this post: Admin E Solutions