Your Website Redesign: Help us help you

A website designed only a few years ago may already be lacking when compared against the online activities of competitive organizations. Many elements are becoming increasingly critical for maintaining an effective, relevant online presence.

Consider some of the following options before you evolve your online efforts, and be sure that your marketing service providers understand what you are looking for before they quote the job for you.

Integrated communications: If your slightly-aged website looks or reads differently from your current advertising, sales activities, newsletters or key messages, then don’t do that. Your online presence should be the forefront of your outgoing communications, never an afterthought. Say the same thing, say it consistently, and say it everywhere: if you are saying different things in different places, you are harming your brand.

Content Management System (CMS): You should be able to update the content of your website as frequently as you wish – especially if your business or organization is evolving. If you have to email your website designer each time you want to change a few words, it is inefficient and expensive. Furthermore, it is generally acknowledged that search engines prioritize websites with frequently updated content as a mark of relevancy and engagement. In other words, a “digital brochure” website will actually hurt your ability to rise in search engine rankings. Content management systems are simply software interfaces, available either as purchased software, or software-as-a-service (SAAS) that your designer can set up. If a web developer is not willing to set you up with a CMS, find another developer.

Search engine optimization (SEO): SEO rules are always changing, and Google doesn’t share their specific search engine algorithm changes, but at least pay attention to the basics: good keywords, effective keyword use in titles, headings, body text, well-named images, relevant back links (if appropriate), etc.

Mobile integration: Research if your customers or potential customers may access your online presence with mobile interfaces, mobile apps, or if they will tend to find you through a traditional website. Mobile integration may be important – if so, ensure your developer addresses this – and make sure that your CMS works with the integration.

Content sharing: Establishing thought leadership with information provided through your online activities is increasingly important – be sure that viewers can share your content easily, without having to turn to outside channels like Facebook or Twitter. Integrate your own sharing tools onto pages where content may be relevant for others to share.

Communities: Forums and online communities demand a certain amount of attention, but if they are appropriate for your brand, they can be really valuable for maintaining dialogue with your customers. Framed another way, online communities aren’t very different from a physical store where repeat customers stop by to “talk shop” with your staff and each other, in order to answer questions and share their own interests.

E-Commerce: There are lots of really cool (and cheap) ways to integrate safe, secure online sales into your website, many through SAAS (www.shopify.ca is great). If you have a product that can be sold online, there are tools galore to do so – don’t miss out on sales opportunities for another minute.

Social media: If you are already generating communications content, then push it out everywhere – publish your newsletters on your website as a blog or a news page, and be sure that RSS feeds are in place, as well as automatic notification of updates that are populated to Facebook, Twitter, LinkedIn (if appropriate), etc. Share existing messaging as broadly as possible, and ensure that all touch points are integrated in their look, message, personality and feel. Use tools to streamline your social efforts – I’m a huge fan of www.hootsuite.com.