The Core - A Blog by DMA Solutions
Mari Cobb
Posted by Mari CobbMay 6, 2021 6:00 AM
A website is a brand's most powerful communication tool. It's the one place on the Internet where you control the message, visuals, and interaction with your customers. It's also a major investment - financially and otherwise. When reviewing your website, you might wonder if you need to plan to start all over, or if you can make updates to your existing site. 

Four Signs You May Need a New Website

Your branding has changed.

New products and packaging is common place for innovative companies in the fresh produce space, but has the look of your website kept up with your company’s growth? As the “face” of your overall brand, it’s essential that your website provides a consistent experience, look and feel compared to your other brand assets.
 

You can't update it yourself.

If you’re not using a content management system (CMS), or the one you have is too difficult for you to make updates yourself, it’s time for an upgrade. Marketers can save themselves a great deal of money in the long-run by creating websites that allow them to update pieces of content quickly themselves without having to employ a coding expert.
 

It's not mobile responsive.

Over 50% of all Internet traffic came from mobile devices in 2020. If your digital assets are not optimized for cell phones and tablets, they are not being visited or viewed at a level that is possible in today’s digital environment.
 

You haven't updated it in the last 5 years.

We could guess that if your site was built 5 years (or more) ago, you might be questioning the success of your site as a whole! Websites are a living, breathing aspect of your company and brand. Modern day marketers should begin transforming their view of websites as a temporary project to a continual process to better your online presence.
 

Simple Ways YOU Can Update Your Website's Performance

If your website is in good shape but you're not getting the results you want (increasing traffic, high bounce rate, customer engagement, etc.), there are a couple things you can do to immediately improve your user's experience. 

Revise your copy to clearly communicate benefits. 

On average, someone only spends 5.59 seconds looking at your site's written content, which means you have a very short time to communicate your message on your homepage. The best way to communicate your message is to follow this simple structure:

    • CLEAR headline that states what benefit you offer
    • CONCISE description of how your product or service makes your customer's life better
    • BOLD call to action to let the customer know how to get your product

Structuring your homepage message in this way is a great way to improve your site's performance! Users will better connect with your site when the first message they see is one they connect with.

To see this messaging structure in action, take a look at one of our latest website projects, Little Bear Produce

 

Feature images of people enjoying your product.

If your website is full of only product images, it might be time for an update to showcase photos of people enjoying your product! (Tip: Sometimes it's "ok" to use stock photos, but it's even better if you can set up a lifestyle photo shoot to get custom images with your branded product!) If you already have those images, put them on your website! According to Dr. J.J. Peterson of StoryBrand, show "smiling, happy people" because images can be a proof-point of the benefit you offer. 

 

Do some work on SEO. 

While having as many keywords as possible was once the key to success, new Google updates place value on SEO basics, including:

  • Page titles
  • Meta descriptions
  • Alt-text for images 

Drastically moving up in organic search rankings takes some time, but if your website is in a good place otherwise, updating these basic SEO items can help increase your visibility. 

If you're not sure where to start, let us help! Our team can provide a thorough and affordable website audit, which includes actionable recommendations! 

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