We’ve been designing, coding and launching websites since DMA’s inception, so we can attest to the transformational journey that comes with each and every new website launch. We believe that great fresh produce websites work to help you sell more produce, and every year there a new and exciting advancements that allow us to do just that.
But the truth is, launching a website is never easy! Marketers know just how important it is to have an updated and efficient web presence, but they also know that the journey to get there presents many challenges. Here’s the hard truth about launching a website that we hope any marketer can relate to:
There is not a cookie-cutter approach to launching a website.
The truth is, there is no right or wrong way to approach the creation of a new website. Depending on what your goals are for the new site, you can chose from a number of paths to go down that work best for your company. There are, however, several considerations to take into place…
Websites are a lot more than just design.
A lot of marketers get caught up focusing too closely on how our site looks that we can overlook design flaws that affect efficiency and user experiences. This is something we’ve really began to absorb at DMA recently, and we’re now working with clients to focus on the content of the overall site before we talk about design.
A website audit of your current assets can be essential to your new site’s success.
Understanding what pages are and aren’t performing on your current website, as well as what keywords are working for you, can provide you with “a has!” relative to what needs to go on your new website.
Designing a website from a template is a great option if you have a smaller budget, but it will not allow for much flexibility.
Website hosting engines like WordPress have several pre-designed templates you can choose from, which will save you a ton of time on design if you have a limited budget. However, this option isn’t great if you have a lot of custom content to incorporate or if you’re looking for an original look. We’ve found that for most of the produce companies we work with, custom options work best.
Custom websites afford endless options, and that can be overwhelming.
If you choose a custom website, it can be overwhelming because the options are ENDLESS. Start by making a list of what your website HAS to have in terms of pages, functionality, etc. and go from there. We also recommend identifying 2 – 3 “idol” websites that you love and can show your web team.
It takes anywhere from 4 to 24 months to launch a website.
It’s true – websites are typically a large undertaking and you need to give yourself time to get it right. The average custom website can take 6 to 9 months from start to launch. If you know you want to have a new website by a certain date or event, get started as soon as possible to ensure success.
Responsive Design and the Inclusion of social media are musts for launching a new website.
60 percent of internet access is made on a mobile device, and that number is only going to increase by 2017. Even if your primary audience consists of fresh produce buyers and not necessarily consumers, consider that as more millennials enter the workforce and take on those positions, they too will be using their mobile devices to find YOU.
When done right, websites are in a constant state of change.
With new technology and trends surfacing as quickly as every 6 months, your website will become outdated more quickly than you think. As a general timeline, most marketing thought leaders recommend a refresh every 2 years (or more frequently, depending on your content), and you may want to consider budgeting for an entirely new site every 3 – 5 years.
Content Management Systems are popular, but having a CMS doesn’t necessarily mean you can update ALL of your site’s content.
If your team wants the ability to make copy updates, image swaps or recipe additions on your site without the help of a web designer, a CMS is the right platform for you. However, many people are surprised to learn that the CMS isn’t as simple as they think. To make major changes or add new features to your site, you will still need to employ an expert.
Bells and whistles can add up fast.
It happens a lot: as marketers, we don’t realize we need a particular plug in until we need it. Or we don’t have an idea about a new rotating image or custom filters until it comes to us – but often times these “bells and whistles” come with added costs to create and code. Save yourself from potential surprises by asking about plugins and functionality changes from the start.
You need to have a photography budget.
Even if you have great photo assets already, you will likely need more to bring your site to life and keep it updated with new and fresh content. You can use custom photography and/or stock photos, but keep in mind stock photography can be limiting.
Your website shouldn’t be so focused on YOU.
Don’t make the mistake of focusing your website on only telling your story without a bridge that connects it to help solve a consumer or buyer’s problem. From visual elements that communicate key messages to clever copywriting and keywords, your website should speak directly to the audience that you know is visiting your website by helping them make a buying decision.
If you’re working with an internal team, get ready to manage a LOT of conflicting opinions.
Another one of the realities of creating a new website, everyone has a different opinion! We recommend managing this by keeping only key team members involved until you are ready to present a solid option to the rest of the company, and THEN obtain their feedback.
Working with a marketing agency and/or design experts will make the process so much easier.
Don’t try and do this alone! Although we don’t doubt your marketing expertise, it really is best to employ an unbiased perspective to do the heavy lifting for you. After all, you have enough on your plate as a fresh produce marketer!
The feeling of accomplishment when your new site is finally launched is unreal.
When it launches, you will be overjoyed and full of relief. Enjoy this moment and go have a celebratory cocktail! But just remember…
It’s not DONE just because it’s launched!
Websites are a living breathing machine. Maintain success and meet your goals by continuously updating and keep your content fresh and on trend for your audiences.
