There have been a number of requests for project solution quotes by people who do not have any form of communication other than a telephone. No fax. No e-mail. No text messaging. Some of which did not have a functioning computer at the time of the conversation. It wouldn’t be an issue if it weren’t for the fact that the project requirements discussed involved websites that included a great deal of interaction with the visitor. The details presented to us included many functions where the user would connect with a website to acquire a specific solution to a need. That’s great, however what is not so great is what would be required on the site owner’s end. A computer. One that is connected to the Internet.

You cannot expect to build a website that interacts with visitors unless you have the support structure behind the scenes to fulfill the needs of people that are looking to become more than just visitors to your site. Those are called “customers”. There’s a theory of practice out there known as customer service and it requires time and effort. A website will only be able to do so much. Granted, the level of service provided by the website can be extensive…but there is still a responsibility of the site owner to routinely maintain the product/service offerings of the site.

If you offer a product or service, how do you expect to receive order requests or inquiries with a modern mechanism of delivery (e-mail or even text message)? What is your plan to complete the process of conversion in a way that does not inconvenience the customer? Most transactions are handled electronically and some products only require a digital delivery. However, some of the prospective clients we talked to wanted to deliver physical products with no way (that was apparent to us) to be notified that an order was placed. Other potential clients wanted sites that “do all the work” without realizing that the data driving the website would need to be added. It doesn’t just magically appear. It is also not the primary responsibility of the development team to produce the content for a client website.

Website owners need to understand whose responsibility it truly is to own and operate a website. Theirs. It is an extension of your business…even if your primary business is the website. Ultimately, you as the owner are responsible for the information and the products and services offered on the site. It is your responsibility to insure that customers can complete whatever goals you define for the site (buy products, requests services, find information…etc.). The website development, hosting and search engine marketing teams you employ are there to support your efforts. Their goals are to provide you with the best services available. That does not mean they can run the online portion of your business for you. They can only work to transform your ideas into a functioning website or digital application.

We appreciate opportunities to work with clients, but there must be a mutual understanding of the roles all sides play in the process.

Does your website enable visitors to become clients easily? This process is called “conversion”. When visitors arrive at your site they should be able to easily navigate to areas of interest. They should also be able to complete some level of action (supply information about an inquiry or make a purchase). The steps to completing such functions should not be complicated, nor should they be hard to find.

Are you offering new or different services that need to be communicated through your site? If you have made changes to your product or service offering, then your site should include information about those new items. However, it is best not to just cram new content in without a real plan. The content needs to have purpose in order to reach your end goal, which is conversion.

Have you redefined your brand? Has your company logo or identity changed? Updating your website offers the opportunity to update your company’s message in conjunction with the change of identity. Many times replacing an old logo with the new without updating the whole site is not the best solution. The fact that your brand identity has changed signifies some shift in how the company is to be presented. Adding a new logo to stale text will not improve the overall message about your business. The message should be cohesive and clear.

Is the look of your site dated? The layout, colors and graphic element usage of your site works to portray an image of your company. All aspects of your site (design & content) should reflect your company’s understanding of technology. A site may benefit from highly interactive components, such as Flash. However, in most cases it is not necessary to achieve success in delivering informative content that drives visitors to a specific call to action.

Considering a website redesign requires more than creating a new layout and color scheme. Your goals should include the development of a site that enhances your business presence, while providing an effective way for new & current clients to conduct business with your company. In addition to the design strategy, you should pay careful attention to the marketing strategy of your site. The efforts to bring qualified traffic to the site are as important as the design and functionality of the site itself. Position on search engines is key to acquiring qualified traffic, as that offers the greatest potential for qualified leads and ultimately increased sales.

Contact our team for a FREE evaluation of your site: projects@pixeleffects.com