There are many good reasons for commissioning a new business website. Your existing one may be old fashioned or look dated. Your site might be functioning with an old, and not particularly suitable, content management system(CMS): you may even be wanting to improve your site structure, be able to add content yourself or be wanting a CMS that will improve your chances of getting found on search engines using SEO. All of these are valid reasons for making that change and spending your hard earned cash.
However, sometimes the question you should be asking yourself is this: do I want style or am I better off with substance? If the answer is style, then a new website is the right choice for you. If your answer is substance; then you should be turning your attention to content – particularly if your website is already running a reliable and popular CMS like WordPress. If you really want to improve the substance of your website, then focus on the content on your existing site.
Ask yourself the following questions:
- What is the purpose of your website, and does it deliver everything you want it to?
- Are visitors able to find the information they want quickly and easily?
- Are your contact details – phone number, address, contact form – easily found?
Most people who visit a website know exactly what they want, so if you can provide them with the essential information listed above, then you’ll be providing a great experience for your customers. If potential customers are unsure what they’re looking for, or aren’t yet ready to speak with you directly; then providing this essential content will keep them engaged. If you fail to deliver this content, then those customers will simply go to another site that does.
Most successful, high-performing online businesses share one thing in common. Their websites are never finished: they simply evolve. They treat their websites as living entities and constantly evolve and tweak their content. They are always looking for ways to improve and optimise the customer experience and are always adding new content to their sites (not simply more products). They constantly optimise so that the visitor experience is easier, faster and more satisfying.
Whilst a shiny new website might tick all the right aesthetic boxes, it won’t necessarily tick all the boxes potential customers want ticking. Good site content, on the other hand, will give potential customers all the information they want quickly and easily. For customers who aren’t yet certain what they want exactly, then good content will help them by providing relevant and useful information which answers their questions or solves their problems.