While a digital marketing agency will be glad to assist you with website optimization at any point in your existing site’s evolution, working with the agency at the outset of your new site build can deliver big rewards in the form of a jumpstart to your online visibility. Let’s examine how you can get the most from your online marketing agency during your new site design.
Tip #1: Instead of separate meetings with your designer and your marketing agency, conduct meetings that bring your entire website creation team together. It’s important that a holistic viewpoint prevail during the site design, so you can approach the project from a user-first focus.
For example, one team member may wish to create a mega menu, where another may be envisioning vertical sliding navigation. With the entire team present, the usability pros and cons can be discussed, along with any SEO implications. This approach is much more streamlined than working from a developer’s meeting and then relaying the final decisions to the digital marketing team who will then have to work around whatever has already been decided. As we shall see, tablet conversion rates are rising, so mobile navigation concerns will be near the top of the list during site designs.
Tip #2: How does the customer move through the funnel? Website visitors’ journeys from interested prospects to purchasers of goods or services follow more than one process. Depending on the user, there may be several visits to the website until trust is built and purchase intent is developed. Sometimes the user is ready to purchase right away…how can your team accommodate both types of users (and other personas) with your new site design?
–>Page speed is huge. Page speed is one critical area where digital agencies and developers can work together to test how copy images and other assets combine to deliver the best user experience. With the rising percentage of conversions coming from tablet devices (in the US in Q4 2016, 4.31% desktop to 3.55% tablet), people want pages that load quickly so they can rapidly complete their research and conversion activities. If pages load slowly, users today usually bounce quickly and go to a more responsive site. According to AuthorityLabs your pages need to load in 2 seconds or less. This makes sense because the longer a page takes to load, the greater the chance that your visitor will go elsewhere.
–>Don’t make the user have to think too much. If a user has found the link to your website in search results and it promises to take them to a page that sells red chairs, then the landing page should show them red chairs, not the home page of your site or some other unrelated page. This may sound like common sense, but to boost conversion rates, one has to connect the dots for the user from the search result to the landing page to the conversion page.
This can be accomplished via optimization of the page title and description that entices the user to click through from the search results to the site. Then placement of images, calls to action, menus and other design elements and the optimization of each of these, plus on page copy, complete the job of informing and converting the user. Easy to reach Quick Links sections on product pages can take first-time visitors to article archives that provide more in-depth information. Additonal calls to action help take users closer to purchase; nearer to the conversion page. As your team meets to discuss all of these options, leadership from the digital marketing stakeholders will prove invaluable as a guide to designers.
Tip #3: Putting it all together. We’ve only scratched the surface here on the reasons why your digital agency needs to work together with the rest of your website development team from Day 1 of your re-design. Another important reason to take a holistic approach to website design is that no one team member or group has all the answers. You have the vision. Your digital agency takes that vision and develops ideas for key phrase research, copy, images, audio, video and more assets to point users to your site and convert them once they arrive. Your developers see all of this input and they synthesize it into a working environment where all the pieces come together into a streamlined whole. The saying ‘it takes a village’ is never more appropriate than during a site redesign!
Check out this infographic that summarizes much of what we’ve discussed here and offers more areas where your marketing and development team can collaborate to create an exceptional user experience:
Let’s Get Engine-IUS!
It is vital that your digital marketing agency not only be present during site redesign strategy meetings; it should take the lead so your vision and all of the technical aspects of optimization and design can work together harmoniously. Engine-IUS Marketing understands this synergy between digital marketing and development and has piloted numerous website design projects that delivered enhanced ROI. Contact us today and let’s get started working together on your new website!