If you’re considering a website redevelopment, one of the first factors you’re probably going to consider is budget. In fact, “How much is it going to cost me?” is arguably the most common question we hear when it comes to website projects.
We get it – website development projects have a nasty reputation for budget and schedule blow-outs. But it doesn’t have to be this way. So while you might be tempted to lead with the question of how much, there’s a better discussion to have with your project partner:
“Who are my target audience(s) and what do I need them to be able to do on my website?”
Once that’s established, you can start thinking about budget and achieving what you need to achieve in the most cost-effective way. Why? Because your new website is going to be the shopfront of your business for the next few years – if you were building a bricks-and-mortar shop, would you want to cheap out on that?
If your website doesn’t present well or creates friction for your target audiences, you’re letting your brand down and missing out on potential conversions, whatever that might be for your brand. And that’s not all: if you haven’t thought about the back end of the site – how the various systems work together – you’ll be creating headaches for your staff who are trying to manage the customer experience.
Our advice is to do your best to get things right and ready to deliver value now, and you’ll reap the benefits down the track. Put simply – a cheap and nasty website is bad for business.
What is the current best practice for website redevelopments?
Your website should be a reflection of your brand and desired brand experience. That being said, there are a few guiding principles that will help you get the best from your web development project.
A great user experience: The site should be easy to use, look good and meet the needs of its users. This can be achieved through clear navigation, simple and intuitive design, fast loading times, informative and engaging content, and responsiveness across different platforms – especially mobile.
Minimal friction for users: Don’t leave any room for friction or doubt. This means including everything the users need to convert, including third-party reviews to help satisfy the buying process. Ideally, you want them to take action without having to leave the site.
A true reflection of you and your audience: Not only does this mean speaking the right language – your image selection also matters. If you have a diverse audience, or the people who are delivering your services or selling your products come from diverse cultural backgrounds, make sure the pictures on your website reflect this.
Coordinated with your Customer Relationship Management system (CRM):Â Unfortunately, many organisations treat CRM and website development projects as separate pieces of work. The two are actually inextricably linked, as both have a role to play in customer support, sales, complaints management and so on. Keep the two separate and you are going to leave growth and revenue opportunities on the table.
What if I have a minimal budget?
In an ideal world, everyone would have an unlimited budget to build beautiful website experiences. In the real world, that’s rarely the case.
We’ve worked with clients on a shoestring budget to create web experiences that were an excellent reflection of the brand, and provided the desired outcome, for well under the $10K mark.
The secret is to rethink what you really need your website to do. Do you need a multi-page, bells and whistles experience; or could you get away with something simpler? For example, a clean and easy-to-use landing page, with the sole purpose of capturing leads from a Google Ads or LinkedIn campaign.
The beauty of this approach is you can start capturing those critical leads at the top of the sales funnel, and then scale up your web presence as they start to convert (and your budget becomes a little more flexible).
How we relaunched a national association industry website with multiple target audiences.
We’ve just put the finishing touches on a brand new website for a national peak industry body in the building and construction industry. It was a unique project because the parameters were so challenging. The site needed to deliver a seamless user experience for a number of distinct audience segments – spanning B2B and B2C, right through to government and community, as well as providing training, qualifications and courses, and a secure member portal.
Our focus was on refining the barriers of entry for each of these audiences, eliminating any friction and creating a seamless and intuitive user experience across the board. We were also aiming to create consistency across each of those audience experiences.
A critical element of this project was to ensure the CRM was selected and integrated at the early stages of the project. This ensures the client is able to capture and manage audience data, as well as deliver better customer service right from the outset.
For the Higher Ranking team, the project underlined the importance of removing ambiguity from the web redevelopment process. We did this by including the entire decision making team in several deep discovery sessions and detailing exactly what the scope of work is before the quote is signed off.
Our team is awesome at uncovering the high value workflows and automations that will deliver a seamless customer experience and create business efficiencies that drive revenue and reduce friction internally for the client.
How can we help?
Higher Ranking is an Australian digital marketing agency that supports Australian businesses of all sizes to drive quality leads which generate revenue for your business.
We are proud to bring our LinkedIn Lead Generation tool to the market. It’s a one-of-a-kind solution that takes away most of the ‘heavy lifting’ of the traditional methods of LinkedIn lead generation, without compromising on the quality of the leads. We can also help with the other digital channels to support the sales cycle, including remarketing, website redevelopment, paid social media, EDMs, Google Ads and SEO.
We’d love to show you how it works – you can book a demo using the link below.
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What is the primary goal of digital marketing?
The primary goal of digital marketing is to connect businesses with their target audience through various online channels, ultimately driving engagement, increasing brand awareness, and generating leads or sales.
What is the importance of SEO in digital marketing?
The importance of SEO in digital marketing lies in its ability to enhance online visibility, driving organic traffic to websites. By optimising content for search engines, businesses can reach their target audience more effectively and improve conversion rates.
How does content marketing drive sales?
Content marketing drives sales by creating valuable, relevant content that attracts and engages potential customers. This builds trust, nurtures relationships, and guides prospects through the sales funnel, ultimately leading to increased conversions and sales growth.
What is the role of AI in digital marketing?
The role of AI in digital marketing is to enhance data analysis, automate processes, and personalise customer experiences, ultimately improving lead generation and marketing effectiveness. AI tools facilitate targeted campaigns by leveraging insights from consumer behaviour and market trends.
What strategies enhance digital marketing effectiveness?
Strategies that enhance digital marketing effectiveness include leveraging data analytics for targeted campaigns, using SEO to improve visibility, and integrating automation tools like those from Higher Ranking to streamline processes and maximise human sales expertise.
How can SEO improve online visibility?
SEO improves online visibility by optimising your website for search engines, leading to higher rankings in search results. This increased visibility attracts more organic traffic, enhancing your chances of reaching potential customers effectively.
What trends shape digital marketing today?
The trends that shape digital marketing today include increased personalisation, the rise of artificial intelligence, an emphasis on video content, and the growing importance of data privacy. These elements are crucial for targeting audiences effectively.
How does content quality influence sales?
The influence of content quality on sales is significant. High-quality content engages potential customers, builds trust, and drives conversions by clearly addressing their needs and pain points, ultimately leading to increased revenue for businesses.
What metrics measure digital marketing success?
The metrics that measure digital marketing success include website traffic, conversion rates, customer acquisition cost, return on investment (ROI), and engagement levels across various channels. These indicators help evaluate the effectiveness of marketing strategies.
What tools assist in digital marketing automation?
Tools that assist in digital marketing automation include customer relationship management (CRM) systems, email marketing platforms, social media management tools, and analytics software, all of which streamline marketing efforts and enhance lead generation capabilities.
How to optimise SEO for better ranking?
Optimising SEO for better ranking involves using relevant keywords, improving site speed, enhancing user experience, and creating high-quality content that engages visitors. Regularly updating your site and building backlinks are also essential for sustained ranking improvements.
What role does data play in marketing?
The role of data in marketing is crucial, as it enables businesses to understand customer behaviour, tailor campaigns, and measure success effectively. By leveraging data, marketers can optimise strategies to enhance engagement and drive conversions.
Why is user experience vital for digital marketing?
User experience is vital for digital marketing because it directly influences customer satisfaction, engagement, and conversion rates. A seamless and intuitive user experience encourages users to interact with content, fostering trust and loyalty towards the brand.
How can AI personalise marketing campaigns?
AI can personalise marketing campaigns by analysing consumer behaviour, preferences, and engagement patterns, enabling businesses to deliver tailored content, recommendations, and timely messages that enhance customer experience and drive conversions.
What is the impact of social media on sales?
The impact of social media on sales is significant, as it enhances brand visibility, fosters customer engagement, and drives lead generation, ultimately leading to increased sales opportunities and a deeper connection with potential clients.
How do video ads boost engagement?
Video ads boost engagement by capturing attention more effectively than static content, leveraging visuals and sound to convey messages quickly, and creating an emotional connection with viewers, ultimately driving higher interaction rates and conversions.
What are best practices for content development?
Best practices for content development include conducting thorough research, understanding your audience, creating a clear content strategy, maintaining consistency in messaging, and utilising SEO techniques to enhance visibility and engagement across platforms.
How can analytics inform marketing strategies?
Analytics can significantly inform marketing strategies by providing insights into customer behaviour, campaign performance, and market trends. This data enables businesses to tailor their approaches, optimise efforts, and enhance overall marketing effectiveness.
What types of content attract customers?
The types of content that attract customers include informative blog posts, engaging videos, interactive infographics, and compelling case studies. These formats effectively demonstrate value, educate the audience, and enhance brand credibility, driving customer interest and engagement.
How to integrate SEO with digital marketing?
Integrating SEO with digital marketing involves aligning your content strategy, optimising website structure, and utilising keywords to boost organic traffic, while coordinating campaigns across social media and email to enhance visibility and engagement.
What are common SEO mistakes to avoid?
Common SEO mistakes to avoid include neglecting keyword research, overusing keywords (keyword stuffing), ignoring mobile optimisation, and failing to create quality content. Additionally, not measuring your SEO performance and overlooking backlinks can hinder your website's visibility.
How does mobile optimisation affect digital marketing?
Mobile optimisation significantly impacts digital marketing by enhancing user experience, improving search engine rankings, and increasing conversion rates. A mobile-friendly site ensures that businesses reach their audience effectively on various devices, leading to better engagement and sales.
What is the significance of call-to-action buttons?
The significance of call-to-action buttons lies in their ability to guide users towards desired actions, such as booking a demo or signing up for a newsletter, thereby enhancing engagement and driving conversions effectively.
How can email campaigns drive customer retention?
Email campaigns can drive customer retention by offering personalised content, exclusive promotions, and consistent communication that nurtures relationships, keeping your brand top of mind and encouraging repeat purchases.
What challenges exist in digital marketing today?
The challenges that exist in digital marketing today include intense competition, rapidly changing algorithms, data privacy regulations, and the need for effective integration of technology with human expertise to build meaningful customer relationships.
How do keywords influence search rankings?
Keywords play a crucial role in influencing search rankings as they help search engines understand the content's relevance to user queries. Proper keyword integration improves visibility and can enhance a website's position in search results.
What is the future of digital marketing strategies?
The future of digital marketing strategies lies in the integration of advanced technologies like AI and automation with personalised human interaction, enhancing lead generation and customer engagement for better marketing outcomes.
How can A/B testing improve marketing outcomes?
A/B testing can significantly enhance marketing outcomes by allowing businesses to compare two variations of a campaign element. This process identifies which version resonates better with the audience, leading to improved engagement, higher conversion rates, and optimized marketing strategies.
What role does visual content play in engagement?
The role of visual content in engagement is significant: it captures attention, conveys information quickly, and enhances user interaction, making messages more memorable and persuasive.
How can brands leverage influencer partnerships?
Brands can leverage influencer partnerships by collaborating with relevant influencers to enhance brand visibility, build credibility, and engage target audiences effectively. These partnerships facilitate authentic connections, driving conversions and boosting overall marketing efforts.
