Stephanie Gunther is the CEO and Creative Director at Wax Creek, a boutique branding agency.
Maintaining a relevant and effective website is a continuous challenge in growing a business. It’s not just about having a stunning website with the latest and greatest; it’s about having a brand that speaks volumes, resonates with your audience and effortlessly guides them toward choosing your products or services.
In my experience working with hundreds of clients who have their sights set on growth and scale, I firmly believe that building a new website presents an exceptional opportunity to refresh your entire brand. In fact, I believe that the majority of companies that are revamping their website are missing a golden opportunity to leverage the investment to create more impact in their organization.
Here’s how to effectively revamp your website and refresh your brand in the process.
Build a strategic foundation.
To create a website that truly serves your business, you need a solid foundation. This involves revisiting your mission, vision for the future, core values and your unique selling proposition. Ask yourself the fundamental question: Who are we, and where are we headed? The clarity you gain in this process will significantly impact your website’s effectiveness. How can you clearly articulate this to clients if you can’t articulate it yourself?
Take a client-centric approach.
Your client’s journey should be at the core of your brand strategy. Mapping out this journey can help you understand their needs, concerns and pain points. Then, by integrating this insight into your website (hello UX design!), you can ensure that it becomes a powerful tool for conversion.
Conduct market segmentation and analysis.
A new website project is an ideal time to assess your market segments and perform a comprehensive analysis. Are you reaching the right audience? Are there untapped markets you should explore? By understanding your current market, you can better tailor your website content to attract the right clients.
Update the visual look and feel.
As you grow and evolve, your visual identity as a brand likely needs a refresh. Your branding elements should evolve to match the refined message and direction of your company. Ensuring that your website’s visuals align with your newly redefined brand strategy is a big part of that and essential to delivering a cohesive and compelling message to your audience.
Craft magnetic messaging.
Your website’s messaging should be like a magnet to metal, drawing clients in, captivating them and guiding them through their decision-making process. It’s here that your refined brand strategy truly shines. A well-crafted message, aligned with your brand essence, can help clients see the value in choosing you.
Ensure your sales funnel is aligned.
Your website is more than an online brochure; it should be your best salesperson. To maximize its impact, your sales funnel needs to be strategically aligned with your brand. It should lead visitors seamlessly from awareness to conversion and take into consideration your entire marketing map and funnel.
In our experience, tackling a website project without addressing these critical brand components is like building a ship without a compass to guide you on your journey. It might look great, but it won’t take you where you need to go. To be primed for growth and scale, your brand needs to be tight and refined, aligning with your vision and appealing to your target audience. A well-thought-out website project can serve as a powerful catalyst, ensuring that your brand not only looks good but resonates deeply with your clients.
In closing, as you embark on your journey to revamp your website, make sure to ask potential agency partners some critical questions. Inquire about their strategies for aligning your web presence with your brand essence. Ask how they ensure your core values shine through your site, how they will define your unique selling proposition and how they plan to craft a compelling client journey. Explore how they assess market segmentation, analyze data and align your visual aesthetics with your brand strategy. By posing these questions, you can set the stage for a transformative website project that not only enhances your online presence but also levels up your entire brand.
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