A site redesign can work wonders for a brand. We speak with so many people each month whose websites run slow, get little traffic, or don’t convert visitors to customers—or simply have an outdated design that hurts their brand’s image. One of the most common objections we hear is “I’ll never convince my (insert C-level executive title) or board of directors to invest in hiring a web design company.” Typically, they don’t think the website is important enough or that the company has the budget. You’d be surprised at how many middle- and large-sized companies think this way.
Today, we present you with pieces of ammo to convince your company to pull the trigger on a much-needed new website. Use them in your next internal meeting!
Site Redesign Talking Points
1. Discuss the importance of your site being mobile-friendly.
These days, most web traffic and site conversions take place on mobile devices. A mobile-first approach is essential for a successful website, and if your site isn’t updated to smoothly transition to mobile devices, don’t expect your number of customers or Google site rankings to improve. In fact, the numbers will only get worse.
Mobile isn’t “the future”. Companies that understand their audiences have prioritized mobile for several years already. Let your decision-makers know that most of their visitors are on mobile devices and that search rankings are determined by the mobile experience. They’re being left behind while their competitors evolve and grow.
2. Show proof that an outdated Website kills credibility.
If your old website looks like it belongs in an antique shop, chances are your brand’s credibility is quickly diminishing. Before you move onto the next step involving reports and analytics about diminishing returns, offer these downfalls of an outdated site as an appetizer to your presentation’s main course.
- Think of the user’s experience on your site as you do their experience in your physical store or office—visitors will opt for a competitor if they have a more professional, modern site that’s easier to use.
- Visitors may view your brand as outdated and behind the times in its products or services.
- People are impatient. If your site’s navigation is difficult and users can’t find what they’re looking for, they will leave your site and move to the next option.
- Search engines like Google will severely handicap your site in search rankings.
3. Show how a redo impacts the company’s bottom line.
While you may be concerned with SEO, branding, and the user experience of your website, we can guarantee that your board isn’t. Speak their language—show them how a site redesign could be beneficial to the business’ bottom line.
Quantification is the secret to your pitch, so be prepared to discuss the numbers and prove to your boss or board how your current site is killing the company’s bottom line. What can a new site do to help your brand build revenue instead of losing it?
This is the meat of your entire pitch. Through specific analytics, you can quickly prove to your board that a site redesign is essential to meeting your company’s ROI goals. Pull up your current site and review the metrics that show change needs to happen. Some of the KPIs that will reveal the truth about site performance include:
- Number of unique visitors in a set timeframe;
- How much time was spent on the site per visit;
- Current search result rankings;
- Your site’s bounce rate;
- Conversion rate; and
- Cost per acquisition.
4. Step into the meeting with a plan that goes beyond the pitch!
Finally, you’ll want to have a solution and plan of execution ready to go! Know what needs to be changed and how it will impact the KPIs you referenced.
If you aren’t savvy enough to pull off a redesign on your own, that’s okay! Find a company that has a great portfolio (including home and subpages—review their sites on both mobile and desktop). An accomplished web design company can help suggest ideas in addition to building a great design for your target audience.
Prove Your Idea’s Worth with Big D Creative!
It’s one thing to convince your board to agree to a site redesign, but that’s only half the battle. Make sure your idea is something worthwhile by working with a web design company that is a proven leader in its industry.
Big D Creative is a web design team that knows how to create the perfect website for any industry. We’ve built and redesigned websites for companies of all sizes and are ready to help your dream become a reality! Contact us today to schedule your free consultation.