About 18 months ago, I decided that King Media needed a new website, and not just a “freshen up” of what we currently had, but a complete redo with a clean sheet of paper. Our website was three years old at the time and by all indications was doing its job, but we’d grown as a company and I wanted to incorporate more function and engagement into our new site.
We met as a team to discuss our goals and objectives for the new website, how we planned to get from A to B, and formed a plan of action from there. Not only did we redesign the site from top to bottom, with new content and a fresh design, we also continue to revise and update it monthly.
Our website is the 24/7 storefront representing King Media to a wide variety of current and future clients and guests, and we want to encourage multiple visits by keeping new and interesting content in front of our visitors. This requires constant upkeep, but the effort is worth it: our analytics show that website visits and use are steadily increasing. Constantly updating content is a primary part of our firm’s marketing strategy, and we couldn’t be happier with the results we’re achieving.
Having told you this, I strongly urge you to do the same with your organization’s (or personal) website. Your website is not a “set it and forget it” part of your marketing plan; use the month of March to create a plan to benchmark where your site is today. The following can help you get started:
- Use Google Analytics to evaluate traffic – who, how often, when, etc.
- Poll clients and business colleagues to get their impressions of your website
- Check the competition to see what they are doing
- Ask trusted friends to go on your website and provide you with a critical evaluation
Make sure you let everyone know the goals of your website so they may evaluate it honestly. You’ll likely need a tough skin because you may get some negative feedback, but you can use that criticism to help you move your business forward through an improved website.
Seem like a daunting project? King Media can help. We work with dozens of clients in many business and industry verticals to maximize the effectiveness of their marketing efforts, including through their website. Call King Media and we’ll start working with you on your internet presence right away.