A business website. It’s the face of the company. They can be a form of introduction yet allow a company to give insight to their inner workings. If done correctly, they can also be a source for attracting future clients. With that being said, do you think your current website is equipped to attract your target audience and convert them into a qualified MSP lead? If the answer is a big N-O (maybe you even giggled a little), then it’s time to consider a website redesign.
It’s possible you have been thinking about redesigning your MSP website for some time but your just a bit apprehensive about how much it’s going to cost and if it will actually work the way it should. Of course, you want to have the right team in place to help you build a functional site that does more than just look pretty. To truly make your website a lead conversion machine, there is a certain approach to take, a method, if you will, that can ensure your site will perform it’s best over time. We’ve segmented this process into five definitive stages.
Strategy will always be the first step. Without a plan in place, most projects are doomed for failure. In order for a website to perform as it should, the proper foundation must be laid out. This will include a number of actions that will be the basis for aligning your redesign with the intended outcome.
Form your brand: Defining your brand is an important step in not only creating written and visual content for your new website, but it will also determine the style and tone of content across other platforms such as your blog and social media. You should begin with establishing your Unique Value Proposition (UVP), also referred to as a Unique Selling Proposition. This should clearly state the benefits of your services, products or idea, how your offering will fulfill a client or customer’s need, and what differentiates you from your competitors.
Identify your buyer personas: Detailing your buyer personas is a critical step before starting a website, launching a marketing campaign, implementing a sales process, even before creating a product or service. A buyer persona is a fictional representation of your ideal customers. These personas should include more than just general demographical data, you need to really dive deep and elaborate on each persona’s story. Most businesses will have more than one persona so it’s essential to outline each in great detail.
You want to identify what their struggles are. Are you providing a product or services that will directly solve or alleviate one of those problems or issues? Determine what will they be looking for when seeking out your company. This will be different at each of the buying stages so be sure to clarify. You should also be aware of who or what influences their purchasing decision. Begin with gathering data about your different personas. Search for trends in your current database, obtain feedback from your sales team, interview your current customer base, and collect information form prospects through specific questions on your lead capture forms.
Your buyer personas will be the premise for your content creation, allowing you to personalize your marketing in order to capture the attention of the audience you’re after.
Now that your strategy is defined, it’s time do devise a plan of attack. There are quite a few details to hash out before actually beginning the design aspect of your site.
The content that is created for your site, blog and social media is one of the most important factors in this whole processes, sometimes more so than the design itself. If you are not sending out the right message and answering the right questions for your audience, the whole redesign can be considered a waste of valuable time and money.
It’s important to understand that there is a hierarchy of needs with website users. They first look for accessibility. Will they be able to navigate through the site on the specific device they are using? Then they look for relevance. Is your site giving them the information they wanted to know? Next is usability or user experience. Can they easily find what they need on your site? After that they look for personal connection. Does your website cater to the user’s specific need? Lastly they look for persuasive content. Is your site providing the information they are looking for in a credible or compelling manner? The content you offer should draw the user in and want them to ask you for more.
Now comes the part where the designers and programmers come into play. You are ready to build your site with the proper foundation in place. This section can essentially be an entire blog post on it’s own, but since the focus is on creating a website for greater lead conversions, I’ll just cover a few points.
After all of the design aspects are complete, you are now ready to launch your site. This, however, doesn’t mean that your site will start converting leads right away. A website is something that should be continually worked on until the goals are achieved.
You can see how an MSP website redesign is more than just updating the look and feel of your site. You should be building a site that will perform for you in the long run, meaning creating a site that is acts as a magnet for your target audience. This can be accomplished by strategizing, defining your goals, identifying your buyer personas, mapping out the flow of your content for those personas, aligning that content with contextual offers, then continually analyzing and tweaking your website content and adding new content until you see your desired results.
If your company is considering a website redesign, The Rizen Team can work with you to devise a strategy and plan of attack, help you define your goals and your target buyer personas, and map out a content strategy that will allow your website to be the lead conversion machine you’ve always wanted.