Is your website suited for it’s purpose?

At base your website is a tool for communicating with your target audience, reinforcing your brand and presenting a compelling call to action. That’s pretty much it.

Is it generating traffic? Is it converting that traffic to the desired outcome? Importantly, do you have access to the information to make data driven decisions? How effective this tool will be for you, is a function of several things:

• Are you connecting with your target audience?
  Stale, flat, one-way communications and content that the reader cannot engage with is less compelling than that which encourages visitor participation. This can take the form of reader comments, subscribing to your site’s “RSS”, video, “social media” integration, polls or quizzes etc. Are you inviting them to a dialogue and building community or are you talking -at- them?

• Are you giving visitors a reason to return?
  Are you providing something new for which your audience is encouraged to remain connected with you? If they’ve heard your story before and there’s nothing new to connect around they will drift away looking elsewhere.

• Is your call to action compelling?
  And getting your audience to return is, key. It’s generally accepted that consumers typically need to be presented with an offer or call to action multiple times before they’ll actually take that desired action. Unless your website (and broader marketing plan) creates these opportunities for reengagement you are less likely to reach your desired outcome.

• Is your website keeping up?
  Given how rapidly audiences change, markets change, product/service offerings change, unless your website is built for nimbleness and ease of update you and your website will be left behind.

So, if your target audience, offering or industry are static with few developments upon which to engage your visitor, a static, set-it-and-forget-it website may suffice.

If however there are frequent changes, new information and an inquisitive audience, then nimbleness, easy and convenient updating needs to be a core strength of your website and broader web marketing plan.

Let us show you how you can do this.

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