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How to Redesign your Keynote Speaker Website to Guarantee ROI

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How to Redesign your Keynote Speaker Website to Guarantee ROI

Your website may seem like a dilapidated, aging old building.

It’s outdated. The information isn’t useful. It showcases more of what you can do than how you can help prospects solve their problems.

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How can you get booked for speaking engagements with a website straight out of the 1990s?

How can you expect to be taken seriously by prospects who want to hire you for workshops or consulting, but your color scheme and content is so outdated that it doesn’t accurately reflect your brand?

Despite these feelings, you don’t want to jump the gun.

You definitely do NOT want to approach a website overhaul like you would a building remodel.

You see, in order to use the building, you’d need to tackle the entire remodeling job all at once, so you could occupy the building and have it be functional.

If you took this approach with your website, you’d revamp all the pages, put in a ton of work, watch the the website budget spiral out of control, and still not feel like it’s “done.”

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With a website redesign, keynote speakers should take the opposite approach, or something we call an agile, data-backed strategy.

Here’s a brief and very basic look at the approach.

  • First, you want to build the most important pages that offer the biggest value.
  • Then, you’ll look at user data to see what people are attracted to  – which pages they’re visiting and which CTAs they’re clicking on.
  • Next, you will make updates and create new pages according to what the data tells you.

That’s how to redesign your keynote speaker website AND guarantee ROI.

Why You Have To Keep Your Website Up To Date

Let’s start at the beginning.

Do you even really need to keep your website updated? Is it worth the cost? Will it get ROI?

These are questions your team should be asking before you sign on the dotted line with a marketing and design firm.

There are a variety of compelling reasons to keep your website up-to-date, including:

  1. Security. A secure platform is a must  – especially if you’re selling products and services on your website.

  2. Traffic. Google’s algorithms are always changing, and now, it puts a strong value on a “fresh” website. That means, you can’t just throw up some content and then walk away, never to change your website again. If you do this, Google will give your website a low score, and you’ll never show up on a search result.
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Source: Digital Doughnut

  1. Conversions. If you want to turn more leads into customers (conversions), your website should be easy for users to navigate, employ a fresh, modern design, lead users to take certain actions, be mobile-friendly, and much more.
  1. Attention spans. Various reports put consumers’ average attention span around 8 seconds. EIGHT SECONDS. That’s all the time you have to get people’s attention and keep them on your website, so they’ll buy your keynote speaker products, digital courses, and other services. Invest in a website redesign that employs best practices, and you’ll be sure to capture attention quickly.
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These aren’t ALL the reasons  – there are many more – but it’s enough to get you interested, right?

Website Redesign Strategies

Now that you know WHY a website redesign is so important, let’s talk about HOW to get about it.

As a keynote speaker, your resources are valuable. And you want to make your investment in your website pay off.

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Here’s why you shouldn’t follow the traditional approach, and what to do instead.

Traditional website design

We talked about this briefly in the introduction.

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Traditional website design tackles the entire site all at once, without using any user data, and pretty much HOPES that everything will work out.

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It also takes longer (up to 2 years), progress is slow, and by the time your site launches, Google will have released another update or user behavior will have changed, and you’ll be behind that eight ball again.

Source: Web 365 Experts

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Source: Inversion Marketing

There’s a ton of risk involved, too. Don’t throw away tens of thousands of dollars, a lot of time AND resources to a process that’s plain broken.

Thankfully, there IS a better way, and it’s what we do here at Flight Media.

Growth-Driven Design

This is the modern to do website redesigns because it:

  • Builds in increments.
  • Focuses on the pages that provide the most value and impact.
  • Is based on user data.
  • Repeats the process over and over.

That’s how growth-driven design works in simple terms.

Basically, the motto for growth-driven design is to test, learn from the test, then adapt. Rinse and repeat. Test, learn, adapt.

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In this way, you “validate” why you’re doing certain things, not just guessing that this page is what your audience wants and this free offer will have them beating down your door.

With growth design, guessing is just not allowed. We do everything based on the DATA and what users are doing.

In this way, your website will be built on cold, hard facts   – and is, in effect, the perfect marriage of art and science.

Let’s take a final look at the difference between the two approaches, and ask yourself, “Which methodology do I want to invest in?”

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Source: HubSpot

When you look at the risks of traditional design compared to the proven perks of growth driven design, the answer is clear.

The Best Way to Redesign your Website

Let’s dive deeper into how growth-driven design works and why, as a keynote speaker, you should invest in this website redesign strategy.

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Source: GrowthDrivenDesign

Note there are three general stages to the process:

    1. Strategy. Decide what you’re going to do and how you’ll solve customer problems.

    2. The Launch Pad. This is the minimal viable product, if you will, that you will launch. Meaning, it’s the foundation for your website, with the most important pages and functions that will bring you the most ROI. It’s said that you can get 80% of your results from 20% of your website. At this stage, we typically focus on that 20%.

    3. Continuous improvement. Launch the website and start collecting data. Then, use that information to make more tweaks to your website.

    4. Start with #1.

Here’s a look at how long these stages take:

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Source: GrowthDrivenDesign

Final Thoughts

If you’re thinking about redesigning your keynote speaker website, don’t take the job lightly. Do your research, definitely investigate an agile approach like growth-driven design, and ask lots of questions.

At Flight Media, we’re all about transparency and results. We’re happy to show you examples of past websites we’ve built using an agile approach and let you talk to the clients we work with. Just give us a call!

What stops you from investing in a website redesign?

Keynote Speakers

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.