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5 Reasons to Update a Website (& Why Ours Got A New Look)

January 6, 2020

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5 Reasons to Update a Website (& Why Ours Got A New Look)

5 Reasons To Change Your Website:

  1. Your services have changed.
  2. It doesn’t speak to your audience.
  3. The messaging doesn’t resonate with users.
  4. The look doesn’t reflect your brand.
  5. The user experience is all over the place.

Tada.

After years of wearing this look…

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We changed our website.

Gave it a complete overhaul.

For a few reasons, which we’ll cover below.

Here’s a sneak peak:

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We’re so excited to show the world our new website

(If you’re one of “those people” that needs to know the ending NOW, skip to the end of the post to click on the link to our new, live website!!!

Otherwise, carry on….

If your website is old, outdated, and worse, user-UNfriendly, you’ll want to consider if these reasons to update your website STAT. (And they’re the reasons why we updated our website.)

5 Reasons Why We Changed Our Website

  1. Our services changed.

Things change.

We used to do straight-up social media for clients. Lots of them.

We found that, as the industry changed, we couldn’t tie results (leads, customers, etc.) to our efforts.

So, we birthed a new service: inbound marketing. 

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As we tweaked our services and learned how to adjust our marketing efforts to the ever-changing digital landscape, our services evolved further.

We specialize in creating custom marketing retainers for our clients.

And yet another service evolved out of our experiences: Helping clients create digital products and build sales funnels.

So, remember that first screenshot? Yeah, we’re kinda surprised anybody would work with us if they based their decision solely off our website. Because now, it doesn’t reflect what we do.

But we’re betting that you can identify with our challenge: We’re so busy helping our clients (and working IN our business), it was a huge challenge to get our team together and update our website’s design.

But we did it! We made it a priority, we worked on the website in stages, and we’ve finally reached the finish line.

  1. It doesn’t speak to our audience.

See above.

No, seriously.

As our services changed, so did our audience. We were no longer serving only businesses that needed help with social media. We were serving medium-sized businesses, speakers and consultants, and ecommerce companies who were looking for a marketing partner.

And we needed a website with messaging that aligned with our audiences’ needs.

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That’s web design 101.

The look needed to reflect who we are now, but the messaging (or copy) also needed to speak directly to our audience. 

3. The messaging doesn’t resonate.

Messaging strategy has changed.

It used to be that it was enough to throw up a website, talk about your services, and then sit back, and watch the customers bang down your door.

But not anymore.

StoryBrand’s homepage highlights the way marketing messages have changed:

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Caption: Storybrand’s homepage

We needed messaging that was clear  – and all about our customers. Not us.

When we were in the planning stages of our new website, we went ahead and tweaked the copy on our homepage to be more clear and about our prospects.

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The “custom marketing plans” is WHAT we do.

But “drive leads and sales” is ALL about the customer.

This simple tweak let us clarify our message while we were still designing the new website. We didn’t have to wait for a new page to be designed, with new elements on the page. We simply worked within the structure we had, but created new copy to reflect our current brand.

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4. The look doesn’t reflect our brand.

We built our old website back in 2015. 

WOAH.

In the digital world, that’s ancient.

We were, frankly, embarrassed at the way our website reflected our branding.

But the new look is fresh, clean, simple and uncluttered.

We love it! (What do you think?)

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Caption: Our new homepage

5. The user experience is all over the place.

The new website walks users through a logical journey, from learning how we help them with problems, to how we help them, to how to get in touch with us (in a low-commitment way). 

Here’s how the homepage walks a user through the buyer journey.

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The first thing users see is the “hero image section” at the very top of the homepage. It describes what we do, how we solve the user’s problems, and how we do it.

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The next section targets the user’s pain points, empathizing with their problems. Each section also concludes with a call to action that’s the same color and text throughout the page: Let’s Talk.

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The logical next section is a “who we help” section. These are the types of companies who will make a good fit with how we deliver custom marketing plans and digital products. It tells users right away if we can help.

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Then, we build credibility. Sure, we say “this is what we do,” but users need proof. So this section shows:

  • The number of website visitors produced.
  • The number of leads we’ve generated for clients.
  • How many products we’ve launched.
  • Our total number of online courses sold.
  • The total revenue we’ve generated for clients.

If a user is on the fence about working with us or trusting us with the product launch or digital marketing, these numbers will help convince them to at least reach out and talk.

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Building on our credibility, the next section highlights testimonials. Here, we’ve placed a slider with three video testimonials, with the lower section showcasing the logos of companies we’ve worked with.

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Next, we outline a simple plan for what users should do if they want to work with us. The last set, “Grow Your Revenue,” is the payoff the user will get from partnering with us.

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The next section is “about us.” Note that it’s not until we get to the very end of the homepage do we start talking about our company and what makes us special. When you click on the link below to the full website, you’ll see that even in this element, we STILL talk about the user’s problems. But it’s also the right spot to start tooting your own horn. :)

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The last element on the page is the final call to action, which gives users a way to reach out to us and chat about their marketing.

So that’s a look at our entire homepage. Here’s the link to the entire website! Have fun exploring!

Let us know what you think in the comments. Or if you’d like to help building your own updated website, give us a call!

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