A friend lamented how little value he was seeing from his website when he remarked that it really needed a redesign. He gets much of his site’s traffic from search engines (more organic than paid), but doesn’t convert much of that traffic into sales. Should he redesign? Possibly. But I doubt it.
A quick look at the site called out several little things that could make a huge difference to his business performance:
- Make the company phone number prominent on every page (right now it’s buried on an About Us page)
- Add the storefront address to every page (also on the About page)
- Increase the font size
- Add specific calls-to-action on product pages
- Improve online-to-offline tracking (where I suspect the sales their site does originate are going)
Many of these probably seem obvious. But here is a successful business, with a well-trafficked, well-indexed website that reflects their brand well. Sometimes you will need to redesign. It happens. Maybe you’re altering your brand positioning or updating your creative to reflect changing tastes.
But more often than not, you’ll see great returns from effective tweaks. Sometimes, the least you can do is the best.
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