Do these characteristics describe your current website?

  • Heavy text focused on what you do
  • Homepage and main navigation centers around products and services
  • The About Us page gives a timeline of your company history and describes your mission statement
  • All of your assets are freely downloadable (i.e., not behind forms)
  • The only call-to-action is “Contact Us”

If so, it might be time for an upgrade.  While retro is hip in fashion, that’s not the case with your website.  The goals of your website should be to drive leads in addition to serving as a branding tool.  Here are a few things to think about when updating your site:

  • Your targets would rather hear about how great your products, services and company are from their peers and other third party sources than from you.
  • A picture can say a thousand words – and make your site a lot cleaner.  I’m not talking about stock photography of the smiling woman on the phone, but real pictures of your assets, your products and your people.
  • Different people respond better to different types of content.  Some people like the long whitepapers and technical briefs, but others are going to need short podcasts or summary updates.
  • Related to the point above, people in different parts of their buying cycle need different types of content.  Someone just learning about your products and services might need the education webinar, while someone much further down the funnel is really looking for how your products stacks up against your competitors’ products.
  • While long forms can deter someone from downloading that whitepaper or registering for a webinar, asking small amounts of information at a time (1-3 fields) can help you gather a full profile on your target before you know it.  This is known as the progressive profiling form.

In general, if you can minimize the copy about you, make your site easy to navigate and provide value to your targets, they will come back time and again.

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