Your website is one of the greatest marketing tools available to your business. Consumers now do their own research and come to conclusions without direct input from your company. A bad website can turn away potential customers before they even get a chance to see what you have to offer. Unfortunately, even if you see the value of updating your website, your leadership team may not. Too many bad experiences with website refreshes may have left them jaded and unwilling to try again. So what can you do? How do you let your team know that this is the best thing for your business?
Do Your Research
No one is going to sign off on a website update because you asked nicely. You need to be able to prove to your team that your website is not performing as well as it could be. To do this, you have to start gathering a lot of data..
Begin by tracking visits, conversions, and customers. This is going to take time; you need a good range of data, so get started right away. 3-6 months’ worth should be enough to present a strong case that your website is underperforming. There are free tools available to measure these values. Don’t have time or resources to do it yourself? Reach out to an agency to help gather this information.
It’s not enough to look at your own website’s traffic. These numbers will have no meaning unless compared to a competitor’s to show that you are not doing as well as they are. A competitor analysis will be vital. Here is an example of some of the data you’ll want to collect.
|Your Company||Competitor 1||Competitor 2||Competitor 3||Competitor 4|
|Do they have a blog?|
|Are they using analytics?|
|Employees on Linkedin|
This comparison gives you a visual representation of your performance. Not to mention it outlines areas of your marketing that needs improving.
Don’t Just Say They’re Better – Prove It!
Nothing gets an audience’s attention like a live demonstration. It’s one thing to tell your CEO that your competitor is outperforming your business. Take it one step further by walking him or her through the buyer’s journey. This way they’ll get to see for themselves where the website is lacking.
Before you go to your leadership team, do some prep work. Think of a problem one of your buyer personas may have. Search for keywords that your persona might use to describe their problem in a search engine. Try finding a keyword that your competitor ranks well for and you do not. Take a look at their blog posts and download their free content offers (whitepapers, checklists, etc.)
Now you are ready to take this information to your team. During your presentation, type your chosen keyword into a search engine to show how your competitor is ranking. Explore their posts and explain what they’re doing right. This is a good time to show your team any great content offers and follow up emails. After experiencing the journey for themselves, your team may begin to understand why the competition is winning.
How did they get so far ahead? By following best practices. Search engines are rewarding them with higher rankings and more visitors. Update your website and keep up with marketing trends!
Tips and tricks to give a winning presentation
It can be a lot of work to convince your leadership team that a refresh is necessary. Prepare for resistance and have data to back up your claims. And don’t forget to remind them that web redesign is no longer the nightmare it used to be. For information on how to build your case for a website refresh, get your copy of our free guide.