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Refresh or Rebuild Your Website - Clever Marketing, Hampshire Digital Agency

4: Refresh or Rebuild Your Website

8 Steps to Increase Traffic to Your Website: Part Four

So what happens when you’ve installed the full suite of industry-standard analytics tools, conducted in-depth keyword research and made that all-important audit of your website? Do you need to refresh or rebuild your website?


Most likely you will have found that your website has a lot of flaws. Even if you’ve spent a lot of money on the design, you may have chosen a web design company that hasn’t got a clue about information architecture, keyword and content strategy.

The most beautiful websites may be just that – very good looking but poor performing in search and not particularly easy for the user.

There are so many issues that your website audit will have flagged up that you may be a bit worried to start with. Well…

Don’t Panic!

The first thing to remember is that your audit may have flagged up a lot of issues that aren’t really a big issue. They may be “low hanging fruit” such as you need to enable GZIP compression on your webserver and, voila, you’ve just nailed 500 issues on your “to do” list.

Other problems may be non-secure links, your WordPress site isn’t set up correctly etc etc. There are SO many things that can be wrong with your website but just look at the website objectively.

1. Ascertain if Small Fixes Alone Will Fix Your Website

Is this just a regular long-term Search Engine Optimisation (SEO) job? Do you have to do daily tasks every day to stay on top of the issues?

Good, then keep doing SEO. You will reap the rewards of your hard work. If you get stuck and don’t now where to start or go next then ask us about our SEO services.

You may have a massive laundry list of technical issues that you have to systematically plough through. Once you’ve got to the end of that list your website will still look good but function and perform well too.

However, if small and regular technical SEO fixes alone wont help your website then you may need to look at the next level. Does your website need a refresh?

2. Does Your Website Need a Refresh?

Is there something more than on-page SEO that is needed to boost your website’s performance?

Has your SEO guy (or girl) optimised all the images, title tags and descriptions? Has he or she tweaked the copy and consulted your in-house writers on how to produce great copy?

If it looks perfect but goes slowly have you moved to a new webserver?

Great. But what if your website is five years old now?

Is your design looking a bit tired? Do visitors show up and say “Ugh, that looks a bit 2014″ and you get a massive bounce rate?

Sometimes the fact that your site design is a few years old may the biggest problem. In the last few years there has been a real push towards making websites work better on mobile devices. Only in 2015 did Google say that websites should work on mobile or risk sliding down the rankings. In April that year they started taking mobile-friendly websites as a “ranking signal”. So if you didn’t keep up with that memo than maybe that’s why you’ve suffered.

One thing that can really help, especially with modular Content Management Systems (CMS) like WordPress is that you can search for and install a new template or theme. These days just a template refresh alone can make a big difference.

But sometimes it takes more than that. A template switch could break your content so you need to do your research, test thoroughly and be as sure as you can before you go live.

3. Does Your Website Need a Rebuild?

If a refresh doesn’t work and new templates make your site look really ugly then there must be something fundamentally wrong with your website’s build.

Maybe it’s time to have a really good look at it and make the decision to get right up to speed with the twenty first century.

Is your website designed for mobiles first and then tablets and desktop computers? Is it easy to navigate? Is everything easy to get to? Does your site load quickly? Are the images fresh and appealing? Can visitors easily get in touch? Is the whole User Experience (UX) an absolute breeze?

No?

Then this is when you need to seriously sit down and decide what you want to do to drive your business forward.

Decide on your structure, the information architecture. Make your website as logical and easy to navigate as your local library. Because that’s all it is ultimately – A well-organised repository of information.

It may be full of pretty pictures, videos, audio and downloads too but you want your website to reflect your business, present it in the best light and be an excellent experience for your users.

Rip it up and start again works for many websites. Otherwise it can be just like putting lipstick on a pig.

Rebuilding websites can be hard work if you’re not sure about it. But if you consult with Clever Marketing we will let you know whether you need regular SEO, a refresh or a complete website rebuild. We’ll advise on how to structure your website, what content to create or revise and our designers and developers will make it look good and feel good too.

All of these tasks are a serious undertaking so you have to get each one of them right. That’s where our Hampshire digital agency can do the heavy lifting for you and we are happy to do your SEO & PPC, and be your designers and developers.


Clever Marketing - Hampshire Digital Agency - Refresh or Rebuild Your WebsiteIf you need any assistance with getting your website up to speed for 2020 then do give us a call on 01276 534 680 or send us a message via our contact form.

We are a full-service digital agency with a track record of success so feel free to tap in to our many years of professional expertise.

Every business needs a website, right?

Every Business Needs a Website, Right?

Every Business Needs a Website, Right?

Of course, we are going to say that, aren’t we? We’ll tell you that you need funky business cards, glossy brochures, a nice prospectus, cool flyers, wicked posters, eye-catching bumper stickers, a shiny new website and some SEO and PPC services thrown in to boot, right?

Well, yes. We do all that. And more. We are Clever Marketing.

But we are not going to advise your business to do everything, especially if, in our experience, we can see it’s not an essential for you. Not every business will need brochures and flyers, posters and stickers.

However, every business needs a website, right? Read more

Designing your website - 5 things to consider

5 Things To Consider Before Designing Your Website

When it comes to designing or indeed re-designing your website, it’s easy to focus on the aesthetics. However there are a host of things to consider before forging ahead with your web design strategy –  there’s the domain name, web hosting and technology to take into account with functionality, user experience and mobile friendliness just as important.

Clever Marketing takes a look at what to consider before undertaking a website design. Read more

Outsource to a digital marketing agency. How about Clever?

To Outsource or Not to Outsource?

When you own a business, it’s common to have your fingers in many pies, to be part of its every function and process. You do the bookkeeping. You’re in charge of sales. You pioneer the product development. But when your business starts to grow, you might find yourself a little… stretched. It might no longer be possible to take on every single job within your business. When you’ve built it from the ground up, it can be tough to let go.

But it’s so, so worth it when you do. Not only do you suddenly have more time to dedicate to the growth side of your business rather than the day-to-day management, you suddenly get a better perspective, both in terms of the bigger picture and your competition.

To get to this point, you might consider taking on some more employees to help you out. However, full-time employees can be expensive to pay salaries to, not to mention the time and money-consuming qualities of recruitment, pensions and paid leave. You might not feel your business needs a full-time employee just yet. In any one of these scenarios, a better option might be to outsource.

What is outsourcing?

When you outsource a business function, such as website design, accounting or SEO, you give the job to a freelancer or external company. The work is taken on by someone who is not employed directly by your company. You can either pay that party a monthly retainer or pay them by the work or particular projects they complete for you. The internet has meant that it’s more and more common to outsource things digitally.

What can I outsource?

Anything. Well, most things. It’s really down to how much you feel comfortable sharing with an external third party. A lot of freelancers or companies may have contracts drawn up, or you can have them sign your NDA (non-disclosure agreement) forbidding them to pass on any confidential information if you do share it. Here are just a few ideas of things you might choose to outsource:

  • Website design and build
  • Print design
  • Print collateral
  • Copywriting
  • SEO audit and management
  • PPC management

What are the Advantages of Outsourcing?

You can bring the best experts out there into your company only when you want them, and pay them only for the time you need them. This can save you a lot of money in yearly salaries and other employee-associated benefits. If you’re not keen on one person’s work, you simply don’t have to work with them again, without the need to dismiss them.

Outsourced parties can also bring a wealth of experience with them, and they are likely to be highly skilled and specialised in one particular field. They can offer fresh perspective and ideas as they’re a little bit further removed from the day to day running of your business.

On the other side of the coin, you might choose to outsource the dull, repetitive tasks that are crucial to successful management of your company but don’t really warrant a full-time job role. Things like one-off data entry projects can easily be picked up by agencies or freelancers.

What’s the problem with Outsourcing?

The main issue with outsourcing lies with choosing your freelancer or partner business carefully. If you’re trusting them with company information or an important project, you need to make sure they’re reliable and can deliver. Read plenty of prior testimonials and speak to them about working together on a trial basis. Most good freelancers will expect this and welcome it.

In addition, it’s easy to tell if an employee isn’t pulling their weight, as you see them in the office every day. You need to have good, open and constant communication with your chosen company or freelancer to make sure there’s no disconnects or misunderstandings which could cause a project to derail. Be clear about deadlines and establish where everyone stands from the start, as it isn’t always so clear without the hierarchical structure of an office.

Where do I start?

If you think it’s time to start outsourcing, get in touch!

Clever Marketing - Hampshire Digital AgencyAs a full-service digital agency serving London and the home counties (Hampshire, Berkshire and Surrey), Clever Marketing are the perfect partner to outsource your print, web design or digital marketing needs.

Just call 01276 534 680 to see what we can do for you.

Improve Mobile Conversion Rates - We show you 5 ways

5 Ways to Improve Mobile Conversion Rates

sIf you believed everything you read on the internet, you’d think that mobile phones are taking over the world.

In a way, though, they are. Last year, for the first time ever, mobile traffic exceeded desktop traffic. This shows the momentous shift that’s been happening in consumer browsing habits for some time now. Namely that we now use our mobiles for everything. Checking social media, browsing the news, shopping – our mobiles are never out of our hands. Read more