Building a website is no big thing: almost every business has one. Most companies also invest in some or other digital marketing activity, in which the website plays a central role. However, too many of the activities are random and do not yield expected results, and too many business are stuck with run-of-the-mill websites and uninspiring ROI on marketing.
We were working on a project with a client who wanted to improve their ROI and lead-to-conversion ratio. What follows is an exhaustive list of actions we took to maximize the effectiveness of the web content and to boost the efficiency of the entire marketing process. We hope that it will help you too!
Ad hoc website development and design is the bane of B2B marketing. The SEO team may choose to add certain pages to rank for keywords, sales team will want separate pages for different regions, and other stakeholders may suggest cosmetic changes to specific pages. All these lead to the creation of a hotchpotch website that works – but in patches.
The first step is to analyze the current situation –
The next step is to outline the expected future outcomes –
A detailed plan for revamping your web portals, content management and digital marketing will act as a solid foundation for your project. But while well planned is half-done, badly implemented is all undone!
So, once you have clarity on what you are going to do, it is time to figure out how you are going to go about it. For the project that we were working on, our team:
The sheer scope of the project, and the number of people working on it (Project Managers, BAs, developers, graphic designers, UX experts, marketers, writers, QAs) generated high level of complexity in terms of project management. How to ensure quality and wrap up the project on time? Here’s a few things you can do:
Needless to say, when the changes are complex and disruptive, you need to get every detail right. So, having a suitable project management methodology in place is a must.
While the client already had a website with a clear information architecture, extensive changes were required to shift their branding message from general services provider to a premium company. This necessitated working closely with the client’s sales & marketing team – we had to:
By building and honing the IA at the beginning of the process (based on existing user data and user profiles for future target audience), we were able to create an intuitive and effective information architecture that helped boost conversions as well as page views per user.
The initial process of seeking and combining inputs from sales as well as marketing enabled us to build a website content and design that hit the right buttons for the target audience. We set up a processes whereby all future digital marketing activities were carried out in conjunction with sales. This helped us create more effective content that targeted client’s business areas with pinpoint precision.
After developing the websites, our team worked closely with the sales & marketing team to create:
In addition, we helped manually select and migrate valuable pages from previous version of the websites (while removing outdated or unnecessary content). For the blog, we automatically migrated all their recent posts. We also provided:
Simply generating tons of content and hiring lots of resources for promotions won’t help you get leads. Unless web development efforts are driven by a clear and coherent marketing strategy, there is little chance of success. By investing time and effort in the above activities, you can ensure that you get good ROI on the digital marketing, marketing automation and content management investments.
Want help with building a better web presence? Want to get more out of your marketing efforts?
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