Your website is potentially the most powerful sales and marketing tool in your arsenal. Ninety percent of your new business contacts will review your website, and 50% of those who visit will allow it to influence their decision as to whether to continue the relationship.

Business websites start a discussion with the market and convey the brand and personality of a company. They’re also used as distribution channels, store fronts, lead generators, customer support and sales tools. Websites play a key role in search marketing, email marketing and other integrated marketing campaigns.

Website Value

A website is often your first opportunity to make an impression on the market. It can reinforce and strengthen your competitive positioning and brand strategy, but it can also do the opposite; an ineffective website can fail to differentiate your business, or, even worse, it can disillusion and alienate prospects.

Though most small to midsize companies have a website, many are not taking advantage of the evolving role of the Internet in business selling processes.  The role of a business website can vary widely between companies, but in most industries, a good website can:

  • Reinforce a brand
  • Deliver compelling information about products, services and company mission
  • Generate leads
  • Nurture existing leads and move them closer to purchase
  • Provide support for customers and distribution channels

Savvy companies fully exploit the role of their websites in their marketing plans. This means moving strategic website decisions from the graphic designers and programmers to key business leaders.

A website redesign can be a substantial investment. But the true value of the site isn’t how pretty it looks; it’s how effectively it performs in the marketing and sales mix.

Website redesign does not mean replacing the graphic designers or programmers: it means directing them to focus their work to meet specific goals. It’s a strategic decision that can help improve your top line.

Website Tools in Growth Panel

  • Conduct an Analysis of Your Current Site:  Evaluate the effectiveness of your current website, and determine necessary improvements.
  • Determine Website Needs:  Evaluate what your site can and should do to meet business goals.
  • Define Simple Site Architecture and Requirements:  Create a list of navigation sections and pages, and define site requirements for the web developers.
  • Define Sophisticated Site Architecture and Requirements:  Create the multi-level navigation and page outline for a sophisticated website, and define the specific details for the web developers.
  • Develop a Site Content Plan:  List all of the information to be presented on the site, to send to the copywriters.
  • Develop a Budget and Implementation Plan:  Create a budget and implementation plan for the entire project, including programming, design, testing, copywriting, hosting and maintenance.