Hvorfor skal du aldrig købe et nyt websted igen

Hvorfor du aldrig skal købe et nyt websted

This is going to be a rant. Not a week goes by that I don’t have companies asking me how much we charge for a nye hjemmeside. The question itself raises an ugly red flag that typically means that it’s a waste of time for me to pursue them as a client. Why? Because they’re looking at a website as a static project that has a start and an endpoint. It’s not… it’s a medium that must be constantly optimized and tweaked.

Dine udsigter ligger langt ud over dit websted

Let’s start with why you even have a website to begin with. A website is a critical part of your samlet digital tilstedeværelse where your reputation is built and you can provide much-needed information to potential clients. For any business, their digital presence isn’t just their website… it includes:

  • Telefonbogssider – do they appear on the sites where people are searching for their product or service? Perhaps it’s Angi, Yelp, or other quality directories.
  • Bedømmelser og anmeldelsessteder - Sammen med biblioteker, vises de på anmeldelsessider, og administrerer de det omdømme godt? Indhenter de anmeldelser, reagerer på dem og retter de dårlige anmeldelser?
  • YouTube - Har de videoer på YouTube, der er målrettet mod deres marked og industri? YouTube er den næststørste søgemaskine, og video er et kritisk medie.
  • Influencer -websteder - Er der indflydelsesrige websteder og personligheder, der har en bred følge fra et delt publikum? Leder du efter at blive anerkendt på disse websteder?
  • Søgemaskiner – Buyers are actively looking for information online to help them in their decision-making process. Are you present where they’re looking? Do you have a indholdsbibliotek that’s consistently up to date?
  • Sociale medier - Købere ser efter organisationer online, der leverer løbende værdi og reagerer på kunderne. Hjælper du aktivt folk på sociale kanaler og i onlinegrupper?
  • Email Marketing - Udvikler du rejser, informative nyhedsbreve og andre udgående kommunikationsmedier, der hjælper potentielle købere med at navigere på rejsen?
  • Reklame - forståelse for, hvor og hvor stor indsats og budget der skal bruges til at skaffe nye kundeemner på hele internettet, bør aldrig ignoreres.

Coordinating your digital presence across every medium and channel is an absolute necessity nowadays and it’s well beyond just building en ny hjemmeside.

Dit websted bør aldrig være Udført

Dit websted er aldrig færdig. Why? Because the industry that you work in is continuing to change. Having a website is like having a ship that you’re navigating open waters with. You need to constantly adjust to the conditions – whether it’s competitors, buyers, search engine algorithms, emerging technologies, or even your new products and services. You must continue to adjust your navigation to succeed at attracting, informing, and converting visitors.

Need another analogy? It’s like asking someone, “Hvor meget koster det at blive sund?” Getting healthy requires eating healthy, exercising, and building momentum over time. Sometimes there are setbacks with injuries. Sometimes there are illnesses. But getting healthy doesn’t have an endpoint, it requires continuous maintenance and adjustment as we grow older.

Der er en række ændringer, der konstant skal måles, analyseres og optimeres på dit websted:

  • Konkurrenceanalyse - justering og optimering for at differentiere dig fra din konkurrent. Når de producerer tilbud, deler anerkendelse og justerer deres produkt- og servicetilbud, så meget du.
  • Konvertering Optimering - er din tendens til at indsamle kundeemner eller kunder stigende eller faldende? Hvordan gør du det lettere? Har du chat? Klik for at ringe? Let at bruge formularer?
  • Emerging Technologies – as new technologies are becoming expected, are you implementing them? Today’s website visitor has far different expectations, wanting to self-serve. One great example is appointment scheduling.
  • Designfremskridt - båndbredde, enheder, skærmstørrelser ... teknologien fortsætter med at udvikle sig, og design af en brugeroplevelse, der passer til disse ændringer, kræver konstant ændring.
  • Search Engine Optimization - biblioteker, informationswebsteder, publikationer, nyhedswebsteder og dine konkurrenter forsøger alle at slå dig i søgemaskiner, fordi disse brugere har den største hensigt at købe. Overvågning af dine søgeordsrangeringer og optimering af dit indhold er afgørende for at holde styr på dette kritiske medie.

Whatever marketing agency or professional you hire should be keenly aware of your industry, your competition, your differentiation, your products and services, your branding, and your communication strategy. They shouldn’t simply be mocking up a design and then pricing out the implementation of that design. If that’s all they’re doing, you should find a new marketing partner to work with.

Invester i en digital marketingproces, ikke projekt

Dit websted er en kombination af teknologien, designet, migrationen, integrationerne og - selvfølgelig - dit indhold. Den dag din nye hjemmeside is live isn’t the endpoint of your digital marketing project, it’s literally Day 1 of building a better digital marketing presence. You should be working with a partner that is helping you to identify the overall deployment plan, prioritizing each stage, and helping to execute that.

Whether that’s an advertising campaign, developing a video strategy, mapping out customer journeys, or designing a landing page… you should be investing in a partner that understands how everything works together. My recommendation would be to toss your website budget and, instead, determine an investment you wish to make each month to continue to execute your digital marketing strategy.

Ja, at bygge en nye hjemmeside can be part of that overall strategy, but it’s a continuous improvement process… not a project that should ever be completed.

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