Have you ever heard the phrase we don’t know what we don’t know?
It is a pretty powerful statement that tends to work in a variety of scenarios.
The scenario that I am going to elaborate on here is the struggle many small business owners have when trying to understand why their website is not working for them.
I can say with confidence, that how you build websites has changed dramatically over the years. Not just in the mechanics of how but in the process you need to go through before you even start talking to a web developer or looking at a particular platform.
You see a good website starts and ends with the process you undertake before your start thinking about how it might look and whether you need to use the latest WordPress theme to do it.
There are so many platforms out there that you can take advantage of, so many DIY services that make the process of construction much easier that people neglect what is far more important.
It has become so easy to build a website yourself ( and yes it can be very easy ) that we forget what is more important and hence why getting professional guidance is a better option.
I am not going to talk about the merits of the design, what platform is best, how to account for user experience, colour choices, imagery or even content.
I am going to start right at the beginning.
- What are your actual business goals?
- Who do you want to reach?
- What kind of relationship do you want to build?
- How can you leverage your network and existing marketing material to you build up that know/like/trust trifecta that is so important in the sales funnel process?
- How do you want to interact with them and how do they like to be interacted with?
- What internal resources do you have to make all these tools work after delivery?
Let’s break down each point:
What are your actual business goals?
Simple really, your website needs to be part of the process to achieve whatever business goals you have. Whether you are looking to hit an income target, grow a new product line or find staff, your business objectives will guide your website framework. If these items are clear, then this is going to help you determine the features you need to help make them happen.
It will assist in ensuring that your focus is in the right area and you are not too carried away with all the bright shiny things.
Who do you want to reach?
Think about your ideal or dream client. Know them and name them. The clearer we are, the more we can build a site that will speak to them and not be a reflection of our personal taste or need. Your web experience and preferences are not relevant unless you are your ideal client.
And trust me the size of your logo is NOT a consideration for your buyers.
What kind of relationship do you wish to build with them?
Once we can define our dream clients, we then can start to think about how we build our relationship with them.
- Will there be ongoing communication
- Are you looking for an ongoing service relationship
- Are you looking for partners
- Are they going to be looking to you for future purchases?
The answers to these questions might mean considering the social platforms you will need, the frequency of emails and the kind of customer journeys/automated sequences you might need to create. They will impact the blogging cycle and content marketing approach you choose, whether you might need a member area or Facebook group, a loyalty plan for e-commerce or upselling options.
In the past, a web developer might have just suggested a raft of tools for you without really understanding the actual relationship you wish to develop with your clients. They may mean well, or you might think you need a raft of tools, but often this is the wrong call. It is only after considering if those features will welcome your dream client that you then can weigh up options.
How can you leverage your network and existing marketing material?
Often implementing a website upgrade or new site can mean more content work.
Yes, this is true (& GOOD)- but you can share this load and considering what you already have and going forward who you might be able to create relevant content that focusses on the needs of your dream client.
- Who are your current partners?
- Are they a good source of content for you?
- Can you share what they might provide to your clients?
- Can their information be brought into your content marketing plans?
Often a reality check needs to be put on the content marketing engine that you may or may not be thinking of being.
How do you want to interact with them and how do they like to be interacted with?
Where are your dream clients hanging out? Before you get carried away with thinking you need to be everywhere and do everything, what is going on in your space that is working and resonating with your audience.
- Which digital mediums, within and around your website, are right for your viewers? What works best?
- What kinds of content are you currently using in those areas?
You may find that you pull back from some areas and more into new ones.
What internal resources do you have to make all these tools work after delivery?
No amount of effective planning will make up for lack of implementation. Your website will continue to not ‘work’ if you aren’t taking advantage of the features/tools & new tactics that you may take on board or will do. Be realistic in the actions and targets you set yourself.
- Who is going to implement the work?
Resources can be a tricky consideration, and often this is the area where people can fall down. Either they underestimate the time that is needed and don’t plan for it at all. They may try to take on everything themselves and then give up. Acknowledging a resourcing gap is smart business, you don’t always have to do it yourself or internally. Think about your web development partner or another outsourced resource. A support partner can be invaluable, and when they have this information at their fingertips, they will be in lockstep with your vision for your business.
So, when was the last time you went on a digital discovery journey in your business?
