How a new website can boost your brand and transform your business

Written by Jo Randall - Squarespace Website Designer

How a new website can transform your business

Something small businesses often overlook, when they’re doing ok but want to take their business to the next level, is the need for a new website. When your business evolves, your website needs to evolve with it. The quality of service you provide and the quality of client you want to work with should be reflected in all of your marketing tools and efforts. Otherwise, you’ll continue to attract the same less than ideal clients and your business may not grow in the way you want it to.

A website fit for the future

You know the phrase ‘dress for the job you want’? The same can apply to your website. It’s about your website reflecting your business for the future and where you want it to be, not where it was two years ago, and possibly not even where it is right now. If you no longer want to attract those clients who want endless hours of your precious time and pay you peanuts for the privilege, your website needs to have the level of quality that reflects your vibe (and pricetag).

To show your ideal audience how phenomenal you are and that you’re the expert they need to solve their problem, your website needs to project a first impression that will grab them by the eyeballs and have them clambering to work with you.

And if you’re not happy with your website because you created it yourself when you first started out, with zero website design experience and knowledge, and you were rushing to get your business up and running so it was all a bit slapdash anyway, it will affect how you show up in your business. The last thing you want to feel is a reluctance to send your URL out into the world because you’re embarrassed about anyone actually visiting it and judging your DIY efforts, which in no way reflect your actual expertise.

Beauty is in the eye of the beholder

Having a new website isn’t just about it being prettier. Let’s face it, design is subjective and we all have different tastes, so you’re not going to please everyone with where you place your fancy graphics, how you present your brand colours and fonts, and which images you choose.

Of course, the design needs to appeal to those clients you want to attract, so research and consideration needs to go into these elements, but redesigning your website is about more than just appearances. There are many other ways it will help you to reach your business goals. Here’s just a few:

Enhanced brand

Your website is your virtual store (even as a service-based business) and, just like a physical store, it needs to be inviting and reflect your brand. Applying your brand consistently across your website not only oozes professionalism and quality, it also creates the recognition that builds trust and credibility with your potential clients. The more in line with their own goals your website is, the more they will view your brand, and therefore business, as the one that can solve their problems.

Better user experience

Your current website may (or may not) have been designed with user experience in mind but either way, as your business evolves, so does the visitor journey. It’s important to understand user flow, what will enhance the visitor journey (such as load speed) and how you can use and improve the design, copy and images to optimise this.

Higher ranking

SEO is a mystery to many and therefore very often overlooked when a business has a DIY website. I’ve learned a LOT since I created my first website 10 years ago and now understand how vital it is for a website to be designed with SEO at front of mind. Not only will it make for a better user experience, it will also be appreciated by search engines like Google, who will reward you with a higher ranking, meaning it will be much easier for your ideal clients to find you. And, because these search engines are ‘in charge’ of this, you’ll need to ensure your website is updated when they update their requirements.

More mobile-friendly

Other technologies evolve too, and mobile phones are undeniably used more and more to browse the internet. Making your website mobile friendly may not have been something you focused on with your first website. You can take advantage of improving this when you have your website redesigned and ensure that your audience can access and enjoy the experience your website provides, no matter what device they’re viewing it on.

Better features

Website building platforms have themselves evolved to bring more to the table when it comes to website design. On Squarespace, which is my preferred platform, you can now create email campaigns, an e-commerce store, membership areas and courses, all without leaving the platform. As well as this, there are numerous design features that are being added all the time. If you’re redesigning your website, you may be able to include extra features that you simply didn’t have access to or didn’t know about before. And, if you hire an expert, you won’t need to spend time learning the intricacies of how to set them up.

Better content

Redesigning your website is the perfect opportunity to update and add new content. For instance, you may have more or different services that need to be included, or perhaps you have decided that a blog will really help you to grow your business, or maybe you’ve created some digital products that you want to sell through your website. This is the opportunity to get them out of your Google Drive and onto your new website, via the expert hands of your designer.

I know from experience that trying to squeeze new content or features into a website that’s a few years old and designed for a ‘different’ version of a business can be challenging. The new stuff just doesn’t seem to quite fit (either physically or vibe-wise), and you end up compromising, which isn’t good for your website or your business. Incorporating these changes into a brand new website will ensure it’s fit for the future of your business.

Make the most of it

It’s a good idea to view having your website redesigned by a professional as an investment, and one that will help you to save time and money in the long run. No more sticking plaster solutions, squeezing content into a layout that no longer works, or spending precious time fixing design issues created by rushing.

This is the time to get an expert to take your vision and create something as dynamic as your business, so that you’re no longer missing out on those ideal-client-attracting, lead-converting, money-making, freedom-creating opportunities.

No more saying ‘it’s good enough or it’ll do’

You might have DIYed your first website simply because you didn’t have the budget to pay for a professional when you first started out.  Now your business is established and your accountant is no longer biting their nails on your behalf, perhaps it’s time to invest in your businesses’ future.

And when you’ve put so much time and effort into getting your business to this point, your website needs to be playing its part and working as hard as you do. It needs to be helping you to create the impact that you and your small business deserve. Whether that’s to earn more or to work less, you’ll have the freedom to choose.

It’s time to raise your game and get the business and life you’ve always wanted.

And if you’re looking to take that step, I can help. I create custom Squarespace websites for female-led service-based small businesses who want to create a big impact with a website that wows and works as hard as they do for their business. You can find out more at www.jorandall.co.uk.

LinkedIn: Jo Randall

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