Your Digital Hub: The Strategy Behind Website Development with Katie Ross

Written By Spark SLC

Did you miss this month’s episode? Or maybe you’re just looking for a short memory refresher? Either way, welcome to the Spark Compass Blog! A place where we summarize the key takeaways from every episode and share some memorable behind the scenes moments. 

This month’s episode featured Katie Ross, the Director of Business Development currently working for Mellow Brew Marketing, who helped us explore all things website.

IMPACT OF WEBSITES ON MARKETING 

You might be wondering what the connection is between a website and your marketing plan. The simple answer is that they often work hand in hand with one another. A website acts as the foundation for how your business is positioned and also serves as an information hub for potential consumers. 

Creating an efficient website can positively impact your marketing in the areas of:

  • Brand awareness

  • Clear messaging

  • Strong first impressions

And much, much more! 

BENEFITS OF HAVING A WEBSITE

No matter what stage your business is in, it’s almost guaranteed that you can benefit from having a website. If you feel like your marketing has been inconsistent or you aren’t sure where to go with your branding, websites can be a great way of refocusing your attention. 

Often serving as a first point of contact with potential clients, websites can help define who you are, what you do, and how you do it. Having this information clearly listed on your website can be helpful for clients and for your own marketing purposes. 

While on set, Katie mentioned how we “do business with people we like”. Websites can be a hub for authenticity, consistency, and quality that potential customers look for in a business, boosting you along their qualifying process. 

WHAT STYLE OF WEBSITE DO YOU NEED?

This is a question only you can answer but a good place to start is by understanding what you need your website to do for your business. When considering the style of website you’ll need, ask yourself some functional questions:

  • Does your website need to accept payments?

  • Will you be scheduling through your website? 

  • Do you plan on selling products on your website?

By asking yourself what your website needs to do and how it will support your business, finding your ideal website style becomes much easier!

CHECKLISTS AND MODIFICATIONS

When something isn’t going according to plan, it’s easy to make uninformed changes. The same can be said for an underperforming website. That’s why it’s important to set a strong foundation for your website before publishing it. A quick checklist you can use to guide you during the creation process is:

  • Why are you doing what you’re doing?

  • How are you doing it?

  • Why are you doing it?

If these foundational questions are being answered somewhere on your website, then you’re off to a good start. But let’s say things aren’t going the way you’d hoped and some changes are needed. Everything starts with strategy so it’s important to audit your website before making any modifications. Review elements such as:

  • Missing keywords

  • Unnecessary text

  • Complicated navigation

  • Lacking answers to potential search queries

Once you’ve established any areas of change, give yourself time to review any modifications before publishing them. Katie advises stepping away for 60 days to give yourself time to live with the changes before making them permanent. 

And remember that when it comes to website content, less is more. 

ARE THERE STANDARDIZED WEB PAGES?

Yes and no! There’s no set standard to the world of website creation but there are certain pages that most customers have come to expect. These pages often contain valuable information about your business so they’re good to have on your website. These pages are:

  • Home page

  • About Us page

  • Contact Us

Some nice to have but not always necessary pages include:

  • Blank QR page

  • Business Process page

  • Product/Services page

Again, it’s important to consider what your business does and what you need your website to do for you when deciding which pages to include. 

TO SUMMARIZE

  • Know your audience

  • Know the purpose of your website

  • Research website tools to create seamless interactions

If you want to know more, check out this episode’s video!

Spark SLC
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