4 Guidelines for an Effective Website Makeover
If the recent economic downturn has taught us anything, it’s that we can be smarter with our time and what’s left of our money. Sure, the thought of a new home is exciting, but a smarter option might be to add value by sprucing up the curb appeal of the home you already own. The same principles that work at home also apply to the web.
In any economy, it's just as crucial for companies to strategically engage their audiences. Even companies that have traditionally thrived in the brick-and-mortar world are addressing their audiences online. Many, however, are quickly learning that websites, like homes, tend to accumulate too much stuff over time and grow stale.
Sherwin-Williams’ Minwax division — a 106-year-old American icon and one of the leading producers of wood stains and finishes — found itself in this exact situation. The company has enjoyed a long run of success, but it recently needed to make changes to an increasingly cumbersome website.
Rather than performing a complete tear down and rebuild, Minwax worked with my firm, The Garrigan Lyman Group, to remodel its existing site. Each step was calculated to ensure a desirable user experience, present clear product features, and add elegance to attract a broader, younger audience. Since launching, the new website has garnered a 43 percent increase in site visits and a similar jump in page views.
Whether your company website needs a touch-up like Minwax or an extreme makeover, here are some basic guidelines to follow for engaging new customers and keeping existing ones interested in your products and services.
1. Define your brand at first sight. In an era where access to information is possible anytime, anywhere and anyplace, you have about six seconds or less to make an impression when someone visits your website. As a result, do the following: