Your Website (Hub)
The hub is the core of any wheel. It’s the point of contact between the rest of the wheel and bike's frame.
Just as any functioning wheel needs a reliable hub, a successful marketing strategy needs a website designed and developed with the customer's journey in mind.
It’s easy to get so invested in the building of your new website that you overlook what happens after it’s launched. This is understandable. The website is the face, and likely first impression, of your company.
At its best, a website acts as a virtual salesperson, collecting leads while you sleep. At its worst, it will lose you business.
Your Digital Marketing Solutions (Spokes)
The spokes are what connects the rim to the hub.
Digital marketing connects customers with your website.
Without a digital marketing strategy, your new website is a sitting duck, and an expensive one at that. Marketing the final product with paid ads and social media campaigns, for instance, is a must.
Unfortunately, if the site ends up costing over double what was expected, those crucial advertising funds won’t be available.
Spend too much of your budget on your website and you limit your exposure to potential customers.
Spend too little of your budget on your website and you’re left with an underdeveloped website, incapable of supporting your digital marketing campaigns.
Where to allocate your Marketing Budget
You know how to create a budget, but deciding where to place that budget is tricky.
When to Budget for a New Website:
Should you invest in a shiny new hub? If it’s been 2-5 years since your website’s last update or redesign, it’s time to look into a relaunch. How do you know when it’s time for a new website?
- Your website is built on an outdated CMS: An outdated CMS doesn’t always mean you’ll need a new website, but sometimes it’s required. For example, websites built on Drupal 7 will require a rebuild to migrate to Drupal 9.
- You have a poor user experience: Your website is one of the most important sales tools in your arsenal. According to a Stanford Web Credibility study, 75% of users assess a company’s credibility by their website.
Do some investigating. Get feedback from your team and target audience, look at competitors’ sites, and listen to the data. The combination of these elements will tell you if your user experience needs work.
- Go to your Google Analytics.
- Set your date range for the past 1-2 years.
- Do you observe a consistent decrease in Users, Average Time on Page, and Goal Completion Rate and an increase in Bounce Rate?
- If so, it’s worth considering a website update.
- It hasn’t been updated since July 2019: Why so specific? In July 2019, Google’s algorithms changed to Mobile-First Indexing. This means your Google search ranking depends on the relevancy and navigability of the mobile version of your site.
The following graph by Statista shows the share of organic search visits on mobile devices since 2013.