We talk a lot with clients about web design. Many of our prospects engage with us because they need a new website. But what exactly do these prospects expect when they talk to a web design agency?
There are two essential considerations that you need to realize before you talk to another “web design agency”:
We call it discovery, but it can go by many names. Discovery is our process of learning to understand your business and your customer. There are many critical parts of a discovery project. Still, our overarching goal is to ensure every member of our team and your team is moving forward with clear expectations and metrics for the work we will do.
Without discovery, a web design project will struggle to define clear objectives. The competitor research that happens in discovery helps us to set the bar for your website’s performance. The buyer personas and buyer scenarios we build in discovery inform your website’s content strategy and conversion funnels. Our conversations with your sales team during discovery reveal the most significant obstacles to closing deals that we need to overcome.
In short, web design without discovery will never be as effective as web design with discovery.
Prospects will find your website and you will create new customers according to the quality of your web content. The tricky part is this: Content that gets you found doesn’t necessarily convert, and content that converts doesn’t necessarily get you found. Content that does both requires strategic planning and a little trial and error.
Content strategy happens at the beginning of a new web design: building conversion funnels, optimizing copy for SEO, and establishing the right voice and tone. But the content strategy is never perfect from the start. You need to understand your goals and have a way to define and measure success. Your content strategy should evolve as you gather data, and your website should grow more effective at generating revenue. Great web design is excellent content design.
According to Forbes, presenting your brand consistently across all platforms can increase revenue by as much as 23%. Step one of this process is to define your brand – an exercise often neglected by smaller companies. Assuming that you already have a documented brand development strategy in place, you need to infuse those brand standards into the design and content of your website.
A great web design agency will want to understand your brand and continue to make it better through your new web design.
SEO is essential, but there’s a reason why it’s last on this list. No marketing service is an island. We want to talk about SEO services in the context of a website that also incorporates these other critical web design services.
In our experience, agencies that are hyper-specialized in SEO make terrible websites. They neglect all the other critical strategies that make a website effective after the user clicks your link in the search results. Web design is a balanced blend of all four of these services.
It’s not much, but here are four red flags to watch for as you hire your next web design agency:
Waypost is a digital marketing agency in Greenville, SC creating compelling, content-centric websites that get found and convert customers. We can’t start design right away because discovery happens first. We insist on brand documentation, and we’ll help you put it together if you don’t already have it. We love SEO, and we prioritize it, but this other stuff is also vital.
Get in touch when it’s time to buy a new website, and we’ll give you something that looks beautiful and increases your revenue!