It’s tough to start with a blank screen and build out the kind of website that conveys your organization’s messages.
It can be even more difficult to wrangle disconnected information back to the focus your website should have — especially if you have a lot of stakeholders.
People can be resistant to change, and they have some reason for wanting the content the way it is.
If it’s your job to get your organization’s audience to see your website and take some sort of action, then you have to find a way to move past your team’s resistance (or your own).
If you can’t, your audience will continue to come to your site and get lost along the way towards taking meaningful action.
Some readers will be determined enough to fight their way through the online maze, but the vast majority will not.
How can you align your team on a new approach?
Get Back to the Core of the Message
Your company ideals must influence the way you present your company message.
From the tone of each page to the approach you take in your calls to action, the ideals of your company have to shine through.
Think about how jarring it would be if Starbucks were to promote its coffee as the only way you’re going to stay awake through that 3:00 meeting this afternoon?
It’s humorous and fun, but it sounds a lot more like an ad for the 5-hour energy drink and not Starbucks.
Starbucks is about connection and the experience of Italian coffee houses. The “caffeine fix” approach just doesn’t work.
If the company ideals are clearly defined, then they can be the first building block towards aligning a team on website content.
Measure, Measure, Measure
Audience reports won’t solve all your website content woes, but those reports sure will go a long way towards helping.
I use a “dashboard” of my own that consists of a single Google Sheet spreadsheet highlighting the most relevant stats from a number of systems.
As far as our website is concerned, I include search engine ranking stats, number of incoming links, site traffic, pageviews to our key assets, and downloads of those assets.
From there, I include more data from our Customer Relationship Management (CRM) tool to understand how those customers either stay subscribed (or don’t) to our nurture sequences and if they go on to become customers.
At every step along the way–from the website stats through the CRM stats–I’m looking for where the process might break down. Where are potential customers abandoning the process?
This gives me the motivation to go back and fix or replace the content at that step.
It’s not about whether I like the content that’s not working. If that content is standing in the way of our being able to help our audience, then it has to go.
These are the kinds of decisions you can make once you have effective measurement in place. It makes for a much different conversation with team members around the need for change.
I’ve written about these ideas here throughout the site, but I wanted to pull together everything you needed into a single download.
This ebook contains the same kinds of approaches that I’ve used with several companies’ websites, including the company where I work and with large corporations with which we’ve consulted.
Here’s the table of contents:
- Start with Your Company’s Ideals: Your communication needs to flow from the central tenets of your company
- Your Company Ideals and Your Offer: What tactics you’ll take to motivate people
- Strategy Evaluation: Reviewing your ideas before building
- Test the Structure: Test your website navigation as you get started
- Getting Started with Analytics: Use Google’s free tool to get a real understanding of user behavior
- Set up Your Own Dashboard: Compile your own metrics into a separate system
- Recommended Resources: All the software, book, and site recommendations in one place
The ebook will give you the tools you need to really evaluate where you’re at and to start planning on the changes you can implement to improve your audience’s journey.
You’ll also be subscribed to a twice-a-month email where I’ll bring you new content from the site as well as current observations on what’s happening with marketing and where it’s going.