Would You Buy A Sailboat Without A Sail?

Posted by Heather Hurczyn on October 19, 2015

In Website Redesign, Inbound Marketing, Strategy

Is your website like a sailboat without a sail?

It wasn't until I came across the term "Inbound Marketing," took my inbound certification and attended my first INBOUND conference in 2013 that I realized what I wasn't doing for my customers.

For years, I was creating websites and simply handing them off to my customers and saying, "Call me when you need an update!"  And for a while I thought that was ok. I was delivering what the customer requested, right? They wanted a pretty designed website where they could hold all their information online. Project complete!

Imagine receiving a handcrafted wooden sailboat that looked exactly how you had envisioned, except they left out one thing...the sail.  Your friends, family and strangers could come look at the beautiful craftsmanship, but it would never be able to take them anywhere.

I had completely missed the boat! (Pun intended!!) Over the last few years, we've looked beyond the design elements and started focusing on how the website enables the business growth goals.

When it comes time for a website redesign, are you discussing points like:

  • Where you would like the navigation
  • How many pages you require on your website 
  • What colors you like
  • If a slider is appropriate on the homepage

Instead of finding answers to questions like:

  • What prompted you to request a website redesign?
  • What's the goal of your website?
  • Who are your buyer personas?
  • Do you use engaging content that targets your buyer personas?
  • What are your opportunities to convert strangers into leads?
  • What are your conversion rates?

By using this second group of questions, we are able to define a plan for your website.  To go back to my analogy, not only are we able to determine if you need a sail, but also:

  • How big does the sail need to be?
  • How fast do you need to get to your destination?
  • Will you also need a motor on the boat to help you when the wind is low?
  • How many passengers must you be able to carry?

So, does your "sailboat" have a "sail"? Is it prepared for the choppy waters ahead? Or is it stuck in the harbor waiting for the day it can be released into the vast ocean?

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