How to Determine if Your Business’s Digital Presence Needs a Facelift

Deciding when it’s time to redesign or rebrand your website (and the rest of your digital presence) is a difficult decision to make.  I mean…it works well enough as it is, right?

There seems to be two main camps of companies: those who haven’t updated their website since the recession in 2008, and the companies who are so new that their site is equally new.

Your company is probably inbetween these two extremes, but the hard part is knowing if your site is modern looking enough.  Chances are, your site’s last big update was to have it conform to Google’s algorithm changes – things like being mobile responsive, since that was such a big deal.

But…is it time for your site to get a full facelift, though?  Or do you just need to continue to tweak it to remain competitive in search?

Here’s how to figure that out:

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Is your site mobile responsive?

This is a huge issue if you haven’t updated your website to be mobile responsive yet.  Google heavily favors sites that are mobile responsive, to the point where if your site isn’t responsive, you’ll likely .

Mobile responsive doesn’t have to mean that you have an entirely separate mobile website. More often, it’s simply a template update within WordPress.  Having an entirely separate website is actually more than a little unnecessary if you’re a B2B business – how many of your clients are really looking you up via mobile?

You can check that for sure by looking at Google Analytics, but in the meantime, it’s safe to say that in the B2B world, most people are searching for new clients or vendors on their desktops.

If you’re not sure if your website is mobile responsive, there’s a super easy way to check: just look it up using the mobile browser on your phone.

Does your website change format to adapt to your phone screen?  Does an entirely new website pop up?  Or does it take ages to load, and it loads as a miniaturized version of the full desktop site?

Once you have your site up on your phone, check out how it appears and how it functions.  Do you have a login portal for customers or clients to log in and view a tool dashboard?  How easy is it to navigate to the necessary screen to log in?

These basic user experience tests are integral to deciding if your site needs a facelift.

If your site isn’t mobile responsive, or the mobile version isn’t fast and easy to use, it’s time to give your website a facelift.

How fast does your website load?

After you’ve determined how mobile responsive your site is, check how fast it is.

Use the Google Pagespeeds Insights tool (since it’s Google’s analysis that determines how they rank you, anyway) – click here to get to it.   Enter your home page’s URL into the tool, and let Google tell you how fast or slow it is.

The nice thing about the Google tool is that it will tell you exactly what’s wrong with your site, and provide suggestions on how to fix it to make it faster.

If you don’t understand the suggestions Google provides, that’s a sign that you need to bring in a professional to help you optimize your website.

How easy is it to find out what your company does?

This might  seem obvious to you, but it may not be so obvious to website visitors.  It’s surprisingly common, especially among B2B businesses, for what the company does to be so hidden behind jargon that it takes some serious sleuthing to figure out what the purpose of the company even is.

Look at your home page with a critical eye.

Can you tell what your company does in under 10 seconds, without scrolling?

If it takes a little scrolling, a little reading, or even some clicking around your site to figure out if it’s a telecom expense management company, an outsourced IT agency, or software as a service, then your site needs some copywriting or design help to fine tune the messaging.

Your site may be beautifully designed, but if visitors can’t tell what your business does, it doesn’t matter.

One way to tell if your home page isn’t clear enough is to check your bounce rate in Google Analytics.

Log in, and look to see what your home page bounce rate is.  If it’s over 70%, and the time spend on your site is less than 30 seconds, that’s a pretty good sign that your home page is really deterring new visitors – and it needs a facelift, STAT.

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How easily can someone contact you?

Another surprisingly difficult thing to find on many B2B websites is how to get in touch with them at all.

Are your social media channels easily visible as icons or links on each page?

Do the links to your social media channels actually work?

Do you have your business’s main phone number available if someone prefers to call you?

If they prefer to email, is there an easy to use contact form?  How much information does the form ask for – and does it offer something worthwhile in return?

When someone fills out the contact form, who does that notification go to?  Is there a system set up to notify your sales team or sales manager?  How quickly does someone respond to a new contact form fill out?

All of these questions are important to answer – they may not necessitate a full site redesign, but they may point to a bigger need within your company’s sales structure.

Does your website actually support your content marketing strategy?

Finally, above and beyond, does your website actually support your content marketing strategy?

Do you even have a content marketing strategy?

If you don’t, you’re missing out on a major opportunity to attract new organic search visits.  Content marketing isn’t just blogging and dropping those on your website and calling it good.

It’s about coordinating your blogs with your main offerings, with core pages on your website, and using blogs to lift how the rest of your website ranks.

That’s why you need a content marketing strategy, not just a blogging strategy.