The first thing you need to get straight in your thinking: What do I want my website to do?
Seems like a basic question, right? Make money!
But many people fail to ask it. Or fail to communicate the answer to their website designer. And from there, it is misery and angst all the way. Usually ending in a whimper when the website is replaced in two or three years’ time because “it didn’t work”.
Do it differently this time. We urge you. Find a website designer who uses their noggin, understands your need to make a dollar, and who approaches the project with your bottom-line profit in mind.
4 things you want from your new website design
We’ll get into the ‘how we do it’ info further down the page. But first, here’s the big picture about the way we approach things. We figure you don’t want a ‘work of art’. You don’t want to spend a motza on stuff you don’t need. And you CERTAINLY don’t want to discover you’ve been shafted down the track, with a site that Google hates and can’t be fixed. So what do you want? It’s pretty simple really. You want a website design that will:
- Engage your potential customers so they can learn more about you.
- Win their confidence, so they feel comfortable with you.
- Make it easy for them to take the ‘next step’ into your sales funnel
- Work seamlessly with your nurturing program to deliver the Sales Qualified leads (or e-commerce sales) that you need.
You can’t expect some poor, hapless web designer to be across all of that. Getting it all figured out requires a team of digital marketing professionals, with expertise in:
- Strategy — to plan your website’s integration with your sales funnel.
- Copywriting — to ensure every page is engaging, interesting and persuasive.
- UX Design — to ensure that your key, profitable elements get the attention they deserve.
- Coding — to create lean, tidy, fast-loading pages that Google will love.
You’ve found all of that (and more!) here at Crockford Carlisle. We create professional websites, fully optimised to achieve the highest possible conversions.
Here’s what you’ll notice about the way we design websites
1. Website design strategy — We’ll learn about the way your customers buy.
First up, we won’t start by talking to you about colours and images. Yes, that is important. And it needs to be considered. But before all that ‘web designer stuff’, we’ll talk to you about your customers, and the way they progress through the Buyer’s Journey. Why? Because your customers are the most important people in the world. And your website design is all about them. Not about you. Not about us. It is about the people in your market with the money and the power over where they spend it. To get a clear picture, we’ll also want to discuss the Analytics of your current website. This will give insights about what is/isn’t working in your favour so we can avoid any dry gullies. (“If you keep doing what you’ve been doing, you’ll get more of what you’ve got.” Right?) And of course, we’ll want to talk to you about your Sales Funnel, so we can work that into things from the get-go. The end-game will depend on your business model.
- Do you want qualified leads for your sales team?
- Do you want completed sales in your shopping cart?
Either way, you can see the sense of our ‘Begin with the end in mind’ approach. It ensures good, logical decisions are made about the look, feel and functionality of your new website.
2. Website copywriting — We’ll get your customers engaged.
Those first 2 to 6 seconds are so critical. That’s when your potential customers land on a page and make the decision to stay… or leave. You had that choice just now. And you are still here because this page is giving you the information you require. Here’s something to notice about our thinking. We said, “land on a page”. And not “land on a website”. To be a web copywriter at Crockford Carlisle, you must know the value of traffic to a website — not just know how to write prose. Or blurb. Or dribble. Our team of experienced professionals will work hard to get traffic for you. They see every page as a landing page… a fresh opportunity to grab and hold the attention of your potential customers and to draw them into your sales funnel towards a conversion. And yes… that’s another thing you’ll notice about the way that we design websites. You’ll meet with the copywriter (Or Skype if you are not in Brisbane) personally to discuss your customers, your products and your services. The in-depth briefing, directly with the person doing the job ensures that your message is right, and that no stone is left unturned to showcase the value that you offer.
3. Website design — We’ll think about User Experience instead of ‘doing artwork’
Here’s another thing to notice about the way we work. It is only now… after we understand your customers, your sales strategy and content writing is well underway that we start talking about the design, styling and feel of your new website. If you’ve been involved in website design projects previously, you’ll know how unusual this is. And you’ll be delighted at the difference it makes. Our website designers are guided by strategy, not by the desire to be the best finger painter in kindy. They work closely with our web copywriters — all with the UX (User Experience) in mind.
- What will people see?
- What is our primary goal for each page?
- Where will they click?
- What will they experience when they do so?
- What can we test to find additional revenue opportunities for you?
- How, and where, can we build your brand?
- How, and where, can we win the confidence of your potential customers?
Out of this thinking comes GREAT website design. Clean… simple… engaging… persuasive… all the right ingredients to give you the profitable business tool you are looking for.
4. Website design — We’ll write lean, mean coding
Our coders are the unsung heroes of a website build.
But don’t be fooled. There is a lot of quality work that goes on ‘under the hood’ of your website to make it sing. It is good work. It is important work. It must be done right.
We build responsive, mobile-friendly sites in WordPress, coded correctly and to best practice so that your new website will be:
- Rock solid.
- Easy to update.
- Loved by Google.
- Easy to optimise — and to test new offers. And Calls To Action. And forms. And banners. And goodness-knows what else..
You won’t notice the coding work that goes into the website build. But Google will. Your new website will work beautifully… on mobiles…. tablets…. and desktops… making it easy for people to find you and be drawn into your sales funnel.
Where does SEO come into your website design?
Whether you need an e-Commerce website or a lead generation site, you want the Search Engine Optimisation foundations to be in place from the start.
Otherwise, it all must be done later — causing unnecessary delays, lost opportunity and the beginnings of that misery we talked about at the top of this page. So yes, planning your main product/service pillars and structuring the content correctly around your best profit opportunities is all part of our website design process. From there, we write correct page titles, meta descriptions, alt tags, and all the other back-end stuff — just the way the Google Machine likes it. It means you’ll hit the ground running, ready to out-market your competitors from the get-go. You’ll also find that the discussions we have about this will help you to focus in on your growth objectives more clearly — thinking about your IDEAL customers, and how your digital strategy can be set up correctly to connect with them.
Talk to Crockford Carlisle about your Website Design
No matter where you are in Australia, Crockford Carlisle’s Brisbane-based website design team are here to help. We welcome your call on 07 3891 3800. Or you can click here to head to our Contact page and shoot us a message.
And by the way, that’s another thing you’ll notice about the way we work. You won’t get an agency ‘sales pitch’. Right from the first “Say g’day” meeting, the conversation will be about your business and what you want to achieve.
We’ll explore ideas. Look at your competitors. And see what we can see to set you on the right path. From there, if you feel comfortable with our approach, we’ll come back to you with a proposal to build the responsive, well-designed website you need that speaks to your buyers and convinces them to buy.