April 27, 2021
By Tayler Patterson, Web Project Manager
Redoing elements of your website can be stressful, and often design and development agencies want to sell their highest package, with little regard to what the specific company needs are. We find that businesses come to us asking for a completely new website when all they need is a website refresh to meet their marketing goals. Understanding different website strategy starting points will help you feel confident in the direction you take with your website updates.
These strategies are high-level starting points that should reflect your most basic needs. Sitemap, buyer's journey, and the overall website architecture should be addressed in more detail no matter what path you take. Instead of going for a completely new site, take a look at the four options below.
If you want to change your website, there are many routes to take. Before you begin interviewing agencies, try to get a sense of what you need (and, more importantly, what you don't). We typically break website projects down into four categories.
While this is not an all-encompassing list, it will provide you with a good starting point and help identify any red flags if someone is pitching you something you don't need.
A website refresh is a great choice for businesses who frequently update their website and are generally happy with the content and messaging presented to their target audience. If you have content in a great place but now feel like the website design doesn't match the level of professionalism or curation of their content, then a fresh might be right for you.
A website rebrand is a great approach for a company that does not update its content or visual style often, if ever, and now realizes its offerings are completely outdated.
This website approach often feels like a rebrand, but an overhaul may be suggested if you like little to nothing about your current website. This can also be common if there is a dramatic change in leadership, a merger with another company, or a complete pivot in the offerings.
This one is pretty self-explanatory! If you are a new product or service and do not have a web presence or identity, this is your starting point. Make sure you start with a flexible content management platform with room to grow because you don't need everything from day one.
Agency partners are perfect for carrying out marketing initiatives and supporting design and development services a company may not have in-house. Still, it is essential stakeholders learn more about the website strategy and process. This empowers companies to be active decision-makers in their online presence and have a positive relationship with their agency partners.
First-party data marketing
SEO for B2B
Customer journey strategy
Marketing for IoT Companies
B2B Product Marketing
Demand Generation for Manufacturing Companies
Go to market strategy
Marketing for IT Companies
B2B lead generation
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Grow your B2B business boldly. Ironpaper is a B2B marketing agency. We build growth engines for marketing and sales success. We power demand generation campaigns, ABM programs, create B2B content, strengthen sales enablement, and improve B2B marketing efforts.