Face it, your website sucks. It’s old. Tired. And your customers find it about as useful as a wooden frying pan. But let’s say you can’t afford to throw that frying pan away and start over.

You need to keep busy and stay in the search engine ranking spotlight.

People like new.

New products.

New ways to visualise themselves using those products.

New collections that change with the seasons.

Even new ideas.

Human beings are innately curious and we are drawn to the new because we love to be new ourselves:

We want people to know we are up-to-date, on trend, ahead of the curve.

Creating a website that enables you to quickly disseminate your new stuff or refresh old stuff is easy.

But to get there, you have to get three things spot on:

First,

You’re in the business of selling more stuff.

That’s it.

Period.

And in the real world, people are more likely to buy something they can touch.

They are also more likely to pay more.

Web design is about recreating — as much as is possible — the physical sensory-filled user experience online.

Even if you’re a startup making organic candles, if your website doesn’t help me smell those candles twinkling in the hearth this Christmas, you’re not just failing, you’re building a Frankensite.

Take the Apple Watch.

Big glossy close up pictures.

Videos showing people like you wearing the different versions.

The aim is simple: to picture yourself wearing it.

To approximate as close as possible the physical and emotional experience of trying on the watch in an Apple store.

Ok, you’re not Apple.

But bringing products and services to life is not something only the world’s richest brand can afford to do.

And whether you’re a startup crafting organic candles or a blue chip selling jet engines, the same principles of great web design apply.

Arthur Rimbaud (the visionary upstart poet who became a gun runner) once said, ‘One must be absolutely modern’.

In other words, repeating the past is too easy.

Instead, be the next thing.

The new thing.

That’s the kind of web design that gets me off my seat.

But if you like that kind of thing, here are my five Do New Always principles:

  1. Do New Answers — Throw out the rule book. Throw in your ideas. Don’t think you know what your customers want, ask them.
  2. Do Not Accept — Cookie-cutter templates. Pre-existing design. Agency prices.
  3. Difference Not Average — Aspire for better. Focus on the details that make you stand out and push them to their digital limits.
  4. Dazzle New Audiences — Create experiences that new customers can learn about your brand in new ways.
  5. Drive New Approaches — To old problems. And be ready to approach new problems the same way.

Second,

You need to refine customer engagement: improve what is working with your current site to keep them engaged — and drop what is making customers drop off the site.

We measure performance for two reasons: to cut back on the areas that are underperforming and save money; and to identify and improve the performance of the areas that are over performing.

Converting more new customers — without spending more money.

Design has purpose: user engagement.

Engagement that converts users into customers.

Use best practice analytics to help you measure everything: which are your most lucrative keywords or landing pages and which are your best social media and email marketing campaigns — as well as which are lame ducks.

Your job is measuring this at every step and refining it, improving it and innovating it faster and better than your competitors.

Third,

You need to be in control.

Which means you need an administration panel that has been designed as much for you in mind (to edit and publish) as the front end is for your customers (to search and purchase).

You need a CMS system that has proven itself as a robust and scaleable solution.

For this reason, I use Wordpress.

Usain Bolt uses WordPress.

And Justin Timberlake.

NASA.

Time.

Samsung.

Wired.

Star Wars.

Even Marks and Spencer.

For their websites, blogs, even apps.

To spread information, sell stuff and analyse data.

In fact, in the twelve years it’s been around, WordPress has become the CMS of choice.

Global domination often explained by the fact that:

It’s FREE and comes in innumerable mobile-responsive shapes and sizes. It’s much more scalable and secure than you think. It’s laughably easy-to-use and seamlessly integrates with your social media.

But for me,

The reason why it’s a world beater is that it’s constantly been improved, refined and finessed by millions of tireless WP die-hards.

Unlike your static website — which I’m sure rocks — WordPress doesn’t sit still and doesn’t sleep.

I hear what you’re saying:

How do I ensure my WordPress site runs as lightning fast as Usain Bolt but still has the swagger of Justin Timberlake and the rock solid dependability of M&S?

Free templates are great, but you want something customised that really stands out from the WordPress crowd.

That’s where I come in.

Redesigning and redeveloping existing websites is all about maximising performance gains.

Whether you’re a startup that needs a brand new design to announce yourself to the world or a much needed re-fit, my Foundation First approach is user and goal-centric — taking your customer’s needs and your business' goals into the mix at every stage to ensure a user's journey through your site is an extension of your brand’s journey.

I can then redesign and transition your old site onto a customised WordPress theme; or create a brand new WordPress powered website tailored to your business needs from scratch.

Ensuring HTML5, CSS3, Responsive and WordPress websites use valid and semantic coding practices.

Matt Mullenweg of WordPress, said: ‘Technology is best when it brings people together.’

Can’t argue with that.

Give me a call and let’s get you out of the starting blocks.

P.S

  1. Good design and even better SEO consulting entails rigorous data analysis, research, education and testing.
  2. The c word: Collaboration, working with you to align online marketing efforts with business strategies.
  3. Just as having a diverse workforce raises your human capital, a diverse approach to online marketing helps to soundly establish your brand capital.

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