You’ve heard me talk about the importance of website strategy and by now you might even understand it yourself. But I can’t help but notice how many websites I’m still finding around the web that have no real purpose behind them. Today, for a little change in pace, we’re going to talk about why it’s completely pointless to design a website without a strategy.
Beauty Doesn’t Lead to Action
The first reason is simple. A website can be the most beautiful thing you’ve ever seen, but that beauty isn’t accomplishing a darn thing. At the very most, people might click around to different pages to see what they all look like, but without a strategy they won’t be drawn to take any specific action.
Unless the point of your client’s website is simply to get clicks to random pages, why would they bother with a website at all if it’s not created to help them do something specific?
It’s important to keep in mind that website visitors won’t do what you want them to do automatically. Being strategic is important in getting them to take any action at all.
Random Action Versus Strategic Action
To take it a step further, you don’t want to encourage your client’s audience to take just any action. In this case, some random action is just as bad as taking no action. For example, if your client is selling products, but all the website calls them to do is read blog posts, that website isn’t doing them a whole lot of good.
Instead, you could use those blog posts to build familiarity with your clients audience and lead them to the shop that your client is so eager to show off. Now that is a website worth paying for.
Grow Your Business with Strategic Websites
On the other side of things, creating websites without a strategy is also pointless for you. Sure, you’ll get a chunk of money for creating the website, but then what?
Creating websites without a strategy will make it harder and harder for you to raise your prices. A space on the web that looks nice is worth far less than a tool that is used to help someone’s business grow.
You’re also going to find yourself getting fewer testimonials and referrals if the websites you design aren’t getting people results. Think about how excited your clients would be to shout about you from the rooftops if they saw a sudden increase in purchases or email opt-ins within a couple weeks of their new website being live. I know I’d be shouting about that.
Results for Your Clients Are Results for You
Creating strategic websites is a little extra work, but it’s completely worth it. You’ll see your clients getting better results, which will in turn get you better results.
If you’re ready to get started designing strategic and effective websites, grab my checklist!