“I need a new website.”

By FAR the most common reason that clients approach me.
But… before I give them what they want, I ask one simple question…

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Why?

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After the initial deer-in-headlights look,

or the confused “it just isn’t working”,

and after some simple reflection,

it becomes clear that the problem isn’t the website.

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It’s the brand behind it.

Or the lack of a brand strategy, to be more specific.

A new website won’t magically bring in more clients if:

• Your message is unclear (so visitors don’t see why they should care).
• No one is visiting it (because your marketing isn’t working).
• It’s just a digital brochure (instead of a strategic tool that converts).

A website is like a megaphone – it only amplifies what’s already there.

If your brand is unclear, your website will just make the confusion louder.

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​So before dropping thousands on a redesign, here’s what to do instead:

✅ Get clear on your ideal customer.

Who are they? What do they need? Why would they choose you?

If you don’t know this, then you won’t know what they want from you. if you don’t know what they want from you, it is guaranteed your website will not convert.

✅ Refine your messaging.

Can you explain what you do in one compelling sentence? If not, neither can your website.

You have 5 seconds to make an impression on a visitor. That impression isn’t guesswork, it has to tell the person that this website is for them, and why.

5 seconds includes a look at an image and a quick read of a headline, that’s it!

✅ Build a brand strategy.

A well-designed website doesn’t mean anything if the messaging screams “same.”

Get clear on your brand’s difference – why they should choose you over competitors – before thinking about a website.

This is the first step in “redesigning” a website because essentially, you’re establishing who you are, who you serve, and why they should care.

This directly translates to your website’s strategy by connecting your brand’s promise and market to the website. Make the website about the visitors, not your ego.

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How do you start?

Take your existing website and look at the analytics.

What pages are popular?

What pages are collecting cobwebs?

This gives you an idea of what you have that can be salvaged, or more importantly, what customers already expect to have available to them and are getting used to, maybe even something they rely on.

Build your new strategy around user goals to build user journeys.

Where do you want them to go first, then what? After that?

The more focus you put on it,

the better experience for you customers.

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How the Brand Chef can help you!

Want help clarifying your brand strategy?

I’m giving away the exact steps I use with clients at my free Spicing Up Your Bland Brand Webinar on Monday, April 21st at 12:00pm ET.

👉 Just click here to register.

Hope you can make it,