While most marketers have design on their mind, strategic planning and quality content are key steps to creating a high-performing B2B website.
Erin Moore, TREW Marketing Account Director, and Jamie Tokarz, TREW Marketing Content Manager, stop by to share often-overlooked or under-appreciated aspects of the website redesign process that have a massive impact on web performance.
Erin walks us through the website redesign strategy process, and why this step is critically important. During the website redesign strategy, you'll set goals and expectations, think through the user’s journey and identify their needs, and map out all of your functional web needs. Design preferences, wireframing, navigation, and CMS selection are also part of this process. Developing a thorough strategy before kicking off the redesign implementation allows you to set a realistic budget and timeline, vs diving into development quickly leads to unplanned activities that increase costs and timelines unexpectedly.
Jamie then gives her perspective on content development. Share shared that to be successful with your content development and minimize the time spent/number of iterations needed, there is a lot of work that needs to be done prior to ever starting a draft. This includes corporate and segment messaging, page templates or wireframes to guide writing, and identifying your writing team and reviewers. When it is time to roll up your sleeves, Jamie recommends using the 4 Cs of web writing: clear, concise, cohesiveness, and consistency.
- Webinar: Build a Better Technical Website
- TREW Marketing website redesign services overview
- Erin on LinkedIn
- Jamie on LinkedIn
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.