Strategic Website Content for Engineering Companies

Frequently Asked Questions

• Why do I need a defined web strategy before I start my website redesign?

  Developing your website strategy before redesigning your website is like having an architect draw up a blueprint before building a house. You need to fully understand the detailed requirements you have and to lay a solid foundation before you begin building it. Your website plan should work in the same way.

  A big mistake we see many companies make when redesigning their website is jumping headfirst into the design phase before ensuring their web strategy is well-defined and their foundation is set. This can lead to a site that doesn’t fit your needs or your customers’ needs, and one that fails to help you achieve your marketing goals.

  

• How do I prepare for a website redesign?

  Since your website is a crucial, 24/7 representation of your business, you want to be sure it accurately portrays and efficiently serves your business day in and out. To do this, you need to start any web redesign process by firming up your marketing foundation. Doing so will give you a clear strategy moving into the redesign, guiding content, structural and design decisions.

  

• How do I generate leads on my website?

  To gather leads from your website, start by creating in-depth content like white papers and webinars. These types of content can be gated on your site – meaning visitors must give contact information details (name, email, company, title, etc.) before they can access the content. Now you have contacts and leads to send personalized marketing information to. 

  

• What is the difference between HubSpot, Wordpress and Squarespace?

  WordPress is a Content Management System (CMS) that started out as a blogging platform and has grown to become one of the most popular online publishing platforms. To compare, HubSpot is a marketing automation platform with a CMS built-in. With HubSpot, you can have your website, blog, landing pages, email marketing, CRM, marketing automation, social media and analytics all housed in one location. Squarespace is a CMS for the DIY-marketer that offers marketing automation solutions. 

  

• Can I use a free DIY website maker?

  These days there are almost countless solutions for getting a website designed, developed, and published for the world to see. From companies like Squarespace or Wix that provide easy DIY website building tools to the most popular CMS platforms like Wordpress. However – it’s tough to trust the future of your company or organization’s digital presence to others that offer those solutions with those pricing structures when what’s needed is a singular and truly robust digital marketing platform that you can rely on for meaningful results.

  

• How do I evaluate an agency for a website redesign?

  It's important to carefully select a partner to redesign your website. Picking the right agency can mean the difference between a well-designed website that captures your brand and a disaster. 

  

• What should I expect during a website redesign?

  In order to ensure your website redesign goes smoothly, you must expect to set your website strategy, content plan and web requirements in place before getting started on a redesign.

  

• How can I effectively use images and graphics on my website?

  The effective use of graphics on your website can immediately grab users' attention, communicate to your audience what you stand for, and present your company’s personality. To better reach your audience make sure to:

  • Use meaningful, high-quality imagery
  • Use stock imagery sparingly
  • Incorporate icons
  • Use smart imagery in body text
  • Make your CTAs stimulating and clickable
  • 3 images/graphics per web page
  • Optimize images for search

  

• I launched my website, now what?

  You’ve spent months redesigning your website and it’s finally live. While it may be tempting to just launch it, leave it on autopilot and return to your regular marketing routine, the real ROI comes from your ability to make your website work for you over the long term. If your website is the most valuable, 24-hour-a-day employee in your marketing organization, you can’t just let it perform on autopilot. Take a growth-driven design approach to your website by keeping track of web metrics and adjusting accordingly.