Key considerations when buying a new website

There are so many choices available, and once you start researching, you might find yourself down a never-ending rabbit hole! Whether you’re starting a new business or rebranding an existing website, here’s what you need to consider.

Starting a new business

Starting a new business is exciting—being your own boss, all that cash coming in, woohoo! But with all the excitement, it’s easy to get carried away with unnecessary spending. Remember when you joined the gym and bought all that gear? Let’s get your priorities in order first:

• Understand your target audience: Who are they, where are they, and what problems do they have that you can fix?
• Identify your unique selling point (USP): What makes you stand out from the competition? You may have several USPs.
• Create a value proposition: Learn how to write a compelling value proposition and make it your mantra moving forward.

Align your advertising with the sales funnel—know what it is, how it works, and how you’ll use it to structure your offerings.

Branding

Your branding strategy should be part of your website build, but it doesn’t have to be. Even if you already have a brand identity, it’s crucial to have a consistent house style across all marketing materials. This creates a unified brand presence. Elements to include:

• Logos
• Colour scheme
• Fonts
• Symbols
• Taglines
• USPs
• Contact details

Domain names

Your domain name will be used in conversations, email addresses, and all your marketing materials. It needs to be memorable and as short as possible. Whether your business name is in Latin, includes your name, or describes your business, make sure the domain is available. You can check availability using tools like 123reg.com.

Also, decide on your top-level domain (TLD). .uk is the new norm, but .co.uk and .com are still popular. Avoid .org unless you’re a charity, and .gov is for government use only. There are also new, industry-specific TLDs like .doctor or .taxi, though they can be pricey.

Key points:

• Short and easy-to-remember business name? Check.
• Domain name available? Check.
• Available to register at Companies House? Check.

Let’s move on…

Rebranding a business

You already know about domain names, hosting, and branding, so let’s get straight to it! Why do you want to change your existing website? Is it because your current website looks outdated? If so, clearly define your goals and identify the problems that need fixing.

Start by analyzing your website’s performance:

• How many visitors view your website?
• How many unique visitors do you get?
• What are the demographics of your visitors (age, location, gender)?
• What’s the bounce rate (visitors who leave immediately)?
• What percentage of visitors use mobile vs. desktop?
• What pages or products are popular?

Consider speaking to your customers to find out what they do on your website, any issues they encounter, or general frustrations they have.

Strategically think about your website

If you’re not tech-savvy, you might leave this to your web designer. However, the more you understand what you want, the better the outcome will be. Be cautious of shady web designers who may try to confuse you with marketing or tech jargon.

Goals

Define the objectives you want to achieve, such as more leads or better user engagement. Identify the problems you need to fix, like a website that isn’t mobile-friendly. Understanding your goals will make the entire process smoother. Remember, you can gain insights by speaking to customers, analyzing current website statistics, or researching competitors.

Content

While your web designer will guide you, take time to consider the type of content you want and how it fits into the sales funnel. Think about what content your customers will need to understand your offerings, how you do business, and why they should trust you. If improving your Google rank is a priority, consider including a blog and integrating social media channels.

Look and feel

This is subjective, but research websites you like, including those of competitors. This will help you communicate your desired features to your web designer, as technical details can significantly impact the website’s cost. Keep in mind current trends, such as micro animation, image-free hero spaces, and large typography.

Misconceptions

For startups, a website isn’t the only thing you need to get your business up and running. It won’t magically find leads or convert them into customers. Your phone won’t be ringing off the hook, and not everyone will suddenly know you exist.

SEO

Understanding your customers, what makes you unique, and refining your website are key to achieving your goals. Even though we optimize your website for SEO when we build it, your competitors are also doing SEO to rank on the first page of Google. If you want to be found, you’ll need to invest in SEO, just like your competitors.

Features

Don’t assume your website will include certain features unless you specify them at the start. Features take time to implement and may cost extra. Think of it like building a wall—if you want two walls, you need to ask for them upfront.