The foundation of any customer journey is a strong website. A brand’s website serves as the digital home for all online and digital channels and is the key to converting anonymous Internet users into engaged fans and customers.
At 1to1 Media we realized that our digital home needed some renovations to keep pace with our audience’s changing digital consumption habits. So today, I’m proud to introduce 1to1 Media’s newly launched website!
This relaunch was a labor of love and a long journey involving our entire team (editorial, Web, sales, and marketing). We started by understanding the topics and issues that resonated the most with our readers. Through careful analysis of reader feedback and website viewing habits, we determined that customer experience, customer service, marketing, sales, and employee engagement are the five most relevant areas of interest for our readers.
So what did we do? We built the website around those topics and turned them into their own unique channels. Each one delivers dynamic content specifically tailored to individual audience member’s needs. In-depth features, executive Q&A’s, video interviews, infographics, graphical e-books, and more will deliver the latest trends and advice in each channel to subscribers and readers.
What else is different? It’s mobile-friendly, navigable, clean, and user-friendly. “Crisp and clean,” “simple,” and “intuitive” were among some of the feedback I received from our editorial advisory board members. And Aimee Lucas, customer experience transformist and vice president at the Temkin Group, said the new design should help practitioners learn and grow.
Just as important as providing content that enables our audience to learn and grow, it’s equally as important to capture the attention of new members. Well aware that we have only a few seconds to successfully engage and keep prospects and customers on our website, we want to make those seconds count.
Here are some of the learnings along this journey:
- Creating a mobile-friendly site is must-have, not nice-to-have
Whether we want to admit it or not, the web is going mobile. According to StatCounter, 37 percent of website visits in 2015 were generated by mobile web browsers. Additionally, according to eMarketer, the number of people using mobile payments will triple in the U.S. in 2016. If you don’t have a mobile version of your website, you are turning away a huge percentage of your users and customers.
- Design every aspect with SEO in mind
SEO-optimizing a website in a way that allows it be visible within a search engine’s results page should be standard practice today. But as important as SEO is in today’s world, many websites are missing many SEO opportunities. We at 1to1 Media were guilty as charged.
We learned that proper optimization of a website is vital to its success and to help the search engine easily understand what the website is about. Therefore it’s highly important to determine the best keywords and phrases to target, optimize title tags and content, and to build relevant links.
- Get feedback from your most engaged users
We all know that listening to customers and getting their feedback is an important step in providing relevant experiences and offering products and services that fit their needs. But many of us don’t consider their feedback when building our digital properties and channels, including websites. Remember, websites are a company’s digital home, and customers and audiences must feel welcome and willing to return and visit again and again. So find out the features and functionality that are most important to them when visiting your site.
- Don’t add the kitchen sink
Clean and navigable are primary principles of effective web design, yet companies still want to include unnecessary information and extra elements. In the age of simplicity, only the essentials are important in order to create a manageable and “easy to use” experience for customers.
- It has to be a team effort
This one is personal for me. 1to1Media.com is nothing without the people behind it. We’re a small group, but we operate like an enterprise team. We work toward common goals, with the freedom to agree and disagree. We are committed to excellence with a high regard for delivering a website we could be proud of. The skills and strengths of the individual members makes us an effective unit because each member of the team brought a unique perspective to the site’s relaunch. Thanks to Judith Aquino, Tom Hoffman, Susan Tocco, Brent Hathaway, Dara Brooks, and a special thanks to Christine Michaels, Vanessa Saulsberry, Lorri Cosentino, Michael Dandrea, and Mark Musante whose tireless efforts on this launch will forever be appreciated and never forgotten.
"Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows common people to attain uncommon results." --Andrew Carnegie