Your website is much more than a static marketing tool. It is actually part of an integrated system that produces specific results.

According to systems thinking, every system naturally produces the exact results it is designed to produce -- good or bad. That means the results you are getting from your website (or not getting) are the direct result of the system that is in place. In other words, if your website is performing poorly, it is not IN SPITE of everything you've done, it is precisely BECAUSE of everything you've done.

To change the outcome, or get better results from your website, requires that you first recognize the system that is in place. Then change the system. That is where we come in.

Build Your Website With A Definitive Goal

The best way to build a website is to start from the end and work backwards. You must first decide what you want your website to do for you. What is your desired outcome? Brand your company? Sell products? Generate leads? Enhance your image? Then start with that goal in mind and design a the system that will produce the desired results.

In reality, that is not how most websites are built. Most often, small and medium size businesses treat their website as an online version of their brochure. It is a place where anyone can come and learn more about the company. Over time new expectations are placed on the site and the first thought is a new design. That's a great place to start. However, little thought is given to changing the underlying system. The result is a better looking website that produces the same old results. Business owners are disappointed because nothing really changed.

For example, let's say you want your new website to start generating leads. What does that process - or system - look like? If you met a hot prospect at a business meeting, you would engage them in conversation, learn about their needs, pre-qualify them, get contact information, then follow up. That same process needs to be implemented into your new site. However, it should be clearly defined before you ever jump into the "look and feel" or design phase. In fact, designing the site with the outcome in mind should heavily influence the actual design. Eye paths, capture mechanisms, color schemes, contact areas, and design elements should be created to reinforce the desired outcome.

Think Consistency and Measurability

Systems thinking should influence your entire marketing process. Your marketing collateral should direct customers to specific sections of your website - NOT your homepage. Your sales team should have a clear understanding of the system as a whole. Marketing should integrate a consistent message focused on the outcome across all your media. It is also extremely important to measure the activities and results.

IMMD Web Design can work with you to engineer the right system and integrate it into your website. We understand systems theory and how to apply it in a way that can increase your business. Get started by completing the form below for a free consultation and analysis.

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