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Website Modernization Strategies: Revamp Your Digital Presence

Table of Contents

Strategies to Stay Ahead in the Digital Game

Okay, before we start our question for website modernization, let’s set the stage for ‘why’ (assuming you haven’t read any of our other work on this topic). Let’s try a story.

Imagine a bustling retail store where customers browse through aisles, inspect products, and engage with friendly salespeople. Now, picture a dusty, neglected corner of that store, with outdated signage and disorganized shelves. Like that forgotten corner, your website can become obsolete and ineffective if you ignore it.

If you aren’t actively working on your site’s user experience, then there’s a high probability that the neglected corner is your website.

This article will explore strategies to revamp and modernize your website, ensuring it remains the vibrant digital storefront your customers deserve.

The Importance of an Objective Evaluation

I’ve been involved in many product and development projects over the years. One thing that’s become crystal clear over the years is this:

When people put blood, sweat, and tears into anything, it becomes the fruit of their labor, and objectivity disappears. Consequently, asking them to effectively evaluate what’s been done on an old or ongoing project without predetermined KPIs (key performance indicators) is nearly impossible.

Don’t waste time or spend the emotional capital.

Get a third-party assessment of your site performance and design. You can always do it yourself, but it’s a time drain and will require adding a few technical skills to your toolbox. (If you’re interested in going it alone, leave me a comment below, and I’ll write something about it, but ultimately, you should evaluate your website’s performance, user feedback, and design aspects to identify areas needing improvement). 

Use those to set goals and assess your team or agency; this will prevent those discussions that pull you into subjective discussions about design philosophies and schools of thought and keep you in the beautiful world of objective measurement.

Conversion Optimization Through Content and Design

As you talk to marketing teams and agencies, you will get many opinions about what’s “important” on the web or the digital world. I would suggest taking it with a grain of salt. Like most things in life, things aren’t linear but hierarchical. So yes, branding is essential. Yes, design is important. Yes, everything is important, but the business’s number one priority should always be conversions. You build things in the digital world to influence people to do things. Getting them to do those things is the point; everything else is background noise.

This is the heart of conversion optimization. At a high level, it’s all about measurement and experimentation. At the ground level, it’s less about styles and colors subjectively and more about how customers respond to those styles and colors (i.e., A/B Testing). 

Conversion optimization provides numbers that guide your team, “customers like this color on the home page 25% more than this color” are the outcomes of these exercises. However, I think there’s a point of diminishing returns on colors and styles. My point is that regularly updating, measuring, and refining website content ensures alignment with your brand’s current offerings and messaging, resonating with your target audience

It also helps you sell more business because you’re constantly removing the obstacles that push customers to the back button.

Learn from E-Commerce Success

E-commerce companies have a lot of this stuff figured out. If you think about it, they have to figure it out. They don’t have the option of someone seeing their sign out front or casually walking into their store. They can’t develop real-life personal relationships with customers.

They must get attention, get the customer on their website, and close them, preferably in one pass. They have learned things that will make your business better website builders. Embrace e-commerce functionalities and user-friendly features to facilitate seamless transactions and enhance the user experience.

Choosing the Right Partner for Website Modernization

This is an educational article, so I’ll openly tell you that my company does this work, but it’s only for full disclosure. This is not a pitch.
Here’s the thing: engaging professional web developers or agencies can provide the expertise and resources necessary for a comprehensive website modernization, ensuring a polished and effective digital storefront. Check.

It is finding the agency in it to improve your business versus being another portfolio data point to sell websites or marketing services to other customers. This is a bit more difficult. If you ask me for the essential qualifying criteria for a partner, I’ll offer these:

  1. Industry-Specific Experience (or Self-Awareness): Industry expertise is crucial because it allows the agency to understand your unique challenges, target audience, and competitive landscape better. Agencies with industry-specific knowledge are more likely to deliver tailored solutions that yield better results. I added self-awareness because some agencies may not have worked in an industry but recognize the importance of market research and are willing to work to get there- apply ‘best practices’ and move forward.
  2. Data Analytics and Reporting: Data-driven decision-making is at the core of successful digital marketing. An agency’s ability to provide comprehensive data analytics and reporting ensures you can track the performance of your campaigns, make necessary adjustments, and maximize ROI.
  3. SEO Expertise: SEO is pivotal in online visibility and organic traffic. Choose an agency with strong SEO capabilities to help your website rank higher in search engine results, increasing your online presence and attracting more potential customers.
  4. User Experience (UX) Focus: User experience is paramount for retaining website visitors and converting them into customers. An agency that prioritizes UX design ensures your website is intuitive, user-friendly, and capable of delivering a positive online experience.

The Secret Ingredients of a Successful Partnership

So, we’ve identified the ‘must haves’ from a fundamental competence standpoint; let’s talk about the unspoken stuff that matters. Here’s my top four in any order:

  1. Customization and Relevance: An agency that understands and prioritizes your business objectives will tailor their strategies and tactics to align with your goals. This customization ensures that their efforts are directly relevant to what you’re trying to achieve.
  2. ROI and Performance Measurement: Focusing on business objectives provides clear performance metrics. You can measure the agency’s success based on how well they help you achieve your specific goals: increasing sales, brand awareness, lead generation, or any other KPI.
  3. Long-Term Partnership: Agencies prioritizing your business objectives will likely foster long-term partnerships. As your business grows, they’ll continually evolve their strategies to meet your changing needs and goals.
  4. Efficient Resource Allocation: With a clear focus on your business objectives, resources, time, and budget are allocated efficiently toward activities that directly contribute to achieving those objectives. This minimizes wasted effort and resources on irrelevant tactics.


Okay, so we’ve covered a vast area in a short sprint. Here’s what you should remember. Just as a physical store needs regular maintenance and updates to attract and retain customers, your website requires constant attention to remain competitive.

By conducting thorough assessments, refreshing content, embracing e-commerce capabilities, and considering professional help, you can ensure your website is a powerful digital storefront that continuously engages and converts visitors. Remember, in the online world, the only constant is change. So, stay agile, stay updated, and watch your web presence thrive.

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