Onward is an exclusive content series authored by broadhead’s thought leaders, highlighting their unique perspectives on adapting, adjusting and pushing forward.


Written by Malarie Holmes | VP, Account Director

Can you recall another time when just completing a task feels so dang good? It’s one thing we can seemingly control this year. All appears right with the world when projects have a beginning, a middle and an end.

Unfortunately, this isn’t the case when it comes to the most underappreciated asset in your marketing toolbox: your website. Truth? You can never be ‘done’ with your website.

If website analytics during COVID-19 have illuminated anything, it’s this: People are not going to your website just to read about you. They are going there to get something. To DO something. And ironically, at a time when we seemingly have more time to kill, website visitors are less patient than ever before to find what they’re looking for. Then again, the battle for attention has also never been fiercer. Social media consumption is up 10.5 percent. Online purchases are up between 15 to 30 percent for most shopping categories. And streaming video use has increased by 75 percent ­— another indication that the way we live now is vastly different than before COVID-19.

Bottom line: The expectations of user experience and fresh content have never been more tested, but more appreciated. People expect you to provide them with something new and guide them to take action — at the right moment. Those that do will be rewarded. Those that don’t consistently update content to drive action will likely see engagement trends they dislike.

The good news? A website refresh doesn’t have to be a major overhaul. Here are three things you can do to your website today to drive action tomorrow:

Have you ever gone to book a flight, land on the website and then read all about that airline’s business model before you were prompted to book a flight? Probably not. That’s because airlines have invested in a great website experience. You can CHOOSE, the moment you land on the page, what you are there for.

  1. Allow people to select their path through a simple, updated entry point.


    So, how does this apply to your website? Examine your website analytics to figure out why people are coming to your site. What are they coming there to DO? Then, show visitors you know that. Build a simple landing experience on your homepage that shows those choices and brings them directly to that content or action — Buy now. Sell now. Send me a free sample. See the results. This could be as simple as adding a new, single module to your site with a few buttons that drive to existing content.

    BONUS: You can track activity from those buttons and learn even more about your customers’ future needs.
  2. Add a basic form and offer a callback.


    I’m sure you’ve visited a website and wished you could just talk to someone. Eliminate the hassle of having to find a number, be transferred and put on hold multiple times by adding a basic form with a call-to-action throughout your website. A person can input basic information: Who they are, what they need and — to really make the experience great — request YOU call THEM. Tie this into a customer relationship management (CRM) system (try a basic system like MailChimp to start) and receive real-time requests with the information you need to have the right person call them back. You just made your visitor’s experience THAT much better, and you now have their contact information to continue engaging with them.

    BENEFIT: Because you are using a CRM system, you can learn about your customers and ensure your messaging is aligned with their needs.
  3. Create relevant, seasonal content.


    Whether you are selling yogurt or grain marketing, no one wants to come to your website and get information that isn’t relevant RIGHT NOW. Ever had a craving for pumpkin spice yogurt on the Fourth of July? Or wanted to learn about planting bananas in Minnesota? Probably not. Plan ahead and build out a seasonal content strategy. Start small — pick three key times of the year and write seasonally-relevant content, choose imagery to go along with it, then promote that content on your website and other channels.

    TIP: If you are using a content management system (CMS) as most sites are now, you should be able to add new content to the home page and create a landing page with additional information for each seasonally relevant experience. No coding experience needed!

These three strategies will help keep your website relevant, but more importantly, help people get what they are looking for and take action.