website design Archives - Pickett Strategic Public Relations

This month, we saw a lot of changes happening in the landscape of social media. And it wasn’t, as you know, all about the algorithm. This time, it had to do with social media companies changing the rules, a temporary shut down and a lot of uncertainty as to whether we would have certain platforms to use.

Also consider the number of times in the last six months you’ve heard health and wellness experts encourage people to rethink social media usage. There seems to be a general theme that it’s become an UNSOCIAL place that can negatively impact both productivity and mental health. We don’t think that’s going away. And in that vein, we are going back to basics here at P&A.

Social media’s reliability is waning. What does this mean for your business?

It’s safe to say that dumping marketing dollars solely into social media this year is not a great idea. (Honestly, it’s NEVER been a great idea, and we’ve always cautioned our clients about that.) When you consider algorithms as well as the changing economy, business owners as users have too little control to hand over a chunk of their budget.

Yes, social media is an excellent tool. Yes, it gets you in front of a whole bunch of people who normally may not see your brand. Yes, we will continue to use it well. But let’s also gives some props to more traditional (and less easily influenced) methods of marketing such as direct mail, email campaigns, print advertising, PR, TV, radio and more.

What should you do instead?

Let’s pivot. Own your algorithm. Your website is a vital tool for your business, so make sure you are giving it some love this year. Check on your SEO and make sure to create plenty of original content. Blogs, case studies, white papers! News releases and earned media maximize your organization’s reach as well as add a level of credibility. These can, then, be shared as content on your site as well. Repurposing content is something we will talk about in the upcoming months, and it is a great way to save your team time and money!

Building your email database will become a vital component of your brand’s longevity in the coming years. We never know which social media platforms will maintain popularity and users will come and go (and may get off social all together, as we are seeing now). But you know what people DON’T plan to stop checking? EMAIL. An email list will have you in their inbox with relevant content no matter what is happening elsewhere.

Customer relations will also become even more important than ever before. If you have not invested in a CRM system, now is the time. CRM software stores all customer information in one place, which can help you analyze interactions with clients and potential customers. You can improve existing relationships, track sales activities and ultimately drive revenue using quality leads. CRM, and all of these functions, are vital to any strategic marketing plan.

Feeling worried about what all of this means for your 2025 business marketing plan?

We get it! Curve balls aren’t fun, even for pro baseball players. And no business owner wants to watch revenue decline because marketing strategies that used to work are no longer reliable. The good news? We are here to help you. We have been creating effective, strategic marketing plans for clients since before social media became a thing. Since launching in 2010, we have always been a “communications agency”; we put value on the written word for ALL channels. We make it our business (literally) to clearly communicate your organization’s unique value whether that be in a 240-word social media post or a 2400-word magazine article.

Just because the world of social media algorithms has become uncertain, that doesn’t mean you won’t reach even more people this year. We can help you create original content that will not only get you in front of your target market but will help you gain their trust and loyalty. How about that for a great 2025?

Design your website for a supremely satisfying user experience

Not every single company who claims website design and development expertise actually understands designing something specific to your target market. It may be up to you to keep everyone moving in the same direction. Whether you use someone in-house or outsource your website building and design, there are a few things you need to keep in mind in order to offer a great user experience:

Avoid clutter

Who doesn’t love the old K.I.S.S. (Keep It Simple, Stupid) strategy? It is good for everything from website design to vacationing with children. Clutter and complexity are not what your target market wants to stumble upon when they head to your website. Instead, make sure the visual presentation looks balanced and clear. This doesn’t mean everyone needs to adopt a minimalistic approach, but keeping things simple and straightforward will make customers more likely to peruse your site.

Design for mobile first

Some web designers get the heady idea that their beautiful site will be viewed on a large desktop screen. However, more than 50 percent of web visits occur on mobile devices, with that number steadily rising. Make sure your website is optimized for viewing (and USING) on those handy computers we carry in our pockets. Your customers are much more likely to purchase your product or service if they can do it easily from their phone instead of waiting until they reach their desktop or laptop.

Encourage scrolling

As your site becomes a reality, it is important to make sure you offer the chance for consumers to scroll. Needing to click from page to page and product to product is difficult for users and increases loading times. That doesn’t mean you should give everything up on the landing page and forget about the rest of the site, though. Just give them tidbits of information in a format that is easier to scroll through (especially on mobile) so they can spend more leisurely time exploring your brand. Check out the site we built for our client, Martin Overhead Doors, for a great example of offering enough info on the first page that consumers will only need to click through a few times before knowing what they want.

Be intentional with your visuals

As a strategic marketing firm, it is painful to see websites that do NOT align with the brand’s vision and voice. Make sure you have a solid understanding of the image you want to portray to your customers. That means being intentional about all visuals and images (even stock photos) that you stick onto your site. The more consistent everything is, the better the user experience and the more trustworthy your brand will be.

Building a website is complicated. We could write many more blogs about the trimmings and trappings of getting it up and running. If you feel overwhelmed even thinking about it, check out our Entrepreneurial Pathway Program for more information on website development options we offer. Whether you just need someone to help with finishing touches or you need it built from the ground up, we are here to ensure your customers get that great user experience that will bring them back time and time again.