The adage “If it ain’t broke, don’t fix it” can be used in many situations across many platforms. While, it usually holds true, when it comes to a website, it isn’t always as cut and dry. While a website might not be broken, it could be suffering from a lack of focus and functionality. Once you establish a solid web presence, remaining stagnant can be one of your worst enemies.

You have a solid base in your website. Now you need to build upon it.

Take a step back and ask yourself, how can we make this website even better?

The first thing you need to do is throw your own personal feelings about your website out the door. They are more than likely the least important opinion about the website, unless you’ve spent an insane amount of time understanding code, design, user experience, user flow and so on.

Second, you need to step into the shoes of your users. The idea of redefining your web presence is to make it easier for your user to get from Point A to Point B. Point B can be calling in, sending a contact form, contacting for a quote, purchasing a product and so on. Every website is different so every Point B will be different.

Added functionality that makes your website a major aspect of the sales and conversion prospect can not only increase ROI, it can make things easier for your business. Additional functionality on top of that for a user that offers worth can act as a perk that might help make a sale or retain a customer.

Who knows, maybe you will discover another way to increase visibility and revenue in the process. Websites have virtually limitless potential when it comes to assisting and even taking over the sales process. The point is that you want to make the experience easier for the user and, in turn, easier on yourself and your team.