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How to adapt your website when your business pivots

August 10, 2023

We’ve spoken before about when and how to pivot your business model. Circumstances can change rapidly, which can necessitate relooking your entire business model or even starting over from scratch. But change can also present new challenges and opportunities, which can switch your fortune in an entirely new direction. You might be migrating your entire business online, or transforming your business website into an e-commerce store. 

Even if it’s a very small pivot, one of the most important steps to take when changing direction is to communicate this change with your customers. Your website, which acts as your digital storefront, is one of the channels you can use to communicate what’s changed and why. 

Let’s go over what you need to consider when adapting your website for change.

Be clear about what’s changed

Use your website as a platform to announce your business pivot to your existing customers and visitors. If you change your brand identity, including look and feel, be sure to introduce this change to your customers and explain your reasons for doing so. Write a blog post, news release or create a pop-up notification that informs visitors about the changes and how they will benefit from them.

Change doesn’t necessarily have to be a bad thing. If you’ve been forced to limit your services, for example, communicate how your renewed focus will benefit your customers and allow you to dedicate more attention to your craft. If you’ve migrated your brick-and-mortar business online, shout it to the world and introduce your business to all your new visitors. 

Modify your existing pages 

If your products or services have changed, update their descriptions, images, pricing, and any other relevant information. Ensure that the information is accurate, and remove any outdated content. Do the same if your terms of service have changed. The key is to manage customer expectations. If a customer has used your services or purchased from your site before, you want to be clear about what’s changed and how it will affect their experience. If you’re offering all new products and services, use your existing pages as an opportunity to introduce them. 

Remove irrelevant information

To avoid potential customer confusion, you will need to eliminate any content that is no longer relevant to your new business direction. This includes outdated blog posts, products, or services that are no longer offered. Do a thorough content audit to find any mentions of products and services no longer provided, old pricing, images and even names of team members who may have left. 

Keep in mind that not all content lives on the front end of your website. Metadata and page descriptions will also need to be changed. 

Update your contact information

Make it as easy as possible for customers to get in touch if they have questions. 

Ensure that your contact information, including email addresses, phone numbers, and physical location, is accurate and up to date. If you no longer have a brick and mortar premises, communicate clearly that your business is now solely online. 

Consider adding a Frequently Asked Questions (FAQs) section to reiterate the changes in your business or a chatbot that can answer basic queries when your support team are not online. 

Test your changes

After implementing any changes, it’s important to thoroughly test your website to make sure everything is working correctly. Review each page and functionality to catch any errors or broken links. If you’ve added e-commerce functionality, test the entire user journey and checkout process to ensure a seamless customer experience. 

Testing your usability is a crucial point in your journey as it can affect your future conversion rates and customer loyalty. One bad experience can sway a customer from returning.  

Xneelo Managed WordPress Hosting customers can use their Staging Environment to test all new functionality and changes without disrupting their live site. 

Adjust your hosting plan

Upgrade or downgrade your hosting plan to meet your new hosting needs. If you’ve made significant changes – such as opening an e-commerce store or streaming platform, make sure your traffic allowance is enough to handle the amount of traffic you expect. Your website might also benefit from a Content Delivery Network (CDN), which helps your content load quickly for new visitors. 

If you’re an existing Managed WordPress Hosting customer, you can upgrade your existing Starter Site for Athletic, which is a dedicated e-commerce theme built on WooCommerce with a pre-installed payment gateway, allowing you to get your new online store up and running quickly.

Relaunch your brand

Once you’ve updated your website with your business changes, it’s time to celebrate. Plan a campaign to re-introduce your business to both new and existing customers which outlines the benefits to your audience. A relaunch is an opportunity to reinvent and revitalise your business and find a whole new audience. Just remember that if you do change your brand look and feel, make sure to maintain consistency across all touchpoints, including your email signatures and social media channels, to help customers adapt to the changes. 

Pivoting your business can be an exciting opportunity to grow and evolve. By updating your website to reflect these changes, you can effectively communicate your new direction to your audience and continue to drive success in your business.

Looking for more advice to grow your online business? Try How to drive traffic to your online store

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