A good clear website is arguably your most important marketing tool and should be treated as such. Donald Miller, author of Building a Storybrand says, “A bad website is like a flat tire. You can’t go anywhere until you change it.”
Donald Miller explains it this way: Imagine that every time a consumer goes to a website, they start running on a treadmill. If they can’t find what they are looking for or even figure out what you offer, they will get tired and go somewhere else.
Your library is “competing” with businesses and companies that have great websites.If your library website doesn’t look like a modern website, with easy to navigate pages, and streamlined bite-sized information; consumers will look elsewhere. Even though libraries aren't a “for-profit business” your organization is competing for attention with every website out there.
Here are five simple ways to improve your website, even without a full redesign.
1. Have a scalable content strategy
We’ve all seen or managed websites that were beautiful and well-organized with the best intentions, but over time they have ballooned to unwieldy, unorganized behemoths over the years while content is added willy-nilly with no plan for long-term organization.
The solution is a blog! A blog is easy to add without redesigning the site and a great way to introduce new or limited-timeframe content, rather than adding new pages to the site map. This strategy also helps contribute to successful SEO (Search Engine Optimization) which is improves the visibility websites during web searches.
2. Know your site’s most-visited pages
If you don’t have google analytics installed on your website yet, do this ASAP and take a look at what your most visited content is. Then make sure those pages are easy to access from your homepage and have the most up-to-date and succinct information.
3. Reduce the amount of words on each page
Make sure your pages have just the information needed and nothing more. No one comes to a website to read a ton of copy, a website should include just enough information to get you started, nothing more.
4. Design for equity and inclusion
Run your website through an accessibility tester like AccessiBe to ensure everyone, regardless of ability can use it. If you notice anything that’s not meeting standards, don’t panic! Just make a list and start chipping away and enhancing accessibility by improving color contrast, navigation, and more.
Your website is the front page of your business or organization. Your website is often the first interaction people have with your organization. A well-designed, informative site builds trust and credibility immediately. Taking a few moments to clean up your homepage, solidify your content strategy, and analyze traffic, may be all you need to set your library or organization on the right path to website success.
About the author:
Amanda Donovan, Director of Marketing & Communication, Spokane Public Library and Board Member at Large, LMCG
Amanda leads a dynamic marketing and communications team in crafting innovative marketing strategies that elevate Spokane Public Library’s mission and amplify its impact. Managing communications for a public institution with more than 125 employees and an $14 million budget, she oversees the development of compelling stories and targeted campaigns that drive awareness, engagement, and support for library services, programs, and resources. Amanda has more than 20 years of experience, ranging from financial services to consulting to in-house agency management and public institution leadership.
