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  • 10 Key Components of Digital Transformation Strategy

    10 Key Components of Digital Transformation Strategy

    Key components of digital transformation strategy is more than simply creating and building an impressive digital tech stack; instead, it encompasses every facet of how your business utilizes digital technology to grow and, ultimately, deliver value.

    In today’s competitive landscape, digital transformation is not just an option; it’s a necessity for mid-market companies looking to outpace their competition and achieve sustainable growth. This insightful article explores the 10 Components of Digital Transformation™  that can drive lasting growth, change, and success in your organization.

    In this article you’ll discover:

    Digital transformation is more than a buzzword tossed around by consultants. Rather, it is a multidimensional, multifunctional, and multifaceted process that is crucial for modern business success.

    And it’s not just for billion-dollar enterprises either… you can transform an organization at any scale. Some companies that need it most are blue-collar small and medium enterprises (SMEs) in manufacturing, finance, and transportation, which are behind the times. 

    But transforming your digital infrastructure from basic or non-existent to world-class requires hard work. It requires strategic thinking and sharp expertise that many leaders struggle to execute and, therefore, never experience the transformations required to reach their vision. 

    If you’re reading this article, you’re one of those unique, high-achieving leaders who loves growth, embraces change, and is ready to transform their organization.

    After helping dozens of SMEs through various stages of digital transformation, we’ve discovered 10 key components to measure, and we’d love to share them with you. We’ll explain each of those components, address common misconceptions, and explore practical examples that we know you’ll resonate with. 

    Let’s get started!

    Why Most Digital Transformation Strategies Fail

    Let’s just get it out there, around 80% of digital transformations fail.

    If you’ve done your own research, you might find a range of numbers based on surveys and data; however, the bottom line is that most leaders, teams, and organizations do not accomplish what they set out to achieve.

    If you haven’t done any research yet, read Why Transformation Efforts Fail from the Harvard Business Review or see some Common Pitfalls in Transformation from the global consulting firm McKinsey. There are dozens of articles with similar stories.

    3 reasons for digital failure

    From my research and our first-hand experience as a digital consulting firm for SMEs in blue-collar industries the big few reasons for digital failure are these:

    1. Lack of vision

    Lack of a comprehensive vision: Often, the vision doesn’t encompass the full potential of transformation, leading to incremental changes that fall short. Or, the vision isn’t agreed upon and worked toward. Usually, small incremental changes are considered through consensus that don’t actually move the needle.

    2. Resistance to change:

    While resistance sometimes stems from the owners or management, it almost always comes from the team. If the vision were more exciting for them, or helped them realize their future in the organization more quickly and clearly, maybe they’d get on board more easily. 

    3. Insufficient integration

    The Long-term impact of tech and teamwork integration are often overlooked. Unfortunately, teams can become so focused on the transformation process that they overlook the need for integrating people, systems, and processes over the long term.

    Digital transformation is 95% vision and 5% integration.

    If you’re surprised that vision is the first problem and integration is the last, you’re not alone! Most think that transformation is 95% related to integration and 5% related to vision. I’ve found the exact opposite to be true.

    Digital transformation is 95% vision and 5% integration.

    If you want to succeed in digital transformation at any scale, the most important facets to focus on are vision, teamwork, and change management.

    How Commitment Equals Transformation

    Commitment is the cornerstone of growth and transformation.

    It requires bold decisions and strategic investments, but the returns in efficiency, customer satisfaction, and market positioning are invaluable. 

    Transformation requires embracing change—in other words, saying “no” to the things that hold you back so you can say “yes” to the things that help you progress. 

    Here’s why… digital transformation is not only about adding new infrastructure, tech, and team members to the puzzle. It’s also about making necessary endings to the people, infrastructure, and processes that no longer serve you moving forward—and committing to discovering new ways of operating that take you further than before.

    Say no to the good to embrace the great

    For many, this kind of pruning and growth is scary. But saying, “no” to the good to embrace the great is the tipping point that every company has to decide to do when the timing is right.

    The thing that holds most companies and their leaders back from transformation is their willingness to make a clean and clear commitment to it. What I mean is that they wait and wait until they feel like they have the capability and confidence to pull off a growth initiative successfully.

    The problem is, you rarely feel capable and confident enough to get started. So, in turn, you delay action into perpetuity.

    The 4 C’s Formula

    Dan Sullivan, the founder of Strategic Coach, developed a concept he calls The 4 C’s Formula. In essence, he says everyone goes through four important steps to achieve big goals (like digital business transformation): 

    1. Commitment 
    2. Courage
    3. Capability
    4. Confidence

    He explains in his book, “Any significant change in life requires first making a commitment to a bigger goal than you’ve achieved before. When you’re making a commitment to change, at first you don’t have the capability to do it. But view capabilities get created by making a higher-level commitment and having greater courage when you don’t yet know how you’re going to pull it off.”

    Commitments equals change. Change equals transformation. No matter what, a digital business transformation requires you to commit to a bold vision, make significant changes, and invest heavily into the future.

    Notice how confidence is the result, or the outcome, of the process. The trick is making commitments toward your goals, and gaining the courage, capability, and eventually confidence along the way.

    But what kind of commitments should you make? How do you make smart commitments, ones that mitigate unnecessary risk and have a likelihood of success?

    The answer is in your strategy. When you understand where you currently land on each of the 10 Components of Digital Transformation, and where you want to be, then you make commitments to focus on and strengthen each, the roadmap to digital transformation will be clear. 

    The 10 Key Components of Digital Transformation:

    1. Customer Service
    2. Data & Insights
    3. Strategy & Leadership
    4. Technology
    5. Operations
    6. Culture & People
    7. Organization
    8. Marketing & Advertising
    9. Cyber Security
    10. Brand Management

    10 Key Components of Digital Transformation 

    It’s crucial to make strategic commitments to each of the 10 components of digital transformation.

    In this section, we’ll briefly break down each of the components of digital transformation, what they mean, and in the following section show you how you can assess each component in its current and future state as it regards your digital maturity.

    1. Customer Service

    Customer Service in digital transformation involves leveraging technology to enhance customer interactions with your company.

    It’s a common belief that digital CX tools like chatbots and support centers impersonalize customer interactions, removing the human element from them. But that’s not always the case. The reality is that, when used thoughtfully, digital tools can enhance personalization and responsiveness, creating a more tailored and engaging customer experience at scale, for less cost and error.

    Customer Service Transformation Metrics & KPIs:

    • Net Promoter Score (NPS)
    • Customer Satisfaction Score (CSAT)
    • Customer Effort Score (CES)
    • Customer Retention Rate

    For example, a mid-market manufacturing firm in the northwest leveraged AI-powered chatbots to enhance customer interactions, resulting in a 30% increase in customer satisfaction. That’s a customer service digital transformation.

    Here are a handful of key indicators of success in the Customer Service component:

    • Our support team is quick to respond and always addresses questions and issues effectively.
    • Navigating our website is easy, customers can find what they need without any hassle, and they are able to accomplish their goals without live support from our team members.
    • We’ve set up a thorough system for gathering feedback from customers and we use that feedback to continuously improve our services.
    • We have customer support solutions to handle increased demand effectively as we scale without any hiccups.
    • We have personalized communication channels for each of our customer types that suit their preferences and needs, making their experience personal and meaningful.

    2. Data & Insights

    Data & Insights in digital transformation mean using data to drive informed decisions and innovation within the organization.

    This involves collecting, analyzing, and interpreting data from various sources to gain a comprehensive understanding of business operations, market trends, and customer behavior. Data-driven decision-making helps businesses identify opportunities, optimize processes, and improve overall performance.

    Many think that data analytics is only for large corporations with extensive resources. In reality, even small and mid-sized businesses can harness the power of data to gain valuable insights and make smarter decisions. But that’s not true. With the right tools and strategies, data can be a powerful asset for businesses of any size.

    Data/Insights Metrics & KPIs:

    • Return on Investment (ROI)
    • Cost Per Lead (CPL)
    • Customer Lifetime Value (CLV)
    • Conversion Rate

    Here are a handful of key indicators of success in the Data & Insights component:

    •  We gather, examine, and interpret data methodically to guide our decision-making.
    • The insights we gather from data drive innovation and continuous improvement across our organization.
    • We possess a deep understanding of our audience, thanks to thorough data analysis.
    • We visualize data to share clear insights with our team and clients, across all functions and organizational levels.
    • Our approach to managing data emphasizes security, privacy, and integrity, aligning with industry rules and regulations, as well as our unique company values.

    3. Strategy & Leadership

    Strategy & Leadership in digital transformation involve developing a clear roadmap and having leadership fully on board to drive digital initiatives.

    A successful digital transformation starts with a strong vision and strategic plan that aligns with the company’s goals. Leaders play a crucial role in championing digital initiatives, fostering a culture of innovation, and ensuring the team is aligned and motivated.

    Some believe that digital transformation is purely a technological change. However, successful transformation requires strategic vision and strong leadership to guide and support the process. It’s about aligning technology with business goals and driving cultural change to embrace new ways of working.

    Strategy/Leadership Metrics & KPIs:

    • Employee Engagement Score
    • Employee Net Promoter Score (eNPS)
    • Employee Satisfaction Index
    • Employee Turnover Rate

    Here are a handful of key indicators of success in the Strategy & Leadership component:

    • We have a clear roadmap for how we strategically and efficiently use digital tools and systems to help our company grow.
    • Our leadership team is fully on board with our digital strategy and are supportive of our ongoing digital projects.
    • We have invested in digital tools that help our offerings and organization expand.
    • We have the “right people in the right seats” to lead us through planning, implementing, and growing our digital presence.
    • We have a system to regularly review and adjust our digital plans and tech decisions to align with market demand and customers needs.

    4. Technology

    Technology in digital transformation refers to implementing the latest and most suitable technologies to support organizational growth.

    This includes adopting cloud computing, AI, IoT, and other digital tools that enhance operational efficiency, improve customer experiences, and drive innovation. Staying updated with technological advancements ensures the business remains competitive and agile.

    It’s a common misconception that more technology always equals better results.Sometimes it’s actually less. It’s crucial to choose the right technologies that align with your business goals and processes. Simply adding new tech without a strategic plan can lead to wasted resources and increased complexity without delivering the desired outcomes.

    Technology Metrics & KPIs:

    • Technology Adoption Rate
    • User Engagement Rate
    • Active Users
    • Churn Rate

    Here are a handful of key indicators of success in the Technology component:

    •  We regularly assess and keep our systems up to date with the latest and most suitable technologies to support our organization’s growth plans.
    • Our technology efficiently handles data processing, storage, and sharing. This encompasses tools like a comprehensive sales and email management system (CRM), secure payment processors, and automated reporting systems to keep everyone informed.
    • Technology streamlines tasks for our team, saving money for our company in the process.
    • Our tech solutions are easy to use and available to both clients and team members.
    • We effectively leverage digital technology to support our organization’s growth and expansion.

    5. Operations

    Operations in digital transformation involve streamlining processes through digital tools to improve efficiency and effectiveness.

    This includes automating repetitive tasks, enhancing supply chain management, and optimizing resource allocation. Digital operations enable businesses to respond quickly to changes, reduce costs, and improve overall productivity.

    Many think digital transformation is only about customer-facing changes. Enhancing internal operations is equally important to drive overall organizational efficiency. By focusing on back-end processes, businesses can achieve significant improvements in performance and scalability.

    Operations Metrics & KPIs:

    • Process Efficiency Score
    • Cycle Time
    • Throughput
    • Resource Utilization

    Here are a handful of key indicators of success in the Operations component:

    • Our customers can help themselves with self-service tools that not only save us money but also free up our team from repetitive tasks.
    • Our digital systems help our team work better and faster within our organization.
    • We’ve set up automated workflows that make our business nimble and more effective.
    • We employ digital tools to offer support to our team members, allowing our leadership to focus on more valuable responsibilities.
    • We effectively leverage digital technology to support our organization’s growth and expansion.

    6. Culture & People

    Culture & People in digital transformation are about fostering a digital-friendly culture and ensuring employees have the skills and mindset to embrace change.

    This includes providing training, encouraging innovation, and creating an environment where digital tools are seen as enablers of growth and success. A strong digital culture helps attract and retain top talent and drives continuous improvement.

    As mentioned previously, some believe digital transformation is purely a technological shift. It’s such a big misunderstanding that it’s worth repeating again because transformation is also a cultural change that requires buy-in and adaptation from all team members. Successful transformation involves addressing people’s attitudes and behaviors, ensuring they are aligned with the new digital vision.

    Culture/People Metrics & KPIs:

    • Employee Satisfaction Index
    • Job Satisfaction Score
    • Employee Net Promoter Score (eNPS)
    • Employee Turnover Rate

    Here are a handful of key indicators of success in the Culture & People component:

    • Our team is fully equipped with digital skills, embracing and driving change.
    • Our employees are energized and committed to reaching their personal and company goals, thanks to digital processes that prevent burnout and encourage a healthy balance between work and life.
    • Our digital training systems efficiently educate our employees, fostering stronger connections with our organization.
    • Digital solutions streamline our HR operations and draw in top talent.
    • We employ digital tools and assessments to ensure that each member of our team is in a role that suits them best.

    7. Organization

    Organization in digital transformation refers to structuring the company to leverage digital tools for growth and accountability.

    This includes redefining roles and responsibilities, implementing collaborative platforms, and creating agile teams that can quickly adapt to new challenges. An effective organizational structure supports innovation and ensures smooth execution of digital strategies.

    Misconception: Organizational structure is rigid and can’t adapt quickly. Digital tools can help create a more agile and responsive organization. By breaking down silos and fostering collaboration, businesses can become more flexible and better positioned to capitalize on new opportunities.

    Organization Metrics & KPIs:

    • Organizational Agility Score
    • Time to Market
    • Project Success Rate
    • Agile Maturity Index

    Here are a handful of key indicators of success in the Organization component:

    • Our team embraces collaborative digital platforms like email, Slack, Zoom, and Google Docs or Microsoft Teams to streamline information sharing.
    • Our organization is designed to facilitate business growth while using digital systems to ensure feedback and accountability, regardless of how big or fast we grow.
    • Roles and responsibilities are clearly defined across the organization, and easily accessible online for all team members.
    • Our organization is resilient and prepared for future challenges because of our long-term digital strategies.
    • We invest in enhancing our organizational methods using data and digital tools, consistently reviewing and refining outdated processes and procedures to foster innovation and progress.

    8. Marketing & Advertising

    Marketing & Advertising in digital transformation involve using digital tools and strategies to effectively reach and engage with your target audience.

    This includes leveraging social media, SEO, content marketing, and digital advertising to build brand awareness, generate leads, and drive conversions. Digital marketing provides measurable results and allows for real-time adjustments to campaigns.

    Misconception: Digital marketing is only about social media and online ads. It encompasses a wide range of tools and strategies, including content marketing, SEO, email marketing, and more. A comprehensive digital marketing strategy integrates multiple channels to reach customers at various touchpoints.

    Marketing/Advertising Metrics & KPIs:

    • Marketing ROI
    • Customer Acquisition Cost (CAC)
    • Customer Lifetime Value (CLTV)
    • Marketing Qualified Leads (MQLs)

    Here are a handful of key indicators of success in the Marketing & Advertising component:

    • We’ve fully embraced digital ad technology and fine-tuned our ads for optimal performance.
    • We invest in content marketing, and it boosts our brand presence across relevant platforms, thanks to automated systems that ensure consistency.
    • We’re pioneers in our field, embracing new marketing tech to reach and convert potential clients more effectively.
    • Our marketing clearly conveys our brand and product value to our intended audiences, aligning channels with the right people.
    • Our lead generation systems attract valuable prospects and provide data-driven insights, helping our sales team identify top leads automatically.

    9. Cyber Security

    Cyber Security in digital transformation is about protecting your organization’s digital assets and data from cyber threats.

    This includes implementing robust security measures, conducting regular vulnerability assessments, and developing incident response plans. Ensuring the security of your digital infrastructure is crucial for maintaining customer trust and complying with regulatory requirements.

    Think cybersecurity is solely the IT department’s responsibility? Wrong. It’s a company-wide concern that requires awareness and practices from all employees. Building a strong security culture involves training staff on best practices and ensuring everyone understands their role in protecting the organization.

    Cybersecurity Metrics & KPIs:

    • Cybersecurity Incident Rate
    • Mean Time to Detect (MTTD)
    • Mean Time to Respond (MTTR)
    • Security Vulnerability Assessment Score

    Here are a handful of key indicators of success in the Cyber Security component:

    • We regularly review our systems to pinpoint any weaknesses and vulnerabilities.
    • We’ve developed a thorough plan to handle cybersecurity breaches if they occur, and our team members are clear on their roles and responsibilities in this plan.
    • Security is a top concern when selecting our technology to safeguard sensitive data.
    • Our website clearly presents our privacy policies and terms, is updated regularly, and is easy to locate.
    • Our customers trust us to protect their data and keep their email addresses and other sensitive information confidential.

    10. Brand Management

    Brand Management in digital transformation involves managing your brand’s identity and reputation across digital platforms.

    This includes maintaining consistent messaging, monitoring online presence, and engaging with customers to build brand loyalty. Effective brand management helps differentiate your business and create a strong, positive perception in the market.

    Brand management is not only about logos and visuals. It also involves maintaining a consistent brand voice, monitoring online reputation, and ensuring positive customer experiences. A strong brand is built through every interaction customers have with your business, both online and offline.

    Brand Management Metrics & KPIs:

    • Brand Recognition Score
    • Brand Awareness
    • Brand Recall Rate
    • Share of Voice (SoV)

    Here are a handful of key indicators of success in the Brand Management component:

    • We’ve established detailed written guidelines for communicating visually and verbally about our brand.
    • Our brand identity is unmistakable, unwavering, and resonates with every group we aim to reach.
    • We keep a close eye on our brand’s reputation across all online and offline channels.
    • Our branding sets us apart from competitors and showcases our leadership in the industry.
    • Our marketing campaigns reliably yield a positive ROI and boost awareness of our brand.

    How to Assess Your Digital Maturity

    Take the Digital Maturity Assessment™

    Wondering which digital technologies and strategies should your organization prioritize for growth?

    Our powerful Digital Maturity Assessment™ gives you a benchmark for each of the 10 Key Components of Digital Maturity so you can measure the success of your Digital Transformation over time. 

    Further, if you work with our team to help enable us to precisely map the disparity between your aspirations for digital excellence within your business and your current standing.

    Here’s how it works: You’ll choose your rating  that best describes your digital maturity—from “None” to “World Class”—across the 10 components of digital transformation. There are up to 50 questions total and the assessment takes 10-15 minutes.

    Understand the 4 Stages of Digital Transformation™

    After taking the assessment, your organization will land in one of the 4 Stages of Digital Transformation: Stabilizing, Optimizing, Growing, or Transformational.

    1. Stabilizing: 0–35%

    In this stage, you’re creating the building blocks of your digital presence, like your brand, website, and initial organic advertising.

    2. Optimizing: 36–69%

    Now, you’re optimizing your business for scalability with a heavy focus on digital systems, automations, and repeatable processes to help you grow. 

    3. Growing: 70–90%

    You’re actively growing your organization through avenues like ads, business-wide automations, and marketing funnels.

    4. Transformational: 91–100%

    You’re experiencing exponential growth, results, and impact on your team, clients, and industry.

    How to Use Key Components Of Digital Transformation To Spearhead Change

    In order to compete and win in the marketplace, unlock meaningful long-term value, and achieve lasting category leadership, you know you must drive digital transformation in your organization.

    That said, what’s next?!

    Take the first step towards your digital transformation journey today. Complete our Digital Maturity Assessment and schedule a personalized review call with our experts to map out a strategic roadmap tailored to your business needs. Then you’ll have the clarity you need to make strategic commitments in each of the 10 components to drive digital transformation.

    From there, we’ll take you through a four step process to help you plan and define your digital transformation.

    4 Phases of Digital Transformation

    1. Vision (Why)

    The Vision phase focuses on setting ambitious yet achievable goals, understanding current operational challenges, and crafting a high-level roadmap that aligns with your company’s long-term strategy.

    It involves setting goals, understanding current challenges, and creating a high-level roadmap with deadlines to guide the transformation process.

    • Goals & Results: Define the overarching goals and desired outcomes for your digital transformation. What specific results do you aim to achieve? This could include increased efficiency, enhanced customer experiences, or expanded market reach.
    • Situation & Key Challenge: Assess the current state of your organization and identify the primary challenges that need to be addressed. This involves understanding where you stand in terms of digital maturity and pinpointing the obstacles hindering your progress.
    • Key Deadlines: Set realistic timelines for your transformation. Establishing deadlines (even ballpark ones!) helps ensure accountability and keeps the project progressing.
    • High-Level Project Plans: Outline a broad plan for the digital transformation strategy. This plan should highlight the major steps and milestones required to achieve your goals.

    A common misconception is that the Vision phase is just about outlining a general idea. In reality, it requires a detailed assessment of your current situation, clearly defined objectives, and a structured plan to drive meaningful change.

    Utilize tools, assessments, frameworks, and experienced consultants to make this process effective. At Structure, we used a proven, pre-defined process for this phase in our Digital Transformation Strategy Workshop. This 2-day experience is the beginning of a journey that ultimately culminates in a Digital Transformation Strategy.

    2. Strategy (What)

    The Strategy phase focuses on defining the actionable steps needed to achieve your vision.

    It involves setting strategic objectives, anticipating challenges, and developing solutions, including evaluating the business cases for potential projects.

    • Strategic Objectives to Reach Our Vision: Develop specific, measurable objectives that align with your vision. These should be actionable and geared towards achieving the results you defined in the Vision phase.
    • Digital Transformation Challenges: Identify the potential obstacles that could arise during the implementation of your digital transformation strategy. Understanding these challenges early on helps in planning effective solutions.
    • Digital Transformation Solutions: Propose solutions to address the identified challenges. This could include new technologies, process changes, or organizational adjustments.
    • Potential Project Business Cases: Evaluate the business cases for potential projects that align with your strategic objectives. This involves assessing the benefits, costs, and potential ROI of each project.
    • Potential Project (Solutions) Business Cases: Develop detailed business cases for the proposed solutions, outlining how each one will contribute to achieving your strategic objectives.

    Some may think the Strategy phase is only about planning… not action. The point is connecting (integrating) the vision through potential project evaluations and solutions to ensure they align with your strategic objectives and provide tangible value.

    This phase culminates in a presentation of the vision, estimated ROI and results, gaps and opportunities, along with projects and a path to resolve clearly defined issues to get to the vision.

    3. Roadmap (How)

    The Roadmap phase details how you will implement and manage the digital transformation. Our team offers this work in our Digital Growth Systems.

    It includes prioritizing projects, creating a business roadmap, establishing governance, and using dashboards to track progress. It also involves choosing the right project implementation methodologies and fostering continuous improvement.

    • Project Prioritization: Determine the order in which projects should be undertaken based on their impact, feasibility, and alignment with strategic objectives. This helps in managing resources effectively and ensuring critical initiatives are addressed first.
    • Business Roadmap: Create a detailed roadmap outlining the sequence of projects and initiatives, including key milestones and deliverables. This provides a clear path for execution and helps track progress.
    • Governance: Establish a governance structure to oversee the digital transformation strategy efforts. This includes defining roles, responsibilities, and decision-making processes to ensure effective project management and accountability.
    • Dashboards: Implement dashboards to monitor progress and performance. These tools provide real-time insights into project status, helping to identify issues early and make data-driven decisions.
    • Project Implementation: Utilize various methodologies, such as agile, design thinking, and traditional approaches, to execute projects. Selecting the right methodology depends on the nature of the project and its requirements.
    • Continuous Improvement: Foster a culture of continuous improvement by regularly reviewing processes and outcomes. This helps in adapting to changes and refining strategies for better results.
    • Post Program/Projects Evaluation and Lessons Learned: Evaluate the outcomes of completed projects and the overall transformation program. Identify lessons learned to inform future initiatives and improve overall performance.

    A common misconception is that the Roadmap phase is just about setting a budget and timeline. In reality, it involves detailed planning, governance, and continuous monitoring to ensure successful execution and adaptation throughout the transformation journey.

    Reporting & Change Management

    Some of the most overlooked parts of the roadmap include Reporting and Change Management processes.

    Typically, the leaders interested in growth and transformation are not interested in the tedious work of reporting on success/failure and coaching team members to success (especially those who may be resistant to change). That said, coming up with a plan for HOW those processes are going to be handled, will ensure success.

    This phase culminates with a scope of work of all the projects that would be included in the transformation (including establishing processes, hiring, etc.), along with a breakdown of the budget and resources required to complete the work.

    Common Questions About Key Components Of Digital Transformation

    How can a business measure the ROI of a digital transformation strategy?

    To measure the ROI of a digital transformation strategy, businesses should focus on both quantitative and qualitative metrics. Here are some examples:

    Quantitative Metrics:

    • Revenue Growth: Compare revenue before and after implementing digital transformation initiatives.
    • Cost Savings: Measure reductions in operational costs due to automation and improved processes.
    • Efficiency Gains: Track time saved in processes, increased productivity, and faster time-to-market for products/services.
    • Customer Metrics: Monitor customer acquisition rates, retention rates, and lifetime value.

    Qualitative Metrics:

    • Customer Satisfaction: Use surveys and feedback to gauge improvements in customer experience.
    • Employee Engagement: Measure employee satisfaction and productivity improvements.
    • Innovation: Assess the number of new products or services developed and brought to market.

    Ensure that during the Roadmap phase, you create balanced scorecards, KPIs, and analytics platforms to help track and visualize these metrics effectively.

    What is the difference between digitalization and digital transformation?

    Digitalization is the process of converting analog information into digital formats.

    It often involves automating existing processes without fundamentally changing them. For example, moving from paper-based to digital invoicing.

    Digital Transformation is a comprehensive strategy that fundamentally changes how a business operates and delivers value to customers. It goes beyond just digitizing existing processes to rethinking and redesigning business models, company culture, and customer experiences using digital technologies.

    What are the 5 domains of digital transformation?

    If you had to reconfigure our 10 Components down to 5 Domains, for simplicity, the the five domains of digital transformation are:

    1. Customers: Leveraging digital tools to better understand and engage with customers, providing personalized experiences.
    2. Competition: Rethinking how to compete and collaborate in the digital landscape, often involving partnerships and ecosystems.
    3. Data: Utilizing data as a strategic asset, focusing on data analytics, insights, and data-driven decision-making.
    4. Innovation: Encouraging a culture of continuous innovation, where digital technologies drive new products, services, and business models.
    5. Value: Redefining the value proposition and how the company delivers value to customers, leveraging digital capabilities.

    How can you get started on digital transformation or improve your strategy?

    1. Assess Current State: Conduct a thorough assessment of your current digital capabilities and identify gaps. Use the Digital Maturity Assessment to get started.
    2. Define Vision and Goals: Clearly articulate the vision and strategic objectives for digital transformation.
    3. Prioritize Initiatives: Focus on high-impact areas that align with your business goals. Start with pilot projects to test and refine your approach.
    4. Engage Stakeholders: Ensure alignment across leadership and involve key stakeholders from across the organization.
    5. Build Capabilities: Invest in the necessary technologies, processes, and people skills.
    6. Monitor and Adjust: Use KPIs and regular reviews to track progress and make necessary adjustments.

    Why adopting a digital transformation strategy has become a crucial aspect for enterprises?

    Adopting a digital transformation strategy is crucial for enterprises of all sizes for a few key reasons:

    • Competitiveness: It enables businesses to stay competitive in an increasingly digital marketplace.
    • Customer Expectations: It helps meet the evolving expectations of customers for seamless, personalized experiences.
    • Efficiency: Digital transformation can significantly improve operational efficiency and reduce costs.
    • Innovation: It fosters innovation by leveraging new technologies to create new business models and revenue streams.
    • Resilience: It enhances the ability to respond to disruptions, such as those caused by global events like the COVID-19 pandemic, by enabling more flexible and adaptable operations.
  • Debunking 8 Common Myths of Digital Transformation & Technology Adoption

    Debunking 8 Common Myths of Digital Transformation & Technology Adoption

    It’s common to believe common digital transformation myths. Most promote an easy process, or worse, that digital transformation is a one-and-done deal that guarantees perfect results.

    Many organizational leaders fear planning or budgeting for digital transformation—often for a good reason—so they downplay the effort involved through generalized myths instead of personalized facts.

    Unfortunately, some common myths we hear (conveniently listed below)—especially the more optimistic ones—are often presented without substantial evidence. They often overlook the complexity and nuance involved in achieving such a goal.

    The Painful Problem with Digital Transformation

    No matter what you’ve heard, digital transformation is more than implementing the latest technology. It’s rarely a one-and-done process, and your team may not always welcome it.

    That said, if you’re considering any level of digital transformation for your organization, you will only succeed by identifying strategies to solve your unique problems and charting a course for success.

    To help you avoid them as you consider your approach, here are some of people’s most common myths regarding digital transformation.

    Myth #1: Digital Transformation Guarantees Business Success

    The idea that merely adopting digital technologies will guarantee business success and growth is often overstated. Success depends on numerous factors, including:

    • Strategic alignment of digital initiatives with business goals,
    • Organizational culture and
    • Customer needs…

    … not just technology adoption.

    Myth #2: Technology Adoption Leads to Immediate Productivity Gains

    It’s commonly asserted that new technologies will lead to immediate and significant increases in productivity. That’s usually the goal!

    However, productivity gains can take time as organizations adjust to new systems and employees learn to utilize new tools effectively.

    Pro Tip: Follow the 10-80-10 Rule

    When we work with clients on their digital transformation, we typically communicate the 10-80-10 rule upfront, so expectations are clear that integration and optimization will be involved.

    If you’re not familiar with the 10-80-10 rule, it’s this:

    • Initiation: the first 10% of the project will require your initiation
    • Implementation: 80% of the project can be done by an implementation team
    • Integration: the last 10% of the work will require your integration and involvement to reach your goals

    Myth #3: Digital Tools Always Enhance Customer Experience

    The assumption that digital tools automatically lead to better customer experiences can be misleading.

    The effectiveness of digital tools in enhancing customer experience depends on their thoughtful application, the customer base’s specific needs and preferences, and the quality of the digital experience provided.

    Pro Tip: Use A/B Testing to Validate Results

    When transforming your digital presence or digital strategy in a way that affects your Customer Experience (CX), we always recommend testing first.

    Our Conversion Rate Optimization packages are perfect for this. While we’ve seen skyrocket results from new digital transformation tools or strategies, we’ve also seen “fall-off-the-cliff” results. Both had good intentions and projections of success.

    The only way to know before going all-in is to test before you deploy.

    Myth #4: AI and Automation Will Inevitably Lead to Job Losses

    Predictions about AI and automation leading to widespread job losses tend to be speculative. Let’s be honest.

    These assertions may not account for creating new job categories or the potential for technology to augment human work rather than replace it entirely.

    Either way, we believe those who learn to use Artificial Intelligence (AI) and Automation—and use it frequently—will outpace and outperform those who don’t.

    Myth #5: All Companies Can Equally Benefit from Digital Transformation

    You’ll hear this from an “agency” or “digital marketing expert” who wants to sell everyone on their service.

    The ones you can trust are willing to say “no” for your sake.

    This assertion overlooks the diversity of businesses and industries, including their unique challenges, regulatory environments, and customer demands.

    The cold, hard truth is that the benefits of digital transformation can vary widely depending on many factors, including the company’s maturity, sector, and technology’s strategic implementation.

    Pro Tip: Assess the Opportunity Before Investing

    To achieve your digital transformation goals, evaluating your organization’s current state and identifying future needs is crucial to determining the best path forward.

    A strategic digital transformation assessment should look at five different components of your digital infrastructure:

    1. Strategy
    2. Technology
    3. Data
    4. Process
    5. Culture

    Successful digital transformation begins with a fundamental understanding of your business’s state, competition, technologies, opportunities, and overall business goals—along with potential barriers to achieving them.

    Myth #6: Data Is Always a Source of Competitive Advantage

    While data can provide valuable insights and competitive advantages, simply collecting large amounts of data is insufficient.

    You have to know what to do with it.

    The ability to derive actionable insights and effectively leverage data is the sign of a mature company—and requires the right analytics tools, skills, and data governance practices.

    Myth #7: The More Technology, the Better

    It’s so easy in today’s digital age to slap a new piece of technology on a problem without considering the positive or negative effects it might have on your goals.

    The notion that more technology leads to better outcomes is a recipe for failure.

    Sometimes, a more streamlined and focused digital strategy can be more effective. Aka, less technology but better.

    Consider the complexities of technology integration, including interoperability, security, and user adoption.

    Myth #8: Digital Transformation Is a One-Time Process

    This assertion fails to recognize that digital transformation is an ongoing process of evolution rather than a one-time project.

    Much like your brand is a living, breathing thing that evolves and improves over time—it’s the same with your digital presence.

    Technologies and market conditions continue to change, requiring continuous adaptation and investment. Take a “continuous improvement” approach from the get-go, and you’ll have a much better digital transformation experience.

  • How to Attract & Convert Customers with Smart Website Redesign Goals

    How to Attract & Convert Customers with Smart Website Redesign Goals

    If you’re a marketing or business leader, you’re no stranger to setting website redesign goals—or just the challenge of a website redesign (sans the “goal” part). But what if you could do more than make things look better this time—what if you could magically create 10x growth?

    You can, but there’s a hitch: without a plan and solid goals for your website redesign, it might only end up as a costly makeover that ends in frustration and disappointment. 

    You’ve been around the block, so you know your brand’s online presence is worth investing in.

    But with everyone expecting top-notch digital experiences (not to mention the competition breathing down your neck), a botched redesign could mean confused customers, a drop in revenue, and missed opportunities. 

    Let’s not do that, okay? 

    So here’s the solution: your redesign must tackle specific goals to create predictable results.

    Goals like, “I just don’t like how our website looks,” or “Someone in my networking group said we need to switch website platforms” aren’t specific enough.

    In other words, they’re ideas to consider but not good enough reasons to redesign your website.

    The best place to start a website redesign is with a plan. 

    It all begins by changing how you look at the redesign: from a surface-level change to a strategic effort that improves every business function.

    In simpler terms, it’s not about how it looks—it’s about how it works.

    When you start with a plan and clear goals, you can reverse engineer growth. Once your goals, vision, brand, budget, and team align, your website redesign will create tangible, long-term results.

    Get a FREE Customized Digital Growth Plan

    Take our 10-minute Digital Maturity Assessment and receive a FREE, personalized digital growth score that uncovers gaps and drives your business forward.

    Take the Free Assessment →

    What are good reasons to redesign a website?

    Another way of saying this is “why” are you redesigning your website?

    When considering a redesign, you should have a good reason. Often, these reasons coincide with a change or growth in the business that triggers the need for a redesign.

    Website Redesign Team Brainstorming Goals

    For most marketing managers and business owners looking to redesign their websites, the reason often falls into one or more of these five triggers.   

    1. When your brand changes

    If you’ve tweaked your brand’s look or message, your website should reflect those changes.

    It’s about ensuring your online image matches what you stand for now.

    2. When you launch a new product or service

    Your website can be a powerful tool for gearing up to introduce something new and exciting.

    It can help you spotlight your fresh offerings and get potential customers interested.

    3. When it’s been more than two years since your website launch

    Think of your website like a car – it needs regular maintenance.

    If it’s been more than two years since you last spruced it up, chances are it’s not performing as well as it could.

    4. When your industry changes

    In the fast-paced business world, industries change.

    Your website should keep pace if your industry evolves due to new trends or technology. It’s all about staying relevant.

    5. When the business gets bought or sold

    When new owners step in, they might have different plans for the business. That often means the website needs a makeover to match the new vision.

    In short, consider website redesign as a way to stay current, showcase your latest offerings, and reflect any changes in your business journey.

    It’s a strategic initiative to keep your online presence in sync with your evolving goals.

    Get a FREE Customized Digital Growth Plan

    Take our 10-minute Digital Maturity Assessment and receive a FREE, personalized digital growth score that uncovers gaps and drives your business forward.

    Take the Free Assessment →

    What is your site for?

    No matter what you want your website to achieve, remember this: your website is your company’s most crucial tool.

    It’s always open, often where customers connect and order from you.

    It’s even more valuable than a fancy office, a big sign, or updated vehicle wraps. Your website is all those things all the time.

    Marketing Team Meeting for Website Redesign Objectives

    You might remember when things were different if you’ve been around for a while. But now, especially in the digital age, your website is your most important investment. It’s time to update your thinking to get the most out of it. 

    To do that, let’s clarify what your website isn’t.

    1. Your website isn’t a digital brochure; it’s an ecommerce platform.

    It’s time to let go of the old-style brochure websites.

    Remember when customers used to call for price quotes? Those days are long gone, and an essential webpage isn’t enough.

    Websites have a new role now. They’re not just about sharing information; they’re a two-way street, which is excellent for you! If you sell products directly or through dealers, your website must be more than just a digital pamphlet.

    If you sell things, your website must act like an online store. An online store is where people browse and buy and where you earn money.

    This isn’t just a passing trend; it’s a significant change in how people want to buy from you. They want it to be easy and quick. An online shopping experience isn’t just nice—it’s essential!

    Turning your website into an online store can be the key to keeping customers and making sales. People who can’t buy from your website might go to your competition instead. So, it’s time to upgrade!

    2. Your website isn’t just a pretty face; it’s how customers experience every aspect of your brand.

    Looks are important, but your website does way more than look good.

    It’s where people find you, talk to you, and buy from you. What we call the “Flywheel,” your website makes your business work in the digital age.

    • It’s the primary way people see your brand.
    • It’s often the first thing customers see.
    • It’s where folks learn about you.
    • People use it to talk to you.
    • It’s where they shop for your stuff.
    • And it does even more!

    So, remember, your website is not just about looks.

    It’s about making things happen – like transactions, sharing info, engaging customers, and gathering data. To make it work for you, think beyond the visuals. It’s a powerful tool for your whole business.

    3. Your website is not an announcement board; it’s a storefront

    As a business owner or marketing manager, treating your website like a giant news billboard is tempting.

    You might want to shout about your achievements from the mountaintop.

    Celebrating your successes is important, but there’s a better way than plastering them all over your website’s front page.

    Your website should be more about your customers and what they need. It’s not just a place to brag. 

    So, while showcasing your accomplishments is great, remember to keep your website focused on what matters most to your visitors—helping them find what they’re looking for and making it easy for them to do business with you.

    Elevate Your Website Game

    Snag your complimentary Structure Website Design Planner now and start crafting a website strategy that leads to undeniable project success!

    Website redesign goals impact more than marketing

    When most people think of “website goals,” they immediately think of traffic, leads, and sales.

    Those are great goals—in fact, they’re vitally important! But if your website only provides traffic, leads, and sales to your business, you’re missing out on its full potential.

    Business Leaders Discussing Website Redesign Strategies

    The truth is that your website can improve all business functions, from marketing to HR.

    Here’s a short list of the different business functions that your website can impact—and how it affects them.

    1. Strategy and Administrative

    Your website can be pivotal in shaping your overall business strategy.

    It can serve as a platform to communicate your mission, vision, and goals to internal and external stakeholders. 

    Internally, it can streamline administrative processes by providing a centralized hub for communication, document sharing, and project management. 

    Externally, it can showcase your strategic priorities and initiatives, helping investors, partners, and customers understand your direction and values.

    2. Sales and Marketing

    This is the more traditional website role, but it remains crucial.

    Your website is often the first point of contact for potential customers. It should generate leads and sales and serve as a powerful marketing tool. 

    It can also provide valuable content, demonstrate your expertise, and create a positive brand image—and utilizing analytics and user data helps refine marketing strategies and effectively target the right audience.

    3. Finance and Human Resources

    Your website can streamline financial operations and human resource management.

    For example, it can serve as a platform for online billing and payment processing, simplifying financial transactions. 

    Regarding HR, it can assist in recruiting talent by showcasing job openings, detailing company culture, and offering an easy application process. Additionally, it can be a resource for existing employees by providing access to essential documents, training materials, and benefits information.

    4. Information Technology

    From an IT perspective, your website must be secure, scalable, and well-maintained.

    It is your organization’s backbone for many digital tools and platforms. 

    Properly managing your website ensures it remains a reliable and efficient resource for all other IT-related functions. Regular updates, security measures, and technical maintenance are essential for a smooth operation.

    5. Operations and Manufacturing

    Even for businesses involved in operations and manufacturing, a website can have a significant impact.

    It can be a customer portal for placing orders, tracking shipments, and managing accounts. 

    It can also act as a knowledge base, providing technical information, troubleshooting guides, and customer support resources. Your website can improve efficiency and customer satisfaction in these operational areas by offering self-service options.

    Supercharge Your Website Strategy

    Get your hands on the Structure Website Design Planner absolutely FREE and supercharge your website strategy for guaranteed project success!

    How to set goals for your website redesign

    There are many approaches to setting goals for your website redesign.

    While many of them are helpful, at Structure, we’ve found that using your Customer Journey as a guide is most beneficial.

    Team Collaboration for Successful Website Project

    Planning based on your customer journey is the most natural and logical way to think critically about the goals you need your website to accomplish for your customers and your business.

    Here’s how to go about it:

    1. Start with the End – What Do You Want Your Customers to Do?

    It’s crucial to clarify your primary objective.

    Consider what final action you want your website visitors (customers) to take on your website. Let’s call this your “ultimate goal.”

    This ultimate goal can include:

    • Buy a Product: If you’re an e-commerce business, your goal may be to increase product sales directly through your website.
    • Request a Quote: Obtaining quote requests from potential clients can be crucial for service-based industries.
    • Schedule a Call: If your business relies on consultations or appointments, encouraging visitors to schedule a call or meeting is essential.
    • Consume Content: Some websites aim to provide valuable content, so the goal might be to increase content consumption, such as blog post views or video watching.
    • Visit a Location: If you have physical locations, guiding visitors to find and visit those locations can be a goal.
    • Share Content/Product: Social sharing and referrals can be important for spreading the word about your products or content.
    • Donate: Non-profit organizations often aim to increase donations through their websites.
    • Register for an Event: Encouraging registrations is a goal if you host events or webinars.
    • Other: Depending on your unique business model, there may be other specific actions you want visitors to take.

    2. Know Where It Starts – How Do Customers Find Your Website?

    Next, you need to understand how customers find your website.

    Think of this like a map’s “you are here” arrow. 

    Consider the various possible entry points:

    • Paid Search: Do visitors visit your site through paid search campaigns on search engines like Google?
    • Paid Ads: Are online advertisements, such as display or social media ads, driving traffic?
    • Blog Posts: Is your blog a significant traffic source, attracting users through organic search or referrals?
    • Podcast: If you run a podcast, are listeners coming to your site through podcast-related content?
    • Referral Marketing – Influencer/Affiliate: Are influencers or affiliates driving visitors to your site?

    Now, you know where you are and where you want to go. All that’s left to do is fill in the gaps.

    3. Steps Along the Way – What’s the Next Action?

    Once visitors arrive at your website, consider the steps they need to take to fulfill your ultimate goal.

    This may involve navigating various pages, interacting with specific elements, or filling out forms. 

    Pro tip: using the AIDA Framework for this step is helpful. 

    Use the AIDA framework to document action steps

    The AIDA framework is a widely used marketing and advertising model that outlines a potential customer’s stages when interacting with a product or service.

    AIDA stands for:

    Attention 

    This is the stage where you grab the audience’s attention.

    You must create awareness and pique their interest in your product or service.

    This can be achieved through compelling headlines, eye-catching visuals, or engaging content.

    Interest 

    Once you have their attention, you must generate interest in your offering.

    This stage involves providing more information about the product or service, highlighting its features and benefits, and addressing the audience’s needs or pain points.

    Desire 

    You aim to create a strong desire or craving for your product or service at this stage.

    This is often achieved by showcasing how it can fulfill the audience’s desires, solve their problems, or improve their lives.

    Customer testimonials, reviews, and success stories can be powerful tools in building desire.

    Action 

    The ultimate goal of the AIDA framework is to prompt the audience to take action.

    This action could be purchasing, requesting more information, signing up for a newsletter, or any other desired outcome.

    Clear and compelling calls to action (CTAs) facilitate movement.

    At each stage, ask yourself two questions

    At each action stage in the AIDA framework, you need to ask yourself the following:

    1. What content is needed to communicate value at this action step?
    2. What is the following action step our customers need to take to proceed toward the ultimate goal?

    Take the time to document each action step at each stage in the AIDA framework. I know this sounds like a lot of work. And it is, but it’s how you set great goals for your website.

    3. Set SMART website redesign Goals

    Now that you have full context and aren’t shooting in the dark, it’s time to determine your website redesign goals.

    Do this in two steps.

    1. Benchmark your current metrics so you can measure success

    As you set goals, it’s essential to understand where you currently stand.

    That way, you can measure success. This involves conducting a comprehensive assessment of your website’s existing performance metrics. These metrics may include:

    • Website Traffic: Analyze the volume of visitors to your site. This includes overall traffic and specific traffic sources, such as organic search, social media, or paid advertising.
    • Conversion Rates: Examine how effectively your website converts visitors into customers or achieves other desired actions. This might involve tracking form submissions, purchases, or sign-ups.
    • Bounce Rates: Assess how many visitors leave your website shortly after arriving. High bounce rates can indicate issues with user experience or content relevance.
    • Average Session Duration: Measure how long users typically spend on your website. Longer sessions can indicate engagement and interest.
    • Page Load Times: Page speed is crucial for user experience and SEO. Evaluate how quickly your pages load and identify any slow-loading elements.
    • Traffic Sources: Understand where your website traffic is coming from. Are visitors finding you through search engines, referrals, social media, or other channels?
    • Keyword Rankings: If SEO is a focus, track the rankings of important keywords to assess your visibility in search engine results.
    • Conversion Funnel Metrics: If applicable, analyze users’ steps from initial interaction to conversion. Identify drop-off points in the funnel.

    Benchmarking these metrics provides a baseline for assessing the impact of your website redesign. It allows you to identify areas that need improvement and sets the stage for defining specific goals.

    2. Set SMART goals so you know you’ve succeeded

    As an intelligent leader, SMART goals may already be second nature to you.

    If so, great! You can skip down to the bullet points below.

    However, if you’re new to SMART goals, SMART is an acronym for Specific, Measurable, Achievable, Relevant, and Time-Bound.

    Setting SMART goals is crucial in ensuring your website redesign project is well-defined and aligned with your business objectives. Here’s a breakdown of each element:

    • Specific: Goals should be clear and precise. Avoid vague objectives and instead articulate precisely what you want to achieve. For example, instead of a broad goal like “increase website traffic,” a specific goal might be “increase organic website traffic by 20% in the next six months.”
    • Measurable: Goals should be quantifiable. You need to be able to measure progress and determine when you’ve achieved the goal. This might involve using metrics like percentages, numbers, or other quantifiable units.
    • Achievable: Goals should be realistic and attainable. While it’s good to aim high, setting unattainable goals can lead to frustration. Consider your available resources, constraints, and historical performance when setting goals.
    • Relevant: Goals should be relevant to your business objectives and the overall mission of your website. Ensure that achieving the goal contributes meaningfully to your organization’s success.
    • Time-Bound: Goals should have a clear time frame or deadline. This creates a sense of urgency and helps with project planning. For example, “increase newsletter sign-ups by 15% within three months.”

    By setting SMART goals, you’ll have clear targets that guide decision-making, resource allocation, and progress tracking throughout the redesign process. 

    3 website redesign goals you should focus on in 2024

    So, you’re probably wondering about the critical goals for your website redesign in 2024.

    Well, the thing is, your website goals should always sync up with what your company aims to achieve, what’s happening in your industry, and what your audience expects.

    Now, let’s dive into the top three website goals that should be on your radar for 2024:

    1. Mobile and performance optimization

    This one’s been around for a while but is more critical than ever.

    Why? Because the number of folks using smartphones and tablets to access websites keeps increasing. So, having a website that looks great and works smoothly on mobile devices is non-negotiable, regardless of your industry or what you offer.

    It’s all about delivering a top-notch customer experience.

    Let’s say you run an online health supplement retail store.

    Mobile optimization ensures customers can effortlessly browse and shop for supplements using smartphones while waiting for a bus or during lunch breaks. Fast-loading pages and a smooth checkout process enhance the user experience, leading to more completed purchases.

    Optimizing for mobile and performance doesn’t just meet user expectations; it’s a competitive advantage.

    It reduces bounce rates, increases user engagement, improves SEO rankings, and leads to higher conversions and customer satisfaction.

    2. Create human, original content

    You’ve probably noticed that artificial intelligence (AI) is making waves in our world.

    It’s everywhere, and with it comes a flood of generic, machine-generated content taking over the internet. The thing is, some of your competitors might be going all-in on this robotic content, and it can make your customers feel, well, a little weird.

    But here’s the exciting part: amidst this AI revolution, you have a golden opportunity.

    It’s all about staying human in this increasingly artificial landscape. That means finding genuine ways to connect with your customers, to make them feel heard and valued, and to provide an authentic experience that stands out in a sea of automated content.

    If you manage a healthcare blog, original content might include in-depth articles written by medical experts, real patient stories, and interviews with healthcare professionals.

    This content provides valuable information and establishes your site as a trusted and credible resource in the industry.

    Human, original content builds trust, loyalty, and brand authenticity.

    It also helps with rankings, as search engines prefer unique and valuable content. Moreover, it creates a lasting impression on your audience, making them more likely to engage with and advocate for your brand.

    3. Personalization

    Your customers want your website to understand their needs and preferences.

    It’s almost like having a friendly, knowledgeable guide. 

    Personalization is not just a trend; it’s becoming a standard for successful websites. It’s about showing your customers that you truly know them and care about their journey on your site.

    Let’s say you run an e-commerce website selling outdoor gear. Through personalization, you can show hiking enthusiasts content related to their interests, recommend hiking equipment based on past purchases, and even alert them to nearby local hiking events or trails.

    This not only enhances their user experience but also drives more targeted sales. In 2024, personalization is the key to making each visitor feel like your website was tailor-made just for them.

    In this way, personalization can significantly impact your bottom line. It improves user engagement, increases conversion rates, and boosts customer retention. When customers feel understood and catered to, they’re more likely to stay, purchase, and become loyal advocates for your brand.

    10 more website redesign goals to consider for 2024

    Your company can have one or various goals for their websites, depending on their industry, target audience, and overall business objectives. 

    I intend for these examples below to inspire your planning and illustrate how specific website redesign goals can impact your business, from growth and revenue to reputation and community-building.

    1. Brand Awareness

    • Goal: Elevate your brand’s online presence.
    • Why: A website revamp can boost your brand’s online visibility, making it easier for potential customers to find and recognize your business.
    • Example: After a website redesign, your Consulting company’s improved branding and content strategy resulted in a 30% increase in organic search traffic.

    2. Lead Generation

    • Goal: Capture more high-quality leads.
    • Why: A redesigned website with optimized lead generation forms can increase your pool of potential customers, providing your sales and marketing teams with valuable prospects.
    • Example: Your Software Company’s website redesign led to a 25% rise in lead conversions, thanks to strategically placed lead capture forms and compelling content offers.

    3. Sales and E-commerce

    • Goal: Drive more online sales.
    • Why: An e-commerce website overhaul can enhance the online shopping experience, increasing revenue through more successful online transactions.
    • Example: Your E-Commerce company saw a 40% surge in online sales within six months of the website redesign, thanks to a user-friendly interface and a streamlined checkout process.

    4. Educational Content

    • Goal: Establish your company as an industry authority.
    • Why: By showcasing thought leadership content such as insightful blogs, whitepapers, and webinars on your website, you can position your brand as a trusted industry expert.
    • Example: Your Coaching company website redesign featured comprehensive blog and industry reports and solidified your position as a thought leader, resulting in a 50% increase in event speaking invitations. Hooray!

    5. Information Dissemination

    • Goal: Keep stakeholders informed with timely updates.
    • Why: A well-designed information hub on your website ensures that clients, partners, and stakeholders stay informed, fostering transparency and trust.
    • Example: Your Private Equity Firm’s revamped website included a dedicated news section that saw a 20% increase in media coverage and positive public perception.

    6. User Engagement

    • Goal: Foster a vibrant online community.
    • Why: Websites encouraging user engagement through interactive content, discussions, and social sharing features create a loyal and active customer community.
    • Example: Your Travel Company’s website redesign included a forum for travel enthusiasts, resulting in a 15% increase in user-generated content and user retention.

    7. Customer Support

    • Goal: Provide efficient customer support.
    • Why: Redesigned customer support sections with FAQs, live chat, and knowledge bases to reduce support ticket volume and enhance overall customer satisfaction.
    • Example: Your EdTech Company’s website redesign, featuring a simple help center, led to a 30% reduction in support tickets and faster issue resolution.

    8. Event Promotion

    • Goal: Promote events effectively.
    • Why: Event-focused website enhancements ensure potential attendees can easily access event details, boosting registrations and attendance.
    • Example: Your Non-Profit website redesign included a user-friendly event calendar and registration system, resulting in a sold-out conference within weeks.

    9. Portfolio Showcase

    • Goal: Showcase your company’s standout work.
    • Why: A portfolio-rich website builds trust with potential clients by showcasing your track record of successful projects.
    • Example: Your redesigned Real Estate website highlighted case studies, resulting in a 40% increase in inquiries from high-profile clients.

    10. Recruitment and Careers

    • Goal: Attract top talent and showcase company culture.
    • Why: A revamped career page attracts skilled job seekers and provides insights into your organization’s values and work environment.
    • Example: Your Manufacturing Company career page redesign featuring employee testimonials led to a 35% increase in applications from top-tier candidates.

    These are just a few examples of the diverse range of website goals that companies might have. Each goal is tailored to the company’s needs, target audience, and overall business strategy.

    Common questions about setting website redesign goals

    ​​What is a website redesign goal?

    Website goals are the specific things your website aims to do. 

    Why are website goals important? Well, they give you a roadmap for how your website should look, what content it should have, and how you market it online. 

    These goals can be diverse for marketing managers and business leaders like you. It could be about getting your brand out there, attracting potential customers, boosting sales, sharing valuable info, getting folks engaged, or achieving specific business targets like making more money or gaining more customers.

    But here’s the kicker: keeping an eye on these goals is crucial. It’s how you measure if your website is doing its job and contributing to your overall success. 

    So, in a nutshell, website goals are the key to a successful website redesign.

    What is an example of a SMART goal for a website redesign?

    In summary, a SMART goal focuses on a specific aspect of website performance (organic traffic), is measurable, achievable, relevant to the organization, and has a defined time frame for completion.

    It provides a clear and actionable target for website improvement.

    Here’s an example of a common SMART goal for a website:

    • Specific: Increase organic website traffic by 20% over six months.
    • Measurable: This goal is measurable because you can track website traffic using tools like Google Analytics. You can quickly determine whether you’ve achieved a 20% increase in traffic.
    • Achievable: The goal is realistic and possible based on historical data and industry benchmarks. A 20% increase in organic traffic is challenging but feasible with the right strategies.
    • Relevant: Increasing website traffic aligns with the organization’s broader marketing and business objectives. It’s appropriate to expand the online presence and attract potential customers.
    • Time-Bound: The goal has a specific timeframe of six months, providing a clear deadline for achieving the 20% increase in organic traffic.

    Many companies are looking to increase web traffic. Maybe you want to steal this SMART goal for your website! 

    How do you measure the success of a website redesign?

    This is a fantastic question.

    Most results will give you a list of generic performance indicators to evaluate your website redesign performance. Or, someone will tell you it’s based on how you feel it looks at the end of the project.

    Throw out that generic list and pretty brand. Instead, create SMART goals for your website redesign. SMART goals are measurable, so your success metrics are already built in. That’s it! 

    Measure the success of your website redesign based on how you achieve your goals.

    What should be included in a website redesign?

    Goals! That’s always a great starting point.

    However, it can be tough to pull goals out of thin air.

    That’s why we recommend using your unique customer’s buying journey as an easy way to walk through everything that your website must do well to make a sale.

    We call this “creating a customer.”

    Therefore, your website redesign should include everything necessary to create a customer (and keep them around). Often, this runs the gamut from blog posts to a help center—and everything in between.

    What is the main goal of a website redesign?

    Great question! Some would say: “sales.” Others would say, “lead generation.”

    They’re both right! And you’ll talk to plenty of folks who will say the main goal of a website is “to look impressive.”

    Ultimately, every website exists to help a company produce a profit. So, in short, that’s the point. However, other goals are often at play, tailored to the unique needs and objectives of the company it represents. 

    What’s important is that you take the time to define clear and measurable goals for your website to ensure that it effectively serves its intended purpose—whatever that may be!

    What are the best tools and resources for setting website redesign goals?

    Setting website redesign goals requires careful planning and consideration of various factors.

    While there are many tools available to help you with different aspects of goal-setting and website redesign, here are some of the best tools and resources:

    1. Google Analytics: It almost goes without saying, but Google Analytics is essential for benchmarking your website performance. It provides insights into your website’s traffic, user behavior, and conversion rates, helping you identify improvement areas.
    2. Google Search Console: This tool helps you monitor your website’s presence in Google search results. It provides data on how your site appears in searches, which keywords drive traffic, and any issues affecting your site’s visibility.
    3. Heatmap and User Recording Tools: We use Hotjar to provide heatmaps and session recordings that visualize user interactions on the websites we manage. This often helps identify areas of interest and pain points our website visitors are experiencing.
    4. SEO Tools: Our favorite SEO platform is Ahrefs. It can assist in keyword research, competitive analysis, and SEO performance tracking. Setting SEO-related goals is crucial for website redesign. Note there are many great options with different price points and features like Moz, SEMrush, and Ubersuggest.
    5. User Survey and Feedback Tools: It’s worth getting feedback from your website users with a pay-per-test tool like Userfeel. This economic feedback loop can provide valuable insights into user preferences and issues.
    6. Website Performance Monitoring: We use PageSpeed Insights daily to look under the hood at a website’s performance, including page load times and uptime. Ensuring your website loads quickly is essential for user satisfaction and is a goal worth considering.
    7. Customer Relationship Management (CRM) Systems: CRM platforms like Salesforce or HubSpot can help you set and track goals related to customer engagement, lead generation, and sales.
    8. Competitor Analysis Tools: Tools like SimilarWeb can help you analyze competitor websites to identify areas for improvement and set competitive goals.
    9. User Persona and Journey Mapping Tools: Tools like Whimsical can make creating user personas easy and mapping out the customer journey, which is crucial for setting user-centric goals. If you’re savvy and want to take your website planning a step further, check out Slickplan.

    As with all tools, there are dozens to choose from. We recommend selecting tools that align with your website redesign goals and requirements. A combination of any of these tools can help you plan, execute, and measure the success of your website redesign project effectively.

  • 5 Stages of a Successful Website Redesign Process That Works Every Time

    5 Stages of a Successful Website Redesign Process That Works Every Time

    Redesigning a company website can feel intimidating, especially if you’ve never done it before or you’re already overwhelmed by the projects on your plate. It’s so much easier when you have a proven website redesign process to follow.

    In this article, we will walk you through the Structure Website Redesign Process that we’ve used for hundreds of clients over the last five years (September 20, 2023, at the time of this writing).

    To cut to the chase, we have a 5 Step Website Redesign Process that works every time (if you follow it!).

    1. Define
    2. Design
    3. Develop
    4. Manage
    5. Grow

    You can do these steps on your own or with your internal team. You could probably get a solid head start with this article and our Free Website Redesign Planning Guide.

    However, if you’re considering hiring an expert to help with your website redesign project, it’s much easier to trust someone who has a plan and has worked on it repeatedly.

    Unfortunately, you don’t get that with most local web design agencies or freelancers.

    This 5-Step Website Plan is the same process we’ve used for clients in executive coaching, manufacturing, private equity, e-commerce, cannabis, consumer packaged goods, and many more.

    If you’re in one of those industries, that’s great! But even if you’re not, this website redesign process will still work for you.

    And even if you’ve got a small website or spinning off a new one, you can use this process. While it’s perfect for a website redesign, it works great for a new website.

    Let’s build a website that keeps your customers hooked.

    Step 1: Define – Website Planning

    A website redesign isn’t art.

    It’s science.

    Unfortunately, in the many website redesign projects we’ve worked on, the primary problem with any web project that doesn’t meet goals or expectations is a failure to plan.

    Of course, at Structure, we start with planning. So that’s not an issue when you work with us.

    But in my experience as a digital marketing veteran at software companies and agencies, the same website issues have come up over the years.

    And they all come back to one thing: failure to plan.

    It’s not just my experience, either!

    Research suggests that 68% of marketers did a site redesign in the last 12 months – but 1/3 were unhappy with the results.

    Furthermore, failed website redesigns cost an average of $55,000 plus an additional $115,000 over the next 12 months to fix.

    Ralf Speth, CEO of Jaguar Land Rover, said it best:

    If you think good design is expensive, you should look at the cost of bad design.

    Likewise, if you think a good website is expensive, you should see the cost of a bad website.

    That is why we start every website redesign process with a website plan. And you should, too.

    Get Our Free Website Redesign Planning Guide

    Download the Structure Website Design Planner to plan a website launch that makes your project successful!

    How does the “define” stage of the Structure website redesign process work?

    All website projects start with a free 30-minute Consult Call where we’ll gain an understanding of what you’re hoping to create.

    We’ll ask questions like…

    • Why do you need a new website?
    • What do you need your website to do for your business?
    • How did your last website perform? What worked/didn’t work?
    • Which platforms are you using, and do you like them?

    During this call, we’ll also be able to recommend a website design package that fits your goals. Once you decide on a package, we’ll start with a virtual or in-person Website Workshop.

    During this workshop, we’ll help you define and document the following information:

    1. Basic company information
    2. Who is on your team
    3. The vision for your website
    4. A competitive analysis
    5. Brand documentation
    6. Your buyer’s journey
    7. A sitemap of your pages
    8. Content plans for each page
    9. Technology requirements
    10. Website build budget

    The final answers comprise your Website Plan.

    Step 2: Design – Website Layout

    Website design is more than mocking up a pretty version of your brand for a webpage; it’s designing a home for your customers to visit to engage with your business and buy from you!

    Whether you’re starting by looking for a fresh look for your website or you already know you want to add new functionality, the website redesign process hinges on understanding what makes an outstanding strategic design.

    Website Redesign Process: Define

    What is a strategic design, you might ask?

    A strategic design is these things:

    • Visually appealing and on-brand
    • Well-organized and easy to navigate
    • Engaging with compelling content
    • Designed for your target audience
    • Optimized for search engines
    • Responsive, so it looks good on all devices

    Creating a strategic website design that meets all these criteria can seem daunting, but it’s important to remember that your website is a vital part of your business and should reflect your brand and meet your business goals.

    In short, your website design should focus on how it works, not just how it looks.

    How does the “design” stage of the Structure website redesign process work?

    The Structure Website Design Package you choose will determine what you receive from the process. However, here are some of the deliverables you can expect:

    • Wireframes
    • Desktop Designs
    • Mobile Designs
    • Tablet Designs
    • Content & Media
    • Functional Specification

    If you’re unsure what this means, that’s okay! Our team of website design experts can help. We’ll coach and consult with you to clearly understand the goals and needs of your website, and then we’ll create a custom website design that’s right for you.

    Step 3: Develop – Build

    During the website development process, the aim is to create a site that aligns with the design concepts established in the prior phase.

    Moreover, this is the stage where you guarantee that your website operates smoothly, catering to the objectives, technology, and user requirements outlined in the Website Plan.

    This is another reason the website plan is so critical. It is a guiding source of truth throughout the website redesign process.

    Achieving these objectives will create a website that accomplishes your plan and sets you up to crush your business goals.

    Website Redesign Process: Development

    How does the “development” stage of the Structure website redesign process work?

    Upon your approval of the Functional Specification (the final design deliverable), our development team will begin building your website on a separate development site so your live website isn’t affected. 

    We’ll optimize your website for all devices and browsers and essential SEO, accessibility, and load speed as standard practice.

    Then, we’ll break your website. But don’t worry, it won’t stay broken!

    We’ll fix any issues and put checks in place to ensure it’s bulletproof for your team and users.

    Testing is completed with a Training Call so you know exactly how everything works. Then, you’ll get to review and approve your website.

    When you approve, we’ll launch your website and push it live onto your domain for customers to use and love. 

    If you’re lost by now, here’s a quick recap:

    1. Structure Builds Your Website
    2. Structure Completes Quality Assurance (testing)
    3. Structure Provides Website Training
    4. Your Review
    5. Structure Launches Your Website

    Ultimately, by the end of this step, you’ll have a new website to delight every visitor.

    Your website will be easy to manage and set up to work for your business.

    And we have a Work For Free Warranty to cover you in case of any unexpected flaws.

    Step 4: Manage – Updates & Monitoring

    All websites must be updated and optimized, especially after being redesigned.

    It’s a common practice for local agencies to “lock” you into a management plan with them. Often, this subscription is part of the deal. Or, they might hold the key to your hosting.

    Either way, we’re not fans of locking you into anywhere you don’t want to be.

    That includes a management or hosting plan you don’t know why you’re paying for. That’s not our style.

    Website Redesign Process: Support

    We want to hand off your website to your team with training and support to ensure it’s working and meeting your business goals.

    You’ll have every tool and resource if you want to manage it yourself.

    However, managing your website takes time. It can easily take a few hours a week.

    Most clients don’t have a team to hand their website to, so we continue working with an active WordPress Website Management package.

    We love managing websites we’ve built, and it’s honestly one of our favorite partnerships for long-term growth.

    The reason is that we’re “in your corner” to support any ongoing initiatives, optimizations, and projects.

    We’re here for whatever you need, as long as you need it.

    How does the “manage” stage of the Structure website redesign process work?

    Website management with Structure is more hands-off for you than most other steps in the website redesign process.

    This means you may not see much of what’s happening in the background.

    But as soon as you hand off your website for management, we immediately do the following:

    • Setup daily site backups
    • Test forms and conversion funnels
    • Make monthly plugin and software updates
    • Report on website performance monthly
    • Audit website performance & SEO annually
    • Make ourselves readily available to answer any questions you have

    That’s it! If you want to learn more, you can download our free PDF Overview (no email required).

    Step 5: Grow – Increase Results

    In the end, the effectiveness of your website launch hinges on its capacity to generate traffic, capture leads, and drive sales.

    However, achieving these objectives becomes impossible if your website isn’t functioning correctly. In this final phase, you will execute marketing campaigns tailored to your target audience.

    Subsequently, you will consistently fine-tune your strategies in response to the distinctive challenges and opportunities you encounter. The growth phase is where your website truly reaches its full potential.

    How does the “grow” stage of the Structure website redesign process work?

    Often, we work with our clients to develop a sales funnel to drive sign-ups and sales.

    For most clients, this means focusing on three initiatives, in order:

    1. Acquire Traffic
    2. Generate Leads
    3. Increase Sales

    Website Redesign Process Common Questions

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  • Western Interlock — Content Development

    Western Interlock — Content Development

    Western Interlock needed content development. They are a family-owned manufacturing company that makes high-end paving stones for the Northwest. We helped them reach, influence, and inspire a larger market by showing all generations how they can DIY with WI. 

    The Challenge

    In early 2019, Western Interlock came to us with a problem: buying and installing paving stones feels daunting, if not completely impossible. In short, their goal was to take the hard out of hardscaping. 

    Western Interlock was already seeing traction with in-person do-it-yourself seminars at their manufacturing facility in Rickreall, ORE. So we suggested scaling that campaign into the digital space. The result of our planning was a content marketing campaign called DIY with WI that would inspire potential customers and help them feel empowered to tackle projects without hesitation.

    Western Interlock Content Development

    Content Development & Company Development

    There was another challenge hidden behind the curtain. Not only were we helping people hardscape, but we were also helping a 25-year-old family-owned brick-and-mortar manufacturing brand update it’s marketing from physical to digital.

    In essence, while there was a significant physical brand reputation, there was little-to-no digital brand recognition. Part of our work was to transmit the Western Interlock story and culture to channels like Google, YouTube, Facebook.

    Western Interlock Content Development

    Marketing

    We’ve published 150+ new tutorials in three years on How to Build a Retaining Wall, How to Cut a Paving Stone, How to Build a Fire Pit, and much more.

    Within a year of publishing the first DIY tutorial, Western Interlock saw a 351.97% organic increase in new users on their website, according to Google Analytics.

    Most notably, sales calls increased by 50.74%.

    “Sales Representatives keep telling me how this DIY with WI content cuts their talk time in half. Now we have well-documented answers to many customer’s most common questions about our products and how to use them. You’re making it much easier to make a sale and keep existing customers happy. Thank you!”

    Colin Domoschofsky, Marketing, Western Interlock

    By the end of 2019, we helped Western Interlock reach a new customer segment they may have never reached if they didn’t invest in such an approachable content development strategy. This only means one thing: sales are through the roof.

    Continuing the Content Development Campaign

    At Structure, we have a saying: Business Is Personal. This means we embrace uncommon levels of humility, selflessness, and transparency for the good of our clients. In short, we make everything about the client.

    We understand that this approach is a bit unconventional. But that’s what makes it so unique.

    “Structure has been amazing to work with. We are extremely satisfied with the work that they’ve done for us! I’d recommend them highly to anyone.”

    Nathan Wright, Director of Marketing, Western Interlock

    We’re proud of our work. However, we’re even more proud of the partnership we’ve built with Western Interlock. After three years, we’re still going strong.