Go-to-Market , Product Marketing — 11.04.2020

Why Your Outdated Website Needs a Product Marketing Refresh

Sara Napierkowski, Senior Growth & Operations Manager

2020 has become a digital-forward year for your business, which has been easy for some but riddled with challenges for many. How you sell and market your products, services, solutions, offerings, you name it, has changed. 

Your team needs a set of digital tools to leverage, but let’s focus on the one that can make or break you in these times: your website.

The worst case scenario

Do you find yourself in a situation where your website is working against you?

Startups often find that their website makes them look too small, like they’re operating out of their garage. That’s cute and endearing — for a while. But that’s not the credible first impression you want prospective customers experiencing when they debate if they should write you a hefty check.

Scaleups may not have updated their website with today’s offerings. If you relied on in-person charisma to convey what you sell and why someone should buy it, that should be reflected on your site.

Tech-enabled companies may experience a bigger roadblock here. If you sound and look outdated digitally, a few balances must to be checked before your website actually helps you make more sales.

All in all, don’t lose out on deals because your website doesn’t look credible. Don’t make things harder for yourself by having an inaccurate set of offerings on display. Don’t look like it’s 1992. It’s 2020, the year to look, talk, and act like a digital-savvy company people want to do business with.

Where to get started

Product marketing can help in all of the scenarios above.

Offering and Product Hierarchy: First and foremost, align your offerings with what your target market needs right now. 

Positioning and Messaging: Then, update your messaging. The words you use to tell your story are much more important when you can’t rely on in-person tactics. Your key differentiators, benefits and value props may have changed. Be cohesive, consistent, and talk the talk.

Packaging: For some, but not all, repackaging your offerings may be a critical step to selling your products for the value they provide.

Visual Identity: Digital-first sales and marketing means you have to look the part. Your brand needs to support your digital presence. Make sure you have the elements and visual language to support your story.

Most sales are still going to require human interaction, but imagine a world where sales cycles are shorter because your prospects come in self-educated based on your brand-spankin’ newly refreshed messaging and packaging that’s been distributed via all digital channels – and it’s consistent!