If your organization is using an old or outdated website builder, you may find yourself faced with an inefficient builder that fails to keep up with the latest website design trends, lags behind in technical website performance and slows the delivery time of websites for your small business clients. A large-scale website migration can help streamline internal processes and choice of technology, as well as empower you to offer a higher-quality offering to your small business clients. So why should you consider a mass website migration?
why website migration is a good idea
- Improved customer satisfaction
As with any technical project, there is some cost and effort associated with a website migration. However from a business perspective, a website migration is more than just an investment in upgrading your technology. It’s also an important investment in maintaining (and potentially even improving) customer satisfaction. Offering a high-quality solution is key to building and maintaining a strong customer base, and by providing a new product and/or service offering (be it via a migration) can lead to happier and more satisfied customers. Especially considering that the alternative of not investing may lead to increasing churn over time, increasing customer dissatisfaction and ultimately the slow bleeding of your once healthy customer base.
- Consolidation of cost
Another reason website migration is relevant for your organization is if you’re looking to move all your website production to one platform. Operating several different platforms in order to offer the same type of website offering is not only expensive, but also cumbersome for your entire organization. IT and operational teams need to support and maintain several platforms, website designers need to master several user interfaces and design systems, and sales and marketing teams must learn the differences (pros, cons & technical limitations) between each platform in order to clearly communicate the benefits to customers. In addition, small business clients may feel overwhelmed being asked to switch between different user interfaces and platforms. As such, migrating all websites to a single platform does not only consolidate cost of maintenance and operation – but can also significantly lower the complexity across the board.
- Website modernization
First impressions last, and an outdated website can be detrimental to gaining consumer trust and driving conversions on small business websites. Website design has changed over time, and as trends come-and-go – consumers expectations for engaging with small business websites has also evolved. A website is a dynamic space that represents an SMBs public image and brand in the digital world (much like a storefront in the brick-and-mortar world). Migrating to a platform that offers modern design principles, up-to-date templates and mobile optimization can offer a significant upgrade both in the look-and-feel of the website’s design, but also offer a technical modernization of the website.
- Improved SEO quality
Search engine optimization (SEO) is one of the most important aspects of a website, and without proper SEO small business websites may underperform with regards to organic traffic. Generating organic traffic is key to driving online business, and ultimately driving revenue. Migrating websites to a platform that can offer both high-performance in terms of speed, technical SEO and the opportunity for great on-site SEO is therefore crucial to the long-term ranking of your small business clients’ websites.
- Churn prevention
A common misperception is that a migration project can provoke unwanted customer churn due to unsatisfied or dormant customers that seize the opportunity to terminate their contract. However in our experience, the opposite often turns out to be the reality. While some customers may terminate, most are happy to receive an upgrade in website quality and the overall general website health check that a migration project provides. In fact, in our experience customer churn can potentially be reduced by 10-20% post-migration.
- Upsell opportunity
Lastly, a website migration can be a great opportunity to explore new ways of driving more value to your small business clients. With the implementation of a new platform (such as Mono), migrated websites will benefit from an elevated level of technological performance and website design. But what other digital offerings and services can you sell? Migration presents a natural opportunity to upgrade the SMBs entire digital presence, for example boosting traffic with an added SEO service or adding new add-on products, such as online appointment booking, e-commerce or email marketing. And this will not only provide more value for your SMB clients, but also more recurring revenue with the addition of more subscriptions per user for your business.
MORE ABOUT MIGRATING TO THE MONO PLATFORM
If you’d like to learn more about how to migrate to the Mono Platform, download our full Website Migration white paper. Want a live demo? Reach out to us at firstname.lastname@example.org or schedule a demo with our team.