Marketing in a recession: upgrading your website

The looming recession and overall economic instability worldwide have caused many businesses to scrutinise their processes and pressure marketing departments to deliver outsized outcomes with fewer resources. While cutting costs seems like an appropriate move, research shows that preserving or even increasing your marketing campaign budgets can improve sales during a recession. Read on to discover how upgrading your website helps effective marketing in a recession.

Update your landing page

Keeping your homepage fresh and updated is crucial when things are constantly changing, especially during a recession. Consider setting up a new landing page to showcase crisis-related web content to prove that your company is still working effectively. Ensure to update that page regularly, particularly when policies evolve, and new data is released.

Outline how you plan to implement new changes and how they will affect customers. Furthermore, share all new updates with your audience through your different social media pages. The other important reason to keep updating your homepage or landing page is that the search engines will recognize it as a critical page for providing crisis support, further boosting SEO.

Rework your FAQs

updating your website

Frequently asked questions, better known as FAQs, are an excellent way of enhancing the customer experience on your website by resolving commonly asked questions about your service or product. During a financial crisis, you must update the FAQs to address questions surrounding low economic activity and its effects on your services or products. The FAQ page also allows you to provide updates on any changes within your offerings, supply chain, and any possible delays in product fulfilment.

Here are a few tips when updating your FAQS during a recession:

Determine what your customers are asking

Crises often occur in several distinct stages, each with unique communication needs. Hence, ensure your FAQs reflect each unique phase and communicate the most relevant information.

Keep the answers organised and simple

During a crisis, the ability of your audience to process complex information is significantly impaired. Avoid abstract, long-winded answers, and keep the answers as easy as possible for the audience to understand.

Frame answers properly

Focusing on the negative parts of a recession can erode the trust between your audience and your company. So, ensure to write more positive FAQs to show empathy and hope during tough times.

Avoid misinformation

Positively framing FAQs should not be used as an excuse to share misinformation. Focus on answering things that you specifically know and understand and avoid speculating.

Update your navigation/menu

Intuitive and simple web navigation is critical for improving accessibility and customer experience. Web navigation tools offer visitors an easy map to move around the website and find what they want. Consider updating your navigation to make it easier for your audience to find and access your crisis-related web content.

Here are some tips to use when updating your navigation:

• Use descriptive labels: More descriptive labels help indicate better relevance on search engines and ensure that your visitors know they are in the correct place.

• Reduce the number of items in the navigation: Ensure your navigation is easily scannable by breaking down the content into several groups.

• Improve mobile navigation: More consumers will be at home browsing their phones during a crisis, and thus, you must ensure that your mobile user experience is intuitive and responsive.

Review your prices

Review pricing

The other place to upgrade your website is the prices of your services or products. While some firms may experience a drop in customer demand in a recession, others experience a massive demand increase, especially those that offer essential solutions like medical supplies and shipping. Whether your business has faced reduced or increased demand, ensure that all pricing actions you take are ethical and more community-minded to help your audience safely navigate the crisis.

Here’s what to avoid when reviewing your prices:

• Exploiting customers: While short-term shortages can make it practical to increase prices, it may translate to fewer orders, lower sales, and a lack of credibility.

• Cutting prices without a proper plan: Cut prices intelligently to build brand value by offering temporary promotions and discounts to increase sales volume.

• Depending on dated price-sensitivity data: To better understand the different customer needs and changing prices, firms must use current price-sensitivity data.

Add chatbots

upgrading your website with chat bots

Adding automation through chatbot tools is another area worth considering when upgrading your website. Modern consumers want quick responses to all their queries, and chatbots can help deliver that helpful, instantaneous communication. For businesses dealing with a considerable strain on their customer service team during a crisis, chatbots can offer customers a better experience by offering quicker, relevant answers.

With more consumers using chatbots for business communication in recent times, adding this functionality to your website will be essential. Nevertheless, building an intuitive and effective chatbot demands plenty of planning and careful consideration to ensure you are providing meaningful communication to your audience. If done correctly, it can help automate your client communication to improve engagement.

Upgrading your website: Conclusion

These are only a few things you can do to fix when upgrading your website during a recession. The key here is to show your audience that you understand the current crisis and have made the necessary changes to ensure better service delivery. Additionally, keep your product or service availability information and business hours updated for better accessibility.

Let's get the conversation started...

Get a website quote

Get in touch now

Webadept UK

Get a Website Quote

All projects start with a quote. Give us a few details about your project and we will get back to you with a quotation. Not sure what you want or prefer to talk to someone? Give our friendly team a call on 01437 720033.

Your details

Our Services