{"id":795,"date":"2016-10-12T00:00:00","date_gmt":"2016-10-12T00:00:00","guid":{"rendered":"https:\/\/madwise.si\/blog\/2016\/10\/12\/zakaj-smo-prenovili-spletno-stran\/"},"modified":"2023-04-28T09:08:00","modified_gmt":"2023-04-28T07:08:00","slug":"zakaj-smo-prenovili-spletno-stran","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/zakaj-smo-prenovili-spletno-stran\/","title":{"rendered":"Zakaj smo prenovili spletno stran?"},"content":{"rendered":"

\u201cKova\u010deva kobila je vedno bosa.\u201d<\/span><\/p><\/blockquote>\n

Zdi se, kot da so ta rek izumile marketin\u0161ke agencije. Vedno osredoto\u010dene na zadovoljstvo naro\u010dnikov pregovorno nimajo \u010dasa in resursov za svoj marketing. Lastna spletna stran ponavadi pride na vrsto zadnja, ko se najde kak\u0161na urica \u010dasa.<\/p>\n

A tak\u0161ne miselnosti bi se radi znebili. Za komunikacijo super digitalnih zgodb smo morali najprej napisati svojo.<\/span><\/p>\n

Vse se za\u010dne doma – izdelava spletne strani<\/a> zase je nujna, preden jih izdelujemo za druge<\/span><\/h2>\n

Bi kupili pri mehaniku, \u010digar avto in njegovo poka\u0161ljevanje lahko sli\u0161ite \u017ee izza ovinka? Kaj pa zaupali svetovalcu finan\u010dne hi\u0161e, ki je v rde\u010dih \u0161tevilkah?<\/span><\/p>\n

Mislim, da na\u0161a stara spletna stran ni bila primer tako stra\u0161ljive prakse, a gotovo veste, kaj ho\u010dem povedati. Izrek \u201cpractice what you preach\u201d<\/em> ni nastal po nesre\u010di. <\/span><\/p>\n

Svojim naro\u010dnikom oziroma njihovim strankam zagotavljamo vrhunsko digitalno izku\u0161njo – od pametno zasnovanih oglasov do optimalnih pristajalnih strani in tiste prave vsebine. Ko se zave\u0161, da zase digitala ne izkori\u0161\u010da\u0161 v polni meri, je pa\u010d \u010das za korenite spremembe. Ker \u010de sem malce dramati\u010dna (pa ne preve\u010d) – vsakokrat, ko se potencialna stranka na na\u0161i spletni strani ni zna\u0161la ali ni dobila \u017eelene vsebine, smo \u2026 izgubili posel.<\/strong> In dlje, kot bi odla\u0161ali s prenovo, ve\u010d posla bi \u0161lo rakom \u017evi\u017egat. Precej neodgovorno. <\/span><\/p>\n

Podro\u010dij, kjer zadeve niso bile optimalne, je bilo kar nekaj<\/a>. Z novo spletno stranjo smo jih spremenili v prednosti:<\/span><\/p>\n

Optimizacija za iskalnike (SEO)<\/span><\/h2>\n

Da je zvedavi obiskovalec ali potencialna stranka sploh pri\u0161la na na\u0161o spletno stran, nas je morala najprej najti nekje med trupelci na tretji strani Googla. <\/span><\/p>\n

Prsti so nas srbeli, da bi tale proces pohitrili, a smo se optimizacije lotili \u0161olsko – od na\u010drtovanja klju\u010dnih besed do pisanja vsebine, ki upo\u0161teva vse SEO zakonitosti. Vsak naslov in podnaslov misli tako na bralca (vi ste vedno prvi ;)) kot na iskalnike. Vsaka slika je prav poimenovana in vsak blog zapis ima izpolnjene vse meta podatke. <\/span><\/p>\n

Poleg tako imenovanje on-site<\/em> smo poskrbeli tudi za off-site<\/em> optimizacijo. Madwise.si tako lahko najdete v \u0161tevilnih spletnih imenikih in k nam vodi vedno ve\u010d vplivnih spletnih mest. Optimizacija namre\u010d ni enkraten projekt, temve\u010d neprestan proces. <\/span><\/p>\n

Priznam, ni najbolj privla\u010dna naloga na \u0161irnem svetu, a spla\u010dalo se je. Na\u0161e pozicije na iskalnikih se vztrajno dvigajo in organski obisk raste. V praksi to pomeni manj\u0161i vlo\u017eek v ogla\u0161evanje IN ve\u010d povpra\u0161evanj.<\/strong><\/span><\/p>\n

Upravljanje strani<\/span><\/h2>\n

Velikokrat sli\u0161imo, da bi nam morala tehnologija olaj\u0161ati in poenostaviti \u017eivljenje. In velikokrat je zadeva v praksi ravno obratna. <\/span><\/p>\n

Na\u0161a prej\u0161nja spletna stran je nastajala skozi leta. Dodajali so se moduli in funkcionalnosti in se sestavljali na \u017ee obstoje\u010do WordPressovo platformo. Rezultat je bil precej zakompliciran \u201cback-end\u201d, ki bi potreboval obse\u017een priro\u010dnik z navodili. Sicer sem se po\u010dutila kar pametno, ker sem se zna\u0161la v tej razvejani po\u0161asti<\/a>, a vseeno je zahtevala preve\u010d \u010dasa in energije, da bi jo lahko ozna\u010dili kot optimalno. <\/span><\/p>\n

S spletno stranjo, ki ho\u010de \u017eiveti s kupcem, se je treba ukvarjati. Potrebno je dodajati in optimizirati vsebino, izbolj\u0161evati posamezne segmente, revidirati strukturo in \u0161e kaj. Naloga tistega, ki spletno stran postavlja (v tem primeru kar na\u0161a) je, da omogo\u010di \u010dim bolj enostavno upravljanje: Uredniki se bodo tako lahko posvetili ciljem, ki jih \u017eelijo dose\u010di in ne bodo izgubljali \u010dasa in \u017eivcev z iskanjem ali celo nedelovanjem posameznih funkcionalnosti.<\/span><\/p>\n

Estetika \u2026 in uporabni\u0161ka izku\u0161nja<\/span><\/h2>\n

Se \u0161e spomnite na\u0161e prej\u0161nje strani? Saj je bila \u201csimpati\u010dna\u201d, a da se bistveno bolje. Na tej to\u010dki ne razpravljam o pomembnosti vsebine in podatkov, a najprej moramo dose\u010di, da si jih nekdo sploh ogleda. V dana\u0161njem \u010dasu mini pozornosti in maksi diverzij je privla\u010dna predstavitev higienski minimum. <\/span><\/p>\n

A menimo, da mora biti estetika v funkciji uporabnosti in ne obratno. Pri na\u0161em projektu smo si vzeli dovolj \u010dasa za razumevanje, kako uporabljate stran, katere informacije potrebujete in kako jih najbolj u\u010dinkovito zagotoviti. Na\u010drtovanje uporabni\u0161ke izku\u0161nje<\/a> je bil prvi korak, \u0161ele nato je pri\u0161el na vrsto \u201clep\u201d in sodoben dizajn. In vseskozi smo preverjali, da v prvi vrsti zagotavljamo uporabnost.<\/span><\/p>\n

Zajemanje kontaktov<\/span><\/h2>\n

Zagotovili smo torej stran, ki jo dejansko najdete, \u010de v Google vtipkate \u201cdigitalni marketing\u201d, izgleda fino in administratorji jo z veseljem upravljamo in izbolj\u0161ujemo. A manjka tisti klju\u010dni del – zakaj jo sploh imamo. <\/span><\/p>\n

V vsakem zapisu vedno znova poudarjamo, da mora spletno mesto imeti poslovno funkcijo. Na koncu dneva, ko potegnemo \u010drto, mora prinesti rezultate, pa naj bodo to novi kontakti ali \u017ee kar zaklju\u010dena prodaja. <\/span><\/p>\n

Te\u017eko vam prodamo 2 kilograma digitalne transformacije. Saj bi, pa je va\u0161 paketek preve\u010d specifi\u010den in pomemben, da bi ga lahko poslali po po\u0161ti. Klju\u010dna funkcija na\u0161e strani je torej zajem kontaktov. V tem smo marketin\u0161ke agencije precej podobne kateremu koli drugemu B2B podjetju – \u0161e nekaj pogovora in razumevanja bo potrebno do zaklju\u010denega posla. <\/span><\/p>\n

Bistveno\u00a0vlogo torej igrajo pristajalne strani<\/a>. Tak\u0161ne, ki skomunicirajo klju\u010dne prednosti in obiskovalca kar povabijo k prenosu vrhunske vsebine.<\/span><\/p>\n

\"Screen<\/p>\n

\"Marketing<\/p>\n

Primerjava prej\u0161nje in dana\u0161nje Madwise pristajalne strani. <\/span><\/p>\n

 <\/p>\n

V duhu performance marketinga vedno i\u0161\u010demo izbolj\u0161ave. Ve\u010d obiska, ve\u010d konverzij, ve\u010d posla. Tako so pristajalne strani na\u0161ih vsebin \u017ee do\u017eivele verzijo 3 \u2026 pa \u0161e bolj\u0161e bodo. <\/span><\/p>\n

Rezultati prenove spletne strani<\/span><\/h2>\n

Novo Madwise spletno stran z veseljem poka\u017eemo vsakomur. A ne le zaradi lepih fotografij (hvala, Ur\u0161a!). Vanjo je bilo vlo\u017eenih kar nekaj ur na\u010drtovanja uporabni\u0161ke izku\u0161nje in poslovne vrednosti. <\/span><\/p>\n

Rezultati se ka\u017eejo v ve\u010djem \u0161tevilu obiskovalcev in obiskovalk in ve\u010djem \u0161tevilu povpra\u0161evanj po na\u0161i digitalni ponudbi.<\/strong> V dolo\u010deni meri je to seveda tudi zaradi vse ve\u010djega razumevanja podjetij, kako razmi\u0161ljajo in kupujejo njihovi kupci. Na\u0161a naloga pa je bila, da razumemo svoje in da kon\u010dno obujemo lastnega\u00a0paradnega konja.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

V 2016 smo prenovili spletno stran Madwise. Z vami delimo spoznanja, kako smo podro\u010dja, kjer smo v preteklno zaznali najve\u010dje izzive, spremenili v klju\u010dne prednosti nove spletne strani. Prenova spletne strani je prinesla tudi rezultate, na katerih \u0161e danes gradimo svoj uspeh.<\/p>\n","protected":false},"author":9,"featured_media":1147,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-795","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-izdelava-spletnih-strani","entry"],"acf":{"drugi_del_vsebine":""},"yoast_head":"\nPrenova spletne strani: Zakaj smo kon\u010dno obuli kova\u010devo kobilo?<\/title>\n<meta name=\"description\" content=\"Spletna stran mora slu\u017eiti poslovnemu namenu. Mora biti enostavna za uporabo in prijetna na pogled. 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