Every website needs to be refreshed at some point -- perhaps your website is underperforming, your company is rebranding, or your website is just dated. Redesigning a business website involves much more than choosing a pretty design and beautiful fonts. A business website is the hub of your digital marketing strategies and a redesign must take into consideration many factors. Use the list below to cover the basics for redesigning your website:
Gather input from stakeholders
First, interview stakeholders. This includes business partners as well as end-users. For example, your CEO may want to use the website as an online brochure that talks about the company's accomplishments and services while your end-users may want more hands-on and self-service options. At the same time, your marketing department may want the site to generate more qualified leads. Each stakeholder will have their own perspectives and needs. In order to deliver, you need to find out what those are.
Identify your audience
Do you know who you are trying to reach and convert? If not, there's no way you can design a new website that appeals to them! Everything about a website targeting teenagers will be completely different than one targeting senior citizens including graphics, calls to action (SMS versus phone calls), and the language you use.
Identify what's working and what's not working
Your current website likely has its fair share of strengths and weaknesses. What does it do well? Plan to keep these assets in place. What does it do a terrible job of? You'll want to strengthen those weak areas or eliminate them altogether. Document your current key performance indicators as a benchmark before starting your website refresh.
Identify your keywords
What keywords do your prospects use to find sites like yours? How competitive are they? Are there any alternative phrases to include in your SEO plan, such as those with high search numbers and low competition?
Identify your website's goals
Once you've received stakeholders' feedback, you'll need to identify goals for the revamped website. Will it aim to satisfy everything you've discovered or are some points more important than others? Identify and prioritize your site's goals.
Select strategies for reaching those goals
Next, how will you make sure your website's goals become reality? For example, if one of your goals is to generate more leads, how will your business do that? Your strategy for generating more leads may involve a series of creating landing pages, whitepapers, and calls to action. Break your list of goals down and write down exactly what you will do to accomplish each one.
Choose a platform
Will your website include a blog? If so, you may want to choose a blog-friendly platform, such as Squarespace, that allows your project team to contribute without having to get the web developer involved every time.
Plot it out on paper
Draw rough sketches of what you have in mind. These are often called "wireframes." While your web designer may provide you with more formal wireframes, it's helpful to put your ideas down on paper. This will help your web designer and your content writers to better understand your vision.
Work with web professionals
Though it's tempting to try to do it yourself, especially with all the free "web builder" applications out there, working with professionals is highly recommended. Doing so will save you time and result in a much better website.
Free Website Redesign Checklist
Download a more detailed checklist of items to consider before starting a redesign. Build a website that supports and improves your marketing strategy.
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