Welcome to our 3 quick posts on making your website redesign as pain free and smooth-sailing as possible. The below 3 points should help you order and structure the approach to your website redesign to ensure you get the best possible website upon completion, with minimal headache.
If you’re looking for inspiration – check out Hubspot’s list of 15 beautiful websites
1. Do Your Homework
Before diving in, you want to make sure you’ve done your homework first. You may have done so already, but to get to the core of what you are trying to achieve (a better visitor experience, improved conversion rates, improved lead sign up rates etc.) you need to start at the beginning and better understand your user, customer, visitor or lead and their specific journeys to your sight and through the sales funnel.
The best way to do this? Look at your website analytics, sales figures and other research and ask yourself a few questions like:
- Where do our visits originate from?
- What is the conversion rate of visitors turning into leads?
- What is the conversion rate of leads turning into customers?
- What’s the e-commerce conversion rate?
- What might the lifetime value of a customer be?
- Are there any evident sticking points on the site? Are the particular pages visitors drop off?
2. Have some Brand Guidelines – Don’t have any? Make them.
This step is to ensure the web designer gets a better understanding of your company and your brand. This means you’ll more likely to get a site that reflects what you originally had in mind and one that accurately reflects the brand itself. If you have any, gather the available branding guideline documents to be shared with the designer. The information should include some of the following details: Your Mission, Who your target market is, Your Vision and Values within the organisation and Tone of Voice.
If you don’t have any brand guidelines and are just starting out as a new enterprise, try brainstorming and answering these 4 questions to get you started.
- Who is your Target Market? (Job, Age, Industry, Income etc.)
- What Problems or Pains are you looking to resolve for them?
- If your brand/company had to be 1 colour, what colour would you pick?
- If your brand was a famous celebrity/fictional character – who would it be?
These will help you A. get a better idea of your brand but also B. give the web designer/marketing agency a better idea of your brand and the values you stand for.
Or you could just hire us to help you figure that hard stuff out.
3. Include Key Stakeholders but avoid the dreaded Design by Committee
Let it be known amongst your staff and key stakeholders that a website redesign is something that is happening. It’s worthwhile gathering the relevant brains within your organization from Management to Sales and Marketing and involving them in this redesign process. Because these people are close to the company they will bring key insights, ideas and feedback that you might not have thought of. Make sure you keep everyone in the loop as the redesign progresses as it will help ensure a smooth journey by maintaining transparency.
“A camel is a horse designed by committee”
There is a caveat that must be mentioned here is to avoid letting too many cooks in the kitchen. If you let your website become a “Design By Committee” project, you’ll most likely end up with a Frankenstein website with numerous features and an incongruent design. Consistency is a massively important element to a website’s success. Assign a project manager or point of contact if there are a lot of people involved in order to help streamline the process. You may even need to designate someone as having the “final say” on decisions.