Before starting a website redesign project, here is a checklist of 5 things to consider.
In a study conducted by Hubspot, marketers recommended that companies redesign their websites every 13-24 months. The number one reason for the redesign was to modernize the overall look of the site.
However, before you consider doing a complete overhaul of your website, here are 5 things to consider.
#1 – Your website should constantly be improved and evolving.
We believe that the website, much like your brand, is a living thing. Before starting a website redesign project, you may consider refreshing parts of the website instead. For example, if the design is outdated, are there other design elements aside from your brand you can change? Does the content need to be refreshed? Is there something that could be added to make your visitor’s user experience better?
#2 – What are the goals of your new website?
The website project may have been sparked by various departments in the company including Marketing, Sales, IT or Accounting. And each department has a different goal for the website. However, what is the primary goal of the website redesign? What is the overall goal of your website? The goal of the website may simply be to drive sales but your goals should always be SMART (specific, measurable, attainable, realistic, time-based). If you want to increase sales, which specific product or service is it for? By how much and over what period of time? Other goals of the website may be to increase traffic, build awareness, connect and engage to more people and so on. Ultimately, your website is a place for your customers to learn more about your business, products and/or services.
#3 – Is your content optimized for your customers?
Content boils down to more than just the copy on your website. It include images, videos and links. Today, more and more people are using their mobile devices to access your company website. With your website visitors connected to data networks and bounded by data plans, an important element to consider is whether or not your website has been optimized for mobile. How long does your website take to load on your mobile device? The average website visit lasts a little less than a minute, according to a Nielsen Norman Group study. Therefore, if your visitors don’t see anything loading in a matter of seconds, you may risk them leaving your website. If your website has not been optimized for mobile, you may consider optimizing elements such as images or developing a responsive website.
#4 – Your website is more than just about design. It’s about the user experience.
Let’s face the facts: 76 percent of customers say that they they simply want to be to find what they want on the website and only 10 percent care about the actual design. In creating the optimal user experience, we start with understanding who your key users are – customers, employees and other stakeholders. We believe understanding your users is the key to creating an interactive and engaging website experience. Your website should act like a storefront. When customers walk in to a store, they like to be greeted warmly by a sales associate, browse around, find an item they are looking for, ask questions and make the purchase. Does your website help them through this?
#5 – What metrics will you use to measure the success of your website?
Did you know that 37 percent of marketers did not measure any metrics for their last website redesign project? With your SMART objectives now in place, it’s time to set the metrics for success. As part measuring your success, you may use Google Analytics to define your goals and track your conversions.
Equally important is to include strong call-to-actions on your website pages. These are more than just sales-type “contact us for more information” bits. These can include downloading a white paper on your website, registering for a webinar, the amount of time spent on your website, the number page views and social shares.
Before starting a redesign project, it is important to consider whether or not you really need to. We believe the website is an evolving part of your brand and should be constantly changing. If your branding and messaging has changed, it may be worth considering a redesign. However, it is important to start with asking what the overall goal of the website is before beginning the project. If you’re going into the project, what will the metrics of success be? Is your web development team helping you track this?
