Excited About Your Website Redesign? Be Sure You’re Ready.
In order to meet your marketing and sales objectives, you need a website that is specifically designed with those goals in mind. By addressing any deficiencies in a redesign, you may not only meet your goals but greatly exceed them. Kissmetrics examined seven companies and they all increased revenues by an average of 425 percent by making changes to their website!
How could a redesign improve the performance of your site? Well, if you have a SaaS (Software as a Service) offering for example, you might add multiple conversion points so that visitors can quickly and easily perform an action that moves them further into the sales funnel. If your company is in the ecommerce space, cart abandonment might be an issue that’s hurting sales. If so, that could be fixed with some thoughtful changes to the checkout process.
Whatever you’re looking to get from your website, a careful redesign can help. In some cases, it can increase the benefit of other aspects of your overall marketing plan. For example, if you use Facebook Ads to generate leads, you want your website to support that goal. Or maybe you’re preparing to launch a new Facebook Ads funnel. If so, you’ll need to make sure that the look, feel, and functionality of your site aligns with that objective.
Since you’ll be investing time and money in your redesign, it’s crucial that you think through what modifications you’ll make and why. How you prepare for the project will have a big impact on the results.
Ask Yourself Key Questions
To ensure your website redesign produces the end results you’re looking for, you should ask yourself some key questions:
What are you trying to achieve with this redesign? It’s critical that you have a goal or goals in mind. Is the expectation to drive short or long term results? What’s your timeframe? A smaller redesign might take six weeks, while a more comprehensive overhaul could take six months or more.
Do you have SMART goals for your website? This means are they Specific, Measurable, Achievable, Results-Focused, and Time-Bound? And how do you plan on measuring the success of the project?
Target Audience and Messaging
What image and tone do you want the site to convey? What are the three key messages you want your target audience to get from engaging with your brand? Your site should help mold their perceptions of your company.
Who are your target personas and what are their pain points? Paying attention to their needs pays off. In fact, capitalizing on personas makes websites 2-5 times more effective, according to HubSpot. What information do you have that will help build trust with your prospects? Are there statistics or testimonials that would be helpful to share?
Who are your direct and indirect competitors? How do they position themselves, and what advantages does their offering have over yours? Where do you have the advantage? Knowing your audience and who is vying for their attention is essential when it comes to website redesign.
“Knowing your audience and who is vying for their attention is essential when it comes to #website redesign.” TWEET THIS
Design and Content
Are there any design elements or messages on your current site that you want to carry over? There’s no reason that a redesign has to start from scratch, and much of what’s on the existing site may be work well. What are other websites you like, and what about them gets your attention (style, features, navigation, functionality, etc.)? Do you want people to be able to share content from your website? What material and on which social media networks?
Features and Functionality
What actions do you want site visitors to be able to complete on the site? Are there widgets you’ve seen that you think would be helpful? For example, on sites where home buyers search for properties, you often see a tool that gives you a quick estimate of how much house you can afford.
Site Marketing and Maintenance
What specific marketing tactics will you have in place for the relaunch of the site? What will need to be there on an ongoing basis?
Feedback and Review
It may seem a little strange to be thinking about who will review a website redesign before the project has even started, but you need to know upfront who will be responsible for reviewing and approving the site design and functionality (and this may be two different people) prior to launch. You should also determine whether the site should be reviewed by a legal team.
Ready… Set… Redesign!
When it comes to websites, we like to say that you don’t want one that’s all beauty and no brains. By taking some time to consider the questions above, you can ensure that your redesign project produces an eye-catching and effective end product that delivers conversions and helps move visitors through the sales funnel.
I can design really, really fast—in my sleep. Well not really, but that’s what my co-workers say about me. I concentrate on simple user-focused design that brings the strategies our team develops to life. But most importantly, I keep it fresh and real for clients so their marketing doesn’t feel canned or manipulating…just really good design.