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5 top tips to consider when planning a website redesign

Digital Marketing

We all know planning a website redesign is a daunting task. There are always so many things that need to be considered and yet so many of them seem to be forgotten.

 

This short checklist is designed to help you in the early stages of planning a website redesign.

 

 

View the project as an investment not a cost

We’ve all been there! You get your new flashy website, it makes you feel great about your business, you’re quite proud about it, you tell a few people and then there’s a deafening silence for the next three years, no phones ringing and very few inbound leads. What went wrong?!

 

You need to be ruthless and get right back to basics and ask yourself the following questions:

 

  1. Who am I trying to target?
  2. What are they going to search to find me?
  3. What will they want to see when they land on my website?
  4. What will their ‘call to action’ be?
  5. What does success look like?

 

If you can get these five questions answered you’ll be well on the way to having a set of objectives that any reputable agency can help you deliver.

 

Don’t just work with any old agency that charge £500 for a pretty looking website, work with an agency that engage with you and really want to understand these five core points and recognise the key performance indicator (KPI) is all about return on investment (ROI).

 

 

Select the right content management system (CMS)

There are so many to choose from, so where on earth do you start? This decision shouldn’t be underestimated.

 

The back bone of any well managed website is the CMS. With websites now having so much more focus on content and regular updates, the ease in which these changes can be made MUST be easy and straightforward. Don’t get blown away with all the tech and features, look at a CMS that can easily be used by the everyday employee.

 

 

Search Engine Marketing and Optimisation (SEM and SEO)

Creating a website that ranks well for the keywords so users can find you, is essentially what most websites set out to achieve. Search Engine algorithms determine the search results and your ranking position.

 

The days of using cheats and hacks to get high rankings easily are long gone and the focus has to be on good quality content that people want to read and share. So focus on creating content for humans not bots!

 

Think about navigation and content

You’re not expected to be an expert in building sitemaps or wireframes but it is always useful have a good idea in your own head of where content will come from and the order of that content in the navigation.

 

First, focus on listing out the essential content pages that site must contain, you may or may not have content for these pages but try and make a clear list.

 

After this, focus on trying to put them in an order in a menu structure that makes logical sense to you and more importantly to your visitor.

 

Think about your own resource required to deliver the project

Don’t forget for the project to go well it is going to need to be a partnership between you and your agency of choice, it’s not a one way street. Below are 7 essential areas for you to think about when resourcing.

 

  1. Who will be your internal project manager? Who will take ownership of the whole project – it must be a single person, not a group of three!
  2. Who will write the content?
  3. Do you know how to write optimised copy for web or do you need some guidance?
  4. Where will all the images come from – will these be your own or stock images, if so, do they really look any good?
  5. If you need new images who will shoot these?
  6. Who will you look to train on the new CMS – make sure you have a contingency if one of your team leaves or is unwell.
  7. How are you going to measure success, independent of the agency you have decided to work with?

 

 

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