3 Questions to Ask Before Doing a Website Redesign
Posted by Lydia Di Francesco on Wed, Jan 25, 2012
As the old adage goes, “look before you leap.” The same principle applies to website redesign. There are three very important questions to ask yourself, and your team, before launching into a site overhaul.
Question #1: Why are you going into a website redesign?
Are you planning a redesign for the right reasons?
Do you want a redesign because your branding has changed or because it’s been a few years and you are just tired of the old look? Are you hoping a redesign will create fresh interest in your brand?
It’s important to note that website redesign is as much about functionality and usabilty as it is about design. And, ideally, it should be a continuous process.
Here are some common motivations for redesigning your website:
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Wrong Reasons For Redesign
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Right Reasons for Redesign
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“The CEO wants to do it.”
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“Want to get found by more prospects.”
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“It’s been 12 months since our last redesign.”
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“Want to convert more prospects into leads and eventually, customers.”
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“We have a new agency and they say we should do it.”
(They may be right, but don't do it just because they suggest it!)
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“We want to improve branding and complete the cycle so that it leads to sales.”
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Make sure you are undertaking a redesign for the right reasons.
Question #2: What’s working on your site? What’s not?
Take a look at your site with a critical eye, focusing on specific aspects of the website.
Start with functionality. Is your site easy to navigate? Is it logical and intuitive for your target market; can a customer easily find what they are looking for?
Do you have landing pages to convert visitors to leads? If so, how well are they doing? Study your analytics for clues.
Next, look at your design. Does your colour scheme fit with your branding and company look? Is your website unique and does it project an accurate image of your brand personality?
Think about content and communication objectives first, then create your site design to enhance this, not the other way around. This will better position your message and support your brand.
Question #3: What are your website redesign goals?
Now that you have determined the right reasons for a website redesign and have listed what’s working and not working on your site, it’s time to think about your goals.
If you redesign for the right reasons you’ll see:
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An increase in website traffic, when implementing proven inbound marketing techniques
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A greater number of site visitors converting into qualified leads (and then customers)
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A website that actually works for you, 24 hours a day, 7 days a week
Takeaway
The main motivations behind website renovations should include improving the performance of your website.
A beautiful website, although intriguing and aesthetically pleasing, is secondary to a functional traffic and lead generating (and brand nurturing) website.
What are your reasons for a website redesign?
