Businesses grow and trends change, so it’s essential for websites to evolve. But website design or redesign isn’t as simple as changing the homepage and updating fonts—depending on what you’re trying to accomplish with technical upgrades, brand development and improved user experience, a full redesign can be a major undertaking that requires a thorough site appraisal beforehand. Answering the following questions will help you craft a cohesive plan before you begin.
What makes your company unique?
Above all, the design of your website should illustrate the value your business offers, so it’s important to ensure a redesign doesn’t obscure your top selling points. What is your brand’s unique capabilities? What sets your company apart from the competition? Cutting-edge designs might pique a potential customer’s interest, but they can’t turn into conversions alone.
What are your goals?
It’s a good idea to articulate your reasons for redesigning your website so you can put the designer’s suggestions into context. Are you looking for overall improvement? Basic modernization? Optimizing user experience? It’s also helpful to list your goals in order of priority in case your approved redesign budget can’t accommodate them all.
How easy is your website’s navigation?
Websites are no longer simply online resources for companies—they’re online experiences for customers as well. Visitors should be able to intuitively navigate your site and engage in calls to action. The longer a visitor scrolls around, the better your chances of converting them into a customer. A website redesign is a great opportunity to streamline the experience.
Is your website responsive?
Websites designed to perform on desktop computers alone still exist, but they’re already a relic of the past. Your customers should be able to access your site from any device, which will require a responsive redesign if your website isn’t already phone- and tablet-friendly.
Would your website benefit from new features?
It might have been a while since your website was originally designed, and many advanced features are now available. Remember that each industry is different, along with the needs of each demographic, so your particular brand might not necessarily benefit from everything new and exciting out there. Check out what’s available—live chat options, social media feeds, audio and video capabilities, etc.— and compare to your goals before integrating new features into your website.
What are your competitors doing?
This doesn’t mean replicating the look of a competitor’s website, or even simply checking to make sure you’re “keeping up with the Joneses” in terms of offers and features. It means being aware of how comparable companies in your industry are engaging online with customers and figuring out how to do it better. If you’re going through with a redesign anyway, why not one-up the competition at the same time?
Who will be tasked with the redesign?
Website redesigns are just as much of a serious investment as new equipment or an expanded facility—in other words, not an area to cut corners. You might have someone on staff with web design experience who could do the work and save you money, but unless they possess marketing and branding know-how in addition to technical skills and an eye for design, you’re better off hiring an experienced professional to undertake this crucial task.
At AGW Marketing Group, we get to know your company and brand inside-out before devising a customized redesign strategy. If it’s long past time for your website to evolve, contact us today for a free consultation.
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