Ever wondered what separates just a “good looking” website from one that truly propels a business forward?
The answer lies in the site redesign process, a strategic endeavor that requires both artistry and precision. This exploration will give you key insights for a flawless redesign, from defining clear goals to optimizing for mobile. We’ll guide you through the details, ensuring your next redesign not only captivates visually — but also strategically aligns with your business goals.
Defining Objectives
One of the most common differentiators between a “good” and “great” site redesign is having a clearly-defined goal. Without a strategic roadmap, you risk meandering through the redesign process without a compass. This lack of clarity can show up in many ways — ambiguous project scope, undefined performance indicators (KPIs), or a disconnect between internal team members.
To mitigate this risk, it’s critical to know exactly what you’re trying to accomplish with the redesign, whether you’re aiming to boost engagement, increase conversions, or align with your rebranded identity.
This challenge requires a collaborative effort, involving key stakeholders to align on overarching goals. Collaboration lays the groundwork for a successful redesign that is purpose-driven and aligns seamlessly with a much broader business strategy. Clarity on your objective can turn the redesign process from a vague exploration into a purposeful journey.
Content Planning
Content is at the core of every successful website, but its oversight is a major roadblock in many redesigns. It’s easy for a beautifully designed site to lack substance or fail to engage the target audience without a content strategy. Whether it’s outdated or irrelevant content, disjointed architecture, or neglecting the importance of SEO, the consequences can be huge.
To address this challenge, make sure you conduct a comprehensive content audit before any redesign, identifying content gaps, redundancies, and room for improvement.
A strategic content plan involves understanding your audience, aligning content with business goals, and establishing a consistent brand voice and style. The relationship between design and content is paramount; it’s not just about what the site looks like but also about what it conveys. With a “content first” approach, you’ll benefit from a new site that resonates with your audience and elevates the overall user experience.
Purpose and Value
Failure to effectively communicate your business purpose and value can also be a critical blunder. Too often, purpose gets undermined by aesthetics in a redesign, leading to a website that (while beautiful) lacks a clear identity and/or fails to convey its value. When visitors land on your site, they should immediately have a clear understanding of what your business is all about — and whether it’s for them.
Before even thinking about what a new site will look like, you should have a clear and compelling narrative that reflects your company mission, vision, and the unique value you bring.
Consistency across branding elements, from logos to messaging, reinforces your business’s identity and instills trust. By focusing on purpose and value during the redesign process, you can create a website that not only looks impressive, but also serves as a powerful branding tool.
Mobile and Accessibility
By now most of us realize the importance of mobile. A website’s adaptability to ALL screen sizes directly influences user experience and, consequently, its success. In Google’s mobile-first world, failing to optimize your site for mobile alienates a part of your audience and negatively impacts search engine rankings.
In addition to mobile adaptability, accessibility is becoming increasingly important. Web accessibility means that websites, tools, and technologies are designed and developed so that people with disabilities can use them. And while ACA compliance might not be mandatory (yet) for your industry, it’s just good business practice that you’re being as inclusive as possible.
In planning your redesign, prioritize a responsive design that seamlessly adjusts to various devices and commit to accessibility fundamentals. The acronym “POUR” breaks accessibility down into these four main aspects — Perceivable, Operable, Understandable, and Robust. Keeping accessibility top of mind not only broadens the reach of your site but also ensures a positive and inclusive online experience for all users.
Budget and Resources
In this “instant gratification” world, it’s easy to overlook the financial, time, and team resource requirements a full site redesign demands. This can lead to project delays, compromises in quality, or unforeseen expenses, hindering the project’s overall success.
To navigate this challenge, we recommend an initial website discovery process that includes a thorough analysis of all moving parts, considering not only design and development but also ongoing maintenance, scalability, and future-proofing your redesign investment. Establishing a realistic budget involves accounting for ALL aspects of the redesign, from design and development costs to post-launch expenses.
So much more than just design.
We’ve barely scratched the surface of what makes an amazing site redesign; so just remember that every decision in this transformative journey carries weight. From defining clear objectives to prioritizing mobile responsiveness and ensuring transparent communication of your business’s purpose, each aspect plays a crucial role in shaping your online brand identity.
For those ready to embark on a site redesign, our commitment to your success extends well beyond this article. We understand the complexity of these challenges, and that’s why we offer a complimentary strategy session as your first step.
Don’t let common pitfalls hold your online presence back. Steer your business toward success with informed decisions and strategic planning. Schedule your free strategy session today, and let’s transform your website into a powerful asset that aligns seamlessly with your business goals!