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How to Intelligently Approach a Website Redesign

Chris Kappen


Let's get one thing straight. Your website is really, really important. It quietly represents your brand and value proposition. It dutifully sells your products or services. It implicitly engages and informs your current customer base. Bottom line? Your website should either be directly driving business impact or somehow being attributed to overall business impact

But how do you know if your site is actually delivering on that mandate? When it comes to redesigning your website, the answer to that question is everything.

Measurable Data

Oftentimes companies either don't know how to measure or don't take the time to check if their current site or their redesigned site is being used as intended. If you're exploring a website redesign, don't fall into this trap. The following are some general strategies to make sure you effectively navigate the planning process for your next website.

Gather Feedback

Gather feedback within your organization of what people like and don't like about the site. Consider using a tool like Survey Monkey to distribute internally and quickly learn from people looking at the site through a different lens than your own.

Ask open-ended questions along the lines of:

  • What do you like about our website?
  • What do you think could be improved?
  • What pages or sections are the most important to our sales process?
  • How does our site impact sales now? How would you like it to in the future?
  • How does our site impact customer engagement?
  • How does our site represent the brand?

Review Current Site Data

Don't stop with internal feedback, though. There are a TON of free and easy-to-use tools that can help you discover a lot about your current website. Entering into any redesign project, you'll want to know things like:

  • Who are our website users?
  • How are visitors arriving to the site?
  • What are visitors doing on the site when they arrive?
  • Where are visitors dropping off from the site?

When you've had some time to review this data, assemble a quick recap to share with your internal team and have a conversation about what you found.

Focus on Goals

With your new website, it's important to remember that you're doing a redesign for a reason. Make sure you know what that reason is.

You may be trying to:

  • Increase sales through your site?
  • Update your site technology and functionality?
  • Upgrade to a new and easier-to-manage content-management system?
  • Provide a better experience for customers and prospects?

Develop Metrics

Assign quantifiable metrics behind whatever reason(s) for redesigning your site. As an example, if you're trying to increase the monthly influx of phone calls driven from the site, great! Try to imagine and account for a realistic scenario in which your new site is driving a higher volume of those calls. Here's what this may look like:

  • Current Site: 20 phone calls from website/month
  • New Site: 35 phone calls from website/month

With these metrics written down and discussed, you'll be in a great position to enter into the next phases of scoping a full website redesign project.

Try a Better Way to Web

New websites rock. But their loooong design/build/deploy process? Not so much. What if all that time and money could focus on improvements post-launch (not before) with design decisions driven by actual user data (not assumptions)? And what if your new site could be live in 90 days or less, too? Here’s an Epic game-changer: Growth-Driven Design (fondly known as "GDD").

Want more info? Let's talk.

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