The Website is the online face of your business. It’s like your business’s first impression on the viewers!
Your Website is a significant means for your potential clients to engage with you. But, often, many business people do not realize the importance of good website design. Think about it; think about your site – does it really convey your business’s purpose? Now, if YOU are not convinced with your Website, how can you expect the viewers to take some action on your Website.
Let’s now come back to the decision of Website Redesign. Giving your Website a makeover is a big investment that carries enormous risk. Unfortunately, if your new site doesn’t work, the time and money you have invested, all of it gets wasted. And above all, you might lose many of your potential clients.
As a result, when you decide to redesign your Website, carry a strategic approach. Think, plan, analyze, strategize, outsource web design services (because experts work for you then). There are so many aspects which should be given a serious thought before the world views your ‘new’ website.
So, before you redesign your Website, consider asking the below questions to yourself and your team. We hope these questions help you choose the right web design company:
1) What are the goals you wish to achieve through your Website?
Isn’t clarifying goals important for life in general? Ofcourse, Yes. Similar is the case for your site. The first and foremost thing to do before attempting to redesign your Website is to determine your objectives. Clarifying what exactly you want to achieve will only have a positive impact on your new website.
Generally, for all business websites, the end goal is that your Website should make your sales. However, most of the businesses have to accomplish certain goals before reaching the final stage, such as:
- Increasing site visibility with improved SEO
- Higher traffic to the Website
Collect higher email subscribers
Higher Website Conversions (Conversions can be of various types like sales, subscribers, job applications, etc.)
Remember, the goal of your Website should be in consent with all the stakeholders of your business. You should talk with all the departments to know in general – what the Website needs to do. The site should not only help the marketing guys but support other departments like customer support, sales, HR, etc. You should collect recommendations and opinions from stakeholders of every department before the new site takes shape.
Once you have collected all the recommendations, list down all the defined goals and assign priority levels. This list can also be a standard to measure the performance of your new website (The number of goals the new site can achieve).
2) What are the Highs And Lows Of your Current Site?
When you decide to redesign your Website, you deep down know that something is lacking in your Website – major or minor. Your current website is not able to truly represent your business. But, wait, don’t be so harsh; there might be areas in which your site performs the best.
Check out the complete analytics of your Website thoroughly, there might be certain pages that are performing better than expected, and if this is the case, you would want to keep these pages in the new site as well.
Not only site analytics but study every source which can tell something about your audience’s behavior like your social media platforms, subscriber’s data, etc. You should look for the answers to the below question from all the data:
1. What messaging your audience prefers (and doesn’t prefer)
2. What words they respond to>
3. Which headline format get the most clicks and opens
4. Which pages on your site are the most viewed and get the highest engagement now, and which don’t get any
5. What types of CTAs attract the most conversions<
6. Which topics are the most gripping
Monitor the current analytics of your site in terms of the goals you have already defined. In this case, you will find out all the areas which can be improved with the aim to accomplish identified objectives.
Now, after this activity, your redesign strategy should consider what works for the audience.
3) Who is your Audience?
Whom do you build a website for? – Your potential audience. Every aspect of your Website should be developed, keeping your potential audience in mind. We know this is difficult when the internal stakeholders have varied preferences. But in the end, your site has to communicate to your potential audience, for them to respond – Remember that.
You can start by defining your Buyer Persona. If you can picture who you are going to communicate with (the target audience), it would help you to create a website design keeping your potential audience in mind. Buyer Personas help you to dig deep into the behavioral aspects of your audience and create an elaborate profile so that you can accurately visualize your audience, like what they like, what they want to achieve through your site, etc.
You should use the actual customer data in order to build a Buyer Persona. The data from your analytics could be of great help for this. In addition to that, you can interact with some of your customers directly to fetch in-depth details. In the end, you might have one persona or a few more to focus on.
After getting done with the Buyer Persona, you should consider your goals for every Buyer Persona. The website design is a critical part to consider while building a website. Try and think about the experience each distinct Buyer Personas might be expecting from your site, think of their experience when they visit your site. Using this thought, remove every distraction possible in the way to the end of their journey through your site.
4) What message do you want to convey to your audience?
The only means through which the majority of your potential audience will know about your business and products is your Website. Therefore, you need to make sure that they receive nothing but accurate information or messages.
For clear brand messaging, the first thing you can do is defining your unique value proposition. Now wondering what’s that? Let’s have a look.
A well-composed value proposition:
- Should clearly communicate what your business provides
- Should focus on how profitable your business is for the audience (again prioritize your audiences and not you).
- It should indicate how you outgrow your competitors.
- Strategizing and implementing on-page SEO techniques for improved traffic.
- Creating a Content Plan that adds value to your business and keeps the viewers hooked to your site.
- Planning off-page SEO techniques to drive visitors through various other channels like social media, emails, referral sites, etc.
- Adapting the practice of consistent reviewing of your site analytics and making necessary improvements.
Your unique value proposition is also dependent on how many personas you have and how similar and not similar; they are to each other. You might have to create a distinct proposition for different personas.
5) In which way do you want your users to communicate with you?
Communication in any field is a two-way thing. You obviously want to talk to your audience, but their response or feedback is equally essential. Also, that is an indicator of whether they understood your message correctly or not.
The ‘chat’ option on your site is an ideal way to start a conversation. In addition to that, there are many other tools that business people are adapting like contact information, web forms, etc.
In addition to that, try offering real-time communication tools to your viewers like live chat windows, chatbots, etc. This is because customers today expect immediate access to the business they wish to deal with buyer Persona.
So, Go out and do everything to ace the communication game because that is the key.
6) How will your audience know about you?
Preparing the best Website, which has all the aspects perfect, is just the beginning, not the end. You made all the effort so that the new Website comes out as expected. But, wait, a little piece of information, your Website won’t be able to achieve its goals if the audience doesn’t find it in the first place.
Thus, your redesign strategy should not only include the ways to get the perfect Website but also take in attention the means to help people find the site and interact with it.
Below are some points, which demands your attention for months after the ‘new’ website launches:
After all your efforts you put in, let the audience decide. You will always receive something from the audience which needs to be worked on. Be consistent in monitoring your analytics and debug every bug that comes your way.
The answer to all the above questions are essential and can impact your decision to redesign the Website. Consider asking them, and the results will surprise you!