We are getting ready to re-do our Web site. It”™s been out there for a while, was pretty basic to begin with and doesn”™t get us any traffic. What should (we) think about as we start this project?
At some point every few years, most Web sites reach the point of obsolescence. Too many added on pages, technology changes and shifts in company goals or customer base means it”™s time start fresh. Fortunately, unless your current site is totally broken, you have the luxury of time to build the new one.
Start the project with three things: budget, timeframe and objectives. Think through needs for design, text, search engine optimization, advertising, testing and ordering, to name a few. When you finish, have a plan for evaluation and maintenance. Remember that you may be able to cash flow some of the costs, as you”™re likely to be working on the project for several months. Interview potential vendors to get an education about what”™s out there, which is the point of the exercise in the budgeting phase.
Early on, decide on timeframe. How long do you want the site to last? How long can you take to get the project completed? Coordination and thinking things through in the design phase ”“ plus future changes in technology ”“ mean it will take time to complete and launch, and your site will have to be redone again down the road.
OK, let”™s talk about objectives. Who do you want to reach? Is the site an online form of your business brochure? Or do you want people to place orders on it? Do you want to strike up conversations with potential buyers, talk with existing customers, and/or educate the marketplace about what you do?
Decide on the purpose of the site from the customer or prospect perspective. Ask yourself, how will my company maintain contact with visitors once they”™ve visited the site? What will be the role of the site in getting and expanding business relations? Educating the marketplace? Positioning the company?
The first time you built your site you may have worked with one provider who did it all. You may do the same this time, or split things up among a variety of vendor, to get specialists for various areas. Think of assembling and managing a team for the site as a job similar to that of being a general contractor. Someone has to manage the project. You can be the manager and hire the subs, or you can hire a company to manage and organize for you.
A good designer is critical. The site is first and foremost a visual tool. You”™re going to need an overall look and feel that is complimentary to all other company designs, including business cards and letterhead. Some people say the Web site layout is most similar to that of a newspaper, so you may want someone familiar with that type of layout.
When it comes to text, less is generally more. Get your point across in as few words as possible. Use words your customers and prospects use, to increase their comfort level. A good writer can add perspective and edit what you have to say down to its essential elements.
Prepare for search engine optimization to increase your presence on the Web. Hiring an SEO firm in the design phase means less re-do when you”™re ready to launch. They can guide and inform the design and text of the site. Plan a long-term relationship with the vendor. It can take six months to a year of work to raise your presence. Select a firm that will educate and advise you as you work together. Ask your vendor to make recommendations on both budget and goals for both organic search and advertising. Expect to test what works and what doesn”™t in terms of getting visitors to respond to your site.
Finally, think long term. How often will you re-work the site and who will do it? How will future copy, design, ordering/fulfillment and SEO needs get coordinated? What budget will be available to support these efforts? Remember to protect your front-end investment with an ongoing maintenance plan.
Looking for a good book? Try “Balanced Website Design: Optimizing Aesthetics, Usability and Purpose,” by Dave Lawrence and Soheyla Tavakol.
Andi Gray is president of Strategy Leaders Inc., a business consulting firm that specializes in helping entrepreneurial firms grow. Question may be e-mailed to her at AskAndi@StrategyLeaders.com or mailed to Andi Gray, Strategy Leaders Inc., 5 Crossways, Chappaqua, NY 10514. She can also be reached by phone at 877-238-3535.
