Website Redesigns: Important Questions to Ask

Posted on June 5, 2014 · Posted in Blog

I like to think of a website as a vision board for your company. During the process, you will have many expectations of what a redesign could empower your business to be. Whether it is repositioning the brand as more innovative, improving search engine optimization, or aggregating more lead captures, a redesign process is a perfect time to ask some core questions about your business.

Define Your Intentions

When preparing for a website redesign, you must define your intentions clearly. You must benchmark the metrics of your business and understand where you are and also where you’d like to go. Before you envision what the website will look like, clearly define your goals and objectives. Also, make sure to include key players and stakeholders in the process.

  • Define Your Benchmarks: Use existing metrics as your benchmarks.
  • Create Clarity by Defining Goals and Objectives: Where do you see your business going in the next five years? What products, services, or programs do you want to promote or focus on? What are your specialties? Who is it you’re speaking to? How did your brand or services change?
  • Don’t Lose Sight of Your Path: Once defined, make reference of your goals throughout the process and refer to them frequently. Make decisions based on what is outlined.

Tell Your Story

Communicating your story is a very important part of not only defining your brand but creating an effective website and a lasting impression. Remember that within 8 seconds, your user must knowseefeel, and do. It is your story to tell; make an impact and communicate your differentiator.

Here are some important questions to answer.

  • Who is your target audience? What are your user personas?
  • What’s the first impression you want to give your target audience?
  • What makes you different from your competitors?
  • What are your competitors doing and how can you personalize the experience?
  • Based on your goals and objectives, who is your target audience? What is their life like? How can you serve them?

Content is King

Take the time to outline key pieces of content. Web 2014 is all about being relevant and personable. Why? Because we have become users of an overwhelming information highway, so it’s important to cater to users in context. Engage users by knowing and understanding what it is that interests them, what type of background they come from and where they are located.

  • What information is your audience looking for?
  • How can you make this information fun, personable, contextual, and relevant?
  • What are the specialties, industries or verticals of your company? How can you better define them?
  • What content stays and what content goes? What needs to be rewritten?
  • What are your calls to action?

During this discovery process, it is essential to answer many core questions – not only about your business in the present but also in the future. Creating a website can impart information and open the doors to a virtual vision board that not only leads you to where you want to go – but gives the impression that you’re already there.