Time For a New Website?

There seems to be a flush of businesses updating websites driven by the ever increasing reality of digital dominance in marketing matters and fear that competitors are stealing a march.

Before pressing the panic button and engaging that “oh so charming” design company to makeover your online face, pause for a moment, breathe and think about what is really required.

Here is a short, not comprehensive but hopefully useful list of considerations if you are currently looking at refreshing or completely overhauling your website.

What are the key drivers that will deliver a return for your business over the next 12 months?
What are the key areas of future growth? (not necessarily the same as above)
Why have you determined your site is no longer fit for purpose? Is it:-
Feedback from customers/ staff/ business owner
Drop in profit/ revenue
Drop in traffic to the current site
Content out of date
Branding changed
Search engine rank lower than you want
You don’t currently have control of content
It’s not looking its best on mobile devices
Competitor envy
Pitch from an agency persuaded you it was time

Let’s face it the reasons could be any or all of the above and a few more besides. Whatever the compelling rationale for such an investment it is worth applying cool focussed dispassionate logic. All too often we get over excited at the prospect of a new website and in the process lose sight of any key advantage such an investment should bring.

Treat this as any other business project requiring capital investment. Look at the expected returns over time and undertake a cost benefit analysis, focus on hard facts and measures to determine its success
Based on the above prepare an agency brief outlining the business objectives, key features, functions, focus and timescales for a new site – build in a budget as agreed and payment schedule to avoid future disputes
Talk to several web/digital design agencies but be clear as to their strengths (you may need separate support with SEO, Photography, Video, Copywriting etc.)
Be prepared to take time to get the right partner but hold them to realistic deadlines
Avoid design by committee – you run the risk of ending up with an eclectic, cluttered nonsensical layout
Ensure that any migration doesn’t lose historical currency or create confusion with search engines
Allow time for testing and refining before launch
Don’t let the new site leak out by being searchable before you’ve officially launched
Constantly review the performance through analytics and visitor feedback, amend and improve as necessary

As stated this is not a comprehensive outline of considerations but an indication of the thought process you might consider adopting when talk of a new website turns to serious budgetary consideration.

For further advice and assistance with projects such as this please drop me a line.