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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.

Planning

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  • Content out of date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.

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David Laud

Time For a New Website?

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Tagged on: best practice    Communication    creativity    digital agency    google    offline marketing    Pr    seo    SERP    smartphone    social media best practice    success    thought leadership    website
admin 19th November 201519th November 2015 agency, Blog, Branding, brief, Business Development, consultancy, Content Marketing, leader, leadership skills, logo, Marketing, Marketing Plan, Multi Channel, Professional, Project, Project Plan, SEO, Strategy, Technology, Time management, Video, website
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