Sound Strategy
Ten Things to Think About While Preparing for a Web Site Makeover
While many agency Web sites would probably benefit from a makeover, most
agencies will not undertake such an effort until they truly feel the need
to do so. Such motivation — the desire for improvement — is an essential
element for effectively rebuilding an agency's Web presence. Because the actual
Web site the visitor sees is like the proverbial tip of the iceberg —
it's the small but visible part of a process that largely remains unseen beneath
the surface — most of the difficult work (Web strategy, planning, content
development, etc.) takes place before the site is actually rebuilt and executed.
Here are some things to think about.
- Know why you want a site makeover. It makes little sense to go into a
makeover project without knowing why you want to do it. Usually, people
somehow discover that their Web site is not doing the job they hoped for.
Determine specific shortcomings or problems. That way you'll know specifically
what to address and correct.
- Know what you ultimately want your site to accomplish. We believe that
a Web site should support your business plan and augment your marketing
efforts. This essentially translates into a Web strategy, something that
should be clearly defined before the makeover process begins.
- Formulate a Web site committee. Reap the benefit of multiple ideas and
input. One-person site building projects can easily become ego-driven and
often produce short-sighted results.
- Honestly evaluate and appraise your current site. It's hard to make improvements
if you cannot objectively critique your site. If necessary, get a third-party
evaluation or opinion.
- Recall your past Web site development process. Building an effective Web
site is a complex task comprised of many parts. Learn from past mistakes
and shortcomings so you'll know what to avoid this time.
- Keep the customer central to the makeover process. While your site should
reflect favorably on your agency, its primary objective should be the benefit
of your customers.
- Plan, plan, plan. A primary reason why you are now undertaking a makeover
is probably because of the lack of planning that went into the current site.
Avoid rushing the project.
- Re-develop useful and meaningful content. Visitors come to your site for
content. Well-written, well-organized, and easily-navigated content is essential
to site value and success.
- Take time finding an appropriate site builder. Define your expectations,
the level of input you want from him/her, the ongoing service you might
need, your level of involvement, timetable, fee structure, etc. Don't throw
all your hard pre-planning work away on a site builder relationship you
lack confidence in.
- Plan to maintain your site. Many Web sites fall into disrepair and neglect
for lack of maintenance. Plan and budget for updates, fixes, modifications,
add-ons, etc. Site maintenance includes promotion, search engine registration,
and visitor tracking and site usage. Your site is an ongoing effort, not
a once-and-done project.
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