Sooner or later most every agency Web site will need to undergo a makeover. Agencies that remain oblivious to the need to upgrade their site will eventually have a failed Web presence that could jeopardize the agency's effectiveness and credibility. Thus, if you are aware that you ought to consider a Web site makeover, you are on the right path. In all likelihood, though, you will not only want a new and improved Web site, but will also want to have a better grip on the process so you can better control and achieve the results you want.
But where do you begin and how do you proceed? And if your first Web site building experience was less than satisfying, how can you avoid making the same mistakes the next time around?
This article provides seven steps for preparing for a Web site makeover. As we've mentioned before in Sounding Line, 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. Thus, let's look at the activity that you need to be aware of before the actual rebuild process begins:
1) evaluating your present site, 2) planning the next iteration, 3) avoiding common site problems, 4) developing useful content, 5) finding a site builder, 6) managing the building process, and 7) maintaining the site once it's up and running.
Evaluating your Web site
The obvious place to begin a site makeover is with what you know — your present Web site. But depending on how much you are personally invested in your present site, evaluating it may be a difficult task. If you can't be honest about what you see, getting a disinterested third party appraisal may be useful. Keep in mind the ultimate goal — the new and improved Web presence that will also reflect favorably on your renewed personal investment and good judgment in initiating such a project.
Evaluating your present site needs to take into account the two broad areas of site-building activity: 1) the preliminary planning and design, and 2) the execution and result. I suggest starting with the later, the actual Web site or result, because that is what you can immediately see and quantify. For example, you can look at your home page and evaluate what you like and don't like, where improvements could be made, and whether or not it projects the image you want. As you browse your site, you can see how well it's organized, test ease of use, re-read content, look at graphics and color schemes, and so forth.
After recording your observations, you can then try to recall the decisions that went into the site during the original planning and design phase. Here is where you will want to dust off your agency business and marketing plan and compare your actual site with your previous good intentions. Also, if you've monitored site traffic and usage patterns, now would be a good time to compare those results with original expectations and objectives.
The purpose of the first step evaluation process is to "lay your cards on the table" so you know what you have to work with, identify what worked and what didn't, list areas of likely improvement, and in essence build your wish list of what your next generation Web site might include.
Planning the next iteration
If you've been honest in the evaluation process, you might realize that one of the reasons why you need a site makeover is due to the lack of forethought and planning that went into your present site. Now's the time to make a fresh start. If your Web site is a "one-man show," consider forming a Web site committee to reap the benefits of varied thinking and input.
Your Web site committee should have access to the agency business plan and marketing strategy. If these documents are not up-to-date, they should first undergo management review and input. With an understanding of the agency's goals and strategies, the committee can then better formulate ideas about target markets, audience, marketing communications, customer service, and other relevant information that factor into the development of a Web strategy and site design.
Crucial in the planning stage is identifying site purpose, audience, and objectives. Answers to these issues will guide and influence the entire Web makeover project from this step forward. They must be nailed down now.
If you don't know, for example, why you are rebuilding your site and what you want to accomplish with it, you will be wasting your time and effort. Do not gloss over this step. Take your time and get it right from the beginning — it's that important!
Avoiding common site problems
With foundational issues resolved, it's time to do some basic Web site research and learn about what makes a good Web site and how to avoid common problems.
For example, take time to find out what makes a good home page — the most important page of your Web site, but where things can easily get off on the wrong foot. Learn how to how to develop meaningful content, which is why visitors come to your site, but is also an often overlooked concept that can make or break your site. Learn how graphics fit into your site and what enhances the visitor's experience or what sends them elsewhere. Keep your ego in check and remember that your Web site is for visitors, not your personal whims or gratification.
The more you know about site building, the easier it will be to avoid common mistakes and work more effectively with your site builder later on.
Developing useful content
Content is what visitors come to your site for. A key factor in Web site success is meaningful and rich content, with emphasis on "meaningful" and "rich." To some extent you must anticipate what visitors will likely want to see, but you can also survey customers and get their input. The more you know about visitors' content interests, the better your site can serve their needs.
Because your Web site is for visitors, you cannot assume they know much about insurance. If they did, there'd be little reason for them to visit your site. Thus, the information you provide should be educational in nature, anticipate and answer questions, and be written in easy-to-understand terms.
Also, keep in mind that an agency Web site generally needs to include two kinds of information: 1) agency-specific content (things unique about the agency); and 2) insurance-related content that elaborates on products, services, carriers, insurance resources, and so forth. Furthermore, some of the information might be presented with quick access in mind, such as with buttons that link directly to content about claims, quotes, certificates, and agency contact information.
Finding a site builder
Once you or your Web committee have things figured out, it's time to start looking for someone to build your Web site. Essentially you have three options: 1) build it yourself, 2) hire somebody else, or 3) use a "kit-like" online site building service. (Sounding Line previously discussed each option in detail in the November and December 2001 and January 2002 issues.)
Regardless of which option you choose, you will need to assess and understand the pros and cons of each option. Additionally, you will need to determine what your expectations of the finished result might be, as each option generally produces unique consequences.
Most agencies will opt to have somebody build the site for them. As mentioned, the more you know about the site building process, your expectations, site design, organization, and content, the easier it will be to communicate with potential site builders and determine which one is best for you. Keep in mind that not all site builders are alike. Some include hosting and maintenance, while others only build the site. Others may provide the complete range of services, including content development and regular support, while some builders prefer to handle only the technical issues.
You need to outline your expectations and requirements before you begin shopping. Also determine the level of ongoing support and maintenance you will want. Once you've located a site builder you can work with, get things in writing, know what it will cost, and decide on a mutual working agreement.
Managing the building process
The more confidence you have in your site builder, the easier it will be to manage the project. Decide on a timetable, but allow for the inevitable delays. Determine the extent you want to participate in the project. Define various steps and milestones during the rebuild so you can review progress and give input. Stick to the pre-arranged fee agreement with the site builder. The more you're involved in this phase of the project, the more you will likely be satisfied with the results.
Maintaining the site
At this point, you should have the new and improved Web site you hoped for. If you don't, you probably overlooked something in the previous steps. This is not the time to discover that you skipped some important details or issues. There is no need to rush through the very necessary work outlined above. After all, if you knew several months ago that you needed a Web site makeover, a few extra weeks in getting things right at this point probably won't make any significant difference.
But once your new site is up and running, you're not finished. There is still more work to do on an ongoing and routine basis — search engine registration (and re-registration), site maintenance, traffic monitoring, site promotion, updates and fixes, modifications and additions. Realistically, if you've committed to rebuilding your Web presence, you need to also commit to its ongoing care and feeding. Otherwise, your well-intentioned makeover could lapse into a state that exhibits disrepair and neglect.
Determining site maintenance expectations, requirements, timetables, personnel involvement, and the myriad of related details should be factored into the entire process early on, not after the site is up and running. As we've mentioned many times, your Web site is an ongoing effort, not a once and done project.
Finally, if you've followed the process outlined above, you will have expended considerable time and effort (and money) in preparing for your Web site makeover. If you now have the site you truly want, maintaining a good Web site will be much easier than overhauling a poorly-conceived and executed one. Like most efforts, the more you put into it, the more you'll get out of it. This time, make sure your new Web site meets or exceeds the expectations of both you and your visitors.
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