Make a Splash

4 tips for planning a website redesign

If you're thinking about redesigning your website as part of a niche marketing effort, start out with a clear set of goals. Rather than focus purely on cosmetic changes, consider the navigational and marketing challenges that lie underneath. You'll save time and money by focusing on the key drivers that make your website valuable to visitors. Here are four tips for planning your website redesign:

1. Develop a plan. Just like blueprints for a new house, a properly executed wireframe shows you how a new website will function before being built. It's far easier to move a wall during the planning stage than after construction has begun. The same principle applies to building websites.
2. Go easy on technology. Studies show that a well designed and easy-to-navigate website will outperform one with every bell and whistle over the long run. While it's alright to integrate hot technology, just be sure it not only serves the needs of your website, but also your customers and their technology to view and use your site.
3. Take a team approach. Before you launch an updated website, seek buy-in from key people within your business, especially during the planning stage. Not only will it make them feel valued, it will reassure you that what you're doing makes sense for growing the business.
4. Seek customer feedback. Once the site launches, the only way to know what is working and what is not is to ask your customers. Send out a questionnaire, conduct a phone interview, or make a few house calls — whatever it takes. And if you put their feedback to good use, be sure to thank them via a personal letter, card, or email.