So how do you know when things have gotten to the point where your organization’s entire Web presence has to change too? How do you know when you have to contemplate the expense, the time and trouble it takes to redesign your Web site?
Your answer could come from months of committee meetings and study … or from a lunchtime hunch that “now is the time.” Either way, your decision could still be wrong if you don’t ask the right questions or understand the answers.
Let’s start with the basics. Your Web presence should do two things equally well:
1. Serve your organization’s communications goals.
2. Reach your target audiences and meet their needs.
Before you decide to redesign or realign your Web presence, build a solid foundation for your decision.
* What do you want your site to do? Does it do that?
* Who are you trying to reach? Is it one audience with similar characteristics, or are there many audience segments with different priorities and needs?
When you know those basics, you can start answering the questions below that will tell you if “now is the time.”
1. Has your organization rebranded since you last designed your Web site?
If yes, it’s time. The old design that fit your old strategy so well may now be marching out of step in the digital parade. That makes the decision very easy.
2. Are you trying to reach a new audience?
If yes, the odds are very high that you need to redesign. Organizations are increasingly trying to reach multiple audiences with differing priorities and interests and needs. Reaching out to a new audience is a clear impetus to redesign.
3. Has your organization launched a new product or service in the last six months?
If so, you almost certainly need a redesign unless you designed your existing site to accommodate new product launches.
You Might Need to Redesign Your Web Site If …
So how do you know when things have gotten to the point where your organization’s entire Web presence has to change too? How do you know when you have to contemplate the expense, the time and trouble it takes to redesign your Web site?
Your answer could come from months of committee meetings and study … or from a lunchtime hunch that “now is the time.” Either way, your decision could still be wrong if you don’t ask the right questions or understand the answers.
Let’s start with the basics. Your Web presence should do two things equally well:
1. Serve your organization’s communications goals.
2. Reach your target audiences and meet their needs.
Before you decide to redesign or realign your Web presence, build a solid foundation for your decision.
* What do you want your site to do? Does it do that?
* Who are you trying to reach? Is it one audience with similar characteristics, or are there many audience segments with different priorities and needs?
When you know those basics, you can start answering the questions below that will tell you if “now is the time.”
1. Has your organization rebranded since you last designed your Web site?
If yes, it’s time. The old design that fit your old strategy so well may now be marching out of step in the digital parade. That makes the decision very easy.
2. Are you trying to reach a new audience?
If yes, the odds are very high that you need to redesign. Organizations are increasingly trying to reach multiple audiences with differing priorities and interests and needs. Reaching out to a new audience is a clear impetus to redesign.
3. Has your organization launched a new product or service in the last six months?
If so, you almost certainly need a redesign unless you designed your existing site to accommodate new product launches.