The harder questions
If none of the questions above addressed your organization’s situation, your decision will be less clear-cut. You will likely have to consider two or even three factors to reach a conclusion. In general, however, if you see your organization in any three of the situations below, it’s time.
8. Has your Web site grown 10 percent in each of the last three years?
By growth, we mean number of visitors … page views … pages of content. If yes, you are probably stretching your site’s capacity to serve up all those pages to all those visitors.
It’s not a complete “no-brainer,” but you should be seriously looking at a redesign … and paying attention to the remaining questions.
9. Can your site accommodate offline marketing creative?
If no, you have to consider whether your organization can afford to produce marketing creative (ads, brochures, flyers, training materials, premiums, etc.) that can only be used offline. If you are spending money on television ads, you certainly want them to be available online as well as on the tube. The same is true of your radio materials. Surely you would like them to be part of a podcast or at least be available for your audience to download.
Let’s make this easier: If you do TV and you cannot put it on your Web site, it’s time to redesign.
10. Do you have ways to “engage” your audiences actively?
If no, you are certainly missing opportunities to develop your relationship with your audiences and deepen loyalty to your organization or your brand. Engagement can be as simple as signing up to receive more information from you … or as complex as making a purchase or donation.
Can your visitors send your content to their friends? Can they leave you a message? Can they comment on your blog? Can they create their own personalized version of your homepage? The more options you give your audience to do things they want to do (in support of your organization or your brand), the more likely they are to return to your site … over and over and over again … exposing themselves to your messaging and priorities.
You Might Need to Redesign Your Web Site If …
The harder questions
If none of the questions above addressed your organization’s situation, your decision will be less clear-cut. You will likely have to consider two or even three factors to reach a conclusion. In general, however, if you see your organization in any three of the situations below, it’s time.
8. Has your Web site grown 10 percent in each of the last three years?
By growth, we mean number of visitors … page views … pages of content. If yes, you are probably stretching your site’s capacity to serve up all those pages to all those visitors.
It’s not a complete “no-brainer,” but you should be seriously looking at a redesign … and paying attention to the remaining questions.
9. Can your site accommodate offline marketing creative?
If no, you have to consider whether your organization can afford to produce marketing creative (ads, brochures, flyers, training materials, premiums, etc.) that can only be used offline. If you are spending money on television ads, you certainly want them to be available online as well as on the tube. The same is true of your radio materials. Surely you would like them to be part of a podcast or at least be available for your audience to download.
Let’s make this easier: If you do TV and you cannot put it on your Web site, it’s time to redesign.
10. Do you have ways to “engage” your audiences actively?
If no, you are certainly missing opportunities to develop your relationship with your audiences and deepen loyalty to your organization or your brand. Engagement can be as simple as signing up to receive more information from you … or as complex as making a purchase or donation.
Can your visitors send your content to their friends? Can they leave you a message? Can they comment on your blog? Can they create their own personalized version of your homepage? The more options you give your audience to do things they want to do (in support of your organization or your brand), the more likely they are to return to your site … over and over and over again … exposing themselves to your messaging and priorities.