So you've decided it's time to give your Web site a makeover. Maybe you have a new product or service to introduce. Or you've re-branded your company. Or perhaps you've heard that your site is just too hard to use.
Whatever your reason for a redesign, these 10 steps can help make your new-and-improved site a success:
1. Know what's working - and what isn't. Be clear about why you're changing your site. In other words, have a plan and goals. Get buy-in from key stakeholders within your organization. Check with your IT department or programmers to make sure that what you have in mind is feasible.
2. Involve your users. Let them know when you'll be changing your site and why. Review customer calls and emails about the site (especially complaints) to determine what to revise, Post an online survey and offer an incentive to complete it. Analyze site traffic logs to see which pages are getting viewed most and least.
3. Think outside the org chart. Your site users don't necessarily know or care about how your company is organized. They're coming to you to accomplish something: to learn about your company, to request information or to make a purchase. Make sure they can find what they need easily, based on how they think and work.
4. Plan for growth. The beauty of a Web site is that it can evolve as your business does. So tie site changes to your marketing and strategic plans. Develop a content refreshment plan that includes a timeline for new features and tools. Make sure your site organization (its "information architecture") is expandable so that it lends itself easily to additions.
5. Cut, cut, cut. Web users don't read - they scan. Keep copy clear and direct. Use the "inverted pyramid" writing style, placing the most important information at the top of a page. Use subheads and bulleted lists to help make copy easy to read.
6. Write like a user. Use language that your site users know and recognize, especially when you write navigation labels. This not only enhances your credibility ("Hey, this company really understands me!"), but makes it easier for site users to find what they want and take action.
7. Don't design for design's sake. Is that flashy "splash page" necessary? Or does it just block users from getting to what they want? Ask yourself: what are the visuals communicating? Make sure design elements support your messaging as well as user goals.
8. To thine own self be true. Know your company's brand and translate it clearly online. Keep messaging and visuals consistent across all marketing channels. Look at competitors' sites and see what works, and try to differentiate your site from theirs.
9. Test and test again. Conduct simple usability tests so you can watch actual users explore the site while you elicit their feedback. Even observing a handful of people use your site can give you valuable insights into what should be changed.
10. Remember: You never get a second chance to make a first impression. It's frighteningly easy for your users (including potential customers!) to click off your site and go someplace else. Make sure your home page lets them see what you're offering at a glance and entices them to "drill down" deeper into your site.
