What to Do Before You Redesign Your Website

The 3 Key Areas: Business, Customers, and Process

The Business: Taking a birds-eyes view on your sales and operations from an organization-wide perspective, with questions and answers around sales, goals, expansion plans, and other key areas.

  • Question: Has what you make and sell changed, or how you sell it or deliver it changed, since you last updated your website?
  • Action: Map out your product and service offerings in bullet-point format, along with a bullet-point step-by-step overview of how someone buys and receives your product or service. Do the same for the previous version, if it’s different.
  • Question: How has the organization changed since you last updated your website?
  • Action: Map out the key departments, key outside partners and vendors, future expansion plans, contractions, new sub-brands, and any other business-wide decisions and changes.
  • Question: Are your audience personas still true, fair, accurate?
  • Action: Update your audience personas to reflect your primary, secondary, and tertiary markets, whether they’re still the same or whether they’re changed — and be ruthlessly precise about what’s included.
  • Question: Have you talked to your customers lately?
  • Action: Analytics and sales data can only go so far — getting firsthand input from a sprinkling of customers or clients can provide you with so much more nuanced insight. Connect with a few select old and new customers about how your product or service fits into their lives to bring insight to raw data.
  • Question: What is our sales process from the top to the bottom of the funnel?
  • Action: List out, in detail, every step that’s taken through your entire sales cycle — including steps they take, steps you take, software, check-ins, and more.
  • Question: What role does the website play within that?
  • Action: Assess the role for your website within that sales journey. Is it more about top-of-funnel info and content? Mid-funnel capabilities and credentials? End-of-funnel purchases and conversions? An e-commerce site that blends all of the above?
  • Question: What do we need people to do on our website — and how does that connect to the business?
  • Action: Map possible conversions (e.g. a form submission) and interactions to your existing software, and try to identify any gaps. Designing a Shopify store or setting up an email newsletter signup form isn’t rocket science. Setting your organization up to accept online payments or properly keeping your lists and email content up to date, though, might be.

But Wait. All I Need is a New Website!?

Diving into the hot new web framework or trying to rush a project only ever ends up costing more, in the short, medium, and long run. There are many parts of marketing — e.g. social media or paid digital advertising — where flexibility is the name of the game, but your website doesn’t work with the same approach.

Further Reading

Resetting your Brand and Marketing Foundations for 2021: https://stackcreative.co/resetting-your-brand-and-marketing-foundations-for-2021/

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Stuart Thursby

Stuart Thursby

Founder & Creative Director, Stack Creative in Toronto. Find us online at www.stackcreative.co.