| | This summer, JV Media Design relocated from the bustling metropolis known as Southern California to the more rural and peaceful surroundings of Southern Oregon. I've spent the last couple months creating a marketing plan for our new local area and in so doing have met some wonderful business owners �" with some not-so-wonderful websites.
Seeing some of these "retro" sites on the web of today made me a little nostalgic but it also got me thinking that many businesses, no matter where they are located, have a, "build it once" attitude with their websites. Many believe they were innovators by having a website built in 1998 and have held on to that while the internet has evolved around them.
Of course, these are extreme examples; websites that have not changed in 10 years, but what about those websites that have not changed in 2 years? I find the large majority of clients who engage us to redesign their company website have not touched their old one in at least two years. Many factors go into the reasoning behind this but leaving a dated site on the web is like leaving a container of spoiled food in the fridge: sooner or later, you're going to have to deal with it and when you do, it may not be pretty.
Often, businesses are so busy with their day-to-day operations that their aging websites are put at the bottom of every corporate to-do list. What many companies fail to realize is how that moldy old website can actually be hurting the business rather than helping it.
First Impressions
Many viewers that find a business on the web may be getting their first impression of that company. If they are faced with cryptic navigation, out dated information or a dated design, like it or not they’re going to formulate an opinion about the business based on their initial reaction to the website.
First Considerations
It's important to think about the kind of initial look and message you want to convey when you start to tackle your redesign. A good design agency will help you in this process, but it's best to have a rough idea first.
Think about who your target market is. What is their age group? Have you previously done other successful marketing that can help guide you on redesigning the website? What sort of things would appeal to your market?
Remember who your market is when you consider things like animation, video, audio and other interactive, media-rich features. Don't be tempted into using something just because it's the new "hot thing". Make sure it works for your audience and within the new design.
Next you're going to want to think about what the goal(s) of your redesigned website is. Will it be to present updated information on the company or to sell more products? What is your call to action? A well designed website will lead the viewer to exactly what you want them to see.
Try to come up with a site map (an outline of the website pages) that will help you to focus in on the content and refine what information you want the viewers to see. Also be sure to include any specific features you want on the new site (for example, a shopping cart, a user forum, a blog ...)
Another thing you may want to consider is hiring a professional copywriter for your updated content. Many design agencies do not check copy for spelling or grammatical errors or even if it will make sense to your target audience. This is where a copywriter can make your site a standout and help you zero in on your viewers.
Knowing what you want out of your redesign in advance will really help the design team understand your needs.
The Final Wrap Up
Just because you've built it doesn't mean people will visit it. During the redesign think about how you will drive viewers to your site. Don't neglect traditional marketing in lieu of using only online marketing. Spread your marketing efforts around to see what works best.
Track how your redesigned website is doing. Most hosting companies provide statistical software that will help you determine how many visitors your site gets, which pages they are viewing most often and other helpful data. Additional resources such as Google Analytics can also give you valuable information on your viewer's behavior on your site.
Have a maintenance plan in place. Don't get sold on an expensive content management system if your site is small, or if you do not have a designated staff member who will be using that system to make updates. Many times I've seen elaborate content management systems on sites that were just as out of date as regular websites. Also, there are now many alternatives to a full system. Blogs, newsletters, and news software can be easy to learn and quick to manage.
Finally, remember that the internet is a constantly changing place. Be prepared to set aside time for your website so it stays consistent with your business goals and the needs of your target market.
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Sherry Holub received her degree in design from UCLA in 1995. She is
now the Creative Director and Lead Designer at Southern California
firm, JV Media Design (http://www.jvmediadesign.com). Sherry is also a
member of the NAPP and the International Academy of the Visual Arts.
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| | Posted 12/25/2007 2:30 AM - 62 Views - 2 eProps - 1 Comment
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