If your group, business, or organization is undergoing the classic “we need to redesign our web site to get more visitors” panic you need to take a deep breath right now. It is rare that the visual redesign increases the number of visitors to your web site. I’m not saying it’s not possible, just very rare. Most site redesigns are catalyzed by one of five things:
- Change in the competitive landscape
- A shift in your business or organizational model
- A change in staffing
- Response to a business stressor
- A shift in the technology landscape
- Change in the competitive landscape
When your business or organization’s competition does something new and innovative to their online presence it can trigger a surge within your group to update or revise your own online image. The perception that new is better has been fostered for so long it can blind an organization to the impact of that change on internal operations as well as visitor response to the site. While you should always be monitoring the changes in the competitive landscape, just because your competitor does something does not mean you should too.
A shift in your business or organizational model
We live in dynamic times, often engaging in significant changes to the makeup of our organizations. An online presence no longer relevant to your organization can be worse than none at all. Be prepared to make the hard decisions to not upset your entire online experience to compensate for internal changes.
A change in staffing
“Under New Management.” We see that on businesses all the time, but when the management of a web site changes it can elicit an unwarranted redesign so the new management can leave their mark on the presence. When a car is transferred from one owner to another, the new owner doesn’t immediately change out the engine in most cases. A good detailing may be all that is needed to get back that “new car smell” to your online presence.
Response to a business stressor
Downswings in business can lead to a panic reaction of “we have to do something!” Let’s not kid ourselves. In most cases the redesign of a web site will not make an immediate uptick in business happen just on its own. A redesign or refresh combined with a comprehensive communications plan, strong metrics, and consistent follow through will make a difference. Unfortunately it is far to easy to say, “Make it look different and people will like it more.” While that may be true…there is nothing to say more will come. If you have analyzed why people are not completing the success events you have identified (more on that in the future) and included that in your redesign you have a much greater chance for success.
A shift in the technology landscape
This is one of the worst reasons to redesign your site. Unless the architecture you have now is broken or unreliable, changing to a new technology platform just because it’s there is a solid waste of time and money. Ask yourself this…what need does the new platform meet?
Know why
Look at your reasons for doing a site redesign and ask yourself the following questions before you take one step forward:
- What are the business needs that are driving the change?
- Who is driving the change? Are they internal to your group or external?
- How will you know if the change is successful?
- Do you have the right resources available to be successful?
- How committed is your organization to the change?