Planning a website can be a big task. All the content, users, ideas, and don’t forget the SEO and images.
Pretend your friend Tom just remodeled his house. An amazing kitchen, knocked out down wall and turned a spare bedroom into space for the master bathroom and closet.
Now you see how happy they are, and you want the same thing! Great, you tell your contractor to copy it, and you will be happy. So now you are done, but you remember you don’t need that much closet space, and now you no longer have a home office. And since you would rather just eat out, this bigger kitchen makes coffee and pours a mean bowl of cereal, but thats all it gets used for.
Sure the construction and materials may be top notch, but if the function doesn’t meet your needs who cares, you needed your own solution. It could be made with the finest materials in the world, it still won’t work any better for you.
So don’t approach your website with the same approach. Let’s start with some fresh thinking.
Who uses this site?
Silly question maybe, but really ask WHO. What are your visitors here for? Checking through your site traffic logs may identify key pages and where people spend their time. Maybe it’s research on a product or service, maybe it’s finding your locations, or maybe its to browse and buy your product directly online. Identify the top functions your site must do and do well.
Whats wrong with the old site.
By stepping back and identifying the issues, the pitfalls and things you need changed will help identify HOW they get addressed on the new site. Is it hard to manage? Are the gaps in content and shopping experience? Maybe it’s just out dated and dying.
Knowing the wrong will help identify the right fix.
How should your site work?
Don’t worry about the technical details. How do you think a user should find your site, navigate, and walk away with? Now look at your best customers, what did they do? Did they buy 5 products because the related product widget suggested it? Or did they view your entire portfolio before calling you? This is a harder questions because you may not have specific data to back it up, but knowing what worked for a good customer vs the way you think it should work is key.
How can you simplify?
No one wants to make something more complicated. Adding functions and features often leads to complexity. So in what ways can you expedite the site to fully meet the users needs with less clicks, less searching and less confusion?
Where can we be the best?
Not where can we do what that other site is doing, but where can you be the leader? So often we are asked to simply do what the other guy is doing. This rarely works out well. Recently we had a project for an organization here in Tempe, and they really broke down how their site would be the best site for their mission, vision and audience. They had clear answers on where their site would be the easiest and best communication tool for their organization. This was refreshing. The site is still in development and will be live soon, but its already a great site because they wanted to be the best they could be.
Now that you have some of the first 5 things to work on, you are on your way to crafting a better website.