The big mistake marketers make is rushing to see what they can achieve from a redesign, without first considering what they already have.
So, before planning your website redesign, it’s important to document key performance metrics to help guide your decision-making.
This means performing an internal and external audit.
These audits help you understand:
Current website and content performance
Internal stakeholder expectations
Future customer requirements
These insights give you the perspective you need to set meaningful goals that help guide your project.
Gather and structure content to create a comprehensive sitemap brief
Guided by audit outcomes, you can start to shape what needs to be included on your website and who the target audience is.
Typically you’ll need to include:
Key products and services
Blog and content areas
With everything in place, you can map out your site logically. You need to consider the customer journey and make sure none of your content gets left behind.
Manage stakeholder expectations and resources to deliver your project on time
Ask yourself, how are you planning to create your new website? Is it with an in-house team, with a website design agency, or both? If you’re approaching a big project, you also need to decide what platform you’re going to use.
Once these details are final, you’ll have to set out:
The resources you need (copywriting, design, video, development)
Internal stakeholder management (who has final sign off)