3 goals and 3 mistakes to avoid when redesigning a website

The business decision to create a new website is something that takes a lot of consideration and should be made with purpose and a specific outcome in mind.

Here are 3 goals to aspire to and 3 mistakes to avoid while thinking about your shiny new asset.

3 Goals

Goal 1 - Improve your data organisation

Data organisation is probably one of the most overlooked aspects of a new website. How your data is organised informs how your user experiences your website (UX), how search engines like Google index and crawl your website (SEO) and how aspects of your navigation and page layout are structured and designed (UI).

One of the key considerations when thinking about data organisation is your users aka personas. Persona research defines who your audience groups are, and there is always more than one group, and what their needs, interests and goals are on your website. 

It's a mistake to assume that every user that comes onto your website behaves in the same way, when in fact some users may prefer to engage with you in certain ways, for example. Persona A hates making phone calls and would prefer to fill in a contact form. Persona B may be technically challenged and prefers a human touch. Therefore designing a contact page with only a contact form would alienate Persona B. There are more complex examples of this in action but you can immediately see by not understanding who your users are can lead you to make poor choices for your website.

Goal 2 - Reduce the clutter

We've moved through various trends in website design, from the early days of "let's put everything and the kitchen sink on the website, to less is more "no one has time to read"...and now I believe it's about being accessible. ie, When I'm looking for a certain piece of information I expect it to be accessible, in the right place and easy to find. 

So reducing the clutter is about having the correct signposts on your website that direct and guide your user. This creates a friction-free experience but added to that, when you need to prompt your user to take action, you need those CTA's (Calls to action) to be clear.

Goal 3 - Build in new processes that will make working with your redesigned website less frustrating and more enjoyable.

If you're making a significant investment in a website, you want it to be a tool that works for your business. So thinking about the business processes that can leverage your new website can take your business to the next level and streamline how you do business.

A good starting point is to look at business systems outside of your website, such as CRM systems, accounting tools and even paid media advertising. Whether you are integrating completely into a SAAS provider or even just streamlining how you capture data to use in these 3rd party platforms, then understanding your options and creating a website around these business systems can be a real game-changer and time saver.

Chat to us about some of the options at your disposal, we're happy to guide you through what is possible.

3 things to avoid

Avoid - Going straight into design without a plan 

You need a plan! You need to know what your business objectives are. What are your business goals for the year and how can your website be an active tool to achieve those goals. 

You need to understand your value proposition. How do you define value for your user and is your website aligned to deliver that value? 

Then lastly, have you integrated the systems into your website that can deliver results and is your design best placed to showcase those systems.

Avoid - Assuming what your users want 

We've already touched on personas, but understanding the competitive space is as important. Sometimes the best ideas come from near-field or far-field competitors. Not in how they tackle design or their content itself but in terms of how they structure their content or organise their data. Many brands have very likely gone through an extensive exercise to understand their personas and their industry and the same rules will more than likely apply to you as well.

So spend time examining what your competitors are doing and either find ways to improve or refine what they are doing or perhaps you want to position yourself differently to capitalise on a market differentiator.

Avoid - Not having your content sorted. 

To be clear you don't need to have all your I's dotted and your T's crossed to 'have your content sorted'. It's not a case of having every sentence perfectly crafted, but rather understanding what objective or goal you are trying to achieve on every page and then aligning your headings, CTA's, promotional content and even imagery to achieve those goals.

It's also important to understand the hierarchy of your content on every page. What information do customers need to know upfront, what can be pushed further down the page and are there areas of content that can be 'hidden' in accordions for example, that users can open only if they need extra information. So having a clear understanding of what content you need on the page will help you craft a design that best suits your content.

The Solution

We offer a solution to write your website content and structure it to reflect your business goals and identity. It's an end-to-end solution designed to deliver results.

If you'd like to learn more about this service and see if you are a good fit for us, then speak to a designer, we'd love to be of value to you.

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