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Lauren Wantroba
by Lauren Wantroba
on February 24, 2017


Do you know your website stinks but aren’t sure what to do to improve it? There are a few important things you need to know for you to able to achieve your business goals with a beautiful and strategically-designed new website. Taking note of the following items will help relieve unneeded stress during the redesign process.

1. Identify Your Personas

Your website NEEDS to meet the needs of your buyer personas, because otherwise what’s the point of having it? If you don’t know who you’re going after, what’s the purpose of the content on your website? By figuring out who your personas are, it will help you create content to meet their pain-points and pull them to your website. A web designer's job isn’t to simply make your website look aesthetically pleasing, but to create it around your audience and what is going to help them move through the buyer's journey.

When designing a website, you need to be aware that the website isn’t for your use, it’s for the end-user, and you must strategically think about what is going to speak to them as they click through your site. If you are not sure who your buyer personas are, here a few things to consider to help you get started:

  • Job Title
  • Geographical Location
  • Age, Gender, Interests
  • Online Habits
  • Annual Revenue
  • Biggest Pain-Points

2. Top Performing Content

When you start the redesign process of your website, it’s best to do a content analysis to see if there’s content that you can use for your new site and what you need to get rid of. Most people want to simply throw out all of their old content and start from scratch, but there’s a good chance you’ll have some existing content available that can be repurposed in the design to attract your target audience. When performing a content analysis, here are some areas you should pay attention to:

  • Blogs
  • Contact Forms
  • Copy on Website Pages
  • Calls-to-Action
  • Images and Videos

3. Goals and Weaknesses

When embarking on the redesign journey, make sure you are not redesigning your site just to redesign it - have an actual goal behind doing it. If you have no real goal of why you are actually redoing your website, then your new website may experience the same issues you were having with it before. Have a SMART goal, meaning something that is Specific, Measurable, Attainable, Realistic and Time-based.

It is also crucial to look at the weaknesses of your website. Determine what your website is lacking and see where your prospects are starting to drift off or why they might not be finding you. Try not to assume what is wrong with your website without actually knowing what is broken or what will work more effectively. A step to figuring out where your site is failing is to try user testing tools like Lucky Orange as well as have your team notify you of any complaints or issues clients have brought up when it comes to navigating your website.

4. Know What Your Competition Is Doing 

It’s always wise to take a look at what your competitors are doing online. Do they have a beautiful website with engaging content or a video that you really like? Even look at what don’t you like about their website. By looking at your competitors and analyzing what they're doing (but not copying it), it helps to provide the direction to guide you towards creating something better.

5. Choose The Right Agency

If your current website was only created to look good, then make sure the next agency who does your website this time around isn’t concerned about simply making your website "look good." Having an agency design your website just to look great isn’t going to bring leads to your website, you need a website that is going to generate business. You should find an agency who not only understands the design aspects, but also has knowledge regarding the user experience and content elements. Designing a website to target your buyer personas is not as easy as you might think. Finding a designer that understands front-end code, information architecture as well as content strategy, will give your website a competitive edge.

Although redesigning a website can be hard work, it shouldn’t be a stressful process. If you follow the correct steps before starting the redesign while working with the right agency, it should result in creating a beautiful site that becomes a lead generating machine for the business.

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