In a previous post, I wrote about four questions all companies should ask themselves when redoing their website – 1. Is the website old or outdated? 2. Can consumers find the information they want, and quickly? 3. Is your website easily navigable? and 4. Is your website mobile friendly?
There are more questions, however, to ask yourself before you begin resigning your website.
When deciding to redesign their website, company owners should ask themselves more questions than those regarding the website’s functionality. Of course, functionality is vital for any company’s website; consumers will leave a company’s website if they cannot find the information they want, and quickly. Also, functionality will leave either a positive or negative impression about your company upon consumers, which will also influence their decision to patronize your business or not.
1. What complaints or complements have you heard?
Have consumers called or e-mailed you regarding your website? If so, what have they said? Are there more positive or negative reviews? Are there no comments at all? Just because there are no comments does not mean your website may not need redoing. As well, just because there are comments does not mean it needs redoing, yet those comments should push you to look into how, if it has to be done, your website can be improved.
2. How does the prospective redesign represent the brand?
You’ve got a great design idea. You want to go with it. You can afford it. However, does the new design go with your brand? Does it represent the brand? Does it also convey the message and story of your brand? If you are doing a rebrand, a new website may be necessary, as is often the case, but if you are not rebranding, maybe the current website is perfect for your brand and you may only need to improve the website’s functionality.
3. Look at the competition.
It’s ok to look at what your competitors are doing and take a few ideas off of them. Knowing what they are doing or not doing will help company owners distinguish themselves amidst the competition. Should you like what they are doing, is it ok to do something similar? It may or may not be, but you should not copy them. What your competitors are doing affects what you are doing and will do. Also, your competitors are looking at you.