I know many of you are thinking it’s time to redesign your website, but you don’t know where to start or how to manage the project. Let me share my experience with you in hopes that it will make your website redesign process smooth and efficient.
After 11 months of hard planning and implementation, multiple website graphics and layout choices, and lots of coding (1,200 pages!), we launched the new-and-improved version of the Passion For Business website several years ago.
Then we did it again last year for The Success Alliance website, moving to a simpler, cleaner design that’s mobile-friendly. And we’ll have to do it again next year for a newer version of the Passion For Business website (even though we just redesigned it three years ago). Technology and people’s tastes in websites change, and you have to move with the times or be left behind.
We learned a lot along the way about managing website redesign projects and making sure they matched our business and marketing goals.
Let me share that wisdom with you, in the hopes it will help make your own website redesign project run smoothly.
The checklist below is written for you; you may be delegating pieces of this work to graphic designers, website designers, copywriters, SEO experts, or your administrative assistant. Make sure everyone knows what’s expected of them during each step in this checklist:
- First, know that this is going to be a long process, so find that extra bit of patience. It will pay off big time, trust me. There will be any number of times that you want to cut corners or give up an important feature that’s a pain to implement on your site. Stop. Breathe. Start again.
- Make sure you DO need and want to redesign your website. Not sure? Take this self-quiz: Is It Time To Redesign My Site?
- Write everything down – don’t trust your memory on something this important. Keep your ideas and your To Do list in a Project Plan file so everything is at your fingertips in one central location. Keep all correspondence with subcontractors who are working on your site.
- Start the redesign process by asking the big questions: What are the goals of my business? What role(s) will my website have in reaching those goals? Who will visit my website and what do they need/want to find there? What is my business brand and image? Is it time to give my brand a facelift?
- Decide what content you need on the site, then organize that content into logical “buckets” so that it’s easy to design the menu/navigation structure, and easy for visitors to find what they’re looking for. Make a list of each individual page and file that needs to be on the site. Not sure what’s important to your audience? Look at your Google Analytics and find the popular pages…and put the access to them in an easy-to-find spot on your new site.
- Decide which extra features you need on your site: will you have a newsletter sign-up box, a free offer, sidebar advertisements, a blog, video files, audio files, social media, etc.?
- Design the graphical page layout to include your logo and business colors, making sure there is enough room on the page for sidebar advertisements, sign-up boxes, etc. This is the time when a good website designer can make this process easy.
- Remember, the reputation of your business relies on professionalism and a professional look — this isn’t the time to cut corners with do-it-yourself graphic work, logos, navigation, or website page layout. A good website designer can target your website graphics and layout to your audience, and can make it user-friendly. A poor website design will have people walking away from your site instead of sticking around. Read this blog post on How to Choose a Website Designer if you need more tips. If you can’t find a website designer who is also a graphic artist, figure out a way for these two people to talk together about the design and the project plan.
- While your website designer is working on some preliminary designs, it’s time for you to edit and/or write your website text. Take a look at all your existing pages: Does the text talk to the audience and helping them solve a problem or reach a goal? Is your marketing message clear? Has your business focus changed and now your website needs new copy? If you’re not good at copy writing, consider hiring a copywriter to help you with the text updates.
- While you’re busy writing, don’t forget SEO work to increase your rankings on search engines. Choose your keywords and make sure those keywords are in your text. Note: there’s more to SEO than putting your keywords in your text, but choosing and adding your keywords is the first step.
- Once you choose the website design that works best for your audience, your brand and your business goals, now it’s time to start coding. You have several options when coding your website: your website designer can code it for you, or you can use a platform like WordPress. Even if you use WordPress, there’s still a HUGE amount of coding to do, so if you are not deeply familiar with CSS or PHP, hire someone to do the coding for you. Typically you can find a website designer who does both the graphic design and the coding, or who works as a team with other professionals to get your site done. If you want to do it yourself, consider one of the DIY website creation sites like Wix, Weebly or SquareSpace.
- DO NOT code directly to your existing domain, overwriting your existing files. Create a “testing” folder to put new files in. Even whiz-kids can make mistakes, so create a duplicate site for testing before you make your new site live to the public. It lets you build and test new pages as needed and will save you oodles of grief later.
- Make sure you code the SEO in the behind-the-scenes coding (tags) to help with your search engine rankings. Choose a website designer who has a lot of experience with SEO so that you can be assured this work is done correctly. Remember, there is more to SEO than the text and code on your website, but you must do these two things correctly FIRST before other SEO work can be done.
- Once the site is done with the initial coding, TEST the website in all the standard browsers to make sure it’s compatible: Internet Explorer, Firefox, Chrome, Safari and Opera. Test it in several versions of these browsers as well; not everyone is using the current version of browser software. If you’re not sure which browsers your current website visitors are using, you can find this information in your Google Analytics statistics. (It’s under the Audience/Technology area of Google Analytics.)
- Test to see how your site looks on both PCs and Macs, laptops, tablets and smartphones. (This is a good time to get your friends involved so you can see your new site on their browsers and machines.) Test on smart phones, tablets and laptops, including all mobile browsers. Make sure your new site works on ALL hardware platforms and screen sizes.
- After you do the testing, you’ll probably find that your site looks great in some browsers/hardware and awful in others. This requires additional coding to test the browser version or screen size/resolution the visitor is using and write code to make the site look the same in all browsers. Now you know why you pay a website designer to do this work! 🙂
- Test all links. Okay, now you’ve got your final website design. It looks great in all browsers and hardware, and the text and graphics are extraordinary. Now is the time to test all links (both the links in the menu/navigation and the links in the text). Make sure all links open to the appropriate page, file and/or external websites. Patience, my friend, do this slowly and properly. If you have bad links on your site, you’ll lose visitors and Google doesn’t like a site with a lot of bad links.
- Now test all forms. Sign up for your own newsletter, your own free offer, contact form, or any other form you have on your site, and make sure each form does exactly what it’s supposed to do. Sick of testing yet??? 🙂
- Use 301 Redirects. If you have renamed any of your website pages, add 301 Redirects to your site so that those old links now forward to the new page URL.
- Now you’re ready to go live. But wait! I’m only going to say this once (loudly): BACK UP YOUR EXISTING WEBSITE and BLOG. Trust me. If you overwrite files and something blows up, you’ll be happy that you can easily put yourself back to the old site while you fix the problem.
- Take a deep breath, and upload your new website design to your hosting.
- Once it’s live, test again. All of it. Seriously.
Finally, go ahead and tell your audience your site is live, invite feedback, and tell them if they find a problem with the site to please let you know about it. It’s great to have a lot of people checking out your new site to make sure there are no mistakes.
Congratulations, you’ve done it! Have a huge party to celebrate! 🙂
Karyn I love your communication style and this post is a great example of your knowledge and expression of it.
I’ve been involved in the web design industry (and print media) for over 13 years as a consultant and project manager – from the brief to delivery – and although there are many kinds of web sites to suit the many kinds of businesses, niches and marketing plans – your website redesign advice is top notch for any kind of site.
As difficult as it seems at first it really is a simple step by step process. Breaking it down into do-able chunks makes it less overwhelming.
Great post, thank you!!
Your website looks AMAZING! I’m green with website envy. 🙂
Your newsletter and tips are VERY helpful! Great content, as always!
I’m glad you like the site design, Ashley! 🙂
Laura Neff - Life Leadership Coach
This is *so* helpful, Karyn, and great timing as website redesign was on my list for this year! Happily, I do have a graphic/web designer ready to help out!
One thing that I learned from a marketing friend this year, which you’ve done really well on your new site (no surprise!) is to create the “buckets” and navigation in language that speaks to your potential client’s/customer’s needs, not to your process. E.g., your three tacked pieces of paper at the top of your home page speak to that, as do the bullets in your text below, etc. So as a small business owner, I can very quickly ascertain whether my needs will be solved with your know-how and services, and I trust you right off the bat.
Anyway, thought that might be a helpful addition to #5 above. THANK YOU for this great article, and congratulations on a gorgeous new site!
It can take a long time to get the design and layout of a new website right. It’s incredibly important to “think like your prospective customer” and put things where the logically and intuitively should go on the site design. Too often people put the “About Me” section as the first thing on the navigation — and your prospective customer doesn’t care About You until they see whether you can help them. So put your offerings first, and the About Me after that. When I do website planning with clients, I always ask them, “When you visit Amazon.com or Google.com, do you look at the About Us section?” Of course, the answer is no.
It’s not that people are selfish or self-centered. It’s that people are time-constrained. When you’re busy, you don’t have time to waste rummaging around a website. Either the website hands you what you need right up front, or you’ll leave that site and find a website that does.
Your post is very timely for me. I remember back in 2007 when I took your website class. Now I am planning my re-design. My, how time flies! So many things have changed since then, not to mention the expertise I’ve gained.
Great tips here! Suzanne
I think every four or five years for a redesign feels about right, Suzanne. Best of luck on your project!
Your 22-point checklist is a gem. I’ll be in touch with you for guidance when the time comes.
I’m glad you found it helpful, Lionel. 🙂
The main website is straight HTML/CSS; the blog is on WordPress. We did most of the design/layout/navigation/coding work ourselves, and hired someone to do the big graphic on the home page. We don’t do website design/coding work for others, and Erin Hyland did the graphic design work: http://www.jackoutofthebox.com
Terri L Maurer
Excellent list, Karyn! So many small businesses think that they can quickly create their web site on one of the ‘freebie’ platforms… in a couple of hours. Then, they wonder why no one visits the site or why their phone hasn’t begun to ring. In my experience there are three critical components in getting a good site developed…knowledge of the actual web design from the technical/coding perspective, knowledge of marketing and understanding of SEO. Finding a web designer that meets all three is not that easy. Interview, interview, interview before signing up for the cheapest designer. A web site is probably one of the most important pieces of a marketing plan and strategy, so it is worth the time and costs involved in the long run.
Excellent suggestion, Glennette! If you redesign your website and don’t pay attention to your SEO, you could easily loose ranking for things you used to rank well for.
Lots of info covered her and I am happy to say that I am working on my site as I write this. It will be my first attempt working with the wordpress platform. I probably will need to hire a really good graphic designer and who also knows how to code. I am taking notes so I will have this info for later.
Thanks for sharing your knowledge and of course your site looks wonderful! ;0).
You are so “on point” for me, this is my #1 goal for 2017 (of which I have 17) and this is the week.
Thank you for this valuable list.
It’s a big project, Gale…good luck with it!