Redesign Your Website to Increase Business Value
Plan and execute a successful website redesign.
Member Challenge
Digital marketers who work on old and outdated websites experience the following:
- Low conversions, MQLs, and SQLs
- Low engagement on the website
- Lack of investment in website a/b testing and optimization
- Poor design and website experience compared to the competition
Our Advice
Critical Insight
Digital marketing leaders must focus on identifying the sweet spot where the needs of the business and buyer align in the planning stage of a website redesign. This ensures that disjointed needs are identified, lack of resources is accounted for, and high-impact needs are prioritized. Alignment ensures the redesign will increase marketing-influenced wins, brand image, and competitive differentiation.
Impact and Result
Using the SoftwareReviews methodology leading digital marketers will be able to:
- Discover, align, and prioritize stakeholder needs for the redesign.
- Identify areas of competitive differentiation that should be highlighted in the buyer journey and messaging.
- Optimize marketing-influenced wins, brand image, and competitive differentiation with the website redesign.
Research & Tools
| Name | Actions |
|---|
1. Redesign Your Website to Increase Business Value Storyboard – This blueprint helps digital marketers to plan and execute a successful website redesign.
Our research helps marketers focus the website redesign on the sweet spot where business and customer needs align, and helps to mitigate inherent risks to resources, timeline, and budget.
| Name | Actions |
|---|---|
|
Redesign Your Website to Increase Business Value Storyboard
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2. Business and Buyer Alignment Worksheet – This workbook is designed to help companies align their business needs with the needs of their customers.
Alignment of stakeholders' goals and needs leads to greater success in a website redesign.
| Name | Actions |
|---|---|
|
Business and Buyer Alignment Worksheet
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3. Website Content Audit Worksheet – Execute a content audit of your website and plan for the content update.
This tool provides marketers with a way to conduct a content audit of their website and then plan for website redesign content updates.
| Name | Actions |
|---|---|
|
Website Content Audit Worksheet
|
4. Website Diagnostic Tool – Provides a quick and accurate website diagnostic.
The results from this diagnostic will help you understand if a website redesign is necessary.
| Name | Actions |
|---|---|
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Website Diagnostic Tool
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5. Website Redesign Budget Tool – An aid to help digital marketing leaders budget for a website redesign.
This workbook is designed to help digital marketing leaders budget for a website redesign.
| Name | Actions |
|---|---|
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Website Redesign Budget Tool
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6. Website Redesign Project Plan Tool – Achieve success in your website redesign.
This workbook is designed to help companies create a project plan for their website redesign after the alignment of stakeholders goals and needs. This tool helps digital marketing leaders achieve success in their website redesign.
| Name | Actions |
|---|---|
|
Website Redesign Project Plan Tool
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7. Website Redesign Executive Presentation Template – Use this to gain approval for the website redesign.
This template is intended to serve as a guide for communicating the elements of the website redesign with your organization and, specifically, the stakeholders. The presentation will be used to gain approval for the website redesign.
| Name | Actions |
|---|---|
|
Website Redesign Executive Presentation Template
|
Onsite Workshop: Redesign Your Website to Increase Business Value
Onsite workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost onsite delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Do-It-Yourself Implementation
The slides in this Best Practice Blueprint will walk you step-by-step through every phase of your project with supporting tools and templates ready for you to use.
Project Accelerator Workshop
You can also use this Best Practice Blueprint to facilitate your own project accelerator workshop within your organization using the workshop slides and facilitation instructions provided in the Appendix.
Module 1: Capture the Need for a Website Redesign
The Purpose
- Diagnose whether a website redesign is necessary
Key Benefits Achieved
- Documented business objectives for the website
| Activities | Outputs |
|---|---|
| 1.1 Gather stakeholders to identify and document the business needs. |
|
| 1.2 Identify and document the ideal client profile and two buyer personas’ needs and journey. |
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| 1.3 Develop message maps. |
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| 1.4 Complete the content audit. |
|
Module 2: Review the Needs of the Business and Buyers
The Purpose
- Document business needs for a website redesign.
- Document the buyers’ needs for a website redesign.
Key Benefits Achieved
- Buyer journey and message map for ideal client profile (ICP).
- Buyer journey and message map for additional two buyer personas.
| Activities | Outputs |
|---|---|
| 2.1 Review the needs of the business/internal team/execs. |
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| 2.2 Review the buyer journey & persona. |
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| 2.3 Review message maps. |
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Module 3: Align the Business & Buyer Needs
The Purpose
- Align the business objectives with the buyers’ needs.
Key Benefits Achieved
- Documented business objectives for the website.
| Activities | Outputs |
|---|---|
| 3.1 Categorize top-priority needs, common needs, disjointed needs and needs that lack resources. |
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| 3.2 Decide what resources can be assigned to needs that lack resources. |
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| 3.3 Remove items that don’t have resources assigned for this redesign. Finalize the scope of this website redesign. |
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Module 4: Content Audit
The Purpose
- Audit existing content.
Key Benefits Achieved
- Website content review.
| Activities | Outputs |
|---|---|
| 4.1 Review the content audit. |
|
| 4.2 Finalize content list for the website redesign for 1-3 processes. |
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Module 5: Sitemap and Wireframes
The Purpose
- Create a budget and timeline.
- Create lo-fi wireframes, including for mobile devices.
- Work with graphic design on imaging and graphic design elements for prototypes.
- Gain steering committee approval for website redesign execution.
Key Benefits Achieved
- Website and mobile wireframes.
- Steering committee approval for website redesign execution.
| Activities | Outputs |
|---|---|
| 5.1 Design new sitemap. |
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| 5.2 Begin creating lo-fi wireframes that can then be taken to your graphic designer. |
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| 5.3 Establish high-level timeline for website project and next steps. |
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Testimonials
Much of what was discussed was timely and in alignment with what we are doing, and planning on doing.
Workshop was extremely well organized and helped team navigate through tough conversations. Workflow helped to identify pain points and common objectives and obstacles to both teams. Paul was able to adapt on the fly and get to the real issue and help ...