Redesign Your Website to Increase Marketing-Influenced Wins
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Digital marketers who work on old and outdated websites experience the following: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 |
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1. Redesign Your Website to Increase Marketing-Influenced Wins 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 |
|---|---|
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Redesign Your Website to Increase Marketing Influenced Wins 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 |
|---|---|
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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 |
|---|---|
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Website Content Audit Worksheet
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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 |
|---|---|
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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 |
|---|---|
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Website Redesign Executive Presentation Template
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Onsite Workshop: Redesign Your Website to Increase Marketing-Influenced Wins
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: Align the Business and Buyer Needs
The Purpose
Identify the needs of the business and buyer, ensure that disjointed needs are identified, lack of resources are accounted for, and high-impact needs are prioritized.
Key Benefits Achieved
- Understand the needs, challenges, and goals of internal stakeholder groups such as product, development, sales, marketing, and the executive-level
- Highlight and prioritize the needs of the buyer
- Identify the sweet spot where the needs of the business and buyer align
- Understand resource constraints and identify risks
- Develop metrics and goals to track and report website redesign value and success
- Learn how to measure website redesign value and success
| Activities | Outputs |
|---|---|
| 1.1 Gather stakeholders to identify and document the business needs. |
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| 1.2 Identify and document the ideal client profile and two buyer personas’ needs and journey. |
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| 1.3 Identify top-priority needs, common needs, disjointed needs, and needs that lack resources. |
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| 1.4 Continue to refine this list until you have the final list of aligned business and buyer needs that the website redesign will fulfill. |
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Module 2: Build Messaging and Journey
The Purpose
Develop effective messaging and a journey for your most important customers.
Key Benefits Achieved
The right message and a coherent journey to engage key buyers and deliver ROI for website content.
| Activities | Outputs |
|---|---|
| 2.1 Review the journey for ICP + 2 personas. |
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| 2.2 Review message maps for ICP + 2 personas. |
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Module 3: Review Content Audit
The Purpose
Focus website redesign content on benefit wins that support the user journey(s).
Key Benefits Achieved
Weighted Benefit Win content as the highest priority for the content of the website redesign.
| Activities | Outputs |
|---|---|
| 3.1 Review the pre-completed content audit. |
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| 3.2 Finalize content for the website redesign. |
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Module 4: 4. Build Sitemap and Lo-fi Wireframes
The Purpose
Create a sitemap that supports the alignment, buy journey, and benefit win and increases the value through the identified metrics of the redesign. Communicate initial usability interface via lo-fi wireframes.
Key Benefits Achieved
- A sitemap that supports the identified needs for the redesign, user journey, and communicates the information architecture.
- Lo-fi wireframes and a common
understanding between designers, marketers, and developers on the intended
redesign result.
| Activities | Outputs |
|---|---|
| 4.1 Design new sitemap. |
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| 4.2 Begin creating lo-fi wireframes. |
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Module 5: Prototyping, Budgeting, and Timeline
The Purpose
Plan and execute a website redesign that will increase marketing-influenced wins, brand image, and competitive differentiation.
Key Benefits Achieved
- Prototypes as mock-ups for the website design for developers.
- Stakeholder approval to move forward with website redesign execution.
| Activities | Outputs |
|---|---|
| 5.1 Complete in-progress deliverables from the previous four days. |
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| 5.2 Create prototype wireframes, including for mobile devices. |
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| 5.3 Create the budget and project timeline. |
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| 5.4 Gain steering committee approval for website redesign execution. |
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