7 October 2009
7 October 2009,
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Major Re-Design or Modest Remodel?

Many small businesses now face this question. Small businesses that invested in a website three years ago or more and that have made no changes to the website’s design could have a site that looks rather out-of-date.

If you are considering a redesign, the first question you should answer is: Is my site working well for me now? And what could be working better?

I have worked exclusively with small businesses for nearly eight years. In 2002, the Internet was not new, but most individuals and many small businesses still relied on dial-up Internet access. And lots of people had no Internet access at all. The Internet did not have the profit potential that it does today, and many small businesses didn’t realize how important a website could be to their marketing efforts. So they invested neither money nor even much time in creating their website.

If that describes your situation, YES, you need a major redesign.

But, for most small business’s websites, it would be far better to make a few more subtle changes than to do a major overhaul. You should not redesign your site just because you and your staff are tired of the way it looks. Remember, your website’s visitors don’t see it nearly as often as you do, and they may actually find it easier to navigate a site that is familiar than one that is brand-new.

Here are some questions you could ask yourself before you decide how to proceed:

1. How would a redesigned site better serve our visitors? What issues would it address? Easier navigation? More information? A more streamlined “checkout?”
2. How would a redesigned site better serve internal “customers?” Do we need better methods of communication for staff? A site that is easier to maintain or edit? One that will integrate more easily with customer databases, inventory management software, etc.?
3. How would a redesigned site better serve a marketing function? Is it persuasive? Does it offer opportunities for low-commitment interaction (like free white papers, subscriptions, etc.) Is it “converting” well? Are goals being met? Does it present our “brand” well?

Before any site redesign, it is important to understand your current site’s weaknesses and your goals for improvement. Then you can make sure that even small incremental changes are addressing those goals. And once changes are complete, you can evaluate and measure the results.

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