The 6 Components of a Winning Web Redesign What you need to know to get the most value for your design dollars.John Whalen, PhDDirector, User Experience and Design, e.magination

You’re not alone: typical redesign requests:“We just need a quick site refresh.”“Our customers think our site is stale and out of date.”“Our design is so antiquated that people don’t trust our site.” “We have tons of great information, but nobody can find it.”“We need to increase traffic and conversions.”“We’re not interacting with customers.”

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

A story about strategy“Once upon a time there was a little site with some links…”

A story about strategy“…it grew and grew and grew”

A story about strategy“…it grew and grew and grew”

A story about strategy“…it grew and grew and grew, until one day…”

A story about strategy“…it was a big mess!”

A story about strategy“…finally they strategized…”

A story about strategy“…and Yahoo and Comscore lived happily ever after.”

StrategyWhich do you want as your site?

Strategy: CriticalPrioritizeBusiness NeedsAudiencesAudience TasksEnsure team “gets” user-centered design Build consensus on goals of site

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

Nice white space, but where are the things I need?

Clear steps to get helpFind help and locationFast factsConnect with people in video

Clear steps to get help

Find help and location

Fast facts

Connect with people in video

Compelling ContentDoes your site satisfy the needs of your target audience?Are the answers I want obvious?Does the site persuade me to act?

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

Didn’t track their web hits, search clicks, etc.Not clear how to define success or progress.

Analytics / Web Metrics PlanHow can you ensure your strategy was a success?What are the key indicators?VisitorsSales InquiriesSocial NetworkingReduced Phone SupportMake sure this is covered in the strategy session!

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

Visual RedesignBuild trust in your site.Build your brand.Make sure the design effort is consistent with your target audience.

Visual Redesign

Visual Redesign

Visual Redesign

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

SEO Tuning can make a dramatic difference

SEO Tuning can make a dramatic differenceSimple IATargeted landing pagesUsed social networking LinkedInFacebookYoutubeFlickrTwitterBlogRegular content updatesLow cost, quickly done.

Before:Do you have books on ADHD?

After:Brought forward contentVisual cues to different types of navigationImproved SEO for targeted words

The 6 components of a winning web redesign:Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

BeforeNo interactivity

After:Interactive:YouTubeGoogle MapsYahoo GroupsAll no/lowcostImproveSEO

Consider

When you hear…“We just need a quick site refresh.”“Our design is so antiquated that people don’t trust our site.” “We have tons of great information, but nobody can find it.”

…think about…Clear StrategyCompelling ContentAnalytics / Web Metrics PlanVisual RedesignSEO Tuning / Simplify IASocial Media Integration

Postscript: Interesting sites we mentionedarchive.orgCompete.com

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