It is your shop window and the expression of your positioning. And yet it is no longer really in step with the strategy you have put in place... Don't panic: here are 5 keys for approaching your website redesign (with peace of mind)!
Upgrading your website is often an opportunity to step back and look at your entire digital strategy - or even your positioning!
Step 1: audit the current site
This means taking stock of your website's effectiveness and identifying the levers to activate in order to improve its technical and commercial performance. Needless to say, there are more than a hundred criteria that can be assessed in a website audit...
For a comprehensive study, all the criteria can be grouped into six broad dimensions of analysis: marketing and commercial, usability, ergonomics, search engine optimisation, editorial, and technical.
Step 2: define clear objectives
Your website redesign should be approached like any other marketing initiative: with an R.O.I at stake! It is therefore the ideal moment to define your objectives and future performance indicators precisely - and to prioritise them! These can take several forms:
- Improving awareness, building credibility
- Collecting leads, acquiring new customers
- Customer support, training, promoting products or services
- Offering a new service, building loyalty
- Online sales
- …
Step 3: co-write the specifications
This means translating the marketing and commercial objectives defined earlier into a functional and then technical specification document. As the foundation and true working base of the project, it will be the reference document throughout. Convergence acts as project owner's assistant, supporting brands in co-writing this key document.
Skipping this fundamental step would mean risking losing control of the project's cost (and duration)… Shall we discuss it over a coffee?
05 December 2022
Manon T.
7minStep 4: choose the right partner
The previous steps make it easier to run a tender process on objective grounds. You will save precious time by choosing an agency with in-depth knowledge of your markets! What's more, teaming up with a communication consultancy rather than a web agency can make sense, to gain an overall view of the various digital levers to activate.
Finally, bringing your partner in from the audit phase onwards will help build a genuine project team, capable of carrying out thorough, well-rounded thinking.
Step 5: think global
Upgrading your website is often an opportunity to step back and look at your entire communication strategy. Defining your objectives and putting them in place usually triggers deeper thinking about your digital strategy - in other words, the digital methods and techniques that enable the company to build a competitive edge by activating the various web marketing levers online (storytelling, blogs, social media, e-learning, academies, search engine optimisation, tablet apps…).
There you have it: solid foundations for approaching your next digital project with peace of mind.