If someone were to approach you and say "We need a website redesign," what would that mean to you? Would you think...
- They must not like the layout of their website.
- The website is probably outdated and isn't mobile friendly.
- They want to add new photos and change the colors.
- They need more visitors to the website.
- They aren't converting enough visitors into leads.
- They aren't providing remarkable content.
We were recently speaking with a prospect that requested a website redesign. The website hadn't been "redesigned" (besides occasional text updates) for about four years. They felt it was time for a new look and that was what they were looking for us to do. Now about five years ago, I would have started this conversation off like this,
- "What colors do you want?"
- "Where would you want the navigation?"
- "How many pages?", etc.
- What’s the website not doing now that maybe it should be?
- Do you know what people are typing into Google to find the problem you solve?
- Do people hit your website and think to themselves, "This is exactly what I was looking for!" ?
- Is the website all about you? Or does it speak to your buyers?
- Does your website offer conversion opportunities at each stage of the Buyer's Journey?
It's a little cliche to say we partner with our clients, but we do in order to build something that will help their business grow. How do we know what to build otherwise?
So, What would Should We Call It?
Can you see the dilemma? Should you really be asking for a website redesign? Should I really be referring to myself as website designer? It would be like a teacher referring to oneself as a "test designer". Yes, web design is part of the process, but it isn't where we start and it isn't what makes your website a success.
So, what if instead of requesting a website redesign you requested a "Website Strategy"? Would that make better sense?