When refreshing your existing website, be sure not to fall into the trap of thinking of this as purely a process of design enhancement to make it look prettier to users. Approaching a refresh from this angle is a good way to waste your time and money and will likely not provide you with much return on investment.
Instead, you should focus on whether the site is currently achieving its purpose and whether it could be achieving its goals better.
The core questions you should ask regarding the existing site are:
- What is the purpose of the website and is it currently achieving this?
- What is it currently doing well?
- What would I like it to do better?
Some answers will be obvious, like:
- We get a lot of traffic to the site each month, but only a small percentage of users make a purchase
However, for more detail and a better understanding of user behaviour on your website, install an analytical collation program such as Google Analytics. This will allow you to capture user data, which will be vital in revealing sections of the website you should enhance during the re-fresh process.
Now, onto some questions to ask of your current website, which will provide quick win answers to assist you with your website refresh:
- Are there clear calls-to-action to assist users in navigating information on the website?
- Is it easy for users to find the information you want them to find?
- Is it easy for users to purchase products/services?
- Is it easy for users to find contact details to make contact via phone or email?