Perhaps it’s because websites have been around for so long. Some organizations that come to us looking for a refresh of their website view the process as if they were coming up with a new marketing brochure or other informational piece.

They can be obsessed with graphics, look and feel, how attractive the site is, if there will be a WOW factor.

When we begin working with a client, they can be taken aback when we tell them to put those concerns aside, and think instead about engagement, ease of navigation, compelling content (for free) and targeted calls to action. We explain that having a visually attractive site is certainly desirable; a degree of elegance is our aim as well. However, we place visuals as a secondary priority, so that we can focus on what will drive readers to take action.

Our first step in designing a new website is to have a process mapping session with the client. Here we talk about how the organization envisions users coming into the site, not only through the home page, but through sub-pages as well. We ask how they want to direct the casual visitor and help move them through their business flow. We are very intentional in spending a lot of time in this stage: it really ripples through the entire site design and helps identify all the necessary elements and action triggers to be utilized.

It might not seem obvious, but the launch or re-launch of a website is an ideal time to reexamine business processes and marketing initiatives. What better time to make a loud noise…

 

Image Credit Flickr