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WEBSITE REDESIGN Playbook & Toolkit

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WEBSITE REDESIGN Playbook & Toolkit WEBSITE REDESIGN Playbook & Toolkit Follow this simple step-by-step playbook to complete a website redesign that supports your company’s values and vision. Table of Contents WEBSITE REDESIGN Framework 03 Introduction 04 stage 1 Set Goals & Timelines 06 stage 2 Analyze Your Needs 09 stage 3 Design Your Website 13 stage 4 Prepare For Launch 19 stage 5 Launch Your New Site 24 stage 6 Refine Your Efforts 28 Conclusion 31 About This Playbook 32 WEBSITE REDESIGN Framework Click the buttons below to access all related Leverage the framework below to quickly training, tools, templates and other resources. empower your organization’s website redesign strategy. 1 SET 2 ANALYZE 3 DESIGN 4 PREPARE 5 LAUNCH 6 REFINE Competitive Website Content Marketing Website Program Website Launch Training Course Website Program Analysis Tool Solution Study Strategy Scorecard Checklist Metrics Dashboard Web Optimization Website Program Website Project Website ROI Vendor RFP Terms of Use Policy Benchmark Report Maturity Assessment Charter Template Calculator SEO Benchmark SEO Maturity Website Requirements Website Reporting Vendor Evaluation Privacy Policy Report Assessment Gap Analysis Template Evaluating Website Web Content Post Project Website Budget Blog Policy Effectiveness Guide Audit Tool Evaluation Tag Management Web Requirements Best Practices Guide Gamification Web Infrastructure Technology Overview Checklist Building A Mobile Website Governance Friendly Website Guide Creating A Business Website Page Blog Guide Mapping Tool Website Roadmap 1 2 3 4 5 6 Set Goals & Analyze Your Design Your Prepare For Launch Your Refine Your Timelines Needs Website Launch New Site Efforts Introduction How Does This Fit Into the Big Picture? How to Use This Playbook The overall goals of a website redesign project can vary from one This playbook consists of six stages, each with a description, steps, business to the next. However, a website redesign can serve any (or and action items. Action items include using our premium tools and all) of the following purposes: templates. Our intention with this playbook is to help you: It can support the corporate marketing strategy It can be part of the marketing communication plan Identify your website requirements and exploit new opportunities It can be part of your individual product marketing plans This playbook will help you conduct a website redesign that is aligned with your corporate values & vision, happens quickly & Support your website developer during the redesign efficiently, meets or exceeds your expectations, impresses your project and stay organized colleagues & customers and is optimized for the goals you set. Corporate Marketing Strategy Achieve your website goals and objectives Product A Product B Marketing Plan Marketing Plan Marketing Communications Plan WEBSITE REDESIGN 4 1 2 3 4 5 6 Set Goals & Analyze Your Design Your Prepare For Launch Your Refine Your Timelines Needs Website Launch New Site Efforts Introduction Outputs from This Playbook Stage 1 - Set Goals & Timelines Project Charter, Strategy Scorecard, Website Roadmap Stage 2 - Analyze Your Needs Assessment, Content Audit, Survey, Competitive Analysis, GAP Analysis Stage 3 - Design Your Website Requirements, Priority Index, Feature Release, Budget, RFP, Creative Brief Stage 4 - Prepare For Launch Page Mapping, SEO, Social, Content, Online Ads Stage 5 - Launch Your New Site Governance Document, Policies, Launch Checklist, Reporting Tool, Dashboard Stage 6 - Refine Your Efforts Reporting, User Survey, Roadmap, Dashboard WEBSITE REDESIGN 5 WEBSITE REDESIGN STAGE 1 Set Goals & Timelines The hardest part of any project is getting started. This Stage can be used as a starting point and will make it easier for you to get the ball rolling. During this Stage, you will lay a solid foundation for your website redesign project by conducting the following exercises: STEP 1: Build a Project Charter STEP 2: Outline Goal and Objectives STEP 3: Create a Project Roadmap 2 3 4 5 6 Introduction 1 Analyze Your Design Your Prepare For Launch Your Refine Your Needs Website Launch New Site Efforts Set Goals & Timelines STEP 1 STEP 2 Build a Project Charter Outline Goal and Objectives Action Item Action Item Use our Website Project Charter Template to organize your Use our Website Program Strategy Scorecard to outline thoughts and gain buy-in and approval to move forward with your high-level goals, objectives, KPIs and target timeframes your website redesign project. for your website redesign project over the next 12–18 months. VIEW RESOURCE VIEW RESOURCE What do you need to know about the website project charter? Use the scorecard to document your high level business objectives Critical Success Factor: Ownership. This document clearly for the new website. A few examples include: identifies the Project Manager, who should lead the effort to Increase Visibility Online create the Website Project Charter. Improve Customer Web Experience The output of this step is a comprehensive document that Optimize Web Content will facilitate the go/kill website redesign decision. Create New Lead Generation Channel Our Business Case Template is another great resource for helping to secure buy-in & get approval. WEBSITE REDESIGN 7 2 3 4 5 6 Introduction 1 Analyze Your Design Your Prepare For Launch Your Refine Your Needs Website Launch New Site Efforts Set Goals & Timelines STEP 3 Create a Project Roadmap Action Item Use our Website Roadmap Template (Web Development Schedule tab) to organize and plan the deliverables, mile- stones, due dates, owners, and approvers for each phase of development. VIEW RESOURCE What phases might be included in a website redesign project? Planning Launch Design Training Development Refinement Pre-Launch Prep WEBSITE REDESIGN 8 WEBSITE REDESIGN STAGE 2 Analyze Your Needs Now that you have a good understanding of who is involved in the redesign project, what your key objectives are and how long it will take to get there, this Stage in the website redesign project involves conducting a detailed internal & external analysis of your situation so that you can document your requirements in Stage 3. During this stage, you will conduct the following exercises: STEP 1: Audit Your Current Situation STEP 2: Understand Your Audience STEP 3: Review Your Competitors’ Websites STEP 4: Research Technology STEP 5: Conduct a Gap Analysis 1 3 4 5 6 Introduction Set Goals & 2 Design Your Prepare For Launch Your Refine Your Timelines Website Launch New Site Efforts Analyze Your Needs STEP 1 STEP 2 Audit Your Current Situation Understand Your Audience Action Item Action Item Use the Website Program Maturity Assessment to evaluate Use the Website Usage Survey Template to get a better your organization’s website program maturity. Based on the understanding of the way that your customers, employees, results of this assessment, you’ll be able to benchmark your prospects and contractors interact with your website. current situation and show measurable improvement over time. VIEW RESOURCE VIEW RESOURCE Areas of evaluation include: The goal of conducting this survey is to help you understand Strategy, Process & Skills Landing Pages and monitor habits, interests, and participation across your web properties. Clear Communication Lead Conversion Be sure to encourage constructive feedback that you can incor- User Friendliness & Easy Navigation Content porate into your website strategy. Also, if you’re using Google Search Engine Optimization Analytics Analytics be sure to review your key metrics. Social Media Helpful Hint – Be sure to add any important insight to your Customer Profile and Buyer Persona templates. WEBSITE REDESIGN 10 1 3 4 5 6 Introduction Set Goals & 2 Design Your Prepare For Launch Your Refine Your Timelines Website Launch New Site Efforts Analyze Your Needs STEP 3 STEP 4 Review Your Competitors’ Websites Research Technology Action Item Action Item Use the Competitive Website Analysis Tool to conduct an Use the following Demand Metric resources to asses your objective apples-to-apples comparison of your website and wants and needs: your top two competitors based on best practices. Technology Considerations Resources CMS? CRM? Drupal, Wordpress, Systems Security? Salesforce, Etc. ecommerce? VIEW RESOURCE Google Analytics, Analytics Free? Paid? Omniture Blogs? Social Media Social Media Communities? This template will help you: Playbook Networks? Etc. Identify strengths & weaknesses in your competitors’ websites Lead Nurturing? Demand Demand Generation Marketing Generate new ideas and/or requirements for your redesign Generation Playbook Automation? The results of this analysis can also be used to support the business case for a website improvement project. Once you have completed End Users? Mobile Marketing Mobile the project, you can use this tool to demonstrate a measurable and Cost/Benefit? Playbook quantifiable improvement. WEBSITE REDESIGN 11 1 3 4 5 6 Introduction Set Goals & 2 Design Your Prepare For Launch Your Refine Your Timelines Website Launch New Site Efforts Analyze Your Needs STEP 5 Conduct a Gap Analysis Action Item Use our Website Gap Analysis Template to identify, analyze and resolve gaps for each competency area (People, Process, Technology). VIEW RESOURCE This exercise will help you to identify goals and action items. You will need to identify the following for each target item: Current State Goal State Timeline Action Items The results of this analysis will lay the foundation of your website redesign project. WEBSITE REDESIGN 12 WEBSITE REDESIGN STAGE
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