Rebranding In 2020?

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09 Jan | 08:00

Rebranding In 2020? Three Tips For A Successful Website Overhaul

New Year’s is a time for resolutions, for making commitments to improve both personally and professionally. As we roll into 2020, perhaps you are looking for ways to improve your company’s digital presence. Maybe your website needs an upgrade — or even a complete overhaul — in order to engage with your audience more effectively, increase brand awareness and grow your bottom line.

Forbes - YEC Coucil Post | January 09, 2020 | by Daniel Griggs

Successful businesses of all sizes are increasingly choosing to partner with web design agencies to establish a unique online brand identity and stay on trend with constantly evolving design and user experience standards.

As the CEO of a web design and mobile app agency, I regularly hear from marketing directors who are tasked with overhauling their company’s website and feel overwhelmed at the prospect or unsure of where to start. While redesigning a website or online brand can be a challenging task, following these tips can help ease the process.


1. Don’t skimp on the preplanning.

Marketing directors sometimes come to me knowing their company website should “look better” but unsure of their long-term goals for the site. The effectiveness of your new website does not lie in how aesthetically pleasing it is or how many bells and whistles it has. The primary indicator of success is whether the new site meets your company goals and benchmarks.

Developing these goals upfront and having a clear picture of functionality requirements is essential to the success of a website redesign project. Gather input from all stakeholders and decision-makers. When you understand expectations and initiate approvals before the process even begins, you will save yourself time, money and energy.

2. Speak with potential vendors.

Traditional requests for proposals (RFPs) get the job done, but they can have some downsides. A web design agency may have an impressive portfolio and look good on paper, but not share your team’s values, workflow or communication style.

When selecting a web development vendor, it is important to speak over the phone or meet in person to get a sense of the agency’s ability to collaborate, as well as its compatibility with your team. Before you send an RFP, make sure you speak to a human being and build a relationship with potential vendors. This process requires an initial time investment but will ultimately help you select the perfect vendor for your project.

3. Ask the right questions.

Many agencies can build an impressive website, but you want a vendor who is easy to work with and can meet your company’s unique goals. There are three important questions to ask of any potential web design vendor:

• How quickly do they reply? It is a red flag if an agency does not respond to you within 24 hours. Website design and development can be a complicated and time-sensitive undertaking, so it is critical to work with an agency that will be readily available should questions or issues arise.

• How specific are their solutions? During initial consultations, notice how specific — or vague — an agency is in offering solutions. A high-quality vendor will understand your company’s pain points and frame proposals as solutions to your specific problems.

• Does their skill fit your need (not your industry)? Industry experience is important, but what matters more is an agency’s experience with your specific needs. Interview vendors who have completed projects with similar requirements, not necessarily those who have worked with competitors. Your company challenges and goals may differ from others in your industry, and your needs may require a different direction.

Overhauling your website is no easy feat, and you will inevitably hit snags, but preplanning, defining your metrics for success and knowing how to select the perfect vendor will ensure a successful outcome.

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