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.
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
• 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.