Nearly every college we’ve connected with in the past 10 years has had a group of stakeholders who wanted their website redone yesterday. Maybe you got your New Year’s wish and a new website redesign is on the table.
A website is a living, breathing document that has evolved generationally – from a filing cabinet, to a garage, to an internal resources site, to an external recruitment/marketing focused site. There might be subdomains people didn’t know existed, broken links and content no one knows who owns.
Here are 3 things to think about before you jump in:
Lesson #1 – Get the Right People Involved at the Right Time
Who’s in charge of what and who needs to be involved? When evaluating your website redesign process, think about which groups of stakeholders should be involved in each phase of the process. Start your website redesign on a white board and draw out your internal process, even if you’re working with an external partner. Determine who’s been invested in the process in the past and how you can ensure buy in for the new site launch by considering their opinions and input. Make this document public so everyone has access to it, and share it in small-group meetings prior to beginning the redesign.
Example: Faculty Members
Scenario – Faculty members own departmental pages, but not newly proposed program pages. Involve faculty members strategically by sharing the brief for what the new program pages will do, how they differ from existing program pages and wireframe the information that should be on each page. Make it easy to gather information through personal interviews, and use a standard questionnaire so they are informed before the process begins and can come prepared to discuss and provide the input you need.
Lesson #2 – Data Validation with Google Analytics
Start with a thorough review of Google Analytics. Don’t wait until the end to set up goals and see the data. Dig deep into the data and see what you can learn from your past web traffic history. When you recommend pages or duplicate content that can be eliminated, make sure you have good data from Google Analytics that supports why you are making your decisions. Data that supports the importance of a page or the way people find information is key. Always include the pages you’re getting rid of in your site information architecture and where that existing page content will live in the newly proposed IA.
Example: Google Analytics Reports
Look at referral traffic, page views, time on page and overall user path to understand where users are converting on key activities and the importance of that information.
Lesson #3 – Extensive Project Management
Always use a project management tool, software or system that allows you to avoid sharing project schedules, creative concepts, drafts of copy and/or project notes via email. A project management tool like Basecamp allows everyone to access a shared space online where all information lives, updates are made, changes and thoughts are recorded and project meeting notes are shared. The best way to ensure a good project history is to automatically record when changes, updates and edits are made.
Example: Project Meeting Notes
To review when changes were made, compile an end-of-project report or just check involvement of various parties, make sure each step or activity includes who was involved and what they said, did or changed.
A couple other great resources as you think through your website redesign:
