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10 Questions to Help You Determine If It's Time for a Web Site Redesign by Amy Lee and Marla Shaivitz, Ellipsis Partners When non-profits and associations first began registering and building Web sites, they were extensions of the organization's brochures. Everyone knew it was important to have a presence on the Web, but nobody was quite sure how to realize the full potential of the medium. That was then. Now, there is a more developed style for Web sites, beyond that of a "brochure" online. However, how can you be sure that your site is working for your organization? Here are some questions to ask to determine whether it is time for your organization to undergo a site redesign. Is your site accomplishing all that you would like it to? If you have that nagging feeling that your site can be more than it is, it is worth looking into your options. There are a number of consulting groups that will perform a cursory site analysis at no charge to show you were the site works, and where it can be improved. There are Web sites that will also provide this "tops of the daisies" look at your site. While this is very useful information, it is only part of what you need to answer this question. You have to look at your own organization's needs and priorities. There is nothing magical about a Web site. It is simply a tool for your organization to do business. You don't use a sledge-hammer to paint your wall. If you have the wrong tool of the job you need to do, find (or create) the right one. Have you re-designed the site since it was first implemented? Most organizations built their first site anywhere between 1994 and 1996. To say a lot has changed in the design of Web sites since then is a tremendous understatement. There have not only been graphical and technological improvements, but there is also a new understanding in how visitors use the Web. There is also a greater belief among Americans that the Web is a credible source of information and commerce. You've got more choices than you've ever had. This is a great time to jump back in. Are you hearing more complaints than accolades about the site lately? Did you receive a lot of compliments when the site first launched? Have you been experiencing complaints from your staff or site visitors about the Web site? First of all, congratulate yourself. If people are complaining, that means they are visiting – and visiting often enough to contact you with a complaint. They are demonstrating that they care about your organization and are willing to help you figure out the best way to communicate with them. Think about it. How many times have you ever had your audience participate actively in your communication strategy? These off-line messages are great indicators of what is happening online. If the online experience isn't a pleasant one, than you will see a dip in use. The navigation and information design of your site is important to usability and visitor "stickiness" (whether visitors stay on the site, and whether they come back). If you are getting comments, your audience wants to help. If you don't respond to their suggestions, however, they will give up. Has there been a significant decrease in the number of visitors to the site? Most organizations track the number of "hits" to their sites through reporting software such as Webtrends. If there is a continual decrease in visitation, it is a good sign that there is a problem on the site. You need to identify that problem as soon as possible. Does the organization of the site still make sense? Many of the early Web sites were designed with an organization's internal structure serving as the navigational structure. This departmental organization makes sense to those within the organization—visitors to the site tend not to be as familiar with internal organizational charts. What do people want to use the site for? What does your organization want people to use the site for? Does the organization of the site (the links on the site or how the information is grouped together) facilitate either of these uses? Ease of use is the number one requirement for those that use the Internet—it should serve as the leading organizational principle for your site. Have you added new areas of your organization that aren't represented on the site? Keeping the Web site current with changes within the organization will only add to your visitor's experience. If an off-line organization change (like the creation of a new member services outlet or other customer-service oriented change) is made, it will probably benefit those who enter your organization through the Web site. Does the site look or sound dated? Phrases like "welcome to our Web site!" or "click here for more information" are outdated phrases on the Web—to savvy visitors, it signifies that your Web site is outdated. Do you include dates on the bottom of the pages on your Web site? A "last updated" date of 1997 does not reflect well on your organization. Is the site designed to promote interactivity? One of the benefits of having a good Web site is the creation of an efficient communication system between the organization and its target audience. If it is difficult for your site's visitors to contact you, either via e-mail or through a form, then your Web site isn't being utilized to its full potential. The Web is a one-to-one marketing medium. Your Web site is a conversation between your organization and the person using the site. If that user can't interact directly with your organization in some way, then the conversation breaks down. Do your competitors have a more engaging site? Monitoring the competition is not something that happens only in the for-profit world. If the competition's Web site is faster to use, easier to use, more current, more informative—it's a pretty safe bet that you will lose site visitors. When you lose visitors, it makes it that much harder to further your message – and your mission. Is your site providing a return on investment, in either dollars, new members/participants/clients or efficiency? A Web site is simply a tool—and as we all know, many people are using it to increase revenue. Associations and non-profits are also using it to increase membership, incur online donations, build communities and incite legislative participation—all activities that have an effect on the bottom line. Your site can do this as well. When you realize that it is time to redesign your site, the first step is an introspective one. Ask yourself what you want this site to do and what role you want it to have in your communications strategy. You need to identify the purpose of the Web site. Once you have done this, commission a site analysis. Tell the group doing the site analysis what the purpose of the site should be. This sort of focused site analysis will point out what is working and what is not, and will give you a starting point in which to plan the extent of a redesign. Considering that Web sites have become more than an extension of an organization's marketing brochure, it is a good idea to optimize your site and make it work for your organization.
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