A redesign often starts with a familiar thought: our website looks dated. That may be true, but appearance is only part of the brief. Before choosing a new layout, take a closer look at what people need from the site and what your team needs it to do. These five questions can give the project a more useful starting point.
Who needs this website?
Be more specific than “potential customers.” A buyer researching equipment needs different information from a nonprofit supporter deciding whether to get involved. List the main audiences and the questions each one brings.
If there are several audiences, decide which journeys deserve the most attention. The homepage should help people find their way without asking every visitor to follow the same path.
What should a visitor do next?
An inquiry, a purchase, a registration and a request for technical information are different actions. Name the action that matters on each important page.
Then work backward. What does someone need to know before taking that step? Clear service information, relevant examples and a useful contact option may matter more than another prominent button.
What is already worth keeping?
A redesign does not have to mean starting every part over. Review the content customers use, the questions your team answers and the pages that support your work.
Make a keep, improve and retire list. Include the existing page addresses and any systems connected to the site so that important details become part of the plan.
Who will keep it useful?
Think about everyday updates before the build begins. Who changes service information? Who adds projects? Who checks inquiries?
A content structure and editing experience that fit your team can make those responsibilities easier to manage. Agree on ownership, training and ongoing support as part of the project.
How will you judge the change?
Choose a small set of questions you can revisit after launch. Are people finding the right service? Are inquiries giving the team useful context? Can staff complete routine updates?
Document the starting point where you can. Review the new site against the purpose you agreed on, then use what you learn to choose the next improvement.
