1. Develop your marketing strategy
2. Designate a project manager
3. Prepare the specifications
4. Select a web provider
5. Create your persona files
Does your website no longer meet your customers’ expectations? Do you think that it no longer offers enough quality content and that it is not well enough referenced? Do you want to stand out from your competitors here and internationally by having better visibility on the Internet? Now is the time to take action! To avoid the pitfalls that can arise in any website design or redesign project, here are ten steps to follow.
1. Develop your marketing strategy
An effective marketing strategy is the cornerstone of your website redesign project. Too often, companies start designing a new site without first defining the key elements of their marketing strategy, including:
business objectives: where will the company be in a year from now? And within three years?
The target clientele: who is it (consumers, retailers, or wholesalers)? What are the needs and expectations of the typical business customer?
the 4 Ps: product, price, place, promotion, or the “marketing mix”, which adds three dimensions to the 4 Ps, namely People (employees, community, etc.), Process (customer journey), and Physical proof (testimonials, storefronts, website, etc.);
analysis of target markets: market research enables the company to obtain useful information for making informed decisions;
knowledge of competitors: competitive advantages, strengths, and weaknesses;
positioning (brand, service, solution, etc.): its position about competing offers;
SWOT analysis or analysis of the company’s strengths and weaknesses and the opportunities and risks are emerging from its climate. This exercise allows the company to make the desired changes and take advantage of business opportunities;
the budget, or the money allocated for marketing and sales costs.
Developing the marketing strategy allows you to prioritize your actions and ensure that your website is aligned with your strategic business planning. To ensure rigorous monitoring of the process implemented, it is necessary to write a marketing plan, including each of the elements mentioned above. Desjardins notably offers an interactive marketing plan that will guide you through your process.
2. Designate a project manager
When you decide to redo your website, it is important to appoint a project manager within the company, responsible for defining the Web project by preparing the specifications and ensuring its management with the supplier. Web.
In addition to having expertise in e-business and being on the lookout for web trends, the project manager must be:
listening to the management team to understand the needs and constraints of the company, to propose optimal solutions, and to maintain regular communication with the Web provider;
rigorous to ensure that the delivery of work related to the project and the achievement of objectives are on time and budget;
skillful in its management to control the scope of work and successfully achieve company objectives.
3. Prepare the specifications
The specifications are a document intended for service providers specializing in e-business and aimed at obtaining bids for the project. It is a mechanism that helps the firm to identify its priorities. It also helps determine the requirements and conditions associated with carrying out the necessary work.
It is not an easy job to write the specifications. This is an opportunity to mature the vision of the company’s web strategy and think about certain aspects, such as SEO and social media.
The specifications are essential to select the supplier who will be responsible for the redesign of the website and to work with him.
4. Select a web provider
After having written the specifications and obtained a quote from three or four technology suppliers, you must select one of them. This selection will be based on several elements, among others:
understanding of the company’s mandate and needs (the proposal is tailored to what is required);
the experience of the team who will be responsible for creating the web strategy and designing the site; the quality of the supplier’s achievements with other clients;
the proposed approach and the consistency of actions to complete the targeted project;
the proposed content management system (CMS or content management system );
the services offered by the supplier (natural and paid referencing optimization, website hosting, technical support, etc.);
The supplier’s geographical proximity The expenses associated with carrying out the job. The development of an evaluation grid incorporating the elements presented above and indicating their relative importance facilitates the comparison of offers and decision-making.
5. Create your persona files
Creating persona files is an essential step in ensuring that the new interface is user-centric.
A “persona” designates a fictitious character who represents a typical customer of the company and who helps to understand the behavior of the target customer behind the search query.
The development of all the relevant persona files is relatively difficult. To ensure the success of the implemented Web strategy, this exercise must be carried out with the collaboration of a Web provider.
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