Evolution Is Not Optional
by The Blazing Lucidity Staff
The web is constantly evolving, and that means that your website can't stand still. Businesses know they need to improve their web presence, but they often don't know where to start. Begin with the most important things, of course. But what are the most important things? Here is an approach to get started.
1. Determine Your Priorities
Begin by asking this question:
What is your site not doing that you think it should be doing?
2. Compile Your Answers
Take your answers to this question and compile a list organized from most important to least important. Your criteria for ordering this list should be based upon how the the needs of your business relate to your answers. Evaluate each of the items on your list and place it into one of the following categories:
- Site Content
- Design and Layout (graphical look and feel, images)
- Information Architecture (organization of information)
- Usability
Consider these points when making your evaluations:
Content Evaluation
Content is the heart of your site. Regardless of the type of site — social networking, informational, e-commerce, or other service — the bottom line is that people have to want to use your site because they perceive that there is value in it for them. Users are more apt to continue to use a less attractive site that offers something of value for them than a nice-looking site that doesn't. Keeping your site content fresh and relevant is one of the most critical aspects to a successful online presence.
Design Evaluation
We've all seen sites that look good but are confusing to use, and we've all seen useful sites that just plain look bad. A great looking site is not an excuse for poor usability; people expect a clear and organized site that is easy to use. While content is still the most important aspect of your site, quality design is necessary to build credibility for your organization or brand. If you have strong content but your design feels dated or stale, a graphical design refresh can breathe new life into it. (Our article The Tenets of Good Design further discusses the importance of looking good).
Information Architecture and Usability Evaluation
Perform a site traffic analysis: What are visitor tendencies for your site? What are the bounce rates on your most important pages? Which pages do users spend the most time on? Answers to these questions provide insight into the areas in which there are opportunities for improvement. Refinements in navigation and content organization can result in quantifiable gains for key metrics.
3. Putting It Together
You should now have an idea of the areas of your site that need improvement. If you can identify changes that you believe will have a perceptible effect, be sure to consider their implications and have a plan to measure the results. Often a small adjustment can make a measurable difference. If on the other hand you feel overwhelmed by the scope of work needed to get you from where you are to where you want to be, consider starting from scratch. It is often easier to begin anew with a full site redesign than to attempt to fix a site that was not designed to address the needs of your business today.
