Time to Redesign – Now What?
We often meet with potential clients that are justifiably looking to redesign their current website. Depending on how long an organization has been in existence many organizations may be on their third, fourth or even fifth iteration. With fast-moving technologies like website development, everyone seems to want the latest and greatest, but at times we often wonder at what expense.
A few years ago, everyone that had a website clamored to have a flash introduction – movement, music, a narrative, it was the latest fad and if you didn’t have one, you were “behind the times.” Now, only a relatively short time later, many viewers will leave a site before that same flash intro has even come to completion. As viewers have become more savvy in their surfing, they have also become more impatient. What does this mean when it comes to redesigning your site? For starters, simply because a technology is available, it does not necessarily mean it is applicable to your site. Take a look at some of the most successful sites out there and their own simplicity in design – I suppose Google might be the best example. They know what they are, and they keep it in the simplest format possible. With more design but in the same premise, consider eBay; while they have literally millions of products available for auction, they have kept the process and design simple enough for even the most novice of users.
One simple rule of website design has never changed; there is no substitution for sound architecture, clean design, and ease of use. Just as we see the average online consumer becoming more knowledgeable in their use of search engines (geo-targeting, etc) we see the trend in web design getting back to the basics – less fluff, more substance. Organizations need to establish themselves online faster than ever, we have become a billboard society and if you haven’t grabbed the viewer’s attention in 5 seconds, they are on to the next site.
When you are ready to redesign your site, take a step back and be a consumer looking for your services. Look at the competition, what do you like and dislike about what they are doing? Remember that while you know your business better than anyone, the average consumer probably does not know who you are – this is your chance to change that. Make a list of requirements that are necessities for your site, then make a wish list of elements you think will add to it. When you sit down with a design firm to discuss your next site, you will be glad you have done your research, and at the end of the day will get you a product that better accomplishes your goals – and better represents you as a company.
Mike DeSantos
VP Business Development