Today I have a tremendous article which I want you to file away somewhere safely for the day when you decide to “redesign” your company’s website. Redesigning Your Website: Who’s Taking Care of the Content? on the Marketing Profs Daily Fix Blog discusses the most important omission from almost every corporate website redesign: what is actually going to go on this great new website.
If you talk to website designers, you’ll find that nine times out of ten, when they’re approached by a client, they’re told: “We’d like a redesigned, more modern website, which is easier to navigate around, looks cleaner, and is more consistent.” Whilst these are all laudable things to do, they’re the equivalent of saying: “Our company’s products are a bit old-fashioned, can you come up with a new logo?” The look and feel of things is important, but it can’t make up for a lack of substance.
Now, most website designers know this. But you won’t hear them say: “Great! I assume that you’re improving the content and facilities on the website, and you want a redesign to integrate these efficiently!” Why not? Because like any consultants, they tell you what you’d like to hear. If you want a paint job, you can have a super paint job. Why make you rethink employing them?
But don’t think a paint job will disguise the product underneath. A website redesign should mean a redesign …from the inside out.