Web Site Makeovers

by Dan Burbank

I can't flip on the TV these days without running into some sort of makeover show. Everyone is getting a new look or a remodeled kitchen. In TV-land it only takes a small army of highly paid designers an hour to roll out the fresh look. If you've ever attempted to give anything in your life a new a look, whether it's a hallway or a haircut, you know it's harder than that.

Take your Web site. You launched it a few years ago and it hasn't changed much since. It's become so outdated that you're hesitant to tell customers about it. Problem is, you're not sure where to start. The tips below can help you identify some common problem spots that might help you start your redesign.

What's your look? Your site should reflect the image you portray as you conduct business everyday. That's not just about the colors and graphics, it's about the way you visually organize information on your site. For example, if your customers expect you to be serious and professional then crisp lines, clear categories and no frills should be the rule.

Where's your voice? After your site makes its visual impact, the visitor will start to read the text. As you read the copy on your site, does it feel like something you would say? Does it feel like something you stopped saying last year? Don't stop with your existing copy. Infuse your personality by adding articles that demonstrate your industry expertise, a blog that reflects your opinions or a message board that connects you with your community.

Highlight your best features. How many pages do visitors dig through before they come across your marquee product or service? The answer should be none. Demonstrate the thing you do best on your Web site's homepage. Don't bury it behind an entry page or make visitors wade through a flowery introduction. Put your best foot forward.

Not just skin deep. If your site has been online a while chances are you've added pages and pages of content. Visitors use your site's navigation to find those extra pages. A redesign is a good time to simplify your navigation and organize it all. Come up with a few broadly named "buckets" you can use that clearly identify the items within. Then apply them to a menu that can appear on each page of the site.

Top to bottom. Does your site have a consistent header and footer that appear on every page? Create a simple header that includes your business name and logo, and add it to every page. Try adding a footer with your contact information. This helps visitors who come across your site through a secondary page identify you.

Out with the old. If you added a feature to your site with the intention of updating it regularly, and you've since lost interest, it's time to get rid of it. If you're still polling your site's visitors about who they'll vote for in the 2000 presidential election, it's probably time to take the poll off your site.

Ask for help. If you're stuck on what new direction to take your site in, want some feedback on a design idea or are looking for people to brainstorm with, try asking for help on the PowWeb forums.

14.05.2007. 23:52

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