Revising An Existing Web Site

If you've had a web site up for a couple of years, you might be thinking it could use an update, but aren't sure where to start. You have lived with this site for quite awhile; maybe you even built it yourself. It may be hard for you to know what to keep, what to modify and what to trash. Part of our initial consultation is a complete review of your current site.

Think like a visitor

The first thing to do is to think about a potential client visiting your site for the first time. Why have they come? What are the most important things they'll be looking for? What sites have they come from? What did they find there?

Define the purpose of the site

A few years ago you may not have even asked about this. After all, every business was getting on the web, so you couldn’t be left behind. Now, however, you need to think about a web site as a marketing expense. It needs to make sense as part of your overall marketing strategy. How will this site complement and support your other efforts?

A web site is an opportunity to fill in the details your ads and brochures can only hint at. It can be a direct sales tool, a depository of product information, a source of timely updates, a place to toot your own horn, and it can be changed virtually overnight.

Once you’ve determined what your visitors will want and why your business is on the web, you’re almost there.

Check out the competition

Look at the sites of your known competitors. In addition, do a search on the web using words or phrases that surfers would use to find sites like yours. Look at a few of the top sites that come up in the search. Consider how attractive they are, how quickly they come in, how easy they are to use, and what information can be found on them. You’ll probably find some parts they’ve done well, some you’d never consider for your site, and hopefully, get some new ideas for your site.

Add, Modify, Delete

Now it’s time to go back to your site and reconsider what you have. Get ready for a major site overhaul. Get rid of everything that doesn’t support your goals or that visitors expect or need.

Do they really need that cute animation that doesn’t turn off? Dump it. Are you sure you want to inflict your choice of music on your visitors? If it is necessary for a good experience of your site and it doesn’t increase the time it takes to download your page, at least give them the option to turn it off! Is your text clearly written and easy to read? Sometimes it takes several rewrites to get it right. Very few background graphics enhance online readability, so if you have one, make sure it’s light enough that it doesn’t detract from your text message. Black text on a white page is never a bad choice for most of your content.

Entire sections of your old site may now seem superfluous. Show no mercy. Web surfers are in a hurry and will leave you in a heartbeat if they can’t tell right away if your site addresses their needs. Remember, it’s all about them. Your competition is only a mouse click away.

The last thing to consider is the organization of your site and the navigation paths. Ideally, a visitor should be able to land in the middle of your site (search engines do this sometimes) and find what they want within three clicks. Your navigation scheme must be simple, clear and consistent.

Conclusion

If it seems that you might as well start the site completely over, you’re probably right. Some of your text and graphics may make it to the new site, but updating an old site isn’t that different from starting a new one. The main difference is that on your second site you have a much better idea how much of your time will be involved. Good luck!