FCM has been busy redesigning and launching websites for our customers before the fiscal year end. What we’ve discovered is that organizations want to focus immediately on the appearance and design versus thinking about the website’s content as an extension of its brand strategy. Additionally, there is a tendency to make decisions about the necessary changes to the current website based on subjective opinions rather than objective data. Here is a summary of the 3 steps needed to redesign an organizational website. Click here to read the full blog post.
Step 1: Determine What’s Working & What’s Not - Gather objective data on the current website to see how it’s actually performing by using Google Analytics (a free tracking tool) to compare to industry benchmark data. The key data points you should analyze are found in FCM’s Workforce Website Benchmark Study.
Step 2: Develop your Brand Strategy - Define your mission, identify target audiences and package your service offerings in an intuitive manner for customers. Eliminate jargon and ‘funding-stream language’ that has no meaning to customers and instead, develop messages that encourage the visitor to take action and demonstrate the benefits of doing so.
Step 3: Build a Wireframe - Also known as a site map, this ‘family tree’ shows how the navigation of the new website will flow. Starting with the home page at the top, identify the key elements of the home page, and then determine the menu items that will be displayed.
Once these steps are accomplished, you’ll have a great foundational strategy to start working with professionals that can bring your vision to fruition. Click here for a description of the 5 types of skill sets and experience to look for in a vendor that can design and develop a website that meets industry standards.