Nine Steps Toward a More Effective Web Site Rebranding

By Marc S. Levitt

What does it take to successfully rebrand a Web site? Often people ask specific questions such as “Should my site be programmed in Flash?” or “Are drop-down menus a good idea?” Sadly, questions like these do not get to the heart of the issues to consider when rebranding your Web site.

The biggest —- and most common —- mistake is that people begin their redesign without a clear set of goals for the initiative. Most sites are redesigned for purely cosmetic reasons, overlooking the more crucial content, navigational, and marketing challenges that lie underneath.

While it’s difficult to generalize about approaches to Web site branding, here are nine tips that can help ensure that the site you design today will be an effective investment for years to come. Following these steps will ensure that your investment of time and money is successful, generating income for you and interest for your audience.

1. Start With a Plan. Just like architectural blueprints, a properly executed wireframe shows you how a new site will function before it’s built. It is far easier to move a wall during the planning stage, as opposed to an actual wall during the construction phase. The same principle applies to Web sites.

2. Don’t be Seduced by Technology. A Web site that is well thought-out and easy to navigate always will outperform the latest technology in the long run. Hot technology features should be integrated only if they serve the site’s needs. Don’t feel that you need to include the latest feature du jour just because everyone else is doing it.

3. Get Buy-In From All Stakeholders. Too often one person (or division) within an organization pushes for a Web site overhaul without seeking buy-in from their colleagues. Web site redesigns are an enormous investment of time, and the late entry of key decision makers always undermines the group’s intentions. Anyone whose feedback is worth getting should be involved during the planning stage.

4. Consider the Writing on the Wall. Seek feedback from your customers about what is and is not working on your existing site. Send out a questionnaire, conduct phone interviews, or make a few house calls -- whatever it takes. You should hear what the people who use the site are saying.

5. Guarantee Freshness. Keeping the content fresh to encourage repeat visitors is one of the biggest Web site challenges. Plan specific areas on the site that can pull feeds from your blog (you do have a blog, don’t you?), along with designated areas that can be updated seasonally. This flexibility allows your site to evolve naturally over time without changing its fundamental structure.

6. Be Memorable. If people are looking at your site, they’re probably also looking at your competitor’s. Be better. Web sites should give something back, rewarding visitors with every click. That means turning the ordinary into the extraordinary. This can be an interesting navigational element, a splash screen to set the tone, or simply the way the content is written.

7. Promote From the Beginning. If you don’t tell people about your new site, trust me, no one will ever visit it! We have seen the greatest sites launch, draining all their budgets in the process, only to see no results. A detailed marketing plan will enable you to create innovative promotions that will drive traffic toward the new site.

8. Search and Succeed. The best sites make effective use of search engine optimization practices. This elusive art is something that should be considered from the outset, as it can affect the site’s very content. Click here for more information on SEO.

9. Hire a Professional. Your Web site will likely become your most important marketing tool. That’s why you should interview the most qualified team to lead this initiative. The best way to evaluate their work is to see their sites, and speak to their clients.

Marc S Levitt is principal & creative director of MSLK Inc. in Long Island City, New York. at (718) 545-0075, marc@mslk.com, or www.mslk.com.