Planning is key to surviving a site redesign

Digital first impressions are everything. In fact, with your company’s web presence, you only have a literal split second before people make all sorts of critical judgments about your brand. Researchers claim It takes less than two-tenths of a second for an online visitor to form a first opinion of your brand once after landing on your website. In addition to that very tiny time frame, it only takes a couple more seconds for that visitor’s eyes to concentrate and reinforce that initial first impression.

It’s not likely you’ve done timed testing like this with your audience, but it is likely you know how successful those tests would be. Have you determined your site needs a little more attention? Here are three ways to prepare for a redesign.

1. Establish your goals
Are you looking for leads? More return visitors? Event sign ups? Newsletter subscribers? Ideally, what would your site be doing for you if it was perfectly optimized? Often times people create a site just to have a space, but they’re not maximizing that effort. Establish clear expectations for your website.

2. Identify (and embrace) your target market
Having a deep and clear understanding of who you’re hoping to reach can impact a great deal of your site design and functionality. Knowing who you’d like visiting regularly assists you in mapping out your redesign needs. Research thoroughly and develop a strategy on how to best speak to your ideal client.

3. Update your social proof
Research proves that website visitors spend as much time looking at a company’s social links as they do to the company’s logo. Be sure to include links to your company’s Facebook, Twitter, Instagram, Pinterest, G+, and LinkedIn profiles. Allow your audience to connect with you in a space where they are comfortable. The social proof that is created in these spaces are strong elements to your company’s voice and branding.