Redesigning your website is no small endeavor, so it’s important to go into it with the right mindset. Obviously you’ll need to have a list of goals for the new website in mind before you start down the road of actually building it, but sometimes even that can be a bit overwhelming. So we’ve put together a list of 5 key areas that you’ll want to think about before you engage any web design agency.

1. ANALYZE YOUR CURRENT TRAFFIC AND SET A REALISTIC NEW GOAL

Your site can have the most cutting-edge designs in the world with tremendously effective copy and engaging content, but if nobody’s visiting your site, it doesn’t matter.

On the other hand, if you’re getting a million page views per day but it’s all from teens under the age of 15 and you’re selling car insurance, that traffic is probably worthless to you. So when you’re setting goals for increasing traffic, make sure you consider your audience. If you’re selling car insurance, keep in mind that specific marketing matters — 50 page visits per day from people who just bought a new car is preferable to 1,000 page views per day from people who don’t even have a driver’s license yet.

Key question to ask your potential new web design agency:

How is your proposed new website going to increase qualified traffic?

IDENTIFY YOUR KEY CALL TO ACTION 

What is it that you want visitors to do on your site? Are you trying to sell a product on your website? Inform people about your your product or service? Get leads for your sales team to follow up on? What you actually want to accomplish with your website has huge implications for how you design it and what content you fill it with – you should have a very clear idea of that before you start looking for developers.

Key question to ask your potential new web design agency:

What do you think our primary call to action should be and how are we going to position it on the website?

BUILD FOR YOUR IDEAL BUYER PERSONA 

Let’s say you’ve got the latest, greatest holiday toy for kids ages 13-15. You might be tempted to target the content on your site to that age group. But remember your call to action: if you’re actually trying to make sales on your site, you’ll want to target the parents that are actually making the purchase. That might mean placing more of an emphasis on the safety features of the toy or strategically placing testimonials throughout the site from parents talking about how much their kid loved their new toy.

Your entire site, including design, positioning, keywords, content offers & calls to action,  should be built around the wants and needs of your ideal buyer persona.

If you aren’t sure what your ideal buyer persona is, start by using this awesome buyer persona builder from our corporate partner Hubspot.  

Key question to ask your potential new web design agency:

How does your proposed design & content layout best fit the needs of my ideal buyer persona?

INITIAL SPEND VS. LONG-TERM IMPROVEMENTS

We frequently tell our clients that you get what you pay for when it comes to websites, but what if your new site launches and it doesn’t perform as well as you’d hoped? Rome wasn’t built in a day, and neither are great websites. Make sure you have money set aside in your budget to work with the design agency after launch to analyze, tweak, and optimize your site’s performance – some companies have increased their annual revenue generated by their website by over $300,000,000 through simple conversion optimization. You usually don’t get it 100% right on the first try, but the internet isn’t a one-try-and-you’re-done ballgame – keep that in mind.

Key question to ask your potential new web design agency:

How do you plan to measure and improve the performance of the site overtime?

IDENTIFY YOUR MOST IMPORTANT CONTENT & FOCUS ON THAT 

Sometimes, less is more. Some of the most effective websites out there utilize what’s called single-page design, and it is what it sounds like – the entire website is just one page. While it’s not for everyone, lots of different websites have seen tremendous success with it – retail sites, informational sites, blogs, promotional websites… the list goes on and on. And though it might not be right for you, you should always try and avoid overwhelming your visitors with too much content – if you do, you run the risk of confusing them with hard-to-find information and losing out on their business.

Key question to ask your potential new web design agency:

How do you plan to display our most important content?