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While an increasing number of companies is now opting for iterative facelifts of their websites rather than going through a complete overhaul, there are still many businesses pulling the trigger on a new design. What are some of the things to think about when selecting a new design? Let’s take a look. How does it support your blog? Blogging is one of the most effective ways to publish fresh content, so make sure that your new design optimally supports your blog. Does it make it easy to share posts on social media? Does it allow you to filter your posts by category and keywords? How does the homepage facilitate easy access to your most strategic content? Your homepage is your opportunity to make a strong branding statement. But it’s also one of the main access gates to your content. Choose a design that helps you ensure that your most strategic and most valuable assets are instantly accessible to your target audience. How does the design lend itself to content mapping? Remember that part of your job as a content marketer is to map your visitors’ journeys on your site. Make sure that your visitors never find themselves in a dead end, but instead, that they are able to travel through your content in a meaningful manner. The next step should always be apparent. Consider these things when choosing a web design. Does it give you opportunities to link to related content, to include calls to action, and to structure your content the way you want to? Do you have the resources to truly leverage the design? With so many amazing designs to choose from, it’s easy to get excited. But before you decide in favor of the snazziest one, ask yourself whether you have the resources to truly leverage it. For instance, the design you like may be very graphics-heavy – do you have someone on your team who would be able to create the graphics appropriate for your industry and your products? How is your current content going to be mapped to the new design? Before you make any decision on a new design, audit your current content, so that you have an inventory of what you currently have in place and that you can assess which content collateral to keep, to improve, and to eliminate. When you know which pages, videos, white papers, and images you want to keep, you can better determine how your new design will lend itself to organizing your collateral. Does the design enable you to showcase your company and appeal to your target audience? Don’t choose a design based on flashiness and bells and whistles. Make sure that it’s an authentic representation of your company, your people, and your product. Most importantly, keep your target audience in mind. What resonates with them?
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