Publications & Products
Volume 7, Issue 4

Consider This When Rebuilding Your Website

When rebuilding your organization's website, is your first reaction terror or excitement? In either case, the task is huge—but it can be tamed, according to one digital marketing manager.

The process isn't straightforward, and stakeholders will be located in every corner of your organization, writes Bryan Hwang for Keeping these tips in mind will help you create a website that offers a "unified brand experience."

Be yourself. Sure, you may admire plenty of websites. But the point of a redesign is to showcase your story, not make your website look like your competitor's.

Don't lose your voice. Your brand has a story to tell. That story should lead your site's design, not fit into the leftover spaces. Let your "brand voice flow," writes Hwang. "When your website speaks with a distinctive voice, it conveys authenticity." 

Keep it simple. We all bemoan the attention span of web readers. Don't make it hard for your website users to find the information they seek. "As you rebuild your site, the less information that's needed to explain your brand's story, the more powerful—and better—the brand experience will be," writes Hwang.

Try, try again. No matter how hard you work, you will not get your website right the first time. "This is the most important lesson of all," writes Hwang. "You'll always discover ways to improve."

This article is from the Advancement Weekly, January 23, 2017 issue.

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