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Questions agencies should ask before redesigning their websites

Updated December 10, 2021

I frequently work with clients to redesign their websites. We find it very important to guide a conversation at the start of the process to determine exactly what they want to accomplish. All too often they know they want a better website, but haven’t really thought through what that means.

We typically kick off the process with a brainstorming session. Although each one takes on a personality of its own and we usually veer off in many different directions since the website is really just a piece of their broader strategic communications effort, the following questions typically come up:

  • What are the top 3 goals for the website redesign? (Be as specific as possible and list in priority order)
  • What are the top 3 audiences for your site? (Be as specific as possible and list in priority order)
  • What are the top 3 actions you would like visitors to your website to take? (Be as specific as possible and list in priority order)
  • Identify 3-5 competitor websites. (Or websites of similar organizations even if you don’t see them as competitors)
  • Are there other sites that you want to compare yourself against when the redesign is done?
  • What do you like and dislike about your current site?
  • Are there websites that you particularly like (even if they’re not of a similar type of agency)? Why?
  • Are there websites that you particularly dislike? Why?
  • Is there anything else that you’d like us to consider when we do the redesign?

You will notice a common thread here that most of these focus on what the outcome of the project — as well as the website itself — rather than the mechanics of specific design elements. While you can’t overlook design questions altogether, it’s most important to understand the goals and objectives first.

Picture of Chip Griffin

Chip Griffin

Chip is the Founder of the Small Agency Growth Alliance and a longtime agency leader and entrepreneur. He helps PR and marketing agency owners build businesses they want to own.

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