Almost every business owner reaches a point where it makes sense to update their website. Maybe it looks outdated, is not showing up in search results, or simply no longer reflects what the business has become. Whatever brings them to that point, they are often faced with another reality: the project itself.
Website projects have a reputation for being stressful, expensive, and more difficult to manage than expected. At Magna Technology, we understand where that feeling comes from. A new website does require time and resources, and there is no getting around that. What we have learned over the years, though, is that the process becomes much smoother when you start with the right foundation instead of jumping straight into decisions.
Below are some of our best tips for planning a new website without feeling overwhelmed. And when you work with a team like Magna Technology, the process becomes much more manageable. As a small, hands-on team, we offer seamless communication, fast turnaround times, and exceptional results.
Start With Your Purpose, Not Appearance
One of the most common mistakes business owners make when planning a website redesign is leading with aesthetics. They start collecting examples of the websites they like, thinking about colors and fonts, and forming opinions about layout. While these are important factors, there is something that needs to come before this: what the site needs to do.
Ask yourself: What is the primary action you want visitors to take when they land on your site? Call your office? Fill out a contact form? Book an appointment? Purchase a product? Browse your portfolio and build trust before reaching out? Your answer to this question shapes everything, from the structure of your website to the content on each page to the placement of calls to action.
A website that looks beautiful but does not drive the right visitor behavior is not a successful website. Start with purpose, and the design decisions that follow will be far more grounded and intentional.
Get Clear on Your Audience
Once you know what you want your website to do, think about who it’s doing it for. Your target audience shapes your messaging, your tone, and the questions you need to answer. A law firm targeting high-net-worth individuals communicates very differently than a contractor targeting first-time homeowners. A B2B software company speaks to a different set of concerns than a local pizza place.
Before you begin writing web content or designing a web page, get specific about who your ideal visitor is, what they’re looking for, the pain points they’re experiencing, and the questions they’re likely to have. Also consider what they will need to take the next step, such as a 15-minute consultation, a free trial, or a discount.
Take Inventory of What You Have
Before building something new, take stock of what you already have. Repurposing the things that are working well for you can shave a lot of time off your project. For example, if you have high-converting web copy on your website, you can move it to your new site with nothing more than a few light edits.
Also look at your analytics, if you have them. Which pages bring you the most traffic? Where do visitors tend to drop off? Where are conversions actually happening? This data tells you what’s working on your website and what’s not.
The inventory process also applies to your visual assets. Do you have professional photos of your team, work, or products that you can reuse on your new site? Do you have a consistent brand identity with a logo, brand colors, and typography? If it’s established and recognizable, there’s no need to change any of this.
Understand the Scope Before You Talk Budget
Website projects vary immensely, with no two projects being the same. Ultimately, the scope of your project drives the cost. A five-page brochure site for a service business is very different from a forty-page site with custom functionalities. Before you have a budget conversation with a web developer, spend some time thinking through the pages your site needs, the functionality it requires, and any integrations (e.g., booking systems, CRMs, payment processing, etc.) that need to be built in.
When you have your first conversation with your web development partner, you don’t need to have answers to everything. Many of them will come over time as you begin to plan out the details of your site. That being said, having a general sense of scope allows the initial conversations to be much more productive, starting your project on the right foot.
Know What You Will Need to Provide
Another common reason why website projects stall is content. Developers and designers can build beautiful, functional websites, but they cannot write your story, describe your services, or capture what makes your business worth choosing. The content has to come from you, and gathering this can take more time than many business owners expect.
To keep your project moving along, be prepared to provide written content for each page of your site, professional photography where possible, logo files and brand assets, and any other specific information that can be helpful, such as pricing, service areas, credentials, and certifications.
Choose the Right Web Development Partner
A website is not a commodity purchase. The developer or agency you choose to work with will have a significant impact on the process, the outcome, and the ongoing health of your site after launch. Look for a partner who asks thoughtful questions about your business and your goals rather than jumping straight to design. Also look for transparency about process, timeline, and pricing, as well as ongoing support to keep your website functioning flawlessly.
At Magna Technology, we work with businesses at every stage of the website planning process, from the initial conversations about goals and scope all the way through design, development, launch, and ongoing maintenance. If you are thinking about a new website and are not sure where to start, we are happy to be that starting point. Get in touch with Magna Technology today at (617) 249-0539 or fill out our online contact form.