Web Redesign is a bad idea? Only if there is no strategy.

"When the site redesign is finished, we can..." We hear that a lot in our business. We hear it more than we'd like. When we ask about the goal of the redesign, we often get blank stares or subdued responses. There is rarely solid data or research behind the redesign decision

The beauty of the web is that it is not print. A publication, annual report, or direct mail piece gets printed once and it had better be right. Websites allow for flexibility, change. They also require constant upkeep.

Gerry McGovern just wrote a great article on this subject entitled, "Web Redesign is Bad Strategy" He says,

Website redesign is nearly always a bad idea because it reflects a project-based management approach. The best websites are not managed simply as projects but rather as processes.

A redesign is nearly always bad strategy. In fact, website redesigns are often pursued by organizations who don't have a web strategy.

We completely agree. A successful internet strategic plan is a road map with clear goals and tactics to reach those goals. NPAdvisors believes that a successful plan accomplishes several core objectives:

1. Aligns with the agency mission. Your web site and email communications should reflect your overall brand and reiterate the good work you do.
2. Establishes clear goals for the site and email communications that propel the donor along the development track. Goals should work to acquire new visitors, involve them in your mission and work, convert them in to donors or advocates, and broaden and deepen the relationship.
3. Addresses the needs of online audiences. What do they want from a nonprofit's site or email newsletter? Make it easy for them to find it online.
4. Integrates online efforts with traditional fundraising and communications programs.
5. Establishes the appropriate roles for personnel. This is crucial in everyday situations, but becomes imperative in times of crisis.

Create and start executing an internet strategic plan. Or contact us to help at 540-428-3640 ext. 12.

August 2007

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