An Organizational Approach to Building New Websites For Mid-Size Businesses

Syreeta Lockett - May 3, 2016

A website is more than pretty pictures and a Contact Us page. It’s the window into your business… as a whole. It’s typical for companies to approach the idea of a new website design by leaving it up to the Marketing department to provide direction, but that leads to missed opportunities.

All key stakeholders, including a company’s CEO should be involved in the initial website process. All company leaders should have a say in the initial phase of the website process. It could be as simple as holding a meeting where each stakeholder can answer the following questions:

• How do I define the brand? (everyone should have a similar answer, or this is a greater problem)
• What are a few competitors’ websites that I like? Why?
• How could this new website relate to my company’s overall strategic goals for the next 3 years?
• How could the website help my specific department?
• What do I feel the last website was missing from the viewpoint of my specific department?

A company will typically keep their website for 3 years. It is important that the website assists the strategic goals of all departments, not only marketing. By managing the website from a marketing prospective, there could be missed opportunities. A site redesign’s Project Team should hear from the company as a whole before beginning the project. A website should not be a rush job because it’s a calling card for your business. Everyone should be on board before the start of the project so that the end impression meets everyone’s objectives. Without the initial meeting, how would the team know the objectives? Without an initial meeting, it would simply boil down to a matter of taste. Should a business’ calling card be dictated solely by style preferences?
The most successful redesigns that I’ve managed to date included feedback from CEOs, Operations Managers, VP of Sales, as well as the company’s Board of Directors. The vision was clear, the strategy was defined, and the results were measurable.

A website’s direction is more than style decisions and a stand-off approach to a redesign is a wasted opportunity for strategic growth, conversions, and expansion. Consider bringing everyone to the table because a website, at its best, should benefit every department of your business.