Step 2:
Determine Your Website Redesign Goals

Written by Rebecca Churt at Hubspot.com
Visuals by patmillssullivan
November 5, 2016 (a repost)

Before you begin crafting your new website design and content, you need to be crystal clear about your desired branding, messaging, and your unique value proposition so it’s consistent across your entire website. A new visitor should immediately understand what you do, how it relates to them, and why they should stay on your site and not flee to your competitors’.

Think about whether you plan to change your branding and/or messaging, of if it will stay the same? If you plan to change it, what about it needs to change? Answer these questions within your website redesign planning worksheet so you can keep these changes top of mind while you embark on the rest of your redesign.

As you’re developing your messaging, use clear, concise language, and avoid using industry jargon (AKA gobbledygook ) that makes you sound more like a business babbling robot than a human. Consider the following example of how we could describe HubSpot in a gobbledygook way:

HubSpot helps companies across multiple countries reduce churn by backfilling the sales pipeline with highly qualified traffic that generates leads that convert into customers with high lifetime value. We achieve this by providing leading-edge software that integrates all marketing channels for a synergistic view of the data that determines and prioritizes high-value marketing activities.

Say what? Let’s translate that into the way people actually speak:

HubSpot’s all-in-one marketing software helps more than 6,000 businesses in 45 countries attract leads and convert them into customers. A pioneer in inbound marketing, HubSpot aims to help its customers make marketing that people actually love.

Ahh yes … much clearer!