courtesy alamy

 

In the course of every website’s life, there comes a time when a refresh is in order.

Maybe you or your company has evolved and your content no longer reflects your brand. Maybe your website feels a little tired or dated. Or maybe you don’t have a web presence yet, and you need to build a new site, pronto.

 

But it can be overwhelming. Where do I even start? How do I evaluate my current mission, values, goals? And how the heck do I build a site that’s clear, concise and actionable?

 

Have no fear, my Website Refresh Cheatsheet is here.

 

This is the exact same checklist I use with my first-time clients so we can get on the same page before we work together.

 

So grab a notebook, a pen, and an hour or two of uninterrupted quiet time.

 

Begin at the beginning. Be honest, be thoughtful, be messy. And I promise your WHO, your WHAT, your HOW, and, most importantly, your WHY will begin to shine through.

 

STEP 1: Answer these questions:

  • What’s my WHY?
    • Brand core values?
    • Business goals?
    • Why am I doing what I’m doing?
    • What’s my WEIRD?
      • How am I unique in my industry?
      • What sets ME apart?
    • What’s my brand? My image?
      • Do I like it, or am I ready to change it up?
  • Who do I serve?
    • Who is my target audience, demographic?
    • How do they find me?
      • referrals, word of mouth
      • search
      • social media
      • conferences, etc
  • What do I provide?
    • services
    • goods
    • community
    • experience
    • education
  • What kind of experience do I want visitors to my site to have?
    • Design, visual vibe
    • Voice, tone
      • educational, informational?
      • inspiring, engaging?
      • corporate, professional
      • or relaxed, intimate?
  • What do I want them to do? (Call to Action)
    • buy something
    • hire me
    • sign up for my courses
    • learn
    • get inspired, etc
  • Challenges & Solutions
    • How do I show I understand my audience’s goals and challenges?
    • How do I help others?
      • my site is not just a brochure about me, but explicitly how I can help others
  • How can I add value, build trust and authority?
    • free info/articles, white papers
    • products and productized services
    • courses and trainings
    • community chats, gatherings, tastings, classes

STEP 2: Find 4-6 solid sites in my industry that I like

Use these as guides. For each, specify precisely what I like about them:

  • overall design?
  • navigation, architecture?
  • content, info?
  • voice, brand, personality?

STEP 3: Outline my site architecture

Possible page types can include:

  • HOME
    • welcome copy
    • mission/tagline
    • copy – snackable, scrollable sections
    • social icons
    • signup with promo code, giveaway, etc
    • privacy policy
  • PRODUCTS
    • overview + descriptions
  • SERVICES
    • overview + descriptions
  • PORTFOLIO/GALLERY
  • BLOG
    • industry/topical info
    • free training/videos
  • ABOUT
    • my story
    • how I got here
    • what I do best
    • more about what makes me unique
  • EVENTS
  • CONTACT

STEP 4: Start writing!

  • copy should be clear and clean
  • voice and tone should reflect my brand
  • use stories and sensory details to persuade and connect
  • include industry keywords for SEO – sprinkle in organically, don’t load shamelessly
  • avoid the “wall of words”
    • use snackable, scrollable copy
    • break up the wall with visuals, graphics
    • be strategic about topical sections, subsections
    • link to “more info” and other landing pages if necessary

 

Need help you navigating your refresh? Get in touch for a free discovery call!