Website Redesign | MarketingSherpa Blog

MarketingSherpa Podcast #5: Ten things you should think about before you do your next website redesign

April 25th, 2019 Daniel Burstein

Education is the ability to use other people’s experiences (mistakes) to avoid making your own mistakes.

In that spirit, we prep you for avoiding some serious potholes on your journey while taking on that biggest of digital marketing projects — a website redesign. You can listen to this episode in whichever way is most convenient for you — or click the orange “Subscribe” button to get every episode. And scroll down to read more about website redesigns.

This article was originally published in the MarketingSherpa email newsletter.

Listen to the podcast audio: Episode 5 (Right mouse click to download)

More About Episode #5 — Website redesign

“The point is: You get to capitalize on a fellow human being’s misfortune. That’s the basis of real estate.”

The above quote is from “The Money Pit,” the 1986 comedic movie where Tom Hanks and Shelley Long attempt to renovate a recently purchased home to comedic effect. Or tragic effect, depending on your point of view. After all, as Mark Twain said, “Humor is tragedy plus time.”

If you’ve ever been in charge of a web redesign project, you might think that “The Money Pit” was just a prescient allegory for a web redesign project.

After all, your company’s website is its most prime real estate. And if your site is old or large, once you start diving into a redesign project you never know quite what surprises you will unearth.

To help you avoid pitfalls with your own web redesign (both tragic and comic), Austin McCraw and I delved into 10 considerations you should keep in mind for your web redesign projects (while providing a few light house-remodeling tips as well).

We’re giving you this advice from the marketer’s point of view — not the (website or real estate) developers’ point of view. So before you create a web redesign project plan, watch out for these things (time stamps included if you would like to jump around):

Marketing 101: What is a hamburger menu?

June 30th, 2017 Courtney Eckerle

There are no dumb questions, only dumb marketers who don’t bother to ask. That’s why we’ve decided to begin publishing quick, snackable posts that will help you expertly navigate any project, no matter what team you’re working with.

Today’s term is one you might encounter when working with your dev or design teams, and it has a particularly delicious moniker: the hamburger menu.

It’s something you’ve seen a thousand times before, and now you’re cocking your head thinking, “Huh. That DOES kind of look like a hamburger.”

Marketing Basics: Don’t overlook these 5 digital marketing tenets

May 17th, 2016 Daniel Burstein

There are so many impressive things you can do with your website these days. Augmented realty. Rich animations. Micro-interactions. Interactive infographics.

But I like to think of it like this …

When the quarterback throws a 90-yard touchdown pass, the camera cuts to the wide receiver doing a celebratory dance, and then to the quarterback pumping his fist. What they’re not showing you is the right guard who picked up the blitz to allow the quarterback the time to heave up that bomb.

Your website, content, and digital marketing is often presented the same way. Advanced, flashy user interfaces are great. But looking in our own analytics, I was reminded there are probably a few unheralded, down-to-Earth, un-buzzworthy basics that should still power your online marketing.

Basic content

“Basic” has become slang for “limited,” “rudimentary” or any number of other negative connotations. To quote Kara Brown on Jezebel, “Being basic just means that you aren’t that dope.”

And you probably feel that way about the content on your site as well. You are steeped in the latest, most advanced things going on in your industry. You focus on the breaking news. You spend your waking hours thinking about the coolest features of your products, and most advanced capabilities of your services.

But is that what your customer is looking for?

Mobile Marketing: How Voices.com involved its customers in a responsive design campaign [video]

June 5th, 2015 David Kirkpatrick

Today’s MarketingSherpa Blog post features an excerpt from a MarketingSherpa Optimization Summit 2014 presentation — “Mobile Optimization: How a B2B ecommerce company used responsive design to increase revenue by 180%” — with David Ciccarelli, Chief Executive Officer, Voices.com, providing insights into how the company utilized its customers in a mobile marketing campaign on responsive design.

In this video David explains how Voices.com tested its website with click tracking and heatmaps, saying that the first goal was to find out what website elements the team needed to keep when rolling out a new, responsive version that would be effective on both desktops and mobile devices.

“That’s how we identified the [website] elements that we were going to keep,” he says.

Another aspect of taking a customer-centric approach was that the team made a change in how interaction with the website was explained in help guides, tips and tutorials, email instruction and FAQs. This was done in order to reflect that mobile users will be tapping, spreading and pinching rather than navigating with mouse clicks like desktop users.