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September 1, 2016 | Rachel Vaughn

Website Redesign, Step 10: Add the Extras

Finally, after a long and punishing trek through the cyberspace hinterlands, where we helped you gather the tools and knowledge you need for a successful website redesign, we approach the end of our journey.

Now that we’ve nearly returned to civilization – wiser, savvier, and hopefully eager to put our long list of tips to good use – it’s time to spruce it up a little. Maybe shave the beard you’ve been cultivating. Definitely stop wearing the yak skin unitard you haphazardly tailored to protect your torso against the unforgiving elements.

The “extras” on your redesign are the final touches on your website, much like a powdered wig, hexagonal sunglasses, and a quilted golden duvet really pulls together a casual weekend outfit.

Lady Gaga really knows how to "Add the Extras"Perfect. Now it’s time to hit the farmer’s market for a breakfast taquito.

Personalize

Beyond the services and expertise you offer, your existing and potential customers are also looking to connect with your brand. Buyer personas boil down to human beings occupying positions in industries where you’re marketing your business. Department directors, CIOs, and strategists are just titles for people who want a reason to choose your company over everyone else in field of similar companies. Your design and UX choices, from icons to navigation, reflect the culture, personality, and objectives of your team and company. Your website provides the first impression they’ll have of you. Make sure it’s a memorable one. And don’t neglect the details, even if they’re unlikely to be seen often.

VIEO Design's 404 error page. An example of adding the extras in web design.

Our Error 404 page, for example, features characteristics we value as a company: indulgent movie quotes, helpful guidance, and Harrison Ford completely misrepresenting the field of archaeology.

Optimize

The days of doing business solely by the crisp LCD light of your desktop or laptop computer are long gone. Information technology research firm, Gartner, predicted that over 6.4 billion connected devices will be in use this year, up 30% from 2015. Those devices include tablets, smartphones, and other consumer tech that allow people to search, surf, conference, and otherwise engage in acts of capitalism from almost anywhere.

Make sure they get the full impact of your site, no matter how they’re viewing it. Responsive design ensures scalability and functionality across devices and screens, so visitors can browse your portfolio, read blogs, and brush up on your company philosophy with a few convenient swipes.

Socialize

Social media is vital to inbound marketing and to solidifying your corporate identity on the web. To reach your audience and engage your ideal buyer persona, you need to be where they’ll see you – particularly in online spaces like Linkedin, Facebook, and Twitter. Depending on demographics, Instagram and Snapchat may be a good idea as well. Companies are expected to maintain an active and responsive presence on social media. In fact, 73% of social media users are more likely to buy from a brand that responds on social media.

Put those share buttons on your site and court positive customer interactions on your official social accounts. This will encourage visitors to your website and blog to not only spread your content, but come looking for more.

Strategize

Once the redesign is complete, don’t just step back and hope it’ll take off. Make deliberate style, offer, and content choices geared toward future goals. CTAs, blog titles, offers, and your social posts can be employed to help you reach the numbers you want. A marketing platform or integrated software will help to create key materials, track performance, and analyze metrics to better hone your performance. Target search trends and address your clients’ interests and concerns. If you aim to provide value in every interaction, your customers will see you as a trusted source for news, information, and ultimately high quality work.

As you begin your own website redesign process, remember to start with the fundamentals outlined throughout our previous installments to design something that isn’t just functional and attractive, but intelligent and effective in helping you meet your business goals.

Your site is more than an important facet of your digital marketing; it’s the entire foundation. And as we’ve learned from the Mother Monster herself, a solid foundation only needs a few great extras to create the perfect representation of your brand.

Take some tips from Lady Gaga when it comes to web design. Add the extras.Excellent presentation, intriguing with just a hint of deep ocean menace.
This could be your website redesign.

Quick reminder—if you've missed the other parts of this series, here you go:
Website Redesign, Step 1: Benchmark Current Performance
Website Redesign, Step 2: Clarify Your Goals
Website Redesign, Step 3: Inventory Your Assets
Website Redesign, Step 4: Analyze the Competition
Website Redesign, Step 5: Incorporate Your UVP
Website Redesign, Step 6: Design for Your Ideal Customer
Website Redesign, Step 7: Optimize Your Content for SEO
Website Redesign, Step 8: Plan Your CTAs
Website Redesign, Step 9: Build a Content Strategy

Or download the whole series in one convenient checklist.

Website Redesign Free Ebook 

Rachel Vaughn

Rachel Vaughn

As a content marketer for VIEO Design, Rachel Vaughn brings serious research chops and boatloads of personality to everything she writes for VIEO and our clients. In particular, she spends her time writing blog posts, website pages, workflow emails, and other marketing materials designed to engage readers and help them connect with VIEO and our clients.

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