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3 Website Redesign Pitfalls That Can Sabotage Your Project

Tech companies often face an alignment problem as they grow. After securing funding, things progress rapidly, with teams expanding and numerous projects taking off. People start heading in different directions without realizing it, operating in isolated teams and silos rather than working towards a shared vision. This lack of alignment can result in a disconnect between the company's messaging and its overall vision, which customers may notice even if the company doesn't.

A survey of sales and marketing leaders revealed that 63% considered misalignment within their company as a significant obstacle to growth. In fact, 83% of respondents stated that customers leave due to inconsistent and irrelevant messaging. This misalignment is often evident on a company's website, and many businesses consider a website redesign to address the issue. However, redesigning a website can be a major undertaking, and without proper alignment, it can consume resources and money without yielding substantial improvements. The root cause of this misalignment lies in various silos within the website redesign process. Specifically, three types of silos contribute to the problem: brand versus website silos, goals versus deliverables silos, and strategy versus design versus technology silos. To create a cohesive message that represents the brand and resonates with potential customers during a website redesign, these silos need to be broken down. Let's explore each silo in more detail:

  1. Brand versus Website Silos Many growing technology companies face the question of whether to update their branding or their website first. However, these initiatives should not be treated as separate. Brand and website are interconnected, and viewing them as distinct entities create a false dichotomy that hinders progress and alignment. Typically, companies redesign their website every three years but update their brand only every 7-10 years. To overcome this silo, both processes should happen concurrently. The website redesign process can serve as a catalyst for deeper brand reflection, considering the target audience, pain points, differentiation, and the current perception of the brand.

  2. Website versus Marketing Silos Website redesign is often approached as a mere marketing tactic, checked off a to-do list without considering its strategic impact. To avoid this silo, a strategic lens should be applied to the website redesign process. The first step is clarifying the goal of the redesign and understanding the larger business objectives it aims to achieve. Whether it's repositioning the business, attracting new audiences, or improving organic search visibility, the website should align with the overall marketing strategy and contribute to specific goals.

  3. Strategy versus Design versus Technology Silos Website redesign projects usually involve three main tasks: strategy, design, and technology. However, performing these tasks separately can lead to a loss of context and result in a website that diverges from the original goals. To overcome this silo, an integrated approach should be adopted, where strategy, design, and technology work together seamlessly throughout the entire process. This approach ensures that decisions are not made in isolation, preventing the website from deviating from its intended purpose.

An effective website redesign strategy should integrate storytelling, brand representation, and technology seamlessly. Instead of focusing solely on tactics, the redesign should be built upon a compelling story that resonates with users, design elements that establish trust and credibility, and technology that brings the story and design to life. By connecting these three elements, a successful website redesign can create meaningful emotional connections with users and drive conversions. If you're interested in discussing how we can help you break down these silos and tell your story effectively, let's connect.

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