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MARKETING TECHNOLOGY
Roadmap for Your Next Website Redesign
» Solicit feedback from internal and external users
» Hold regular training and refresher courses on CMS use and
style/governance guides
» Establish a baseline of website metrics that you intend to report
on regularly
» Produce monthly or quarterly reports on site performance.
I recommend monthly for the first year to help you identify
pages or calls to action that aren't performing as well as you had
hoped. Make sure your data is actionable – don't pull stats just
for stats' sake
» Put a process in place for managing enhancement requests
PRO TIP: Encourage feedback on the new site and give
your organization an email address for submitting it - e.g.,
websitefeedback@firm.com. The suggestions aren't all going to be
winners, but be open to listening to what people tell you. And don't
take it personally – sometimes we get so close to a project that it
takes a while to see it objectively.
OUTCOMES OF PHASE THREE
Training materials for new CMS users. Break/fix procedures and
service level agreements (SLAs) with your support provider.
Each of the checklist items above can take anywhere from a day
to several month to complete. And no maer how well you plan (to
paraphrase Emerson), absurdities will no doubt creep in. Just keep
moving forward and take a lot of deep breaths. And aer your launch,
always take a few days off to recharge. Good luck! ILTA
CYNTHIA MCCOLLOUGH
Cynthia is the Senior Digital Strategist for the
University of Michigan Law School. Follow her
on twitter: @CyndyMcC
