courtesy alamy

 

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

Maybe you’ve 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? Reach out with questions, more items to add to this checklist, or if you’d like to work together!