4 Guidelines for an Effective Website Makeover
- Make sure your brand stands out in a clear, consistent fashion. By clearly defining your company’s products and services from the start, you’ll help create a strong brand voice while also differentiating your brand from the competition.
- Ask yourself this question: What do you want people to feel when they first arrive at your website? For Minwax.com, the site’s purpose is quickly and effectively conveyed through crisp design and copy (color palette, imagery, tone of voice and more).
2. Know your elevator pitch. The Minwax.com remodel began with work on the site’s homepage, where information was culled to include only the most essential messaging. Here are some key ways to make sure your site contains only key information:
- Create concise and specific headlines with clear subheads. This will help your visitors easily find the information they want.
- Provide content that’s descriptive yet straightforward. Also, make sure the content works with the imagery on the page to lead visitors to products and services that match their needs.
- Don’t clutter your homepage with too much content. Sure, this may mean saying no to a lot of stakeholders in your organization, but be strong. On the homepage, smarter and simpler is the way to go.
3. Create a seamless user experience. With Minwax, the new design was applied to each top-level page of the remodeled website. While this worked within the company’s budget, it presented a user experience challenge to ensure that the remainder of the site wouldn’t feel disparate. Here are some ways to create a seamless user experience:
- Give precedence to top-level pages as user-friendly places from which visitors can jump into more specific content.
- Create a look and feel for top-level pages that seamlessly blend into deeper sections by using similar color schemes, content outlines and typography.
- Make minor revisions to second-level pages to close the disparity gap. Remember the 80/20 rule, and resist the urge to rethink everything.
4. Simplify site navigation. Minwax.com's site navigation was restructured to allow visitors to quickly and easily orient themselves and find exactly what they want. It can seem like such a mundane component without the coolness factor of a redesign, however, the most cost-effective fix is often just providing easier-to-understand pathways through your site. The following are a few ways to do this: