Being Mindful and MemorableBy Marc S. Levitt | Posted 2009-03-25 Print
These nine steps will move your organization toward a more effective Web site rebranding.
4. Consider the writing on the wall. Seek feedback from your customers about what is and is not working on your existing site. Send out a questionnaire, conduct a phone interview, make a few house calls … whatever it takes. You should hear what the people who use the site are saying.
5. Guarantee freshness. One of the biggest challenges with any Web site is keeping the content fresh and encouraging repeat visitors. Plan specific areas on the site that can pull feeds from your blog and designate areas that can be updated seasonally. This flexibility will allow your site to evolve naturally over time without changing its fundamental structure.
6. Be memorable. Web sites should give something back, rewarding the visitor with every click. That means turning the ordinary into the extraordinary. This can be done with an interesting navigational element, a splash screen to set the tone or simply the way the content is written. If people are looking at your site, they’re probably also looking at your competitors’ sites. So you have to be better.
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