Insights / A view from Irene

Before you rebuild your website, define the problem.

By Irene Watt · Marketing & AI advice

I’d start a website discussion with what you need the site to do and where it’s falling short.

Close-up of a woman typing on a laptop at a bright desk.

“It looks old” might be part of the concern. You might also have trouble updating it, services that are hard to find or enquiries coming from the wrong people.

Those are different problems. They need to be understood before you can assess a proposed solution.

What should a visitor be able to do?

Choose the main tasks your customers come to the site to complete.

They might need to understand a service, check whether you work with businesses like theirs or make an enquiry. Follow those paths yourself and ask someone unfamiliar with the site to try them too.

Where do they hesitate? What do they need to know that the page doesn’t explain?

Does the site describe the business you have now?

If your services, customers or position have changed, the website brief needs to account for that.

A design discussion won’t settle an offer you haven’t defined. I’d agree on who the site serves and what you want to be known for before commissioning pages.

What evidence do you have?

Review the information available: enquiry quality, customer questions, website reports, search data and feedback from the people using the site.

Where evidence is missing, say so. Agree on what needs investigating instead of treating an assumption as a confirmed diagnosis.

What must the proposed work address?

A good brief should let a supplier explain how the work responds to the problem.

Ask what’s included in content, design, development, search considerations, forms, testing and the move from the old site. Establish who provides material, who approves it and who maintains the finished site.

You should also understand which existing pages and addresses need to be retained or accounted for during a change.

How will you assess the outcome?

Agree on success before approving the project. That might include helping visitors find a service, improving the suitability of enquiries or making updates easier for your team.

Some outcomes need technical checks. Others need observation over time. Identify both in the scope.

A better brief helps you assess a proposal

Your website might need a rebuild. It might need more focused changes. I’d want the evidence and brief to support that decision before you commit.

Want a second opinion before you proceed?

I can help you work through your website priorities or assess an agreed proposal as part of a consultancy engagement. Your chosen supplier carries out the work.

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