Getting Buy-In for Redesigning A Website
Whether your website is five years old or two years old, at some point someone within the organization (maybe you) will see the need for investing in a redesign. You can be sure that the people writing the checks want to hear an argument that is more than “because it’s old” or “because we don’t like it anymore.” You need an argument rooted in both economics and a creative strategy.
The company's current logo for the brand identity that's been in place since 2009.
For Lori Diana, our client and the Marketing Director at RJ Health Systems, redesigning ReimbursementCodes.com, was a decision that had been hanging in the air for a long time. The website was eleven years old. The debate about the redesign continued, even after we helped the company implement a new brand identity and corporate website.
ReimbursementCodes.com is a vital resource for health care professionals providing accurate drug coding and pricing information. Using the wrong HCPCS/CPT code or pricing information for a drug can lead to unnecessary frustration for payors, providers and patients alike. For 11 years, the website has been viewed as an invaluable resource for the healthcare industry.
A screenshot of today's current ReimbursementCodes.com
Lori’s ability to gain support for the redesign changed when she reframed the conversation from opinion to business decision. While everyone on her team saw the value in having a fresh looking website that aligned with their corporate brand, the ROI needed to be spelled out.
The answer became clear to Lori when she realized that the purpose of the website could expand from being one of utility to one of increased revenue generation, by cross-marketing additional services to existing customers. With this focus, Lori and the Fathom team are now rebuilding the website to start new conversations with current customers and reach new customers with current conversations.
“Right now, we’re not marketing our full offerings. We see the redesign as an awesome opportunity to get in touch with our customers and market new products they didn’t know we offer,” said Lori.
Eleven years is a long time to wait to redesign a website and that might be reason enough for some. Even so, building the economic argument is essential for two reasons: getting buy-in for the investment and informing the decisions made when planning the website strategy.
Meet Lori.
If your team has been struggling with the decision to redesign a website, formulate your argument based on supporting these two areas: brand and business. If both have evolved and are incongruous with how your website supports those two mother ships, than you have a strong case for investing in a new website. Use the following questions, as the groundwork for building your business case:
Has your brand evolved? If so, how? Is the website doing its job to represent the evolution?
Does your website today have a business objective? If so, what is it and is it fulfilling that objective?
Once you have clarity on why you are investing in the website, the decisions for design, marketing communications, technology and metrics for success can be laid out. Strategy first, implementation second.
Read this related post: “What’s in it for me?”: Persuasion in Online Marketing” by Steve Machesney
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Posted by:
Suzi Craig
Email the author:
suzi@fathom.net
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