If you a marketing leader or a member of a marketing team that is beginning the
process of tackling a website rebuild, this episode is for you! Jenny shares
five essential steps to focus on before you dig into the desired design of the
website:
- Centering your “why”:
Understand why your website exists. Identify your primary, secondary, and
tertiary audiences (e.g., patients, HR/recruiting, foundation) and define
your calls to action. - Get tech savvy: Explore
how current technologies can help streamline processes. Brainstorm new
opportunities, like embedding a scheduling tool into service pages. - Design site
architecture: Create a sitemap. Review current analytics to see what
content works, what doesn’t, and identify content gaps. - Layer on SEO strategy:
Ensure your website is easy for search engines to index. Pay attention to
technical requirements and make sure the content flows well to rank
better. - Develop a measurement plan:
Decide how you will measure success, ensure compliance (e.g., patient
privacy for analytics), and streamline reporting.
After these steps, you can move on to wireframing and designing, either with your
internal team or a third-party vendor.
Connect with Jenny:
Email: jenny@hedyandhopp.com
LinkedIn: https://www.linkedin.com/in/jennybristow/
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