It’s time. You’ve decided. This year, you’re going to start the process for redesigning your organization’s website.
You’ve done your research. You’ve listed out all the limitations of your current website and gathered a list of competitors that have left you in the digital dust. You’ve read Google’s announcement on the importance of responsive design for search rankings. You’ve even begun to scout for potential partners to help you execute the website redesign. Now, all you’ve got to do is get buy-in from leadership and approval of the needed budget. Easy, right?
For those of you who need a little help getting buy-in from leadership to move forward with a website redesign, here are a few things to help you plead your case.
Google’s announcement was no joke.
If your website is not mobile-friendly, you could be missing out on a significant amount of website traffic due to lower search rankings. Missed website traffic can mean missed first-time visitors to your physical space, missed donations, missed volunteers, missed event attendees, missed subscriptions, missed engagement – you get the point.
Let leadership know that a well-designed, responsive site can positively affect search rankings, which matter for your website traffic, and thus for your bottomline. Unsure if your site is mobile friendly? Run it through this test from Google.
First impressions matter.
More and more people opt to “Google it” or “look it up” as a validator in decision making. If folks arrive on your website after an online search, what they encounter could be the difference between planning a day-long trip and a quick exit to find a more visually appealing and engaging experience.
Let leadership know that your web presence will leave a lasting impression on visitors, and that making the right impression could result in more engagement and more foot traffic.
Your next generation of museum visitors is online.
In case you haven’t heard, millennials live online. And the reality is that millennials make up a huge audience today, and will continue to do so for years to come. While this generation is redefining our “cultural norms,” they are also becoming breadwinning parents and planners of family outings.
Let leadership know that as the demographics of your visitors and target market shift, your organization needs to not only meet them where they are, but should also appeal to them with an immersive online experience.
Your website needs to evolve.
Just as your organization grows and evolves, so should your website. It should be a reflection of your brand at any given point in time. Whether it’s a new exhibition, new staff members, new offerings or a renovated physical space, your website can and should show the public just who you are and all the great things you have to offer.
Tell leadership that a stagnant web presence suggests a stagnant organization, and that a dynamic and engaging website can show visitors that you are active and have lots to offer.
You need more control over your content.
Do you add content to your site? Do you try to? Do you dread having to dig through the backend of your site to find the right place to add your new post, while cautiously clicking so you don’t accidentally delete that page again? A new site means more than just a new look for visitors, it means a much better system for you to add and edit content.