What's really driving your web redesign?

Posted: January 13, 2012

Topics: Culture, Technology


HR needs more content. Purchasing wants to post supplier forms. Engineering wants more technical information. And the CEO’s wife “thinks green is the most effective color."

The specific people may change, but if you’ve ever been through a website redesign project, you’ll know how hard it can be to please all of the stakeholders and accommodate all of their input. Each has their own ideas, goals and thoughts. Of course, some are more important than others, but corralling them all into something manageable is a challenge – and it’s a critical one.

For any website redesign to be successful, competing wants and needs have to be distilled down and focused on real goals. It isn’t always easy, but it's perhaps the most important part of the process.

For a recent site redesign, our team’s efforts were focused on a single goal – increasing the number of retail leads our client’s site was producing. It was a clear, focused and unambiguous goal but by no means an easy one to achieve.

The project kicked off in late 2010 and by early 2011, the majority of our design (UI and graphic) work was completed. Development was completed by mid-summer and the site was finally launched in July. You can check out the redesigned site (and hundreds of modular and manufactured homes) at championhomes.com.

This week, our client shared some numbers with us:


The net result: unique customer leads were up more than 300% by the end of 2011 – a fantastic number considering that traffic to the site has remained fairly flat during the same period. And although the results were beyond our expectations, they weren’t surprising.

That’s because whenever we work closely with a great client, towards clear and measurable goals for a creative solution, we invariably achieve those goals.

Regardless of whether we use green.

Rob Wilkie is the creative director at PUSH 22, an integrated marketing and communications agency supporting leading and emerging companies.