In today’s digital landscape, a company’s website is a vital point of contact and source of information for clients, partners and employees. Your website is often the first impression a potential customer or employee has of your organization, providing them with a glimpse into your company’s culture and professional environment.
So, it’s imperative that your online presence is user-friendly, aesthetically pleasing and informative.
In this blog post, we will explore how a public relations firm can help with a comprehensive website review, provide insights on how to effectively organize proposed website changes, and discuss strategies for categorizing website modifications.
Utilizing PR Experts for a Website Review
Much like self-editing one’s writing, it can be difficult to objectively review and improve one’s website. PR professionals have a sharp eye for analyzing the style, tone, grammar and cohesiveness of a website’s messaging.
During a recent website review, our team developed a story arc that aligned with our client’s key messaging. We provided content edits and reorganization recommendations so that the company’s story highlighted its journey toward achieving its objectives. We leveraged that story arc throughout the review to effectively communicate the company’s mission, target audience and business units.
Organizing Proposed Website Changes
Reimagining a website is a major undertaking, and edits can quickly pile up. It’s important to keep those edits digestible and organized.
An efficient way to organize a website review is by creating a Google or Excel sheet with each tab representing a specific section of the website. Populate each tab with review owner, website change owner, due dates, recommended changes and category change.
This bird’s-eye view of the entire process allows you to track multiple edits and iterations as you make them.
Categorizing Suggested Website Changes
When reviewing a website, categorize each change to help those making the edits understand its purpose. Categories of modifications can include move, layout, content, functionality and design changes. Below are descriptions of each.
- Move: Move content or sections to a new tab representing the website page. This may necessitate adding a new tab or section.
- Layout: Reorganize content, graphics or information. Layout changes are made to existing pages, not moving content to a different section.
- Content: Update or modify the copy and content on the pages. This could include checking and updating messaging and links and removing any dated information.
- Functionality: Modify or add new features or functions to the website. This may include adding a search function, a contact or chat tool, or any new changes to enhance navigation and user experience.
- Design: Modify the graphics or visuals on pages. This could include editing the images, graphics, videos, color schemes or font sizes.
Website reviews and revisions can be demanding. The process requires a dedicated team to analyze the website and propose changes, as well as an internal team or an external developer who implement the modifications. PR professionals play a vital role in aligning website messaging with communication objectives, ultimately working toward a company’s specific goals.