We’re constantly being asked what it takes to successfully rebrand a Web site. Too often, we’re asked specific questions such as, “Should my site be programmed in Flash?” or “Are drop-down menus a good idea?” But questions like these don’t get to the heart of the issues you need to consider when rebranding your Web site.
The biggest—and most common—mistake we see is that organizations begin their redesign without clear goals for the initiative. Most sites are redesigned for purely cosmetic reasons, overlooking the more crucial content, navigational and marketing challenges.
Here are nine steps that can help ensure that the site you design today will be an effective investment for years to come.
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