Redesign Your Website to Increase Marketing-Influenced Wins

Plan and execute a successful website redesign.

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SaaS companies that fail to modernize and align their corporate website will spend an extra $113k yearly on sales salaries to compensate for the lack of marketing-influenced wins from this critical digital channel. Digital marketers that work on old and outdated websites experience the following:

  • Low conversions, MQLs, and SQLs
  • Low engagement on site
  • Lack of investment in website a/b testing and optimization
  • Poor design and website experience compared to the competition
  • Despite its importance, up to 80% of website redesigns fail to deliver value due to lack of alignment of business and buyer needs.

This workshop guides digital marketing leaders through the SoftwareReviews website redesign methodology and gives them a reliable way to:

  • Discover, align, and prioritize stakeholder needs for the redesign
  • Identify areas of competitive differentiation that should be highlighted in the buyer journey and messaging
  • Identify and mitigate risks early to ensure a realistic timeline and budget
  • Optimize marketing-influenced wins, brand image, and competitive differentiation with the website redesign

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Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

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Module 1: Align the Business and Buyer Needs

The Purpose

Identify the needs of the business and buyer, ensure that disjointed needs are identified, lack of resources are accounted for, and high-impact needs are prioritized.

Key Benefits Achieved

  • Understand the needs, challenges, and goals of internal stakeholder groups such as product, development, sales, marketing, and the executive-level
  • Highlight and prioritize the needs of the buyer
  • Identify the sweet spot where the needs of the business and buyer align
  • Understand resource constraints and identify risks
  • Develop metrics and goals to track and report website redesign value and success
  • Learn how to measure website redesign value and success

Activities: Outputs:
1.1 Gather stakeholders to identify and document the business needs.
  • Alignment of business and buyer goals for the website.
1.2 Identify and document the ideal client profile and two buyer personas’ needs and journey.
  • Alignment of business and buyer goals for the website.
1.3 Identify top-priority needs, common needs, disjointed needs, and needs that lack resources.
  • Identification of risks.
1.4 Continue to refine this list until you have the final list of aligned business and buyer needs that the website redesign will fulfill.
  • Alignment of business and buyer goals for the website.

Module 2: Build Messaging and Journey

The Purpose

Develop effective messaging and a journey for your most important customers.

Key Benefits Achieved

The right message and a coherent journey to engage key buyers and deliver ROI for website content.

Activities: Outputs:
2.1 Review the journey for ICP + 2 personas.
  • Website redesign buyer journey for three buyer personas.
2.2 Review message maps for ICP + 2 personas.
  • Website redesign buyer journey and messaging for three buyer personas.

Module 3: Review Content Audit

The Purpose

Focus website redesign content on benefit wins that support the user journey(s).

Key Benefits Achieved

Weighted Benefit Win content as the highest priority for the content of the website redesign.

Activities: Outputs:
3.1 Review the pre-completed content audit.
  • Confirmation of content.
3.2 Finalize content for the website redesign.
  • Finalization of content.

Module 4: 4. Build Sitemap and Lo-fi Wireframes

The Purpose

Create a sitemap that supports the alignment, buy journey, and benefit win and increases the value through the identified metrics of the redesign. Communicate initial usability interface via lo-fi wireframes.

Key Benefits Achieved

  • A sitemap that supports the identified needs for the redesign, user journey, and communicates the information architecture.
  • Lo-fi wireframes and a common understanding between designers, marketers, and developers on the intended redesign result.

Activities: Outputs:
4.1 Design new sitemap.
  • New sitemap.
4.2 Begin creating lo-fi wireframes.
  • Lo-fi wireframes.

Module 5: Prototyping, Budgeting, and Timeline

The Purpose

Plan and execute a website redesign that will increase marketing-influenced wins, brand image, and competitive differentiation.

Key Benefits Achieved

  • Prototypes as mock-ups for the website design for developers.
  • Stakeholder approval to move forward with website redesign execution.

Activities: Outputs:
5.1 Complete in-progress deliverables from the previous four days.
  • Deliverables.
5.2 Create prototype wireframes, including for mobile devices.
  • Protype wireframes
5.3 Create the budget and project timeline.
  • Budget and timeline.
5.4 Gain steering committee approval for website redesign execution.
  • Stakeholder buy-in and approval for the goals of the redesign.
  • Website redesign ready to execute.
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