<1/ Validating an incomplete CSFT
The first step is to draw up the specification document. This contractual document presents your company, your project and the objectives of the redesign. It is from the specifications that budgets, constraints and schedules are defined. The specifications also form the basis for the CSFT (Functional and Technical Specifications). This is a major document in the design of a website. In fact, it's the cornerstone of your project! It summarizes all the technical details of development, tree structure, development and project management. Drawn up by your technical service provider, it's important not to neglect its proofreading, to ensure that it contains every possible detail about the website, and thus avoid misunderstandings between the parties involved. Imagine the floor plan of your future home, but with some rooms left out - you might be disappointed with the result at the end of the project! Psss, need a hand? We explain here how to build your specifications properly.
2/ Designing a site that's inconsistent with the rest of the ecosystem
Like a tree with many branches, your brand's ecosystem may be made up of different channels: social networks, intranet, app, distribution networks, sales forces, website... To limit audience confusion with a messy strategy, you need to maintain an informed vision that links the channels together. The website must therefore fit naturally into the ecosystem. This requires a familiar design that doesn't clash with the environment, the same logic of user experience/journey or a link with CTAs to connect the whole.
3/ Taking care of SEO after going live
Big mistake! A good site is one that is well referenced and well positioned in the search engine. Because over 90% of computer searches are made on Google, and 92% of Internet users don't go beyond the 1st page of results, it's vital that your site is among the first relevant results for your business. To be effective, the SEO strategy must be thought out well in advance, in conjunction with the design. Site architecture, loading speed and internal/external meshing are all decisive technical aspects. A good internal mesh with good backlinks also ensures quality SEO popularity. These different elements will influence PR (PageRank) and lead to positive search engine positioning. Site content must also be optimized: lexical field, keywords, target audience... Web copywriting is a very specific form of writing that enables Google's robots to measure the value of your page. In short, don't neglect SEO when designing your site!
4/ Designing a site that's not in line with your strategy
When you're drawing up your business strategy, you're usually thinking about the financing, communication or marketing part, right? You're quite right! However, you mustn't forget to consider the long-term future of your website, as it represents an asset for your company! Will its role and objectives remain the same over the next few years? Is there a risk of it becoming obsolete? Is the design designed to last over time, or have you followed a trend? Have you taken UX/UI into account? Designing a viable site for as long as possible ultimately represents a financial gain.
5/ Forget the style guide
It's not uncommon for several people to work together on the same web project. These different players need to have the same approach in order to create a homogeneous and coherent site. The style guide is a document giving the keys to visual identity to enable harmonious communication. It's therefore important not to skimp on details to create a harmonious website: logos, illustrations, colors, typography, layout...
6/ Neglecting the mobile part
This is perhaps the worst mistake on our list. Today, up to 70% of web traffic comes from mobile devices. This impressive statistic serves to underline the importance of including mobile from the very start of your thinking. Your audience is likely to visit your site from their smartphone, and so needs to have the best possible experience, especially if you have a B to C audience. Adapting content to the screen (responsive) must be part of your mock-ups right from the start of the project, and it's important to always keep this aspect of the site in mind. Think "mobile first"!
7/ Putting your site online without testing it
User testing (or recette) is an essential step in evaluating your website. By reproducing the user's journey, we can gain an overview of the experience and fine-tune any elements that are lacking in the site's proper functioning. The test will enable you to recalibrate, modify, emphasize different things... In this way, you can avoid editorial typos, scroll or display bugs or technological accessibility problems.
8/ Setting up an over-ambitious project
When redesigning your site, you're tempted to change everything, to completely metamorphose the existing for a more modern, more aesthetic version. However, such a project can quickly take on gargantuan proportions, and you can become overwhelmed by the workload. It's a good idea to focus on the most urgent pages, defining priorities and getting down to the essentials. Our tip: don't hesitate to divide the redesign into two or three phases, so you can be sure of achieving your objectives!
9/ Neglecting competitive intelligence
In order to perceive changes in the market and anticipate future movements, it's essential to monitor the actions of the competition. A business strategy is incomplete without competitive intelligence. This will enable you to identify shortcomings, keep up to date with web trends and discover a potential new audience. So how do you go about it? The first step is to identify your competitors, as well as their market and target audience. Then, on a regular basis, take a look at their website, paying attention to general architecture, aesthetics, pricing, campaigns, content... No need to grab your binoculars and hide in a bush, some platforms can help you monitor your watch.
10/ Poorly protecting your site (and we're not talking chainmail)
Securing a website is essential. It can be achieved through a number of actions. You'll discover your site's current shortcomings thanks to an audit that will enable you to remedy these errors during the redesign. Here are a few essential initiatives you can put in place:
- Install an SSL certificate
- Use secure passwords
- Perform updates regularly
- Set up daily backups
This way you'll avoid DDoS, viruses, phishing and other threats hanging over your site. Your choice of hosting also has an impact on security. In addition to price and availability, the reliability of the infrastructure is an important factor in your choice. Depending on your site's needs, you have the option of using shared hosting, dedicated hosting or the cloud.
Now that we've reviewed the many mistakes to avoid when redesigning your website, you're better equipped to successfully complete your project. While there are many factors that make it easier to handle digital today, there are still some avoidable dangers! Did you miss our first part? You can find it here. Don't hesitate to share this article with your colleague who might need it (we all know one).
