When redesigning a website, styling can be important but the key part is really the structure underneath. The color scheme and graphics on a website are like the outer shell that draw people in, but if the user can’t find what they are looking for or don’t understand the main goal of the site then all of its beauty is for nothing. In really great design, the structure and styling work together to convey the purpose of the website.

When I go about redesigning a website for a client my first goal is to determine what pieces are most important and create a hierarchy of information. A very common list for me usually looks sort of like:

1. Phone number/ Call to action
2. What do they offer- most popular services?
3. Who are they targeting?
4. What sets them apart from their competition?

Once you have identified some of these key items you can build the site around that. For example, for a Tree Specialist Company they may say their customers come to them most often for Tree Removal, Pruning, and Bracing. So when a customer finds their web page I want TREE REMOVAL, PRUNING, and BRACING to be one of the first things they see. If the user doesn’t have to search very hard for what they’re looking for they are more likely to stay on your page and/or follow up.

That point also applies to the call to action. If a customer would like to contact you for your services, but is unable to very quickly find your contact information you may very well lose their business. If they visit your site and see your phone number very clearly right away they are more likely to follow up.

By: Blueprint