Before moving onto the discovery or design phase of the redesign process it is important to take inventory of your existing marketing collateral. By collecting and organizing what you currently have, you will be able to easily see what will need to be designed, written, or purchased to complete the redesign. Included in my definition of marketing collateral are:
- Logo in vector format
- All images that you will be providing for the redesign
- Downloadable Content (pdf’s, videos, audio, etc.)
You always want to provide your designer a copy of your logo in vector format. As a vector image, your designer can resize the logo to the dimensions that he or she will need without distorting the image.
Before you start on the design process, you will want to take inventory of the images you already have. Unless you are a new company or taking on a complete rebranding, you probably have images from previous marketing projects that can be reused. By organizing your images and providing them to your designer you will help reduce the number of stock images being purchased. If you have high quality photography of your facility, products, staff, etc., your site will have a much more unique and personal feeling than a site that is filled entirely with stock images.
When you move onto the next phase of the redesign process, discovery, you will be uncovering your buyer personas and what content you have that can be used to generate leads from your site. Go through all possible content that can be used. Examples of quality content are:
- Product Catalogues
- White Papers
- eBooks
- Case Studies
- Recorded Webinars
- Recorded Presentations
- Powerpoint Presentations
- Info Graphics
- Newsletters
- Videos
- Audio
Take inventory of all of the downloadable content you have at your disposal. This will help you see what content you currently have that can be used as “lead bait” and what content will need to be created. This process will also help you in the discovery phase when you are listing the calls-to-action that your site will have.
Additional Preparation
Some final pieces of information that you will want to gather in preparation for the redesign are:
- Analytics Tracking Code
- Webmaster Central Passwords and Validation Meta Tags
- Domain Registrar login if changing hosts
- FTP Information for your web server
If you have questions on any of this information, your web designer / developer should be able to help you. Gathering this information upfront will help avoid any delays when the project is closer to launch.
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