Website Redesign? Avoid This Major Headache – Jeff Doubek

We all get headaches. The worst kind is that one that keeps coming back. You know what I mean… it’s that familiar piercing annoyance that lingers.

Here comes my fun analogy.

I’ve worked on many website redesign projects teams over the past 8 years and I can confidently say aside from poor communication, copy causes the biggest headaches if not properly managed.

Project delays, broken designs, nervous breakdowns, and unhappy clients are all copy-related outcomes that can be avoided.

How? Here are the three antidotes I’ve learned:

Understanding. Web content integration is a sneakily complex activity. There is no 1-2-1 migration path where copy is scraped and pasted — and there shouldn’t be. Done properly, new website designs present content in efficient and engaging ways. This requires copy created differently, often in smaller chunks, with scannable headings and CTAs among other content best practices. Expectations must be communicated early and often with your client.
Feedback. A pivotal task is how copy is being reviewed for quality and accuracy. So make a plan. How is this being executed? Who is doing it? How long will it take? What action signified final approval? A set in stone, documented, client-approved feedback and revision cycle is the only way.
Ownership. This is a big one. No copy process succeeds without it. You must determine who owns the process and who will ensure that milestones are being met. Is it me? You? Bob? Designate ownership of the copy process and empower this person with the responsibility of getting things done. (And, make it known that launch may be delayed due to content shortcomings.)

Three things alone won’t lead to success. It takes strong communication, copy execution, and leadership all along the way. Keep these lessons in mind though and you’re way better off than the other company revising its website without a copy plan.

Let them have the headache.

Hi, I’m Jeff and I help businesses solve website challenges.