A collaborative, user-centered approach to website redesigns

Even with today’s dizzying array of social media platforms and apps, a nonprofit’s website is a crucial tool to inform and engage supporters. It’s where your organization tells its story and serves as a validator for those looking to research an organization before making a donation.

As Candid prepares to launch a new, fully integrated suite of tools next year, the communications and brand awareness team is working to create a better Candid.org to explain who we are and how we can help the sector. And let’s be clear—creating a website is not simple, quick, or cheap. Here are five steps to make sure you’re prepared—and asking the right questions—before getting started with a website redesign project.

1. Assemble the core project team

Start by determining who should be on the core website project team. Typically, that group meets regularly (weekly or biweekly), with a consultant if you engage one, and includes designated project leads from the development, communications, marketing, and technology departments. If your organization provides direct services, be sure to include a representative from that team.

It can be tempting for a communications department to “go it alone” when launching a website, but inviting perspectives from across the organization Is crucial to creating a site that better meets your audiences’ various needs. That said, you should be prepared for internal conflicts to arise as competing priorities emerge. For example, what’s more important on the homepage—inspiring donations or connecting your clients to services? When in doubt, look to the data for answers. Your current website’s Google Analytics statistics, for example , can help resolve debates about what content your audience is interested in and what’s not so relevant.

2. Prepare a ‘scope of work’ document

Whether you’re planning to hire a consultant or to build your new website in-house, you should start by defining the scope of work and requirements. There are plenty of templates to get you started; I like this one from The Square Agency.

The main components of any website project are content, design, and development. Think about what goals and objectives you aim to achieve—and be explicit about your budget. Are you satisfied with your content and site architecture and just looking for a refresh of the design? Is your current content management system easy to use, or are you looking for an entirely new platform? Get clear on the work, budget, goals, and objectives early on to set the project up for long-term success.

3. Define your key audiences

A website can’t (and shouldn’t) be all things to everyone. Such unrealistic expectations can result in a confusing and overwhelming experience, with no clear pathway to engage your most likely visitors. You’ve only got about 15 seconds to hook visitors before they navigate to another website. Make the most of that time by offering clear navigation to the content your target audiences are most interested in.

Websites shouldn’t be built for the organization; they should be built for the users. Define your key audiences early in the project and assign them personas so they feel like real people to the project team. What are their most common needs, and what information are they typically seeking? Your key audiences may be donors and clients who access your services. At Candid, ours are nonprofit professionals (often fundraisers) and foundation staff, but we also need to provide a good experience for corporate clients looking to purchase data and subscriptions.

4. Specify content and design requirements

Once you’re clear about whom your website needs to serve, think about how it will create a lasting, positive impression of your brand through content and design. These elements typically include messaging strategy, site architecture, wireframes, SEO strategy, and copy writing support. Think of content and design as best friends: How will they support each other to create a positive experience for your website’s visitors that encourages engagement with your organization? If you have a style guide, include in your requirements that the website should adhere to it. Specify how many design concepts and page templates you’ll need, along with expected accessibility compliance (and, if your organization is international, GDPR compliance).

5. Be explicit about tech requirements

Finally, compile an exhaustive list of technology you currently use and technology requirements for the new website. This is where you’ll specify whether you need recommendations for a new content management system and if you’re seeking developer support to build that. Think about your current website’s functionality and, in a perfect world, what your new website will do beyond that to support your nonprofit’s growth.

Be sure to consider the information you’ll want to capture—like email addresses and other donor information—and how that information will be integrated into your existing database or customer relationship management software. Coordinate all tech decisions with your organization’s tech team to avoid introducing anything new that’s complicated to maintain or doesn’t integrate with existing tools. By preparing thoughtfully and engaging a collaborative, internal core project team of stakeholders from the start, you’ll be well on your way to launching a user-centric website that creates a positive impression of and active engagement with your nonprofit’s work.

Photo credit: Armand Burger via Getty Images