Tips for Managing a Website Project

Are you considering (or in the throes of) a website redesign? Are you feeling overwhelmed by all the work that’s involved? We understand! At Clockwork, we manage multiple website projects concurrently and know that effective project management is a game-changer in ensuring a smooth and successful execution, from website kickoff to launch. Read on for our 7 steps to help you stay on track, on budget, and reach your goals:

Step 1: Pre-Planning

Build a Business Case for a New Website

• Document limitations of your current site.
• Define goals for a new website.
• Connect the goals to your firm’s strategic objectives.
• Compare your website with your competitors’ sites.
• Identify risks, such as if your current Content Management System is no longer supported, your site is not ADA compliant, etc.

Additional Resource: How to Build a Business Case for a New Website

Step 2: Planning

Identify the Decision-Makers and Committee Members

• Determine who should be included.
• Consider each person’s level of enthusiasm/buy-in on the project.
• Educate the group on the process to set it up for success.

Additional Resource: How to Select a Website Committee: 10 Tips to a Great Team

Define Project Goals

• Determine what you/others need for the new website to be deemed a win.
• Decide what MUST be included (new content, functionality, rebranding, etc.)

Set a Realistic Budget & Timeline

• Make sure your budget is realistic compared with comparable sites today.
• Is there a “must-launch-by” date? Is it reasonable?
• Analyze the variables that can be anticipated on the project.
• Be realistic about the amount of time the decision-makers need to review and approve designs and text. Build ample review cycle time into the schedule.

Research Competitor Websites

• Who are your top competitors? Make a list with URLs.
• Ask members of the firm for examples of sites they especially like. Why do they like them?
• Similarly, look at sites that firm members especially do NOT like. What’s not appealing?

Start Developing New Content

• Determine which pages of your current site are OK as-is, which need minor updates, and which require full re-writes.
• Are there any new pages that need to be added? Make a list.

Step 3: RFP & Vendor Selection

Process

• Consider if you should issue an RFP. Do you already have a preferred vendor?
• Use industry groups like SMPS, LMA, AAM, etc. to identify vendors that have experience building sites for your industry.
• Create a shortlist, conduct interviews, schedule demos to see the back-end site administration, check references, etc. 

What Should Be Included in a Website RFP?

• Key Info: Submission Info & Due Date, Budget, Target Timeline, Project Objectives.
• Exact Scope: Branding/Logo, Text, Photos, Videos, Technical Specs, Sitemap, Page Count, Design Options, Rounds of Revisions, Content Population, ADA, Privacy, SEO, Hosting, Ongoing Support.
• Agency Info: Team, Process, Fees, Examples, References.

Additional Resource: Request our Website RFP Template

Top Reasons Why Website Estimates Range Widely in Price:

• If a page builder or template is used (Wix, Squarespace, WP theme, Elementor, etc.) versus a fully custom-designed and coded website.
• If only basic features are included versus robust features are built in. Basic websites require much more time for ongoing administration, whereas robust websites have considerably more database-driven functionality programmed into the CMS.
• If writing time, photography, videography, and/or SEO are included versus not included.
• If content population is included. Specifically, will the vendor have to port over hundreds/thousands of pages of content from your current site or will you/your staff handle any of the content population work?
• If the estimate includes designing and building your site for ADA considerations, is an accessibility “overlay” (like accessiBe) specified, or will the site be fully designed, coded, and populated for accessibility?

Step 4: Sitemap Development

Analyze & Develop Current Sitemap

• Document the content and page structure of your current site to act as a baseline.

Review Competitive Sites 

• What content are they sharing that you are missing?
• How is content organized to drive navigation?

Define Your Project List

• Remove older projects if possible.
• Consider sorting/filtering options that will avoid “null” results.

Develop New Sitemap

• Consider what action(s) you want users to take, on each page. Add CTAs and related content on each page of your site.

Additional Resource: How to Build a Sitemap

Step 5: Managing Content

Plan Content Writing

• Identify which pages will be ported as-is and which need editing/rewriting.
• Identify new pages that need to be added.
• Consider SEO and accessibility best practices.
• Assign pages to specific people with due-dates.
• Use a file-sharing application (like Dropbox).
• Maintain a shared spreadsheet to track drafts, edits, approvals.

Additional Resources: Articles about Writing Copy for Websites

Plan Photography/Videography 

• Identify what photos/videos will be ported as-is or need reshooting.
• Identify new photos/videos that need to be shot.
• Schedule shoots or work with your agency to manage the process.
• Use a file-sharing application (like Dropbox).
• Maintain a shared spreadsheet to track all images, edits, approvals.

Additional Resources: Articles about Photoshoot Management

Step 6: Design Review

Involve Key Decision-Makers

• Make sure the key people (who have the power to stop the project in its tracks) are included in the important design review meetings. It is crucial your agency can speak directly with the decision-makers to pick their brains and ask follow-up questions on the spot. 

Go Back to the Goals 

• Remind everyone to think beyond personal preferences. Always focus the team on the over-arching goals of the project.

Focus on Them, Not You 

• Consider the needs of your target audiences. What actions do you want them to take? What is the user experience?

Is the Design On-Brand? 

• Make sure you stay true to your firm’s personality, style, and brand attributes. Also, remember to differentiate your firm from your competition in a way that is authentic and memorable.

Step 7: Beta Review & Launch

Determine Who Will Review and Sign Off on the Beta Site

• Segment the review among different people to speed up the review process.
• Remember: content should be approved well in advance of Beta review

Loop-In Your IT

• Make sure you have DNS (Domain Name System) access in advance of launch.

Additional Resource: Know the Difference Between Domain and Web Hosts

Plan Ahead to Announce

• When the new site goes live, you’ll want to shout it on social media and via email. Have a launch party for your firm!

Additional Resource: How to Announce a New Website

Track Analytics

• Prove the ROI by continually tracking key metrics via Google Analytics.

Additional Resources: Articles on Google Analytics