How to Build a Business Case for a New Website: A Guide for In-House Marketers

Creating a compelling business case for a new website is crucial for in-house marketers aiming to secure buy-in from stakeholders. Read on for the key steps involved in building a robust business case that demonstrates the needs, benefits, and strategic alignment of developing a new site.

1. Document Limitations of Your Current Site

Before proposing a new website, it’s essential to clearly identify the limitations of your existing site. Understanding these limitations provides a foundation for illustrating the necessity of the overhaul. Key aspects to consider include:

• Navigation: Is your site easy to navigate? Does it provide a seamless experience across devices?
• Design: Is the design outdated or inconsistent with your brand’s current image?
• Functionality: Does the current site lack essential features and integrations?
• Management: Is the site management cumbersome? Does it take too much time to add and update content, or is it difficult or impossible to add what you want?
• Performance: Are slow load times negatively impacting the user experience? Are there frequent downtimes or slow responses?
• SEO: Is your existing site optimized for search engines, or are you missing out on organic traffic?

2. Identify Risks Associated with Your Current Site

Outlining the risks associated with maintaining the status quo can strongly support your case for a new website. Risks might include:

• Outdated CMS: Using an outdated content management system can hinder your ability to update your website — risking potential compatibility and security issues.
• Reputational Damage: A poor user experience can lead to negative perceptions of your brand.
• Lost Opportunities: Inefficient design, lackluster content and slow performance can result in lost prospective clients and talent.
• ADA Compliance: Failure to adhere to web accessibility standards can alienate users with disabilities and expose the company to legal risks.
• Privacy: Make sure you know which comprehensive data privacy laws across the US and the world your firm needs to comply with.

3. Compare Your Website with Your Competitors’ Sites

Conduct a competitive analysis to benchmark your site against those of your competitors. Highlight areas where competitors are outperforming you and where there are opportunities to gain a competitive edge. Key comparison points include:

• User Experience: How intuitive are their sites compared to yours?
• Modern Appeal: Is their design more contemporary or visually appealing?
• Features: What features do they offer that your site could benefit by including?
• Content Organization: How does their content strategy compare in terms of relevance and engagement? What do you appreciate about how the content is structured?

This research does not need to be limited to your competitors or within your industry. The primary goal is to give you a better idea of what you would like to accomplish with a new website.

4. Define Goals for a New Website

Defining clear goals for a new website is critical. These goals should not only address the limitations of your current site but also align with your firm’s broader strategic objectives. Consider goals such as:

• Improving User Engagement: Enhancing UX to help users find what they are looking for and encourage them to keep engaging or get in touch.
• Boosting Conversions: Implementing better tools and features that drive interaction and lead generation.
• Enhancing Brand Image: Refreshing the site design to reflect a modern, unique and consistent brand identity.
• Defining Content Strategy: Updating copy and content on pages such as About, Services, Bios, and Careers to showcase your expertise and company culture.
• Ongoing Maintenance: Building a site that will be easy to maintain and support future growth, needs, and requirements.

5. Identify How a New Site Will Support the Firm’s Strategic Objectives

Illustrate how these goals align with the strategic objectives of your firm. This connection helps in demonstrating the broader value of the new website. For example:

• Market Positioning: A modern, user-friendly site can enhance your brand image and overall reputation, improving your position against competitors.
• Revenue Growth: An improved site can lead to higher conversion rates, ultimately driving RFPs and revenue.
• Recruiting: Your website is your digital lobby. A modern, compelling website appeals to potential hires in a competitive market.
• Customer/Referral Retention: Better UX and performance can increase customer and teaming partner satisfaction and loyalty. Leverage the site to cross-sell services and stay top of mind.
• Innovation and Adaptability: A new site signifies your firm’s commitment to modern technology and innovation.

Conclusion

By thoroughly analyzing and documenting the limitations of your current site, identifying associated risks, benchmarking against competitors, and defining clear goals for a new site that align with strategic objectives, you can build a strong business case for a new website. This approach not only demonstrates the need for change but also illustrates the broader value and long-term benefits a new website can provide to your organization.