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Website redesign should be a last resort 2 Aug 2007

Gerry McGovern on why organisations are inclined to periodically overhaul their sites (and why this is almost always a bad idea):

"Website redesign is nearly always a bad idea because it reflects a project-based management approach. The best websites are not managed simply as projects but rather as processes.

"A website redesign approach is usually embraced by organizations who are reacting to the fact that their websites have fallen into disrepair. Something is not working and the belief is that a nice redesign, some nice new graphics and colors, and perhaps the purchase of some fancy content management software, will solve it.

"This approach is papering over the cracks. The cracks are a lack of resources to professionally manage the website on a day-to-day basis. The cracks are a lack of genuine customer focus, and a lack of continuous testing and evolution. The cracks are a lack of a rigorous review process to ensure that only quality content remains on the website.

"Website redesign is also often a product of boredom or new management. The web team or marketing department is bored with the old website. They want to freshen it up. I wonder how long such people would last at Google if they said they were bored with the Google homepage?"

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