Why do website redesigns typically stall half way through the project?

Does this sound familiar? The designers are briefed – they produce their designs which initially work well – and then typically the project stalls as some ‘deeper questions about what it is you are trying to do with the site‘ raise their head. There is a huge delay in the project and the eventual cost of the site doubles.

Why does this seem to happen so often?

Redesigning a website is always a much bigger task than it first seems. Because a website echos the entire activity of a business, it inevitably causes you to question and define how you break down your operations, how customers interact with you and consider how you want to be perceived longer term. And these are branding issues, not web design issues.

The answer is simply to address your branding first. A review of your branding will ensure your brand values are in place and your logo, styling and tagline are relevant. Of course it will require you to address the very same ‘deeper questions about what it is you are trying to do‘ – but in the context of a brand review with a branding specialist – making the whole process more effective and rewarding all round.

And ultimately it means that you approach your website redesign with a detailed and informed brief, thought-through structure and a good start in terms of styling. The only down side is that you’ll have to take the time to plan your brand review before you dive into your website redesign.