According to latest industry numbers, consumers are using the web to make purchasing decisions in everything from their HDTV to their personal physician to where to take their children for gymnastics class. In fact, according to a recent study conducted by Hall and Partners, more than one quarter of all consumer electronics (CE) purchases are researched online.

So, if you're web site hasn't been updated since you built it three years ago, it's time to take inventory and rebuild your site with new and improved web tools that can add value to your business.

Like architects, many web developers see website redesigns as either demolitions or remodels. With either approach, it's important to consider what you are trying to accomplish by retooling your site.

·What are your company goals?

·What is your marketing message?

·How are you going to drive people to your new site?

·Can a new site add value to your existing customers?

·How can you put more of your business processes online

Demolition:

If you plan to demolish your existing site, it is critical to take the time to develop an Internet Strategy for the next version of your site. If possible, take a brief survey of your company's existing customers to determine what they'd like to see you your website. Is there a way your site could make doing business easier for them? Ask the person who answers your telephone if they have ideas for the website.

For example, we had a recycling company whose secretary took 100 calls a day from people looking for recycling locations. We developed a simple database that allowed customers to put in their address and locate the collection center nearest to their home. The volume of phone inquires dropped dramatically. Another company reduced their customer support staff by two employees by simply putting technical help manuals online.

When meeting with your web developer, it's important to be clear about whom your target audience is and what it is you want them to do when they arrive at your web site. If you're about to create your first web site, you can use these tips, too:

1) Define the basics. What does your web site need to do? If the goal is to have 250 people a

day to view the site, determine what action you'd like those 250 people to take.

2) Create a useable site. Include user-friendly navigation menu; fast-loading pages; a contact form; a phone number; your picture, and endorsements from customers.

3) Build your site with current technology. You should be able to control your content without relying on a web development company to update the text.

4) Determine how you'll measure whether or not your Web site is succeeding and how you intend to monitor it.

5) Develop an online marketing budget. Plan for marketing by making sure your Web site is completely ready to receive traffic. Don't promote a Web site that's missing parts or you'll waste people's time and they might not come back.

Remodel

A "re-model" redesign is not as time-consuming as starting from scratch. However, it does take planning to make a successful conversion. One of the areas companies should consider is how much of the existing look and/or framework they want to keep, and whether the text needs to be refreshed.

Remodels make the most sense if you have an existing content management tool that can be utilized in a redesign, or if you have a heavy investment in customer web applications. For budget reasons, reusing existing tools may make sense rather than building them from the ground up.

If your budget is very tight, often simply retooling the home page of a site makes a significant difference to website visitors. If you can update the site with a feature that attracts new visitors or provides good, current information, you will often improve the conversion rate of visitors to customers.