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Table Of Contents
Section 1 - The 6 Essential Elements of a Successful Website
03. Content
05. Structure
07. Design
08. Funnels
09. Trust
10. Conversions

Section 2 - Find Your #WinCondition

11. Business Goals
12. Marketing Goals
13. Technology Goals
14. Aligning Your Goals
15. Making Them S.M.A.R.T
16. Constructing Your Win Condition

Section 3 - Craft An Accurate Budget

17. Budgeting For Ecommerce
18. Budgeting For Non-Commerce

Section 4 - Finding Your Dream Partner

19. Personality
20. Expertise
21. Humility
22. Size

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 SECTION 1 

The 6 Essential Elements of a Successful Website 

Content

Activity 1 

Ask 5 people who aren't your target customer, family, or a friend to: 

1. Look at your home page and tell you what they think you sell.
2.Describe the person they’d recommend your store too.

They should answer your first question at a snap; most people will know a person to base  their
second answer on.  

Your messaging is unclear if either of their replies aren't what you intended. 

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Activity 2 

To help you develop/own your voice, you're going to create 3 statements that clarify your 
business's attitude, values, and market position. 

Here are some examples: 

1. “Smart, not stuffy — we want people to recognize right off the bat that we know what we’re
talking about. We don’t want to use jargon and buzzwords to show them.”
2. “Personable, not casual — Clients trust us with their money, their brand, and their
customers. And they trust us because of who we are. We don’t have to act differently just
because we have responsibilities, but let’s make sure we’re always aware of what’s at stake
and what it means to the client to trust us with their business.”

Write your three statements below: 

1.

2.

3.

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Structure

Activity 3 

Ask your target customer to think aloud as they browse your website. Notice what they  saw first,
where they went, and what their reactions were.  

Were these reactions what you expected? If not, you might need to rethink your site's  structure
during your redesign. 

What were the results? What changes will you need to make? 

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Activity 4 

List all the pages you need on your website. Arrange them by category like we did in this  table:

Depth Home

1 About Contact Blog Services

2 Jobs ∅  Copywriting Tips  Design Tips  Web Design  Copywriting

3 ∅  ∅  Blog Post  Case Blog Post #2  ∅  ∅ 

#1 Study #1 

List and arrange your pages in the space below: 

Pro Tip 

Don’t feel obligated to honor the pages your currently have. Focus on what you  need to
successfully show off your business online.  

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Design

Activity 5 

Find three websites you admire (even if they're in a different industry) and list what you  like about
them:

Website 1 ( ) 

Website 2 ( )

Website 3 ( )

Pro Tip 

Focus on the visuals and how you progress through the website. Describe what you  do and
don’t like about these things.  

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Funnels

Activity 6 

Here are some questions to help you construct a powerful funnel: 

1. What’s the ​#1 way your target customer finds your site?​ (Get specific—which keyword do
they search, or which of your ad campaigns do they click on?)
2. What is ​the problem​ that pushed them to search that keyword or click that ad? (In other
words: why are you relevant to them?)
3. Once they're on your site, how can you ​give them a small win​ to their problem in exchange
for adding them to your email list? (A discount, a worksheet, access to a guide, or the
promise of a community?)
4. At this point, ​are they ready to make a purchase​? Do they believe everything they need to in
order to make a purchase? What's lacking?
5. How will you guide them to a product page? ​How do they get to the purchase page​? (Email
discounts, FB ads, FB messenger, etc.)

Trace out a simple funnel in the space below. 

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Trust

Activity 7 

You have to earn your customer’s trust before they’ll buy from you. A strong design  makes
you look legitimate, of course—but there’s more to it than that. 

List 3 customers you could ask for testimonials. 

Already have testimonials? Skip this step if you’re happy with them. 

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Conversions

Activity 8 

Your overall conversion rate is a critical yardstick you'll use to measure the success of your  website
redesign.  

Look at your analytics and note the number of leads you’ve received over the course of  the last year.
Compare that to your overall site traffic. Divide the number of leads by  number of visits and multiply
by 100. (Leads / Visits * 100) 

List your overall conversion rate below: 

Before proceeding! 

If you have no idea what these numbers are, that’s a huge problem. At a minimum,  you
should have Google Analytics and simple goal tracking set up on your site. If  you’re unsure of
how to accomplish this, check out this article. Before investing  heavily in a redesign, we
suggest having at a minimum, 30 days of trackable  analytics to go off of. 

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 SECTION 2 

Find Your #WinCondition

Business Goals 

Activity 1 

Knowing your business goals lets you set expectations for your website redesign. 

Do you want to: 

● Increase sales?
● Earn 1,000 new customers over the next month?
● Increase the average spending per customer?
● Reduce customer service requests?
● Something else?

Define your top 3 business goals below: 

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Marketing Goals 

Activity 2 

Most of your business comes from marketing. Therefore, your redesign should help you  more
effectively market your company. 

In other words, it's time to think about some marketing goals. 

Do you want to: 

● Increase the number of leads you get on your website?
● Decrease the bounce rate on your home page?
● Improve average time someone spends on site?
● Improve your site’s ranking in Google (SEO)?

Define your top 3 marketing goals: 

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Technology Goals 

Activity 3 

You should view a redesign as the opportunity to get an entirely new site. That means  changing any
of the tech problems on that backend that make you want to pull your hair  out.

(And we know you have a few in mind.) 

In the past, some of our clients’ technology goals have been: 

● Make the website more secure

● Improve the usability of the back-end interface
● Ability to create landing pages with ease
● Switch platforms entirely (from Wordpress to Shopify, say)

Define your top 3 technology goals: 

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Align Your Goals 

Activity 4 

Now that you have your business, marketing, and technology goals, it's time to align  them.

There should be a clear progression from technology goals to marketing goals to  business
goals. One should make the other possible.  

Here's an example: 

Technology Marketing Business

I want to create +  customize I want to drive 25% more  I want 33% more leads on  my
landing pages  with ease.  conversions from FB ads.  websites compared to  2018.

Align your goals in the space below: 

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Make them S.M.A.R.T. 

Activity 5 

S.M.A.R.T. goals are quantifiable and measurable. Here's what they stand for:

S​pecific: The goal isn't a sweeping generalization.  

M​easurable: The goal can be measured.  
A​ttainable: The goal is achievable.  
R​ealistic: The goal is within your capabilities.  
T​ime-Bound: There's a deadline or some other finite duration of time. 

In this activity, you're going to turn your goals from the previous exercises into S.M.A.R.T.  goals.
Here's an example:  

Business Goal​: I want my website to earn me more. 

S.M.A.R.T. Goal​: I want to increase my online average order value by 25% in Q1 of this year than I
did in Q4 of last year.

Write your smart goals in the space below or on the back of this page: 

Before proceeding! 

We know it's tempting, but do not skip this step. Take this time to double-check  your
S.M.A.R.T. goals...are they really S.M.A.R.T.?

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Construct Your Win Condition 

Activity 6 

Your win condition is the single yardstick you use to measure the success of your website  redesign.
This is the take-it-or-leave-it objective you've set out to accomplish.  

Let’s look at an example: 

Goal​: Earn $100,000 more in online sales this new revenue directly attributed to the new  website
within the next 6 months. 

Marketing/Tech Goals: 
1. The website aesthetic must match our brand identity as determined by brand recognition
tests with customers in our brick-and-mortar location
2. Due to our copywriting improvements, we want to reduce our bounce rate by 10%.
3. Intake forms and analytics attributions must allow for referral source attribution
4. Website should seamlessly communicate with our CRM
5. Email sign-ups on our homepage increase by 10%.

Write your win condition in the space below: 

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 SECTION 3 

Craft an Accurate Budget

Get Your Budget 

Are you an ecommerce business? If so, do activity 1. Otherwise, do activity 2. 

Activity 1 - The Ecommerce Budget Formula 

Answer the following questions, then plug them into our ​calculator​. 
1. What were your total ecommerce sales last year?

2. What is your average product value in US Dollars?

3. How many products do you sell on your website?

4. How many orders have you processed on your site?

5. How many customers have you served on your site?

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Activity 2 (for non-ecommerce sites) 

If you aren't an ecommerce site, then you'll have to follow a separate process.

(It's an easier process, too. Lucky.)

All you need to do is grab a few numbers and plug them into a calculator we made.

1. Total number of visitors over the past year

If you have Google Analytics installed on your website, this should be pretty trivial to get.

If you don't have Google Analytics, sign up for a tool like SimilarWeb and input your website's
URL. It'll spit out all kinds of fun information, including the total number of visitors you had over
the past year.

2. Total Number of Customers

How many customers did your business serve last year?

Your bookkeeper or CRM should be able to get you this number pretty quickly.

3. Top Line Revenue

Finally, how much did your business earn last year? Again, your bookkeeper or CRM (or tax
returns...ew) will be able to get you this number fairly quickly.

The Calculator
All you have to do now is go to our B2B website redesign budget calculator and input those
numbers. Then you'll get an estimate.

Nifty, right?

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 SECTION 4 

Find Your Dream Partner

Personality
We recommend choosing a partner for your web redesign based on
3  criteria–​personality​, ​expertise​, and ​humility​. 

Activity 1 

List your organization's 3-5 most important values. 

1.
2.
3.
4.
5.

Activity 2 

What describes your organization's personality? Corporate? Rebellious? Creative? W

​ rite 
3-5 personality traits below.
1.
2.
3.
4.
5.

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Expertise

Activity 3 

Take a look at your list of potential partners. Which of their case studies (or websites, if  they
don't have case studies) stand out to you? Which of these results match your win  condition?

For each potential vendor on your shortlist, write the case study/website name and the  result
they got that you were happy with.  

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Humility

Activity 4 

Time for a gut check: are organizations customer-centric? Have you enjoyed your 
interactions with them?  

For each vendor on your shortlist, write 'yes' or 'no' to the above questions. 

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Size Matters 

Activity 5 

If you don't have some partners in mind, go find some! Here are our recommendations  for who to
look for (and where to look):  

Your Size  Who to Look For  Where to Look 

Startup Freelancers 99Designs​, ​Upwork​, and 

Freelancer

Small Business  Freelancers or Clutch​ and ​Upcity 

Small  Agencies

Small-to-Medium Business  Small Agencies  Clutch​, ​Upcity​, or ​Huemor 

(hey there!) 

Mid-Market +  Large Agencies  Clutch​ or ​Huemor 

Write 8 potential vendors in the spaces below: 

1.  2. 

3.  4. 

5.  6. 

7.  8. 

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Talk to Previous Customers 

Activity 6 

Find 2-4 previous customers for each vendor on your shortlist and ask them some  questions
about how they enjoyed working with that vendor.  

Here are some example questions for you: 

1. Can you describe your current working relationship?
2. What goals did you originally set for the project together?
3. Were they able to meet those goals?
4. How did you measure the success of the website?
5. When things didn't go perfectly, how did they resolve the conflict?
6. With what you know now, what words of advice would you give to us before engaging
with the vendor to maximize the relationship?

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 What Did You Think About The Guide?
Did you find this guide helpful? Have suggestions? Maybe some questions?
Whatever it is, we'd love to hear about it.

Email us: sayhi@huemor.rocks

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