3 Questions Before a Website Redesign

We're always excited to hear from the wonderful agents and brokers who read RE Technology. We get calls with comments or questions – and we're happy to help. Just last week, we heard from a lovely broker who had recently updated their website. Unfortunately, some oversights in the planning process were proving problematic after the redesign was complete.

We figure this is an excellent opportunity for the community to learn from a common mistake. Here are a few questions you should ask yourself on the eve of a redesign.

1) Will I optimize my website for mobile?
Here's a hint: the answer should be "yes." Also ask yourself: will I have a mobile app in addition to making my site mobile-friendly? The two aren't mutually-exclusive. Building a mobile app at the same time as redesigning your site could be a smart choice. You can ensure that the branding as well as the "look and feel" of your presence stays consistent.

Here are a few resources about this topic:

• Are You ‘Optimized’ for Mobile?
• Mobile Stats Stack Well for Rand Realty
• 3 Tips for Building a Mobile Website
• Does Your Brand Have Mobile Integrity?

2) Will QR codes play a role in my marketing strategy?
This was the primary question that the broker we spoke with last week failed to ask. Marketing with QR codes is not as easy as slapping a code on your business card. Instead, it's a sophisticated science that requires a carefully thought-out strategy.

Of course, it's possible to add QR codes, even if you're not in the midst of a redesign. Don't hesitate to get started, no matter where you are with your site.

Here are a few resources about this topic:

• The Top 10 Mistakes To Avoid When Integrating QR Codes Into Your Marketing Tactics
• Do QR Codes Work?
• Making Room in Your Ecosystem for QR Codes
• QR Code? What is That?, (Part 2), (Part 3), (Part 4), and (Part 5)

3) What will I do to search engine optimize my website?
We understand; this isn't an easy question to answer, but answer it you must. There are reams of information about SEO available on the Web and on our site. Often, an easy first step is deciding who will "own" your SEO. Will it be someone in-house? Have you hired an outside consultant or firm? If you've hired someone to design and build your website, will they also handle your SEO?

Your website is the lynchpin of your online marketing strategy – and gaining top search engine rankings is a key factor in defining a "successful" website. Achieving a high rank requires search engine optimization tactics. Choose your keywords, optimize your website for those keywords, and perform off-site tactics (i.e. link-building) to complement your on-site work.

Here are a few resources about this topic:

• Introduction to Search Engine Optimization
• 7 Sins of SEO Experts (Part 1) and (Part 2)
• What is Long Tail and Why Should I Care?
• Is Your Web Presence Going Unnoticed?

Other Questions to Consider
That's just a quick-and-dirty look at pre-redesign considerations. There are plenty of other questions and considerations. For example: IDX. Will you be using a generic IDX feed, a branded version, or defined searches (i.e. area-specific featured listings, luxury, foreclosure, land, etc.). Will you use a map IDX search, lifestyle search, or plain old vanilla list-type IDX. More importantly, will the company building your website also provide built-in IDX or will you need to work with a third party?

We'd like to hear from you. Have you run into any problems with your redesign? What do you think is important to consider beforehand?