Once you have your data audit complete, handoff to your user-experience team. Your UX audit will look into your current information architecture and what improvements can be made, taking your data audit into consideration.
Your content audit may be the most time consuming, depending on the volume of content you have. However, using the date audit as backup, now is the time to purge any assets that are outdated or no longer performing. Include the value of each asset, not just a list to help inform the decision on what to move and what not to move to your new site. Make sure to take an audit of demand generation before purging assets or pages in case there are active campaigns running that you need to end or reroute.
Next, conduct your SEO audit, building on both the data audit and the content audit. This adds another layer of information to help you determine what your site might be lacking. What content has SEO equity, what drives traffic, what ranks, etc. Also, think future-forward; what are some of the industry topics you should rank for but don’t presently?
Your website doesn’t just belong to you. Many other teams, both within marketing and throughout the organization have connections to your corporate site. An operation audit is recommended, especially if you are a global organization. How do different offices interact with the site? What are some of the regional requirements they need? This is also your opportunity to discuss and list out how the workflow and process for the new site will work going forward Address what’s working and what’s not ahead of time to ensure a smooth relaunch.
The last audit to complete is the tools, software and plugins audit. List out all the integrations you currently have on your site. You may even want to do a cursory compliance audit. Is your site up to today’s compliance standards? Are there any new regulations coming down the pipe that you can do with the redesign and replatform (e.g. GDPR)?
All of these audits serve as the basis for your narrative, outlines in the creative brief, which we will discuss next. However, a pro tip to get ahead of the game; use your narrative to start pre-selling and expectation setting for why you need a new site. Start your pitch and build your allies going into the brief. Make sure your CIO / CTO, marketing ops and IT are ready to be your co-champions. Make them hungry for the investment case.