Website Redesign: What to Fix Before You Start Building

What does it take to finish a website redesign that has been stuck for more than a year? Alice Lai, Vice President of Enrollment, and Leslie Carmell, Vice President of Communications and Public Relations at Options For Learning, were leading a website project that had been planned as a platform migration. They stopped, reconsidered the strategy, rebuilt the site around the questions families ask their intake team, and launched nearly 100 pages in about three months. Since launch, their connected website and CRM have revealed which words families use when searching and which days they reach out. In this episode of Endless Customers, Bob Ruffolo talks with Alice and Leslie about why a straight migration would have preserved their old problems, how a firm launch date helped get the site finished, and what their website data has changed since. Key Topics 00:00 Why rethink your plan before starting a website redesign 06:29 Why they stopped a year-long migration midstream 13:58 How FAQs and a resource hub answer families’ questions 23:27 What happened when the team asked to push the launch date 29:00 What “daycare near me” searches and Friday calls taught them Alice and Leslie lead enrollment and communications at Options For Learning, a 45-year-old Southern California nonprofit that provides early learning and school-age care, often at little or no cost to families. Connect with Alice on LinkedIn: https://www.linkedin.com/in/alice-lai-78898986/ Connect with Leslie on LinkedIn: https://www.linkedin.com/in/lesliecarmell/ Read the episode article: https://www.impactplus.com/endless-customers-podcast/nonprofit-website-redesign Subscribe and follow Endless Customers for more straight-shooting conversations about content, sales, and building the most known and trusted brand in your market.