Website Makeover Mistakes: Mistake #1: Starting Too Late

After working through my own makeover (and making some mistakes of my own!) I identified 5 mistakes most business owners make during a website make-up or make-over.

Mistake #1: Starting too late.

Most of us (including me) wait way too long to realize it’s time for a change. I was getting warnings. You may recognize them too:

– I was no longer excited about sharing my logo and website with the world.
– Clients said, “That image just isn’t you.”
– I was doing a lot more than copywriting, yet all my materials said, “Copy-Cat Copywriting.”
– Visitors didn’t understand where I was coming from. At one meeting, a stranger said, “Copy-Cat…hmm, do you use swipe files?” Well, of course I use swipe files – what copywriter doesn’t? – but that’s not my claim to fame.

Why do we wait so long? Usually we have excellent reasons. For one thing, we’re busy. (I certainly was.)

We aren’t sure where to start. Do we call a web designer? A copywriter? Hire a coach? Here I was on firm ground. I knew that I shouldn’t begin with a web designer, but with a strategist. I used my own experience and also worked with a couple of coaches.

We have an investment in the past. Economists refer to “sunk costs” when they talk about investments we’ve made that won’t do much to help in the future. For instance, suppose you have invested heavily in the typewriter industry when the world changes and your products are replaced by computers. You could say, “But I’ve put so much effort into learning about typewriters!” Or you could bite the bullet and say, ‘OK, time to move on.”

It’s very hard to recognize sunk costs. Additionally, on the Internet, you may be widely known for your old, tired online presence. (I certainly am.)

But the hardest part of all is…deciding how you’ll replace your current brand. What will your new online presence look like That’s Mistake #2.

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