- Read time: 4 mins
- Tech level: low
- Key point: a business case bolstered with evidence is more persuasive
- Key resource: go straight to the 'Build a business case tool'.
Building blocks of a business case for a more user-friendly website
Building a strong business case for a new user-friendly website can be viewed as its own skill set.
In most organisations, especially enterprise-size organisations, knowing the website needs to be rebuilt will not automatically lead to any improvements. A strong business case document can be the difference between a great idea that never eventuates and a realised web transformation project that produces a powerhouse website for your organisation.
Once you have recognised your website needs to be improved, you will probably need to build a business case for a web project or a business case for usability improvements.
What does a strong business case contain?
A strong business case:
- articulates the reasons why the web transformation project is necessary
- provides evidence for the assertions with a list of substantiated facts
- links the project back to the organisation's over-arching business strategy
- covers the expected return on investment (ROI)
- outlines the practical steps that need to happen to achieve the goal
- justifies the costs and convinces senior managers that the project is essential to the development and growth of the organisation
These points can be used as a checklist against your business case before you submit the document to your boss.
Build your business case now
To make this process easier for you, we've created a business case tool that creates a downloadable tailored business case for you in Word.
Where can I get facts from?
Use web analytics to measure, collect and analyse data to help build a strong business case. Analytics are a powerful tool for business and market research, and to assess and improve the effectiveness of your website.
Use analytics to gauge traffic and trends to help identify the strengths and weaknesses of your website. You can then use this data in your business case to outline how the new site can address any weaknesses and build on strengths.
Your sales or administration team
Your sales team, or your front line staff, are the conduit between your organisation and its customers. Members of the sales team are often the first to hear what the target audiences like and don’t like about your website. The sales team can also provide valuable feedback on how the website affects their ability to sell to customers. Ask members of your sales team to provide feedback on the current site based on the customer experience. Ask senior sales staff if they have collected any data that could contribute to your business case.
Testing with real people
Getting members of your ideal audience to perform tasks on your website leads to a wealth of invaluable insights that will lead to a more successful website. In the world of websites this is called 'User experience' and there are professions that can carry out such research for you and then deliver actionable insights into your website and how to improve it.
Should I get a fresh pair of eyes?
Definitely. Ask a colleague to review your business case. Are they convinced by your proposal and the facts you present to back it up? Does the business case link to the business strategy and substantiate ROI? Can they understand the project plan and how it will be achieved? Do they feel the business case is compelling in terms of how it will contribute to the overall development and growth of the organisation?
Alternatively, you can contact Polished Pixels for assistance in building a strong business case. All of our team members have previously worked in large organisations. We understand the frustrations that come with wanting to, but not being able to improve a company website.
Business case template
To make this process easier, we've put together a business case outline for you below. Feel free to copy and paste it into your own document, then tweak to suit the goals of your organisation.
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Common justifications for a more user-friendly website
Common feedback is that it’s difficult to find information on our website. Work can be done on our website to make it easier to use for our customers. Just some benefits of usability improvements include:
- Cost saving. It’s cheaper and quicker to test and fix a website’s navigation and pages - before time and effort and invested in actually building them or having developers work on them.
- Less frustration for our potential customers. It should be low effort for your customers to make contact with us, or buy from us.
- Higher ROI. Evidence based decisions are more likely to result in better revenue. This in-turn means a better return on investment.
- A better mobile website. A website refresh is a good opportunity to review and improve the experience for our visitors who visit your website using their mobile devices.
- Branding and credibility. A user-friendly website is a successful website. The perception of our business will be affected by your website – for better or worse.
- Internal buy-in. It will be easier for our team to promote our business if they are proud to point people to a website they like.
Who could improve the website?
Polished Pixels are Sydney based website experts that have led many large website rebuilds. Polished Pixels specialise in:
Business case email template
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Re: Web transformation project
As discussed, our website needs to be overhauled to better reflect our offering, while providing a user-friendly experience to our target audiences.
My goal is to engage a vendor that will create a performing website that provides a seamless web experience to our website visitors, including mobile users. Improving the customer experience will build brand value while ensuring return traffic. We also need to ensure the site can be easily updated on an ongoing basis after it has been launched.
I have reviewed several Sydney based web agencies that have successfully worked with large organisations. Polished Pixels is a leading website agency providing expert website services. They specialise in building user-friendly websites for corporate clients, as well as government agencies and universities. Services include web design, enterprise class CMS implementation, website content strategy, usability and customer centric testing and design.
Please let me know if you have any questions.
- user our 'Build a business case tool'
- more about how Polished Pixels makes websites more user-friendly
- see a case study of a website rebuild done for a Sydney business school
- see a case study of a website rebuild done for a Sydney applied finance school.