Marketing is constantly changing. There is always a new and improved way to tackle a problem, and it is our job as marketers to stay ahead of the curve and keep up with these evolving trends.
Because of this, there comes a point in time when you realize your website needs a refresh. There are a lot of good reasons to conduct a website redesign, but it is important that you understand the goal of your redesign, and that your strategy is focused on creating the most effective website for your organization. A website redesign can take up a lot of your time, money and effort, so make sure you are efficiently and effectively pursuing a redesign by using our 10 essentials for an effective website redesign.
- Benchmark your current metrics: It is important to know how your website is performing today and how you would like it to perform in the future. Start by analyzing specific metrics such as number of visitors, bounce rates, number of leads and total amount of sales generated.
- Determine your goals: Determine your reason to redesign your website and set a measurable result that you would like to obtain. Make sure that you communicate these goals to your team so everyone knows what it will take for your website to be successful.
- Avoid pitfalls: Your current website has built a lot of valuable assets such as most shared content or best performing keywords, and you may lose them during your redesign. Inventory your website’s assets to regain them once your new website launches.
- Analyze the competition: Analyze your competitors’ websites to determine what you like and what you don’t like. This will help your organization uncover what you can do better, and create your competitive advantage.
- Identify your distinction: Before you can start creating educational content, you must have a clearly defined Brand distinction. This is what makes your organization truly unique. Once you have a clearly defined distinction, you can begin building out content that speaks on that distinction and attracts visitors to your site.
- Design your site around personas: Create buyer personas, or fictional representations of your target audience, to help your organization clearly define your target customers. Then, create content that is specific to each buyer persona.
- Optimize your site for search: Getting found online is essential to improving the rest of your site metrics. If no one is coming to your site, how can you increase leads, downloads, or sales? Use search engine optimization (SEO) tactics such as keyword research, 301 redirect strategies and internal links.
- Identify calls-to-action (CTAs): CTAs are the elements on your website that drive visitors to take action, whether it’s an eBook download or a seminar registration form. Your website should prompt your visitors to do something that further engages them with your Brand, and CTAs help capture visitors’ attentions and move them through your sales funnel.
- Create an ongoing content strategy: The more content you have on your website, the more visitors you will attract. Grow your organization by creating unique and targeted content that speaks to your buyer personas and your Brand distinction. Build a strategy with a blog, eBooks and other pieces of content, and then continue to grow your strategy over time.
- Don’t forget the extras: Any website built today should include these basics: a homepage, product/service pages, industry resources and a contact or about Us page. But there’s more to the basics that can really make your website a standout. These items include a blog, landing pages, CTAs, social media integration, analytics, etc.
To capture a more in-depth explanation of these tools, download our free eBook, The10 Step Website Redesign Checklist. We provide you with the tools that you need to create and implement a successful website redesign.
Ensure that you are creating and implementing a successful website redesign. Let's touch base and I will put the Hult Team’s experience to work for you. We can connect at 309-673-8191 or firstname.lastname@example.org, and together, we can create a better focus on your Brand.