So, you want to begin redesigning your website. Perhaps you just changed your product or underwent a brand makeover. Any reason you remodel might either be a big success or a complete failure. It may also be a time-consuming and tiresome process, which is why every redesign must begin with a distinct vision and/or issue to address.
Your redesign will be more effective, and the process will go more smoothly if you do a better job of establishing that goal right from the start. This article offers advice to help you plan your website redesign and make sure it is a tremendous success, whether you're working with an agency, revamping your site internally, or presenting a redesign to corporate stakeholders.
A website redesign is upgrading your website's content, navigation, structure, and other elements to boost performance and increase visitor conversion. In order to attract more visitors as their firm expands, many businesses choose to update their websites. In addition, some businesses spend money on a website makeover as a component of a bigger rebranding effort.
Whatever the motivation for your company's interest in a website redesign plan, the project itself is a huge undertaking that must be done well, given your Website's importance to your marketing and brand image.
In fact, according to a recent study, 50% of customers believe that a company's website design is essential to its entire brand.
Business 2 Community states that a website typically lasts 1.5 to 2.5 years. This is the typical period of time that a redesign will seem "fresh" and competitive since design trends change as technology develops. However, that period of time is really a guideline, so you must decide what works best for your particular firm. The frequency of website redesigns depends on the following factors:
- How frequently do your aims or brand change
When you're ready for a new website, consider if the current one accurately reflects your business.
- The amount you set aside for design and development
Do you have reasons to utilise the money on our site right now, or can a site design wait?
- How long will your Website be quick and functional?
Try using the site yourself to see whether you can browse it easily and find what you're looking for without running into problems or waiting a long time for pages to load. With over 50% of websites seeing between four and six page views per visit, your site's navigation and performance are important.
- The functionality of your Website
Consider this: "Is the traffic this site receives converting reasonably? Do visitors linger on the page for a sufficient time, or do they quickly leave?"
- Industry Changes
For instance, when Google declared that it would switch to a mobile-first indexing strategy, it became imperative that websites be mobile-friendly or risk losing Google's organic traffic. When visitors or consumers want to learn more, read information, or make a purchase, they go to your Website.
Because of this, it's wise to plan before committing to a website overhaul. Your website redesign strategy may take longer to develop than the redesign itself. Start with the steps below if you're unsure of what should be included in your Website redesign approach.
Let's go through the top essential website redesign pointers to keep in mind as you plan and implement your makeover:
1. Benchmark the Current Performance Metrics
Record your existing performance metrics ahead of starting the campaign of Website redesigning. This way, you will be aware of the fact of how your Website is currently doing and where crucial changes are required. For example, examine your current Website's monthly performance in the different categories. It's useful to know each metric before you start your Website redesign since the relevance and value of each may differ based on your aims for the redesign.
2. Choose the Objectives for Website Overhaul
What was the "why" behind the Overhaul of your Website? There should always be a valid cause for considering a redesign. They aren't sufficient justifications on their own if you say, "Well, it's been a long since we've done one," or "My competition recently performed a redesign."
Keep in mind that your Website's functionality is just as important as how it appears. Stay explicit about your goals when it comes to redesigning your Website, and include those goals in observable outcomes. After that, schedule a meeting with your team of website designers or agencies to discuss your objectives with them so that they can plan everything accordingly.
Here is the list of data-driven objectives:
- To boost the website traffic
- Reduce the bounce rate
- To lengthen the time spent on the Website
- Improve the authority of the domain
- To increase the number of potential leads and form submissions
- To boost production of overall sales
Examine the metrics you collect in the preceding stage as well.
3. Establish Your Messaging and Branding
Make sure that your identity, objectives, and unique value proposition are crystal apparent to the visitors before creating the design and content for your recently updated Website. In addition, any new visitor to your Website should know precisely what you do, how it could help them, and why they should stay on your site instead of going to a competitor's.
4. Create a Buyer Persona (s)
Not simply you are the focus of your Website. It's not really about you. So what's in it for me? This is a question that all of your website visitors look for first when they reach your Website. How is this going to benefit me? By installing the perfect layout and informed content to your Website on your buyer personas, you can talk to your visitors in their language.
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An independent business traveller, a corporate travel manager, an event planner, a family on vacation, and a couple organising their wedding reception are just a few examples of the five different buyer personas you might choose to target if you're a marketing manager at a hotel trying to attract new business.
Make sure your customer personas are distinct so you can tailor your website redesign approach to the users who matter to you most. For example, has your Website been redesigned with a new target audience in mind? Do your content and branding speak to this audience? As you plan the Overhaul of your Website, provide answers to these questions.
5. Guard the Sites Optimised for Search Engines
Improving your Website's analytics also requires getting found online. How can you boost new leads, conversions, or sales if no one can locate and visit your site? In order to create your new Website with search engine optimization (SEO) in mind, consider the following advice:
- Record the pages with the highest search rankings
Discover which pages generate the most traffic and inbound links, convert the most leads, and ultimately cover the most important subjects in your business by using your marketing statistics. Be careful to implement the appropriate 301 redirects if you relocate any of these crucial pages.
- Make a 301 redirect plan
The 301 redirects are crucial for maintaining the traffic and link value connected to a certain website. First, make a spreadsheet to keep track of and visualise your 301 redirects (old URLs vs. new URLs). After that, give this paper to a technical person for appropriate execution.
- Perform a keyword search
Choose one keyword or topic for each page of your freshly constructed Website to concentrate on. After selecting the keyword(s), optimise your website pages using on-page SEO best practices. Additionally, think about creating new pages and content for your Website that focus on those specific keywords and subjects that could be ignored on your present site.
6. Examine the Rivalry
Even while we advise against worrying about your rivals, being aware of how you stack up may be beneficial. Next, examine your competitor's websites and note what you like and don't like about them. You will learn from this procedure what you can do to improve your Website. After doing your competitive analysis, create a list of action items that highlight some areas for development and how you may differentiate yourself from your rivals.
7. Make a List of Your Material that Performs Well
Although a makeover is a proven way to improve your Website's functionality and overall performance, similarly, there are regrettably a lot of ways that may affect your Website negatively. Your current Website indeed contains a lot of high-performing content assets that you've accumulated already. Because losing their potency due to a makeover might significantly impact your marketing outcomes adversely.
These resources could consist of your:
- Most popularly shared or watched content or post
- Often and most visited pages
- Keywords that you find ranking at the top and performing well.
- Quantity of inbound links to specific pages
For instance, you can lose a lot of SEO credit if you decide to remove a page from your site that has gathered a lot of inbound links, which would make it harder for people to find you on search engine results pages (SERPs).
Remember that many site designers overlook this stage because they lack marketing and SEO expertise. Remind them of this without holding back, and assist them by evaluating your Website and giving them a list of important pages that need to be updated or maintained.
8. Select the Appropriate Program
Selecting the best software to build and host your Website is the last (but probably most crucial) step in the website redesign process. The software used to create, build, and publish a website is commonly referred to as a content management system (CMS).
The use of CMS software has several advantages. A content management system (CMS) may readily assist you in building a beautiful, helpful website, regardless of your level of expertise in digital marketing or web development. The best CMS to choose for your company will rely on factors, including the CMSs you are currently familiar with and the functionality your new website needs. There are other CMSs available; however, CMS Hub is the only one that combines a CMS and CRM. Or, to understand more about your alternatives, you may examine some of the top CMS systems.
Planning for the redesign process is the next step after deciding that your Website might require a makeover. It entails collaborating with internal stakeholders to identify your company's performance metrics and your business goals for the redesign.
Once you've chosen your goals, you should define them as specifically as you can. This will assist you in staying on task as you remodel your Website. You satisfy expectations and be sure to include your stakeholders often during the process.
It's possible that your website redesign may involve several jobs; therefore, setting up a schedule for each one is essential. By knowing when each step of the redesign process has to be completed, you can stay on schedule.