Time to update your existing website? Whether it’s looking dated or it’s just not performing well, there are important things to consider with your new website design.
A successful website redesign starts even before the site is being “designed.” Often people get caught up in how the website looks and this focus overshadows how well it is working. Remember, a websites’ integration with other functions, such as social media, email marketing and lead generation, is critical. This is your chance to turn your website into an inbound marketing hub. Follow this checklist and you’ll be well-prepared for any website redesign.
Check your current websites’ analytics and see what’s been working and what hasn’t
- Check current SEO for important keyword rankings
- Visitor bounce rate and time on website
- Most popular content
- Domain authority
- Leads and form submissions
Avoid dangerous pitfalls, know and keep your website and SEO assets
While a redesign is a great way to improve results, there are countless ways it can hurt you. Your existing website contains a lot of assets that you have built up, and losing those during a redesign can damage your marketing. For instance, such assets might include:
- Most shared or viewed content
- Most trafficked pages
- Best performing keywords you rank for and associated pages
- Number of inbound links to individual pages. For example, if you remove a page that has a higher number of inbound links, you could lose a lot of SEO credit, which could decrease keyword rankings.
Keep in mind that many creative designers don’t consider this step because they are not marketers.
Benchmark your competitors and rivals
This really is important. Without knowing your position in your marketplace and what your competition is doing, you shouldn’t start your website redesign project. This is valuable research that needs to happen first to make sure your website development is right.
Identify your Unique Value Proposition
Before you begin crafting your content, be clear about your Unique Value Proposition (UVP) so that it is consistent across your entire website. If you attract a high number of unique visitors, or you’re a new business, your visitors might not be very familiar with you and what you do.
You need to immediately answer if what you do is right for them, and why they should buy/ convert/stay on your website and not flee to your competitors.
Design your website for your target audience
Ultimately the website is not for you but your potential customers, your target audience. Your website needs to speak to them in their language. Their style and personality of their demographic. Only then will you truly engage them.
Identify your target audiences needs. What can you offer them that will solve their problem or give them what they’re looking for? Why should they choose you over your competition.
Designing for your target audience should include User Experience (UX) Design. A website designer that’s knowledgeable in UX Design will create better audience engagement on your website. And better audience engagement results in better sales and achieving the goals of the website.
If no one finds your website online, it won’t improve your site metrics, nor increase your sales or customers. SEO should be an on-going part of any marketing campaign and digital strategy.
These are just some of the vital items to check and research when embarking on website redesign. Following these basic rules will result in a much better performing website and set you on track to achieving your marketing goals.