Lots of businesses will eventually reach a point where they require a website redesign. Whatever the reason for this decision, this is going to be a big commitment for your business to make and you will want to make the most of the opportunity to grow.
Throughout this post, we are going to be looking at the 7 Golden Rules of your next Website Redesign, including strategies behind designing a site which has a positive effect not only on your brand awareness but on your social media, e-mail marketing, lead generation and sales strategies.
Your Data and Goals
The first key rule when redesigning a new website is to document the performance metrics from your current Website. These performance metrics should include the number of monthly visitors, what your keyword rankings are and number of leads generated from your site for example. The more information you can obtain, the better this will be for future analysis. With this data on hand, you are then able to determine the goals for your new Website. Here, you should be looking at proposed goals for your new site based on data obtained from the current site.
Beat the Competition
As well as understanding your own websites metrics, you should also know how well your competitors are performing. Search for a Marketing Grader on Google which will allow you to see what your competitors are doing well, and where they are under-performing. We are not saying you should copy what they are doing, but use this as motivation to find gaps in their website which you can capitalize on.
Content Writing Persona
Your business persona should come across in the content you are writing for your new website. The best way to do this is by being human; be yourself in your style of writing and don’t use too much technical jargon - feel free to tell a story. This isn’t the only consideration you should take when writing content, you also need to consider the personas of your site visitors. Think about who will be visiting your site and what they are going to want from the interaction and alter your writing style to suit. This should make up part of your Content Strategy .
If nobody is visiting your new website then you’ll never reach the goals outlined earlier, so it is important for your site to get found online. The first thing to do is to set up a 301 Redirect from the most popular pages on your current site, which will ensure you are retaining traffic and therefore search rankings The next step is to use your keyword research and target these keywords on specific pages using ‘Keyword Strategies’.
These are elements on your site that drive visitors to take an action that you want them to take. This could be directing them onto a page to download an article, to get in touch with you or to simply leave their e-mail address. Your website should be a channel where customers can engage more with your brand and you should therefore have a number of elements on your site to allow them to do this.
Your Content Strategy
As a rule of thumb, the more content that you can produce for your site, the more visitors you will receive and the faster your business will therefore grow. The best way to do this is to produce a blog where you can post an on-going flow of great content. Here, you should look to write 10-20 posts per week ranging from 250 to 750 words. If you do not have the resource available to product this much original content, you can look to outsource a proportion of this.
A Final Thought
Once you have your Blog set up, it is important to write posts related to your industry, as this will target the type of visitors your business wants. You should also link your new site with Google Analytics to track your progress versus your goals. Finally, you should make sure that your site is shareable by including social media buttons and links to your Social Accounts.
Remember that ‘form follows function’ - Don’t get dragged into worrying about how the website looks before investigating and planning how the site will perform. Don’t just make a shop window for your business, its integration with social media, email marketing and lead generation are critical to the growth of your business. Following the above golden rules for your next website redesign should ensure your Website is a Success.
Tom Bailey is an Online Marketing Specialist who writes about Online Marketing for Small Business and other topics relating to Internet Marketing, Social Media and Web Design.