Five Essential Steps for Redesigning Your Business Website
Five Essential Steps for Redesigning Your Business WebsiteJanuary 22, 2018
Designing a website from scratch can surprisingly be easier to do than redesigning an existing one. Often, there’s more freedom, free from the constraints of preexisting designs and expectations. So when we redesign your website, we have to first understand the issues that led to the need for a redesign. Here’s what we look at with you:
1. Conduct an Existing Website Audit
You need to take a long, critical look at your existing website if your plan is to make design and functionality improvements. An honest audit is the only way to pinpoint what works and what needs work.
Ask unbiased questions about your existing website:
- Is this website aesthetically appealing (colors, images, overall design)?
- Is the website responsive and can it be navigated easily and quickly?
- Is the site’s content engaging and readable?
- Is the company’s branding clear and cohesive?
It’s also important to inventory published content to preserve integrity before and after a redesign. Most content management platforms outline steps to save content master files for import/export.
2. Define Website Goals and Measure Key Performance Indicators (KPIs)
The groundwork of a thorough website audit serves as a foundation on which you define new website goals and establish key performance indicators. What features are missing from your current website that you’d like to implement into a new website, and which performance metrics would you like to improve?
Metrics—such as traffic sources, visitor engagement, conversion and bounce rates, time on page, and search queries—are great places to begin when defining new KPI goals.
3. Write Compelling and Engaging Content
Looking good is half the battle; having substance behind those looks is the other half. A shallow date will lose your interest, just as a pretty site with poor content will lose your visitor’s attention. Your site copy is just the tip of your content needs, though; you need to consistently write compelling and engaging content. Smart content creators follow common strategies to write strong content.
- Original content is king
- Headlines do your heavy lifting
- Always authentic, always honest
- Concise and clear
- Actionable content drives engagement
4. Shape User Experiences and Calls to Action
Strong content goes hand-in-hand with an exceptional user experience and authentic, effective calls to action. Hit-and-run visitors are those who spend very little time on your website before navigating away. Your goal is to keep visitors on-site for as long as necessary to complete a desired action (to convert). The best way to further engage visitors across the board is to create an attractive, responsive user experience peppered with subtle-but-intentional calls to action. A strong website redesign guides the user through the journey, from landing page to conversion, without feeling forced.
5. Understand the Value of A/B Testing
Not sure if a new website element is right for your brand? Worried a certain design direction could affect traffic? Don’t be afraid to A/B test until you’re completely satisfied. In fact, testing different design features against others is an effective way to understand which elements affect KPIs. There are plenty of available website performance metrics measuring tools to give you the data necessary to make informed design decisions.
Website Redesign Results Take Time
Audit your current website, define goals and KPIs, invest time in content and the user experience, and A/B test to discover what works—the website redesign roadmap is easy to follow, but there are necessary stops on the way to success. The perfect website redesign is a bit more complicated than drag-and-drop. Building brand recognition and a reputable web presence takes time, but following a few redesign recommendations will get you further faster.
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