There are a lot of reasons why you might want to redesign your website. But every now and then your website needs a refresh. But a redesign of a website without a proper strategy in place can actually have the opposite effect — it can drive people away from your site! Whether you’re working with a web agency or redesigning in-house, this checklist will help to ensure that your new website will become a successful part of your overall marketing efforts:
- Keep what you love: A redesign of your website doesn’t mean you have to recreate the whole thing — keep the parts that work and get rid of the parts that don’t.
- Analyze your competition: Visit your competitors’ websites. You don’t have to make it the sole basis of your redesign. What might work for them won’t necessarily work for you.
- Define your audience — ask your current clients what they like about the website, and what they would change if given the chance. That will give you a good idea of what to build on!
- Is your website functional? Consider how you can implement such tracking metrics as Google Analytics, in order to fully optimize the redesign. This will give you a quantitative measurement of your redesign success and/or failure.
- Plan Ongoing Content Strategy: In the world of inbound marketing, less is not more, especially when it comes to content. It’s important to build a strategy that’s all about adding more and more content to your website over time.
How your website look is important. But more important is how it works. When the two work hand in hand, it is a thing of beauty.
Because the website is such an important element in any company’s marketing, a redesign needs to integrate with all of your online marketing efforts, be they email, social media, lead generation and nurturing, PR and advertising and take your entire marketing plan into account.