A Short Guide to Successful Website Redesign

If you are planning a website redesign, you are probably very excited about the whole thing. After all, redesigning a website is like painting on a blank canvas. You can let loose your imagination and add in as much creativity and flair as you possibly can.



When redesigning a website, whether you are doing it yourself or hiring a team of creative website designers to do it for you, it’s very easy to get carried away and focus on essentially the visual design of the new site. It’s convenient to overlook the significance of search engine optimization, content and functionality.

Now, don’t jump to the conclusion that the visual design of a website is not important.  Definitely a great looking website helps convert your website visitors into buying customers. However, at the end of the day, a website’s traffic, conversion and functionality are the things that will determine its future success or failure.

So What are the Key Things you Want to Keep in Mind When Redesigning a Website?

1. Do your Research Properly

Any website redesign needs to be based on in-depth research into who you are targeting as customers.  The design, search engine optimization and functionality of the new site should all be informed by your research. This includes:

– Market research

– Keyword research and

– Community mapping

Also remember to benchmark your existing data. This will help you to identify what’s working well for your site right now and also what worked well in the past to gauge the success of the new site.

2. Consider the Structure of Your Site

A website redesign is the perfect opportunity for you to reorganize the structure of your site making sure that the information architecture is optimized for conversion. It should also help you to identify:

– The pages within your site that convert the best.

– The most common navigation route through your site.

– Pages with the highest bounce rates.

Also remember to take into consideration mobile phones, tablets and the other electronic devices that people use to browse the web if you want to improve the architecture of your site.

3. About Redirects

If you are planning a website redesign, inventory all pages and incoming links that rank well in Google and the other search engines right from the beginning. Do not overlook subdomains. As a website redesign involves a lot of change in the URL structure of your site, a good redirect strategy is of vital importance.  To manage and record all of your redirects, you can use a number of online tools .

4. About Navigation

Post the Google search algorithm updates over the last couple of years, how easy it is to navigate a site is a ranking factor that significantly influences the visibility and success of a website.

Look at the structure of your site from two different standpoints:

– How are people supposed to find you over web?

Remember to keep your URL structure short and get rid of any unnecessary characters.

– Once on your site, how are your human visitors supposed to find their way around?

Here it helps to consider things like: Which pages within your site are your primary entry points? ; What action do you expect from your visitors on these pages? ; Is the journey to the desired action clear? ; Can you make it any better, shorter or clearer?

5. Content

The most important aspect in digital marketing today is content. Unfortunately, despite the premium that Google and the other search engines put on content, it is often an after-thought when a website is being redesigned!

Remember that the quality, relevance and visibility of any content you write should be optimal and influential.

6. About Technical Search Engine Optimization

The performance of any website in the SERPs depends on factors including page load times, crawlability and social signals. According to Google, websites rank in the SERPs based on more than 200 different factors. This means that in any website redesign, you basically have more than 200 different areas of your site that you can look at and improve to boost your rankings up the SERPs.

3 key areas you want to focus on though include:

– Page load times,

– On page optimization and other search engine guidelines compliance and

– Coding

In summary

A website redesign, whether you are a small, medium or large-scale business, is a major digital marketing event. If you want your new site to deliver real value, in addition to aesthetic considerations, you should also plan the SEO, content and functionality of the site in advance.

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