The average website undergoes a redesign every 1 - 3 years, but how often is this truly necessary? Before you consider a website redesign consider the following 7 critical questions.
Before you dedicate time and resources to a website redesign, take a moment to determine why you want to do this.
If youre going to redesign ensure its motivated by looking to improve the performance of your site. A beautiful website, although intriguing and aesthetically pleasing, is useless if its not driving traffic and generating leads for your business.
A website is a business asset. It has content, inbound links, keyword rankings and conversion potential that are all valuable to your business. Undertaking a redesign without considering how you are going to protect these assets is risky to say the least.
Understanding how SEO effects the inbound marketing equation and taking the necessary steps to preserve existing inbound links and keyword rankings in a redesign process is imperative to protect your website assets.
76% of people are looking for a website that makes it easy for them to find what they are looking for.1
The key here is simplicity. A well-structured site that does not overwhelm visitors with options and easily directs them to the content relevant for them is best.
Another key objective of your homepage is to build rapport, showing visitors how they can connect easily blog and social media links upfront are important.
Content creation is critical for inbound marketing success and is an on-going process. You need to commit to the time and resources required to generate large amounts of original, engaging content.
Landing pages is where the magic happens on your website. These are the pages that are geared to convert those strangers to prospects by way of a compelling piece of content behind a form to capture lead information.
A couple of tried and tested tactics include:
Website design should not be a once-off project and elements on your pages should be continually tested for better performance. Perhaps a blue download now button converts better than a red one. Maybe using sign up today as opposed to submit will increase conversion.
Without a platform that allows for conversion experiments and tracking, you will never know what works best. Testing is key to conversion optimisation.
Metrics are what shows where your site is achieving and where there is room for improvement. It is easy to fall into a trap of monitoring too much irrelevant information that doesnt necessarily translate into anything meaningful for board members and director reports.
Stick to the metrics that show website performance:
Website redesign projects come in at an average of $38 5001, excluding resources for on-going maintentence. It makes sense for companies to consider what they already have before embarking on a website redesign for the wrong reasons. Inbound marketing tactics such as SEO, blogging and social media are easy to include in your existing site and are twice as effective as traditional web redesign elements.
Before you make a website redesign decision, why not let us provide you with a free assessment of your existing site?
1 HubSpot The Science of Website Redesign June 2011
3HubSpot State of Inbound Marketing Lead Generation Report 2010
Are you considering a website redesign? What are your motives and concerns? Leave you comments below or tweet us @struto_central to get chatting.