Website redesign starts with analysis
“I’m tired of my website and it gets no traffic.”
A lot of the calls that we get are requests for a website redesign. Most companies are unhappy with the lack of results they are getting—the site isn’t attracting enough traffic or generating qualified leads. They attribute the lack of success to the graphics and content being outdated or boring and think the solution is to get the website redesigned.
However the root of their problem may be attributable to something else.
Start with the website audit.
Instead of beginning with a redesign of the website, an experienced online marketing consultant will recommend starting with an audit of the existing site. This analysis shows the performance of the website and gives clues as to what can be done to improve website traffic as well as not lose traffic that the old site is getting.
- Is the website getting found for keywords that reflect the products and services of your business? This needs to be preserved and continue to be improved.
- How is the competition doing with respect to getting found. Do they have more pages than you? Do they rank higher in search engine results?
- How are leads being dealt with? Are visitors able to come away with something valuable if they leave you their email address?
Design with the facts, not the gut.
It is so tempting to jump to the design phase first because it is the most fun for a client. But only after the auditing process is in place should one start discussing a content plan and evaluating the existing brand. This pre-design process provides a solid foundation where content is supported by data so the site will attract qualified leads.
Experienced web designers know that design follows content, not the other way around. With this process, proper time can be taken to brand the company properly using good design principles without compromising on quality or effectiveness. There is no reason to rush through the redesign phase if testing landing pages and a blog are set up first to attract traffic.
With the analysis, a process and easy-to-use tools your website redesign will proceed so much more smoothly. Plus it will ensure a more successful, lead-generating site in the end. So if you are unhappy with the results your website is producing, start the analysis process before redesigning your site.
Remember to:
• Analyze your keywords and existing content
• Compare competitive websites
• Study your lead generation process
What analysis did you do before redesigning your website?