The best Guide to Building a Site Redesign Strategy

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Therefore , you want to start a site redesign. Maybe you simply finished a brand overhaul or your item was recently updated. Whatever your reason, a upgrade can be a huge success — or not. It can also be a long and tedious undertaking, which is why every single redesign needs to start with a clear vision and/or problem to solve.

The better you are on defining that vision at the very beginning, the greater successful your upgrade will be — as well as the smoother the entire procedure will be as well.

Free Workbook: How to Plan a Successful Website Redesign

Whether or not you’re working with an agency, redesigning your site in-house, or proposing a redesign to organization stakeholders, this guide has tips to help you make a plan your website redesign and ensure it turns out to be a large success — not really a flop.

invest in a site redesign as part of a bigger rebranding initiative. Irrespective of why your company will be interested in a website upgrade plan, the project itself is a massive undertaking, not to mention an important one to get correct considering the critical part your website plays inside your marketing and brand image.

In fact , new research has found that 50% of consumers believe website design is crucial to some business’s overall brand. To many visitors, the website you publish is just as important as the products you sell.

How Often In case you Redesign Your Website?

According to Business two Community, the average life-span for a website is definitely 1 . 5 to 2 . 5 yrs. Because design trends change and technologies advances, this is the average amount of time that a redesign will feel “fresh” and competitive. However , that will timeframe is only the benchmark, so you will have to determine what works best for the unique organization.

The following factors can determine how often you should redesign your website:

  • How frequently your brand or even goals change. When you are itching for a brand new site, first consider, “Does this website still represent who we are as a company? inch
  • Just how much budget you commit to design and development. Ask yourself, “Can a site style wait, or do I have reasons to utilize the budget on our site now? ”
  • How long your site stays functional plus fast. Step into your consumers’ shoes and see if you can navigate the site well and find everything you want to find without encountering errors or long page load times. Almost 50% of sites get between four and six page views per visit — all that browsing means that your site’s navigation and rate really do matter.
  • The efficiency of your website. Ask yourself, “Is this site converting a reasonable amount of traffic? Perform people stay on the particular page for a fair amount of time, or do they bounce? ”
  • Modifications in our industry. For example , when Google announced that it would be modifying to mobile-first indexing, it necessitated that websites be mobile-friendly, or they’d eliminate organic traffic through Google.

Your website is where visitors plus customers go whenever they want to ask questions, examine content, or buy products or services. For that reason, it’s best to be extra prepared when investing in a website redesign.

You may spend more time building your website redesign plan than you will within the redesign itself. If you’re wondering what should go into your website redesign strategy, start with the steps below.

HubSpot’s Marketing Analytics for better tracking and presence into your website’s efficiency.

an analytics dashboard in hubspot to help your website redesign

Furthermore, make notice of which tools a person used to measure all these benchmarks in the past. Preferably, you’ll want to use those same tools when collecting your own post-redesign metrics. Otherwise, you’ll be comparing apples to grapefruits.

2 . Verify your website redesign goals.

What’s the particular “why” behind your website redesign? When considering a redesign, there should always be a good reason behind it.

Should you be answering with “well, it’s been some time since we’ve performed one” or “my competitor just do a redesign, ” those reasons aren’t good enough on their own.

Remember: It’s not virtually how your site appears, but rather how it works . Be crystal clear about why you’re doing a website redesign, and tie those goals to considerable results. Then, communicate your goals with your team, designer, or even agency.

Think about the following data-driven objectives for your own website:

  • To increase the number of appointments and visitors (both are important as one visitor could visit over once)
  • To reduce bounce rate
  • To increase time on site
  • To improve domain authority
  • To increase the total new leads and form submissions
  • To increase the total sales created
  • To enhance present SEO rankings regarding important keywords

Many of these goals are dependent on one another. For example , in order to generate more conversions, you may also need to increase traffic while decreasing your site’s bounce rate.

Also, take a look at the particular metrics you pulled out in the previous step. Any kind of metrics you can improve upon with your brand new website? Perhaps you use your old website metrics to inspire new goals, too.

3. Define your branding and messaging.

Before making your new website design plus content, be crystal clear about your desired branding, messaging, and unique value task. Doing so will make sure consistency across your entire website.

Anyone who visits your website the first time should immediately determine what you do, how it might benefit them, plus why they should stay onyour site, so that they don’t flee to competitors.

Take our homepage for instance: It’s immediately apparent what we do, what we offer, and how any visitor can get started. example of a website redesign on hubspot's homepage

Think about whether you plan to change your branding and/or messaging, or if this will stay the same. If you are planning to change it, what needs to change? Keep these changes top-of-mind as you redesign your site.

Down load this free workbook for guidance plus templates to easily simplify your next website redesign project.

As you develop your messaging, use obvious, concise language. Prevent industry jargon that could alienate parts of your audience and allow you to sound more like the business-babbling robot than the usual human.

Consider the following example of the way we can describe HubSpot in a “gobbledygook” way:

HubSpot helps companies across multiple nations reduce churn by backfilling the product sales pipeline with highly qualified traffic that generates leads that convert into customers with high life time value. We accomplish this by providing leading-edge software program that integrates most marketing channels for the synergistic view of the data that determines and prioritizes high-value marketing activities.

Say what ? Let’s translate that into the way people actually speak:

HubSpot’s helpful marketing software helps over 100, 1000 businesses in more than120 countries attract network marketing leads and convert all of them into customers. The pioneer in inbound marketing, HubSpot is designed to help its customers make marketing that people actually love.

Much clearer!

Additionally , while you develop your company personalisation, consider what visible aspects of your website have to be redesigned and what can stay the same. Have you developed new logo, design guide, or color scheme? Make sure these are used on your new website so it remains consistent with other parts of your brand.

For some more motivation, check out our roundup of our favorite B2B website examples:


4. Define your buyer persona(s).

Your website is not just about you. Actually, it’s hardly regarding you.

When your visitors land on your own website, they’re wondering, “What’s in it for me personally? How could this particular help me? ”

Speak to your visitors within their own language by crafting your site design and content material around your purchaser personas.

For example, if you’re a marketing and advertising manager at a resort looking to bring in new business, you might target 5 different buyer personas: an independent business tourist, a corporate journey manager, an event advisor, a vacationing household, and a couple planning their wedding reception.

as part of a website redesign plan, a buyer persona from the hubspot make my persona tool

Make sure you clearly identify your own buyer personas so you can shape your website redesign strategy around the guests that matter the majority of to you.

Take a look at our handy purchaser persona builder to assist you create detailed purchaser personas.

Will be your target audience changing in your website redesign? Perform your branding and content align with this particular audience? Answer these questions as you strategizing your website redesign.

5. Guard your search engine optimized pages.

Obtaining discovered online is also essential to improving your website’s metrics. If nobody is able to find plus visit your site, how may you increase new prospective customers, conversions, or product sales? Here are some tips for designing your new website along with search engine optimization (SEO) in your mind:

Document your most search-valued web pages.

Use your advertising analytics to figure out which usually pages receive the most traffic and inbound links, convert the most leads, and ultimately cover the most influential topics in your industry. If you plan to move any of these highly valuable pages, make sure you create the proper 301 redirects.

Create a 301 redirect strategy.

Speaking of 301 diverts, these are extremely important with regards to retaining the visitors and link value associated with a given web page. Create a spreadsheet to record and map out your 301 diverts (old URLs versus new URLs). Then hand this document over to someone technical for proper implementation.

Do your keyword research.

For every page in your newly designed web site, pick one keyword/topic each page will focus on. Once you determine the particular keyword(s), use on-page SEO best practices in order to optimize your website webpages. Furthermore, consider incorporating new content plus pages to your website that will address those specific keywords and subjects that may be neglected in your current site.

Save time and rank higher on Google with our free on-page SEARCH ENGINE OPTIMIZATION template.

six. Analyze the competition.

While we don’t recommend obsessing more than your competitors, it can help to know how you compare. First, run your website via HubSpot’s free Web site Grader tool to generate a report card of how well your website is performing. You can also use this diagnostic tool to evaluate your competitors’ websites, so you’re conscious of their strengths and weaknesses.


Next, take a look at your own competitors’ websites, and take note of what you like — and what you do not. This process is to help you realize what you can do much better on your website. When you conduct your competing analysis, put together a list of action items featuring some areas just for improvement and how you can set yourself apart from your competitors.

7. Take inventory of one’s high-performing content.

While a redesign is a great way to improve the performance of your web site, there are unfortunately countless ways in which it can harm you. Your existing website likely contains many high-performing content assets that you’ve already built up, and dropping their effectiveness because of a redesign can severely damage your marketing and advertising results.

For instance, such assets may include your:

  • Most-shared or viewed content material
  • High-traffic web pages
  • Best performing or ranking key phrases and associated pages
  • Number of backlinks to individual webpages

For example , if you end up removing a page from your site that has accumulated a high number of inbound links, you could potentially reduce a lot of SEO credit, which would make it significantly difficult for you to get available on search engine results pages (SERPs).

Keep in mind that several web designers don’t consider this step because they are neither marketers nor SEO specialists. Don’t be reluctant to remind them about this, and assist them along simply by auditing your site plus providing them with a list for maintaining or updating critical pages on your site.

8. Choose the right software program.

The final (but arguably most important) step of the website redesign process will be choosing the right software which to create and host your website. This application is typically called the content management system (CMS), and it is used to develop, style, and publish your website for the world to find out.

CMS software is beneficial for a few reasons. Whether you’re a newcomer digital marketer or a master web programmer, a CMS can simply help you create a gorgeous, functional website. Selecting the most appropriate CMS depends on your company, such as what CMSs you’re already acquainted with and what features your website redesign requires.

There are hundreds of CMSs to choose from, including CMS Hub — the only combined CMS plus CRM. Or you can evaluation some of the best CMS platforms to learn about your choices.

Begin Your Website Redesign Today

Whew! Now you’re prepared to plan, design, construct, optimize, launch, plus analyze your new site. Apply these 7 steps to redesign a website that attracts a lot more consumers, wows more visitors, and converts more clients.

Editor’s note: This post had been originally published within January 2013 and has been updated meant for comprehensiveness.

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