In today's "new Corona normal", a strong corporate website has become a necessary marketing tool to remain established and successful with target audiences and competitors. Building a powerful online digital presence and an in-house digital marketing strategy are important ways to maintain profitability and growth at a time when conventional/traditional business tactics are limited.
Investing in a website redesign is an important decision, but it can also bring a great ROI (return of investment) if done right. It is important to actively evaluate your company's digital presence and ensure that your brand is represented, communicated and visualised in an engaging and intuitive way, while meeting the needs of your target audiences. In short, there are many factors to consider when it comes to a redesign. Below are some important questions to consider before deciding on a redesign:
1. does your current website accurately reflect your brand?
Many companies that have relied on traditional trade show marketing and face-to-face selling are quickly losing brand awareness. In addition, many companies are stuck with outdated websites that no longer reflect their brand positioning or the needs of their customers. Implementing a website redesign project plan is an easy and quick way to increase brand awareness and better reach target audiences.
Inculcating your company's brand identity into your digital presence is a critical step in building brand trust and loyalty. Your website should clearly express your company's brand guidelines, tone of voice and voice through targeted messaging, design and use of content.
For a successful website project, it is important to tell your brand's story in an engaging and memorable way. Your company's website should be a point of reference and a source of validation for users. If your current website does not accurately reflect your brand positioning and values, you should consider a redesign.
2. have you optimised your search engine optimisation (SEO)?
Implementing a solid search engine optimisation foundation and strategy will result in a better ranking of your website on the search engine results page. With increased brand and search visibility, there will naturally be more qualified leads visiting your website and the reach of your business will expand.
The development of a new SEO-strategy has several advantages: Lead generation, brand awareness and increased organic traffic. To maximise brand awareness and search rankings, it is important to implement a search engine optimisation strategy that analyses Google Search Console and finds out which keywords are best for SEO and SERP visibility.
In other words, the content of your website should have the right title tags to rank and all Google best practices should be taken into account. Below are some tips to consider for SEO when redesigning a website and deciding if your website is already SEO friendly:
- Is your content already ranking for Google keywords?
- Are you currently monitoring your rankings?
- When was the last time you conducted an SEO audit?
- Have you set up 301 and 302 redirects correctly?
- Have you set up the internal linking correctly?
- Is your current SEO work in line with Google and other search engines' best practices?
3. do you generate and convert leads?
A well-designed digital presence ideally also serves as an internal sales and marketing tool that optimises the user journey to nurture leads and guide users to conversion. It should reflect and support your sales cycle by providing clear calls to action and offering the user multiple opportunities to convert, complete a transaction (for e-commerce) or get in touch.
If your website is not currently converting and generating new customers, conducting a site audit can be helpful to examine user behaviour in more detail. By implementing Google Analytics, you can analyse how long users stay on each page, where they leave the page and what content is interacted with the most. This information is helpful to better understand the end goal of each user. Overall, the above points should be considered in UX/UI design to increase conversion rates and create a website that can serve as a funnel for lead generation.
4. can your target group find the information they need?
In addition to user testing, it is important to evaluate the type of content and information you provide to customers and how you present it. If your target audience does not find the information and resources they need when they come to your website, they will most likely bounce and not convert. In other words: Your bounce rate will increase.
There are several reasons why your target audience members may have a knowledge gap when visiting your current website. It is helpful to put yourself in your target audience's shoes and ask yourself if the language/copy you use is clear and digestible as opposed to complex and technical. If your texts are too difficult to understand, it might be beneficial to implement a content marketing strategy to break up the text with infographics and images to make the website more user-friendly.
A redesign is a great opportunity to optimise content and create intuitive and clear user journeys. It is also a good opportunity to re-evaluate the way you present your products and services.
To highlight what your company has to offer, there are a number of ways. First, you can assess your information architecture. By assessing your target audience members and their behaviour, it will be easier to organise products and services based on use cases. In other words, you can optimise your website menu to create multiple paths to the same end goal - also known as networked information architecture. An example of this could be organising case studies by industry, but also by company type. This way, two different audiences can get to the same case study, but from different entry points. By providing the user with additional paths to the destination, bounce rates will inherently decrease.
In addition to organising the information architecture of your website, products, services and content can be better presented if you take a user-centred approach to responsive design. This means that you design your website based on the needs of the end user and ensure that the content is consistent across all devices. Some examples of Responsive Design include adapting the website to fit the screen of a mobile device, using white space to highlight content and motion/animation to make images stand out. It is important to note that each design element should have a strategic purpose and not just be added to look 'cool'.
Together, the above UX/UI elements help minimise knowledge gaps and provide users with the information they need to convert. If your current website has a high bounce rate or users have trouble understanding what you do, consider a redesign.
5. are you in compliance with the latest guidelines?
This is simple - if your current website does not comply with the guidelines below, a website redesign is in your best interest.
Also known as the General Data Protection Regulation (GDPR), this is an EU law around data protection and privacy for the European Union. If your website has international visitors, it is crucial that your website is compliant with this law.