A website redesign is usually considered when there is a change of brand, a redemption or a technical problem on an existing site. And in many cases, we will simply replace the old site with a new one more in line with the current graphics and technological trends. Anyway, changing sites, on the surface or in depth, is not trivial. Better to prepare the operation.
When and why redo the site?
It’s time to update your site if you find yourself in one of the following situations:
- Your site is technically obsolete.
It is if it does not fit all screen sizes and does not pass the Google test; if it uses flash technology and if your texts, photos or videos are not displayed correctly (especially on mobile).
- Your identity and your products have changed.
You have changed logo, graphic charter. Your business has been brought back.
You have changed your business approach or you have added new product lines and they are not shown on your site.
- You can not update your site without using an external provider.
Your site does not have a CMS (Content Management Tool)? This would allow you to manage yourself (or to entrust to a collaborator), freely, updates, add texts, photos and videos to your site. Having to go through an agency for the slightest change is usually a hindrance to the regular updating of your site.
- Your site is badly referenced. You do not appear on the first page of Google.
Appearing on the first page of Google is vital (not on your company name but on your main keywords). Is every page of your site optimized for a different key phrase?
- Your site attracts little traffic and generates no contact request
Do you consult your statistics? Do you know who is visiting your site? What are the most viewed pages?
Do you receive requests for quotes or information via your site? If you do not receive one, ask yourself why?
- Your site is not secure.
Since 2017, Google attached more and more importance to the security of the web.
To find out if you are compliant, look in your browser if the URL of your site starts with https (it’s the “s” that makes all the difference).
Technologies and behaviors are evolving so fast that the life cycle of a website is becoming shorter and shorter. That’s why, rather than doing an in-depth overhaul every 2 to 5 years (depending on the industry and the level of competition), some experts recommend instead adopting a lean process of continuous improvement. to keep a site always performing.
Related Search: Tips on making Your Website Design More Worthwhile For Business
How to evolve your site in a good way
The most common reason for redoing a site is technical or graphic considerations. Or because your webmaster has dropped you or your web agency has put the key under the mat.
However, the stakes of a recasting are much larger and deserve what you think about it with a rest. Because if you do not have clear ideas, the result may not be up to your expectations.
Beyond the technical aspects, here are some points that will need your attention:
- Are the structure and navigation of your current site optimization? How is the information hierarchical? Are the pages linked to each other for easy navigation? Is critical information such as your contact information available on every page?
- Quality of content – Is information about your products and services useful, relevant, complete? Are they able to convince your visitors to contact you or to use your services? Identify missing content, to create or modify. Do not forget to diversify your content: infographics, videos, interviews, good practices, FAQ,…
- The freshness of information – When was the last update of your site? If you do not have a blog, news section, or presence on social networks, it’s time to integrate them into your editorial strategy.
- The quality of graphics and visuals – Make sure the design of your site respects your graphic charter. Your print and digital documents must return a consistent picture of your business. An image often has more impact than a long speech. Carefully select the images that convey your values and the spirit of your business.
- The technical performance of your site – Google (as well as Internet users) gives more and more importance to the speed of a site, both desktop and mobile.
- Your positioning – How do you compare to your competitors? Regular monitoring will keep you abreast of industry trends and competitive activity.
If you do not make this comparison, be sure your customers do it. In addition, analyzing what the various actors in a sector do is an excellent source of inspiration.
- User Experience – Do you know what your customers/visitors think of your site? Consider improvements suggested or requested. Adding features, etc.
- SEO – Do you have a recent keyword list? Nothing is ever acquired. Regularly monitor your indexing by Google and adopt best practices to improve your SEO performance.
Pitfalls and mistakes to avoid when redesigning a site
A site redesign, especially if your current site has some seniority, is not a trivial exercise. Better to avoid some pitfalls.
1. Damage your SEO.
Google positively assesses the age of a site. It would be a shame to lose that advantage. To keep it, take the precaution of redirecting each page of the old site to a corresponding (or similar) page of the new site. All redirecting to the home page is probably faster but less appreciated by Google. Also, check all internal links to prevent your visitors from being sent to a 404 error page.
2. Operate only cosmetic makeup without real value.
A nice site is not enough to hide a deficient or poorly structured content. And sloppy migrations often hold very bad surprises.
3. Do not give yourself the time to work in depth.
Redo a site can not be done quickly. You can not ignore the audit and competitive analysis part. Because it is important to reflect on your true motives and goals. Your site is the heart of your web presence and the engine of your communication strategy, never forget it.
4. Do not register your redesign in the long term.
Uploading a new site is just the beginning of the process. It is then to put it in orbit, to promote it on all possible channels. It is also a matter of monitoring and refining the referencing of new pages and finally, gradually developing this site by adding new content and useful features for your customers!
Throughout the process of redesigning your website, you must accompany the most experienced specialist team of RichestSoft.