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Website Redesign: Things to Consider Before Doing This

If your current website is outdated, not optimized for SEO, has a high bounce rate, or simply does not meet your expectations, it may be time to rede

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If your current website is outdated, not optimized for SEO, has a high bounce rate, or simply does not meet your expectations, it may be time to redesign it. This is something you should not take lightly.

Website redesign

Photo credit: Kelly Sikkema / Unsplash

A redesigned website can have many benefits for you, such as increased conversion rate, better SEO rankings, improved brand image, etc. But before you start getting involved in the actual website redesign, you need to consider certain pre-action steps.

These steps include:

  1. Analyze your current performance metrics
  2. 2. Determining Your Website Redesign Objectives
  3. Decide what content to keep
  4. Choosing the right content management system (CMS) platform
  5. Analyze your competition

1. Analyze your current performance metrics

It’s important to track and analyze your key performance metrics before you begin redesigning your website. This will give you an insight into your site’s current state and help you identify which segments need to change.

The eight performance measures you need to analyze are:

  • Number of visits per month
  • Refusal percentage
  • Total time spent on site
  • Keywords that perform best
  • Number of incoming link domains
  • Total new clues
  • Generated sales
  • Total indexed pages

Make sure you use the same tools for measuring statistics on your current website and the redesigned version to avoid data incompatibilities.

2. Determining Your Website Redesign Objectives

When designing your website, do not just focus on the attractive new look; you need to set clear goals and objectives.

This is where a SMART approach can help you. Set your goals to be specific, measurable, achievable, realistic and time-bound.

SMART approach

source: hydrate marketing

Think about what you want to achieve with your website redesign. Do you want to:

  • Manage more traffic
  • Involve more prospects
  • Generate more clues
  • Optimize website content for a better user experience
  • Integrate it with other systems
  • Improve domain authority
  • Optimize your website for faster loading time

3. Decide on what content to like

Chances are good that your current website already has some high-performing content, and losing that lead with a new design could potentially hurt your overall website performance.

You should keep your most shared or viewed content, high-traffic pages, individual pages with the highest number of inbound links, and best-performing keywords.

Since a website’s SEO is particularly sensitive to changes, you need to make sure that your redesigned version does not harm your rankings. Here’s what you can do:

  • Match the old and the new pages
  • Make sure your live URLs are optimized
  • Maintain identical URL architecture
  • If you do change your URL, make sure you create 301 redirects
  • Do not change the content of your high-ranking pages

This is where things get a little technical. If you need help optimizing your website redesign for better SEO rankings, click here.

4. Choosing the right CMS platform

Choosing the right CMS platform is essential for a successful website redesign. There are three factors to consider when choosing the CMS platform:

Usability

How easy would it be to customize your website? Does it require hiring a developer, or can it be done by your marketing team? Does it support a complex user interface with lots of visual interaction? Is it SEO friendly?

Host category

You can choose between three host categories:

  • Self-host where the CMS is installed on the web servers you own or control
  • Cloud Host will allow you some control over general maintenance tasks, such as security updates, performance monitoring, etc.
  • Software-as-a-Service (SaaS) CMS take some control away from you, but it can significantly reduce your cost and development time

Traditional or headless CMS

Traditional CMS vs.  headless CMS

source: content

Like WordPress and Drupal, a traditional CMS connects the site’s front end to its back end in the application’s code base. This allows the entire site to be served from a single system. This means you can completely control your website’s front-end design by using themes and templates.

On the other hand, a headless CMS does not connect directly to the front-end design. It deals strictly with the content and prepares it to be served on any device.

Rarely is there one solution to all the problems, so keep in mind what your website’s specific needs are when choosing the right CMS software.

5. Analyze your competition

Looking at what your competition is doing is always a good idea when redesigning your website. For example, you may find that some competitors rank higher than you for relevant keywords.

You can research their content and SEO strategies to better understand what elements you need to improve for your new website.

Many valuable tools can help you better understand your competition, such as:

  • Google Alerts – scan the web for your competitors’ alerts
  • HootSuite – scan reports of your competition on social media
  • CleverStat – a backlink controller that can find where your competition’s backlinks are coming from
  • SEMRush – allows you to get important information about your competition, such as top organic and paid keywords, search rank, ad keywords, etc.

When analyzing your competition, do not just look for their advantages; you should also look at their sites’ shortcomings and think of ways to avoid them in your new website design.

If you are unsure about the do’s and don’ts of analyzing your competition, consider hiring one of the top legal outsourcing companies to help you avoid any law violations.

Closure

Designing a website is a daunting task. If you take all the right measures, you will enjoy the benefits of higher SEO rankings, increased conversion rate, reduced bounce rate and many more.

We hope our article has helped you understand what you need to do before embarking on the exciting journey of redesigning your website.

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