A strong company website has emerged as a crucial marketing tool for staying relevant and effective among target consumers and rivals in today’s “new normal.” Having a strong online digital presence and an internal digital marketing strategy are essential for preserving profitability and growth in an era where conventional/traditional business strategies are constrained.
Redesigning a website is a major move, but if done effectively, it might be quite profitable. To make sure that your brand is presented, articulated, and portrayed in a compelling and natural way that appeals to your target audience, it is essential to routinely assess your company’s online presence. In conclusion, there are several factors to think about while considering a makeover. Before choosing to move further with one, take into account the following important questions:
Does your current website accurately reflect the positioning of your brand?
Numerous companies that once relied heavily on trade exhibitions and in-person sales are rapidly losing brand recognition. Many companies still still employ antiquated websites that no longer serve their customers’ needs or brand strategy. Implementing a website redesign project plan is a quick and easy way to increase brand recognition and connect with your target market.
It’s essential to leave your company’s brand identity a lasting impression on your online presence in order to foster brand trust and loyalty. Your website should effectively communicate your company’s brand guidelines, tone, and voice through smart message, design, and content.
It’s essential to tell your brand’s narrative in a way that is both captivating and memorable for a website project to be successful. If your current website does not accurately reflect your current brand positioning and values, you should think about revamping it so that users may use it as a source of reference and validation.
Are You Using Search Engine Optimization to Its Full Potential?
Your website will rank better on the search engine results page if you have a solid SEO foundation and strategy. Due to improved brand and search visibility, more qualified prospects will visit your website, expanding the network of your business.
A few benefits of upgrading your website for SEO include lead creation, brand visibility, and more organic traffic. To increase brand recognition and search rankings, it’s essential to implement a search engine optimization strategy that analyzes the Google search console and determines which terms are best for SEO and SERP exposure.
To put it another way, your website’s content must have the proper title tags and adhere to all Google recommended practices in order to rank. The following SEO aspects should be taken into account while designing a website or establishing whether your website is already SEO friendly:
Does your content rank for any particular keywords on Google?
Do you currently keep track of your ranks?
When was the last time you conducted an SEO audit?
Have you set up your 301 and 302 redirects correctly?
Have you set up internal connections correctly?
Does the SEO work you now do adhere to Google’s and other search engines’ recommended practices?
Do you employ a lead generation and conversion system?
With user journeys targeted to nurture leads and direct users toward conversion, a well-designed digital presence may be used as an internal sales and marketing tool. With obvious calls to action and several possibilities for the user to convert, complete a transaction (if e-commerce), or contact you, it should represent and support your sales cycle.
A site audit to understand user behavior may be helpful if your website isn’t converting or generating new money. To determine how long visitors stay on each page, where they leave the site, and which content pieces are the most popular, you can use heat maps and Google Analytics. This information will help identify each user’s ultimate goal as well as any present problems with the user experience and page optimization. All of the following should be taken into consideration during UX/UI design in order to increase conversion rates and create a website that can serve as a lead generating funnel.
Can your target audience locate the information they need?
In addition to user testing, it’s important to evaluate the kind of content and information you’re giving customers as well as how you’re delivering it. Visitors to your website will likely leave and fail to convert if they can’t find the tools and information they need. In other words, your bounce rate will increase.
There are a variety of reasons why your target audience may be experiencing a knowledge gap when they visit your current website. Put yourself in the position of your target audience and think about whether the language and copy you’re employing is straightforward and understandable versus convoluted and technical. A content marketing strategy that breaks up text with infographics and images to make the website more user-friendly may be useful if your language is too difficult for people to understand.
A redesign is a great chance to construct user journeys that are simple and clear and to enhance the content. To draw attention to thought leadership, case studies, and blog/news articles for your target audience, promote easy access to resources and information as well as efficient site navigation. It’s also a great moment to reconsider the way you advertise your goods and services.
Your organization’s strengths can be highlighted in a variety of ways. Perhaps you might start by analyzing your data architecture. Once you have assessed your target audience and their behavior, it will be simpler to group products and services based on use cases. In other words, by optimizing a website’s menu to produce many routes to the same goal, a cross-linking information architecture can be developed. As an illustration, consider grouping case studies according to industry and business type. By doing this, two different members of the target audience can access the same case study through various entry points. If you give consumers alternate routes to complete their task, bounce rates will inevitably fall.
Along with improving the organization of your website’s information architecture, a user-first approach to responsive design can help you display your goods, services, and content more effectively. This calls for modifying your website to meet the needs of your intended audience and ensuring that content is consistent across all platforms. A few examples of responsive design include making sure your website is mobile-friendly, employing white space to emphasis text, and using motion/animation to make photographs pop. It’s imperative to remember that every design element should serve a purpose other than just to “look great.”
When the aforementioned UX/UI components are merged, they will aid in filling in knowledge gaps and providing users with the information they need to convert. If your current site has a high bounce rate or if users are having trouble understanding what you do, you might want to think about redesigning it.
Do You Adhere to the Most Recent Regulations?
If the standards listed below are not met by your current website, a website redesign is in your best interest.
adherence to the GDPR
The General Data Protection Regulation, as it is often known, is an EU regulation that controls data protection and privacy for the European Union. If you receive visitors from other countries, it is imperative that your website complies with this requirement.
accessibility in accordance with the WCAG standards
The Web Content Accessibility Guidelines are intended to protect persons with disabilities. These regulations are concerned with increasing the accessibility of web content, which can be done by following their requirements for text, sound, image, and code. In order to ensure that you are adhering to the correct WCAG Accessibility criteria, it is essential to know who is viewing your site. There are three levels of WCAG accessibility (2.0, 2.1, and 2.2).
American Disability Act-compliant
Together, the Americans with Disabilities Act and the Web Content Accessibility Guidelines (WCAG) help to safeguard website visitors with disabilities and to make sure that all of the site’s pages and content are accessible to them.
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