The Final Information for Entrepreneurs

So, you need to begin an internet site redesign. Possibly you simply completed a model overhaul, or your product was just lately up to date. No matter your purpose, a redesign could be a enormous success — or not. It may also be a protracted and tedious endeavor, which is why each redesign wants to begin with a transparent imaginative and prescient and/or drawback to unravel.

I’ve spearheaded a number of web site redesign initiatives over the course of my advertising profession, and I can let you know firsthand: The higher you’re at defining that imaginative and prescient on the very starting, the extra profitable your redesign can be — and the smoother your complete course of can be as properly.

Whether or not you’re working with an company, redesigning your web site in-house, or proposing a redesign to firm stakeholders, this information has suggestions that can assist you strategize about your web site redesign and guarantee it seems to be a hit (not a flop).

Many organizations determine to revamp their web site as a way to drive extra site visitors as their enterprise grows. Others spend money on an internet site redesign as half of a bigger rebranding initiative.

No matter why your organization is interested by an internet site redesign plan, it is prone to be a large venture. It’s additionally an endeavor that’s very important to get proper, contemplating the essential function your web site performs in your advertising and model picture.

In truth, in keeping with a latest report, 50% of customers imagine that their emotions a couple of enterprise are influenced by the design of its web site. To many guests, your web site could also be simply as necessary because the merchandise you promote.

How Usually Ought to You Redesign Your Web site?

Design developments change quickly, and know-how is consistently advancing. Because of this, in keeping with tech professional Connor Brooke, the typical lifespan for an internet site is simply 1.5 to 2.5 years.

After all, that timeframe is barely an estimate, and you have to to find out what works greatest in your distinctive group. However for those who wait too lengthy, your present web site design is liable to now not really feel “contemporary” and aggressive. 

The next components can decide how typically you need to redesign your web site:

• How typically your model or objectives change. Once you’re itching for a brand new web site, first ask your self, “Does this web site nonetheless symbolize who we’re as an organization?”
• How a lot funds you allot to design and growth. Ask your self, “Can a web site redesign wait, or do I’ve causes to make use of the funds on our web site now?”
• How lengthy your web site stays useful and quick. Step into your prospects’ sneakers and see for those who can navigate the positioning properly and discover every thing you need to discover with out encountering errors or lengthy web page load instances. Analysis from HubSpot signifies that fifty% of internet sites get between 4 and 6 web page views per go to — and all that searching signifies that your web site’s navigation and velocity actually do matter.
• The efficiency of your web site. Ask your self, “Is that this web site changing an inexpensive quantity of site visitors? Do individuals keep on the web page for an inexpensive period of time, or do they bounce?”
• Modifications within the trade. For instance, when Google introduced that it could be altering to mobile-first indexing, web sites needed to change into mobile-friendly or danger dropping natural site visitors from Google.

Your web site is the place guests and prospects go after they need to ask questions, learn content material, or buy services or products. As such, it’s greatest to be further ready when committing to an internet site redesign.

In truth, in my private expertise, I’ve discovered that you could be spend extra time constructing your web site redesign plan than you’ll spend on the redesign itself. If you happen to’re questioning what ought to go into your web site redesign technique, begin with the next steps.

Beneath, I’ll unpack these eight essential web site redesign suggestions to consider when planning and finishing your redesign.

1. Benchmark your present efficiency metrics.

Earlier than you start planning your web site redesign, it’s necessary to doc your present efficiency metrics. This will provide you with a good suggestion of the place your present web site stands and what metrics you’ll be able to enhance upon by your redesign.

If you happen to’re unsure the place to begin, I like to recommend analyzing your present web site’s month-to-month efficiency within the following areas. The significance and relevance of every could range relying in your web site redesign objectives, however I’ve discovered that it may be useful to have a look at many of those metrics earlier than diving right into a redesign:

• Variety of visits, guests, and distinctive guests.
• Bounce price.
• Time on web site.
• Prime-performing key phrases when it comes to rank, site visitors, and lead technology.
• Variety of inbound linking domains.
• Whole new leads and type submissions.
• Whole gross sales generated.
• Whole pages listed.
• Whole pages that obtain site visitors.

If you happen to don’t at present have entry to this data, I’d counsel utilizing instruments like Google Analytics and HubSpot’s Advertising Analytics for higher monitoring and visibility into your web site’s efficiency.

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Professional tip: Keep in mind to notice which instruments you utilize to measure every of those benchmarks. That method, you should utilize those self same instruments once more when gathering your post-redesign metrics and thus keep away from evaluating apples to oranges.

2. Decide your web site redesign objectives.

What’s the “why” behind your web site redesign? In case your reply sounds one thing like, “properly, it’s been some time since we’ve executed one,” or, “my competitor simply did a redesign,” that’s not adequate. With regards to investing in an internet site redesign, there ought to at all times be an excellent purpose to do it.

Keep in mind: It’s not nearly how your web site seems to be but in addition the way it works. Be crystal clear about why you’re doing an internet site redesign, and tie these objectives to measurable outcomes. Then, talk your objectives along with your workforce, designer, or company.

Take into account the next data-driven aims in your personal web site:

• To extend the variety of visits and guests (each are necessary, as one customer may go to greater than as soon as).
• To cut back bounce price.
• To extend time on web site.
• To enhance area authority.
• To extend new leads and type submissions.
• To extend complete gross sales generated.
• To reinforce website positioning rankings for necessary key phrases.

Many of those objectives are depending on each other. For instance, as a way to generate extra conversions, you may additionally want to extend site visitors, whereas lowering your web site’s bounce price.

Additionally, check out the metrics you pulled out within the earlier step. Are there any metrics you’ll be able to enhance upon along with your new web site? Maybe you should utilize your previous web site metrics to encourage new objectives.

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What I like: You need to use HubSpot’s customized dashboards to trace efficiency on the metrics that matter most to you — after which use that previous efficiency information to tell your forward-looking objectives.

3. Outline your branding and messaging.

Earlier than I craft a brand new web site design, I’ve realized that it’s important to be crystal clear about my desired branding, messaging, and distinctive worth proposition.

Take it from me: Anybody who visits your web site for the primary time ought to instantly perceive what you do, the way it could profit them, and why they need to keep in your web site — so that they don’t flee to opponents.

For instance, check out HubSpot’s homepage beneath. It’s instantly clear what the corporate does, what it affords its prospects, and the way any customer can get began:

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Take into consideration whether or not you propose to alter your branding and/or messaging within the close to future or for those who count on it’ll keep the identical for some time. If you happen to do plan to alter it, what is going to it’s worthwhile to change? Preserve these modifications top-of-mind as you redesign your web site.

Obtain this free workbook for steerage and templates to simplify your subsequent web site redesign venture.

As you develop your messaging, use clear, concise language. Keep away from trade jargon that will alienate your viewers and make you sound extra like a business-babbling robotic than a human.

For instance, right here’s a “gobbledygook” method that somebody may describe HubSpot:

HubSpot helps corporations throughout a number of international markets scale back churn by backfilling the gross sales pipeline with extremely certified site visitors that generates leads that convert into prospects with excessive lifetime worth. We obtain this by offering cutting-edge software program that integrates all advertising channels for a synergistic view of the info that determines and prioritizes high-value advertising actions.

Say what? Let’s translate that into one thing a human would really say:

HubSpot’s all-in-one advertising software program helps over 100,000 companies in additional than 120 nations entice leads and convert them into prospects. A pioneer in inbound advertising, HubSpot goals to assist its prospects make advertising that folks love.

A lot clearer!

Moreover, as you develop your organization branding, take into account which visible features of your web site must be redesigned and what can keep the identical. Have you ever created a brand new brand, fashion information, or shade palette? Be certain that these are utilized to your new web site, so it stays according to different elements of your model.

Professional tip: For some extra inspiration, take a look at this roundup of B2B web site examples:

4. Outline your purchaser persona(s).

Your web site isn’t just about you. In truth, it’s hardly about you in any respect.

When your guests land in your web site, they’re asking themselves, “What’s in it for me? How may this firm assist me?”

So don’t make your web site all about you. As an alternative, converse to your guests of their language by crafting your web site design and content material round your purchaser personas.

As an illustration, for those who’re a advertising supervisor at a resort wanting to herald new enterprise, you would possibly goal 5 totally different purchaser personas: an impartial enterprise traveler, a company journey supervisor, an occasion planner, a vacationing household, and a pair planning their wedding ceremony reception.

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Be sure to clearly determine your purchaser personas, so you’ll be able to form your web site redesign technique across the sorts of web site guests that matter most to you.

What I like: Take a look at HubSpot’s useful purchaser persona builder that can assist you create detailed purchaser personas.

Lastly, ask your self: Is your audience altering as a part of your web site redesign? And if that’s the case, do your branding and content material align with this new viewers? Answering these questions can be very important as you’re strategizing about your web site redesign.

5. Defend your search-engine-optimized pages.

Getting found on-line is crucial to enhancing your web site’s metrics. In any case, if nobody is ready to discover and go to your web site, how will you improve new leads, conversions, or gross sales? Listed below are three of my high suggestions for designing your new web site with search engine marketing (website positioning) in thoughts:

Doc your most search-valued pages.

First, use advertising analytics to determine which of your web site’s pages at present obtain probably the most site visitors and inbound hyperlinks, convert probably the most leads, and canopy probably the most influential matters in your trade.

Write down an inventory of those extremely priceless pages, and for those who plan to maneuver any of them, be sure to create the right 301 redirects.

Create a 301 redirect technique.

Subsequent, talking of 301 redirects, these are extraordinarily necessary when it comes to retaining the site visitors and hyperlink worth related to a given web page.

Create a spreadsheet to report and map out your 301 redirects (previous URLs vs. new URLs). Then, hand this doc over to a technical professional to verify all the mandatory redirects are correctly applied.

Do your key phrase analysis.

Lastly, when crafting your newly designed web site, decide one key phrase or matter for every web page to give attention to. When you determine these key phrases, use on-page website positioning greatest practices to optimize your web site pages.

It’s also possible to take into account including new content material and pages to your web site that tackle key phrases or matters which may be uncared for in your present web site.

Save time and rank greater on Google with our free on-page website positioning template.

Professional tip: HubSpot’s website positioning Advertising Software program may give you insights into your web site’s present website positioning efficiency, serving to you optimize your web site redesign plan.

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6. Analyze the competitors.

Whereas I don’t advocate obsessing over your opponents, figuring out the way you examine may be useful. To that finish, I’d counsel working your web site by HubSpot’s free Web site Grader instrument to generate a report card on how properly your web site is performing.

You may then use this diagnostic instrument to judge your opponents’ web sites, so that you’re conscious of their strengths and weaknesses in addition to your individual.

Professional tip: HubSpot’s Web site Grader instrument is an effective way to realize perception into the efficiency of your present web site.

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Subsequent, check out your opponents’ web sites, and be aware of what you want — and what you don’t.

When you conduct these aggressive analyses, you should utilize the insights you’ve uncovered to place collectively an inventory of motion objects highlighting some areas for enchancment and methods you should utilize your web site to set your self aside out of your opponents.

7. Take stock of your high-performing content material.

Whereas a redesign is an effective way to enhance the efficiency of your web site, it’s not with out danger: In truth, for those who’re not cautious, it may possibly find yourself harming your web site’s efficiency.

It’s because your present web site seemingly comprises many high-performing content material property that you just’ve already constructed up, and in case your redesign causes them to change into much less efficient, it may possibly severely injury your advertising outcomes.

Professional tip: HubSpot’s website positioning Advertising Software program can assist you determine your present top-performing pages, so that you don’t find yourself harming your efficiency by your web site redesign.

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As an illustration, these high-performing property would possibly embody your:

• Most-shared or most-viewed content material.
• Excessive-traffic pages.
• Finest performing or rating key phrases and related pages.
• Variety of inbound hyperlinks to particular person pages.

For instance, if you find yourself eradicating a web page out of your web site that has amassed a excessive variety of inbound hyperlinks, you possibly can probably lose a number of website positioning credit score, which might make it tougher in your web site to be discovered on search engine outcomes pages (SERPs).

Personally, I’ve discovered that many net designers don’t take into consideration this step as a result of they’re neither entrepreneurs nor website positioning specialists. As such, don’t hesitate to remind these stakeholders about website positioning concerns and assist them alongside by auditing your web site and offering them with an inventory of essential pages to make sure you preserve or replace.

8. Select the best software program.

The ultimate — and arguably, most necessary — step of the web site redesign course of is selecting the best software program with which to create and host your web site. This software program is usually known as a content material administration system (CMS), and it’s used to develop, design, and publish your web site for the world to see.

Whether or not you’re a novice digital marketer or a professional net developer, a CMS can assist you construct a beautiful, useful web site with ease. After all, figuring out which CMS is true in your wants will rely in your distinctive enterprise, the options your web site redesign would require, and your stage of familiarity with totally different CMS instruments.

There are tons of of CMSs to select from, together with HubSpot’s CMS Hub (the one mixed CMS and CRM, or buyer relationship administration). It’s also possible to evaluate a number of the greatest CMS platforms to study extra in regards to the vary of accessible choices.

What I like: HubSpot’s CMS Hub offers you the instruments it’s worthwhile to get your web site redesign off the bottom.

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Testing It Out: Designing a Digital Portfolio 

So, now that we all know the phases of an internet redesign, let’s put every thing into motion. Whereas I don’t have entry to a web-based ecommerce web site or digital enterprise, I used to be capable of telephone a pal for a venture. 

For this redesign, I’ll be serving to HubSpot’s Katilin Milliken, a senior program supervisor, redesign her private web site. That is Kaitlin’s on-line portfolio, showcasing her work all through her profession. Nonetheless, it hasn’t been up to date since she joined the corporate. Right here’s how I approached this venture.

Discovery: The Objectives of the Web site 

Earlier than really making modifications to the positioning, I must know what Kaitlin’s objectives are. To seek out out, I despatched her the next questions:

• What are the objectives of your web site design?
• What’s the imaginative and prescient for or objective of your web site?
• Who’s your viewers?
• Are there any particular modifications you wish to see?

Let’s take a look at her solutions. 

What are the objectives of your web site design?

“I initially created this web site once I was a enterprise journalist to seize the totally different articles and multimedia tales I labored on. I’ve since converted into program administration and dealing in tech. I would like my web site to inform the story of that profession shift and to clarify how the abilities from my previous profession have transferred to my new one,” Kaitlin says.  

What’s the imaginative and prescient for or objective of your web site? 

“This web site ought to showcase my skilled accomplishments and the previous positions I’ve held. Consider it like a digital resume with extra examples. I additionally need to spotlight metrics that show the influence of my initiatives,” Kaitlin says.  

Who’s your viewers? 

“The viewers must be individuals who need to work with me sooner or later. I run a contract program at HubSpot. Individuals who need to be part of ought to have the ability to find out how from my web site,” Kaitlin says. 

Are there any particular modifications you wish to see? 

“The present web site’s shade scheme could be very colourful and enjoyable. Whereas I beloved this on the time, I would like my web site to characteristic a extra glossy design. I additionally need to replace the photographs. These photos are from over six years in the past,” she says. 

She continues, “I additionally need to take away the portion about my private artwork initiatives and zine. I’ve migrated that to a unique web site.”

With these objectives and directions in thoughts, I can begin the redesign course of. That each one begins with refreshing the textual content on the positioning. 

Rebranding and Rewriting

Whereas a lot of Kaitlin’s asks relate to the design of the positioning, I believe refreshing the textual content affords a greater place to begin. This entails reshaping the messaging of her web site so it displays her present objectives — telling her profession story to individuals who could need to work along with her sooner or later.

Let’s begin on the house web page.

Now, let’s flip to her about web page. The textual content has been refreshed considerably just lately, mentioning her present function at HubSpot. Nonetheless, her about web page focuses an excessive amount of on her earlier expertise. I need to change the textual content to emphasise what she does immediately.

Past that, I’ll condense her previous expertise to inform the story of her profession transition. Then, I’ll present up to date contact data for individuals who need to work with HubSpot’s Freelance Community.

Making Design Modifications

Now that our textual content aligns with the redesign objectives, let’s dig into aesthetics. I’ve been explicitly requested to alter the colour scheme and theme of the positioning. I requested Kaitlin about selecting from prebuilt Wix themes appropriate along with her web site. Together with her sign-off, I began my search. 

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I settled on a theme with a restricted shade scheme. Major colours are used to spotlight particular areas of the positioning, and all pictures are in black and white. 

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Past that, I’ve constructed a restricted menu. This enables us to delete the Zine tab of her web site. I also can merge the audio and tales part into one web page known as “Tasks.” This aligns higher along with her program supervisor function immediately and focuses extra on initiatives constructed than particular person tales accomplished. 

From there, I can copy over the textual content modifications I made beforehand and swap out her older photos for brand new ones, as requested. 

Outcomes

I discovered working by this redesign to be enjoyable and genuinely useful. Creating a less complicated web site allowed the aim of the positioning to shine. I used to be capable of seize the evolution of Kaitlin’s profession and discover an aesthetic that fits her preferences.

“I like this a lot greater than what I created initially,” Kaitlin says. “Although I’m certain that in just a few years, I’ll need to make extra modifications and redesign it once more!” 

Get Began on Your Web site Redesign As we speak

Whew! Now you are able to plan, design, construct, optimize, launch, and analyze your new web site. Apply these seven steps to revamp an internet site that pulls extra customers, wows extra guests, and converts extra prospects.

Editor’s notice: This put up was initially printed in January 2013 and has been up to date for comprehensiveness.