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Slide Notes

Are you undergoing a website redesign?

Whether a much needed refresh, to incorporate a rebranding or to increase traffic or conversions, there is a lot to consider when undergoing a website redesign.

It's a complex undertaking. Your brand, usability, appearance, colour scheme, functionality, navigation, responsive design are just a few of the considerations that need to be made.

There are a lot of moving pieces! The best way to keep track is with a checklist.

Voila! Here you go. A checklist designed to turn your redesigned website into an inbound marketing machine.

How To Ensure Your Website Redesign Is Inbound Ready - Part 1

Published on Nov 18, 2015

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PRESENTATION OUTLINE

HOW TO ENSURE

YOUR WEBSITE REDESIGN IS INBOUND READY - PART 1
Are you undergoing a website redesign?

Whether a much needed refresh, to incorporate a rebranding or to increase traffic or conversions, there is a lot to consider when undergoing a website redesign.

It's a complex undertaking. Your brand, usability, appearance, colour scheme, functionality, navigation, responsive design are just a few of the considerations that need to be made.

There are a lot of moving pieces! The best way to keep track is with a checklist.

Voila! Here you go. A checklist designed to turn your redesigned website into an inbound marketing machine.

BENCHMARK

YOUR CURRENT METRICS
Before you do anything, benchmark your current metrics.

Measure and record:

Traffic - # of visits! visitors! unique visitors
Likeability - bounce rate
Usage - time on site
Ranking - search engine ranking (success of primary keywords)
Performance Ranking - domain authority, key page authority
Conversions - number of new leads/form submissions.
Sales - total $ generated

Look at Google Analytics for your site and/or (if you are fortunate enough to be using Hubspot) use Hubspot's closed loop analytics to get a rich data snapshot.


BE CLEAR

ABOUT YOUR GOALS
Use the metrics listed on the previous slide to define what measurements will define your goals.

Focus on inbound. Aesthetics take a back seat to creating a lead generating website.

Ask yourself why you are redesigning your website and tie your reason(s) to measurable results.

Review (and add to, if necessary) our list of suggested metrics. Prioritize your metrics to reflect what is important to you.
Photo by tiffa130

INVENTORY ASSETS

DON'T LOSE ANY VALUABLE ASSETS
Track and preserve:

Most shared or viewed content
Pages with highest traffic rank
Best performing keywords and related pages
Inbound links to pages

Why is this important?

For example, if you remove a page with a large number of inbound links, the links disappear. This could result in a loss of "SEO CREDIT".

ANALYZE THE COMPETITION

AND YOURSELF!
You can learn from your competitors. Measure yourself and see how you compare.

Use Hubspot's Marketing Grader - http://www.marketinggrader.com - to get a report card on how your website is performing.

Grade your competitor's websites to see their strengths and weaknesses.

Visit your competitor's websites regularly. Try to view their sites as though you are a customer. Be objective in determining what you like, and dislike, about their site.

Don't copy your competitors. Review their efforts to see what you can do better (or avoid)!
Photo by mcbill

SHOW YOU ARE UNIQUE

WITH A CLEARLY COMMUNICATED VALUE PROPOSITION
Engagement (or lack of it) happens in a few brief seconds.

When visitors arrive, they want to know what you do, why you do it better and, that famous desire - what's in it for them.

The online universe moves fast. A finely crafted value proposition is the foundation of your website entrance.
Photo by tiffa130

WHITESPACE

WWW.WHITESPACE.ON.CA
Visit us on the web to read the full article and download from our wide variety of free ebooks.

http://www.whitespace.on.ca/Blog/bid/100381/How-To-Ensure-Your-Website-Redesign-Is-Inbound-Ready-Part-One

Watch for Part 2 - additional elements for your website redesign checklist.