iExperts Media Certifications Website Redesign for Small Business

The benefits of a website redesign

Website redesign

Your website needs to be refreshed after some time. There are many reasons that may necessitate a website redesign. Among them are rebranding, the site looking old for the people, getting poor results, and moving to a new CMS. Thorough redesigning is a great way to change your site to be like a beautiful bird. However, redesigning can be successful or a total failure. Whether you are redesigning with an agency or by yourself you definitely need to read this to make sure your redesign is perfect. Every website affects the owner’s email marketing, brand awareness, and his/her sale techniques. Below are some steps that can be taken when a person is redesigning their websites.


  1. Study your current performance

Before lying down your strategies on redesigning, analyze you current site. Analyze about the times it is visited, its bounce rate, domain authority; present SEO rankings for key words, and total sales income.


  1. Set your goals

When you have decided to redesign your site, you should have a good reason for redesigning. Redesigning should not be done to make the business look bigger or because it has been long ever since you redesigned your site. The appearance of a site is considered when redesigning, but that should not be a key issue to consider. One should concentrate more on how the site functions. One should know very well the reason behind redesigning and make that reason the main objective. Some of the objectives include the number of people to visit your new site, time they spend on site, and the bounce rate. This will help the person work towards achieving the set objectives and in the long run he/she will have accomplished the set goals.


  1. Make a record of your assets

Your current site has many assets you have accumulated and one can not afford to lose those assets while redesigning the site. Losing the assets may impact negatively on your marketing. Some of the assets that one has to record before redesigning are: top performing keywords and their associated pages, most viewed content, most transferred pages, and the sum of inbound links to specific pages.


  1. Scrutinize the competition

It is not advisable to be obsessed with the competitors while redesigning. However, one may study the competitors in order to compare and know what they are missing and add on his/her new site. The first thing to do is to get a report of your site’s current performance from marketing grader. Second, get the performance report of the competitors so that you can know their strength and weakness. Last but not least, run through their website and note what they are missing and add it to your new website as you work on their weaknesses.


  1. Be aware of your UVP (Unique Value Proposition)

Before one start drafting the content of the site, he/she should be aware of their UVP so as to ensure it consistent throughout the website. When creating your UVP, you should try to sound as human as possible and avoid using gobbledygook. This step outlines how the people communicate with your site. Do not miss out this step!

Make it easy to use and navigate

  1. Scheme your website around personality

Despite it being your website, it is not entirely about you. In fact it is all about your customers. When designing the website one should aim to address to the customers in a language around their personas. A customer persona is achieved when one splits the marketplace into specific sets of people. They are imaginary representations of your perfect customers, founded on customer demographics, online behaviour, professional conjecture about their own histories, and motivations. When building a buyer persona, one should research from current customers to know about the people who buy the products, why they buy them, the information they are searching for, the search terms they use, and the products they spend much time on. One should then design the website in pages that suite every persona. Alternatively, the contents can be arranged in a way that the customers will easily get what they want.


  1. Optimize the website for search

When redesigning a website, one should have SEO (Search Optimization Engine) in mind. Below are some guidelines that may assist while designing your site:

  • Document the most visited pages. Identify your ‘assets’ and make proper redirects to ensure you do not lose their value.
  • Make a 301 redirect tactic. This is a crucial step when one is redesigning his/her website. This is done to ensure you retain traffic and ranks.
  • Research your keywords. Take one or two keywords for every page. Use SEO tactics to optimize the header tags.


  1. Pinpoint calls to action

These are features on your site that propels visitors to take action. When redesigning, one should make sure that the new website is not just some type of a static brochure but should be one that prompt visitors to take an immediate action. This will compel the visitors to search more and deep with your site. When designing your new website, include opportunities that will convert your customers. Some of the opportunities include: free trials, contact us, demonstrations, product purchases, consultation, and contests.


  1. Make a content strategy

The more the content, the more the online visitors, and the faster the growth of your business. A website should have more pages and the content should have a constant flow. When redesigning, one should have a strategy to increase the content of the site. To add the content of your site, one can: start blogging, or incorporate some post press (PR).


  1. Ensure the layout is flexible and adaptable

A website should have an aspect of adaptability, that is, one can be able to make some changes with less effort. For instance, one can re-organize the website model to change the call to action somewhere else or change the outlook of the images by altering their position. It should also be flexible, that is, it should be able to look fresh even after several years.


The performance of your website can result to an institutional wave that greatly influences and could change the business’ future decisions. Before redesigning your website, you should know that the design of your website plays a major role in its performance. It is vital for the website design to stay fresh.