An 8-Step Checklist to Achieve Your Marketing Goals
Undergoing a website redesign can be an exciting time, as you’ll have a fresh chance at capturing a new market for your business. Since it can be a big project, we’ve compiled a checklist of things you need for your website redesign to achieve all your marketing goals.
Feel free to click through the table of contents to jump to any particular section or scroll through.
Step 0: Don’t Fix What Isn’t Broken
Before we get into the nitty-gritty of what you’ll need to do when redesigning your website, it’s good to consider whether you need a redesign in the first place.
If your website is consistently converting leads, gaining traffic year over year, and/or pacing expectations, you might not need to redesign your website at all.
Since you want to make your changes informed and effective, you need to benchmark your important site metrics before doing anything else. You can use any number of SEO auditing tools to find all of your important metrics.
Here’s an image of all the important metrics you should remember.
Step 2: UX Research
The most important part of any business is solving customer pain points. So before doing a website redesign, it is pivotal to figure out how to improve your user experience.
That’s why you must keep your website’s popular pages intact to avoid the dreaded 404 error page for web crawlers and people finding your website through Google or other pages linking to you.
Step 4: Set Expectations
If you’re redesigning your website, you don’t want to jump in without a plan. Here is where benchmarking your metrics can come in handy.
Make sure you set clear and quantifiable goals on where you want your website to be three months, six months, and twelve months from now.
Some suggestions on success metrics could be sales conversions, organic traffic, or improving your keyword rankings.
Step 5: Competitive Analysis
Conducting a competitive analysis can help you identify growth opportunities for your website based on what your competition is doing. Performing a website redesign is the perfect time to implement insights you gain from the competitive analysis.
While you shouldn’t obsess over your competitors (your focus should always be on the customer), it’s good to see what you could be doing or focusing on to solve customer pain points.
Here’s a helpful video showing you a quick guide on how to conduct a competitive analysis for your website.
You should use content creation to leverage your business in a way that’s helpful for your customer. Think about what your business specializes in and how you can reach your audience through content.
HubSpot, for example, is a CRM company that uses blogs and podcasts to educate its target audience on marketing and sales strategies, customer service, and website building.
Step 8: Designing your website
Here’s where you take everything you’ve learned and start your website’s redesign.
Remember to design your website strategically in a way that improves user experience and is set up for success in terms of reaching your success metrics.
Above all else, you want to solve your customers’ needs, and a website redesign is a perfect time to do that.
Getting Started With Website Redesign
Now that you know what needs to be done for your website redesign, it’s time to put that knowledge to use. Study your website for the best growth opportunities, and find where you have room for improvement.
Website redesign is an ongoing process, so have a team dedicated to maintaining and improving your website.