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Creating a Website Design/Redesign Strategy

Do you have a website? Have you really looked at it lately – as if you were the customer? If not, take a moment to do so. What do you see? If it has been a while since you updated the content, chances are you may need to update it now. However, a website redesign is much more complicated than you may have imagined.

If you do not take time to consider what is wrong or not working and then develop goals to rectify the problem, your redesign will likely just be a waste of time. If you truly want to create a site that is going to increase your value and brand recognition, driving more traffic and sales, then you need the “Creating a Website Design/Redesign Strategy” to take you on a step by step journey of your site redesign.

Are you ready to redesign your website? The fact is that a redesign strategy can be an awesome success, or it can be a complete flop. This process can also be a tedious and log undertaking, which is why it is crucial that each redesign begins with a crystal clear vision or a specific problem that needs to be solved. Keep in mind, the batter that you are able to define this vision before you actually begin the process, the more successful the entire redesign project will be, not to mention that it will go much smoother.

In order to have a successful website redesign, there are a number of steps that you should follow with the most important being the first step: strategy. In fact, none of the other stages really matter if you do not have a smart, well thought out strategy first.

Benchmark your existing metrics.

Prior to beginning any type of redesign of your site, you need to take time to document the current performance metrics of your site. This can be done by analyzing your current website’s history in the following areas:

  • The monthly average of visitors/visits and unique visitors that you have;
  • Your monthly average bounce rate;
  • The time that your visitors spend on the site;
  • Your keywords that are considered top performing in terms of lead generation, traffic and rank;
  • The number of inbound linking domains that you have;
  • The total number of newly generated leads and form submissions that you have each month;
  • The total number of sales that you have generated each month;
  • Your total number of indexed pages;
  • The number of pages that you have that actually receives traffic.

SEO Process

If you do not currently have access to this type of information, then it is a good idea to use the tools such as Google Analytics for more accurate visibility and tracking for the performance of your website. You should also make a note of the tools that you use to identify each of the specific benchmarks, as you will want to use the very same tools when you begin to collect metrics after the redesign – otherwise, you will find yourself comparing oranges and apples.

Set Goals for the Redesign Website

When you determine it is time for a website redesign you should always have a valid reason for moving forward. Reasons such as your competitors did it or it’s been a while are just not good enough. Remember, the way your site looks is important but it is more important to see how it works. You need to be completely clear about the reason that you are completing the redesign in the beginning and then make sure that these goals are tied to real, measurable results. Once you have determined why you want the redesign you can then clearly communicate the goals that you have established with your entire team, your designer or the agency that you are using. Some of the following data-driven objectives may help you determine why you want to redesign your site:

  • To increase the number of visitors or visits that you have;
  • To reduce your overall bounce rate;
  • To increase each visitors time on the site;
  • To improve your domain authority;
  • To increase the total number of new leads and form submissions;
  • To increase the total number of sales that are generated;
  • To enhance the SEO rankings for specific keywords on your site.

A number of these metrics driving goals are somewhat dependent on each other. One example is that if you want to generate more conversions then you will also need to increase the traffic on your site while reducing the website’s bounce rate.


Define your messaging and branding

Prior to crafting your actual new website content and design then you need to ensure that you are completely clear about your messaging, your unique value proposition and the desired branding so that it is a consistent message across your entire site. When a new visitor lands on your website they should understand clearly what it is that you do and how it relates to them, as well as why they should stay on your site and not abandon for one of your competitors.

Branding and Messages
You need to take time to consider if you plan to actually change your messaging or branding, or if it will maintain the same. If you do decide that it is time to make a change, you need to determine if the entire message needs to change or if just a portion of it is not working. You should keep these critical changes in mind when you begin the other parts of your redesign. When you begin to develop your message you need to ensure that you are using concise and clear language that does not use industry jargon that makes you sound like a high-tech babbling robot instead of a relatable and understanding human.

Define who you are trying to target

Your website should not just be focused on you. When you have visitors land on your site then the first question they will ask is “What does this site offer me?” You need to ensure that you are speaking to them in their language by creating a strategy for your design and your content that is around the personas of your buyers.

Target Audiance

A buyer persona is a type of fictional representation that is based on the real data that reflects your customer online behavior and demographics, along with some educated speculation about their personal concerns, motivations, and histories. You need to ensure that you have clearly identified your buyer persona so that you are able to shape your entire website redesign strategy around the actual website visitors that are most important to your success.

You also need to consider the following two questions:

  1. When you redesign your site, will your buyer persona change?
  2. Will your content and branding align with this new audience?

When you are strategizing your entire redesign, you should consider these questions to ensure that what you are doing will actually appeal to your audience.

Determine how to design your site with SEO in mind

It is important that you are found online; in fact, it is essential if you want to improve your overall metrics. If there is no traffic to your site, then how do you plan to increase the number of new leads you have, sales or reconversions? Use the following tips to design your new website with SEO tactics in mind.

Take Time to Document the Highest Search Valued Pages

You should use the marketing analytics that you have gathered in order to figure out which of your pages are receiving the highest amount of inbound links and traffic, that are converting the largest number of leads and that actually cover the most important topics in your industry. If you have plans to remove or move these very valuable pages, then you need to ensure that you create the appropriate 301 redirects.

Create a Smart 301 Redirect Plan

This is an extremely important part of retaining your traffic and the overall link value that is associated with particular pages. You can create a spreadsheet to record and then map out the 301 redirects – old URSs versus new URLs. When this is complete then you need to hand the document to someone that is technical and can ensure proper implementation.

 Keyword Research

For each of the pages on your redesigned site, you should pick just one topic or keyword that the page will be focused on. Once you have determined the keywords then you need to use the on-page SEO best practices in order to optimize the pages for your website.

Keyword Research

You should also consider adding some new content and pages to the site that will address the keywords that you have chosen and the topics that have been previously neglected on your previous site.

Evaluate your competition

While you should never obsess over your competitors, knowing what they are doing can help you determine how you compare in the big picture. You can use free tools to generate a report of how your website and your marketing efforts are performing. You can then use these tools in order to evaluate your competitor’s sites as well so that you are completely aware of all of their weaknesses and strengths.

Competitor Analysis
You should also take a look at your competitor’s websites and take note of the things that you like and what you don’t like. This is not an exercise so that you can copy what they do, but instead realize what it is that you are able to do better. Once you have conducted your entire analysis, then you should put together a list of actions that need to be done to improve your site and what you can do better than your competitors.

Inventory the highest performing assets that you have.

Your website redesign is the ideal way to increase the performance of your site, but there are also a number of ways that it can damage your presence. Chances are the site you currently have contains a number of high-performing assets that you have worked to build up, and if you lose the effectiveness of these due to a redesign then it may damage your marketing results significantly. Some of the assets that your site may currently have include:

  • Content that is most viewed or shared;
  • Pages that receive high amounts of traffic;
  • High performing or ranking keywords and the associated pages;
  • The number of inbound links that you have to individual pages.

If you wind up removing a page from your actual site that has worked to accumulate a large number of inbound links, you may lose a large amount of SEO credit, which may make it more difficult for you to be found in search engines. There are a number of web designers that do not worry with this step because they do not focus on SEO or the job of marketers. This is where you have to step in and remind them of its importance and provide them with a strategy to ensure that this does not occur.

performing assets

Redesign your site and see the benefits that it can have for the entire performance of your brand. Using the tips and strategies found here is the perfect way to ensure that your site is fresh, modern and still relevant for your particular shoppers.

How to Design a Noticeable Website

The website that you create will represent your business and be used as a promotional tool for what you have to offer. To you, your website is your entire business, but when it comes to the Internet, it is just another site. While it may contain all of the information that your visitors need, it may still be left unnoticed. Since there are so many sites, it is essential that you stand out and make your website not only noticed by visitors but also desirable. Use the following guidelines to ensure this happens.

Be Professional and Look Professional

Being creative should be an essential part of your web design or redesign strategy. You should ensure that your entire site is informative, well-designed and appealing. You can use special effects but should limit yourself if you plan to use Flash. While this can be an eye-catching addition, it makes your site load slowly, which may cause some users to abandon.


When you create a website for your business, you can no longer just rely on newspapers and business cards for advertising. You have to take the time to submit your site to all the major search engines, as this is where your visitors will originate from. Search engines are where your site will be presented to potential visitors and they will select certain words and other information from your website which determines whether or not it is displayed.

Link Building

When you begin designing your site, it is important to have inbound links on your site. Link exchange is an easy and fast way that you can ensure your site is visible to your actual target audience. All you have to do is find sites that have content that is similar to yours and then exchange your links. You can create your own banner and then put them on other websites and offer them the same courtesy.


In order to be noticed, you have to get your name and brand out there. This can be done via press releases, which gives you an on and offline presence.

Interact with Your Audience and Take Feedback

You need to interact with your visitors on a regular basis. This can be done via social media, forums on your website or even message boards. You should also ask for feedback including what your customers like and what they dislike.

Reasons to Hire a Professional Web Designer

There is no question that in order to compete in today’s business environment, you must have a web presence. However, a dull, boring or inadequate website can actually do more harm than good, which is why you should hire a web design professional to ensure that your website presence grabs and keeps the attention of your customers. The following reasons highlight why you should invest in a professional website designer.


When it comes to a website you need to have an innovative design in order to stand out from the crowd. This means that if you are not up to date on the latest design trends and techniques, a professional web designer is definitely the way to go. They can ensure that your site is equipped with the latest and greatest designs that are available, making you noticeable and memorable.

Quick Turn Around

When it comes to your website, time is money. When you hire a professional service, you can have your site up and running quickly, with confidence that everything will be working properly.

Great Results

When you have a professional web designer on your site, you can also receive great looking and professional results. You tell them what you want to achieve and what your goals for the site are, and your professional designer will ensure the results reflect these goals.

Higher ROI

When you hire a professional web design service, you will also receive a higher return on investment for the site that is developed. You can receive a large number of returns by appointing a web design service that has an established a reputation of successful designs.

Knowing the benefits of hiring a professional service gives you a clear incentive to go ahead and make the investment. There is no reason that your site should suffer when you can utilize the services of a professional for great results.

Building your Brand with your new Website Design

A brand can be powerful. When you create a business that is able to build a brand, it can work positively for your business. Customers will begin to trust the brand and then they will be willing to spend their money on what you have to offer. They will also go out of their way to advertise for you and they will not think twice before making a purchase. A brand has a value that is embedded in them.

However, you should keep in mind that brands are not just limited to large companies and businesses that are worth billions of dollars. Everyone, even small businesses, should work to create a brand. Since building your actual website is the first step in creating a brand you should ensure that your website expresses the brand that you want to create. Some helpful tips are highlighted here.

Keep it Simple

Simplicity is almost always successful. If you try to make your website more complicated, chances are you will not be successful. You need to keep the design of your site simple; this means that you do not use sites that have too much content; that you avoid flash and that you avoid any other super-complicated aspects that would actually take away from the entire user’s experience.

Create a Website for Your Customers

When it comes to your site, no one cares about you – well to a certain extent. There are a number of businesses that will create a website that will be used to show off their success. Instead, you need to ensure that you build a site that is focused on your customers, readers, and visitors. You should not make it about you simply because your customers do not care.

Invest in the First Impression that Visitors See

Since you are starting from scratch, no one will have an impression of what you have to offer. There are some steps you can take in order to build your trust value. Create a catchy name and logo, but you should also consider the colors that are used for your site, the placement of various buttons and the manner in which your text is aligned. Other things to consider include the responsiveness of your site, the graphics that are included and the amount of text that is located on each page.

Consider What Your Copy Says

Building your brand will help your customers gain great impressions for what your services and products have to offer. When your customers start to read your copy you want them to want more. Make sure that your copy says something of value instead of just offering general information that can be found in other areas online.

Finding The Right Web Agency For Your Business Website

Redesign your site and see the benefits that it can have for the entire performance of your brand. Using the tips and strategies found here is the perfect way to ensure that your site is fresh, modern and still relevant for your particular shoppers.