How a Website Redesign fit into your Digital Marketing Strategy?
A website redesign is an exciting project that can affect your sales and marketing in many profitable ways.
You can invest hours in choosing the right text, design, pictures and make your website a well-oiled money machine. But, if not done the right way, you might be missing out on a chance to increase your brand awareness.
In 2020 the market environment is changing faster than ever, and you need to answer your customer’s needs. Customers today tend to do research in the comfort of their own homes and offices.
The current global situation, delays in traffic and lack of time, are a few reasons why customers like to surf in a safe environment.
That’s why you should include it as a part of the digital marketing strategy. If you’re standing in one place, you’re handing over your potential sales and marketing leads into the hands of your competitors.
Those are a few reasons why your website must leave an astonishing first impression.
When does a website need a redesign?
If your website isn’t attracting the traffic and providing you with ROI that’s increasing your profit – you should consider a redesign.
Certainly, there are many more factors that could be the reason for that but looking at what’s working and what isn’t will get you a clearer picture.
Ask yourself one of the following questions:
- Is the number of sales leads your website is attracting low?
- Have you got any complaints about your website features not working from your customers?
- Do your customers have a hard time understanding what your products and services are?
- Is your website design starting to look a bit outdated, and could be modernized?
If you’ve answered with “yes” to any of these questions, then – yes – your website does need a redesign.
Your time and resources are valuable, and you shouldn’t let your website design harm your business efforts.
Website design is a tool that helps you convert your visitors from leads into customers, and you should be taking advantage of it.
How to start with a Website Redesign?
The very first thing to do is to analyze your existing website. Make a checklist of what’s performing well and what isn’t.
Create a brainstorming with your team and talk about how you could improve your website marketing strategy.
Talk about what visual and textual elements you can change and improve to make your website perform flawlessly.
At TraceParts we’ve found this strategy useful, not only for our website, but also for our other digital marketing efforts. We interact day-to-day with our 1.7 million+ opt-in users to provide them with the exact content they’re looking for.
It’s all about giving your customers what they need.
Besides, you can create a poll for your customers and ask them for their feedback. This is an important part of the website redesign since they’re the target that you want to engage with.
Creating a buyer persona is a digital marketing tool that’s designed to help you to define the exact audience you want to target.
What should a website redesign include?
When redesigning your website, the crucial elements to pay attention to are text elements, images, and the design itself.
When deciding how will the three stated above look like you must pay attention for it to be optimized for search engines.
Content marketing is a part of the redesign which plays a big role in whether your website will attract the right audience, or you’ll have a hard time achieving it.
When planning your content marketing strategy, keep in mind that your content needs to be optimized for search engines. Such practice is known as (SEO) Search Engine Optimization and its goal is to build a content and a webpage that will have a great quality for your visitors and well-indexed inside Search Engine to generate traffic.
Depending on what industry you’re in you should do research on the things that are important for your target audience.
If you’re a consulting company, company providing only engineering services or a manufacturing company, there’s a difference in what your website should have. However, engineering services may not need the same information such as information crucial for manufacturing websites.
When writing a description of what you do, and what your products and services are, you need to choose your target keywords. This way the search engines will understand better what your website is about, and your content will attract and provide value for the right audience.
Keep the number of keywords at a reasonable rate.
The algorithms nowadays are super-advanced and will rank your content as spam if the keyword is mentioned too many times.
Also, make sure your text has a flow and it’s easy to read and straight-to-point. Too much text that’s hard to read and not relevant to your customers might be an obstacle causing your visitors to leave your website.
Structure the layout of your website so the customers can find what they’re looking for fast. You should include pictures and videos that are relatable to your products and services. Above all, visual elements are important since they’re eye-catching and appealing.
With more audience surfing and researching the web from their smartphones, you need to make sure your website is optimized for mobile usage.
Website Redesign as a Digital Marketing Strategy
While you’re doing the redesign of your website, you should have a parallel start with the promotion of your new website. Website redesign itself is a digital marketing tool, but you should support it with other tools for promotion.
Tools as e-mail marketing, banners, ads, and social media marketing, play a big part in the promotion of your website redesign.
Creating an email campaign for your new website is a way to inform customers about the novelties on your website.
This is a way to reach out to the quality audience which has already shown interest in getting information about your products and services.
If you’re starting from scratch or your list of contacts isn’t good enough, choosing from a segmented list to fit your exact needs is a life-saving tool.
This way, you’ll spread your word to the audience of your choice using categories like job titles, product categories, country, industry, etc.
Banners and Ads
We’ve mentioned how important visual features are for your new website, and it also works for advertisements.
While your audience is researching the products that they need on the content platforms, you can get their attention with interactive ads and banners leading to your website.
Promoting your products via banner and ads is an exceptional tool that will make your website traffic skyrocket.
As a digital marketing services provider, you can do an A/B testing to see which content performs better.
You can choose the limit exposure of your ad and choose how many times the add will play to the same visitor. Also, you can also choose the specific time of day the banner or ad will play.
For instance, if you’re a part vendor or distributor of engineered parts, and you know your audience is looking for parts in their working time, you can assign your budget efficiently.
Social media marketing
At first, this tool was creating a division and different opinions about whether it’s profitable or not. However, nowadays it has become an unavoidable part of the digital marketing strategy.
People are on social media 0-24 and it’s a great channel to spread the word about the changes you’ve made. Besides, you can always re-use the content from your website and publish it on social media.
When a website redesign is created thoughtfully and creatively it’s a powerful digital marketing tool.
It’s a big step in boosting conversions and generating sales qualified leads. Improving the experience for your users is a sure-fire strategy that’s going to increase your revenue.
To sum it up, here are the 6 crucial steps to do a website redesign:
- Analyze your existing website
- Create a plan for the website redesign
- Pay attention to the search engine optimization
- Add appealing visual and textual elements
- Optimize your page for mobile users
- Promote your products and website on different channels
When boosting your digital marketing efforts with redesigning your website, you should not limit yourself to only one channel.
For instance, Banner Ads and email campaigns, are both tools designed to boost your brand visibility, and a great way to reach out to new customers.
In other words, putting your name in front of the right audience through different and successful promotion channels will surely boost your marketing performance.
And once they find you through those digital marketing tools, your website redesign is a key tool that will delight them even more and convert them into customers.