How is your website performing? You might be struggling to generate enough leads, or maybe your web design is just outdated and doesn’t align with the rest of your branding.
No matter how big or small your business is, a website redesign isn’t a minor undertaking. Putting in the work during the planning and research stage can lay the groundwork for a successful project, and ease the stress involved in the process. Below you’ll find the key factors you should take into consideration for your website redesign project. Pay special attention to these web design factors to ensure your new website becomes an asset that helps you accomplish your business goals.
1. Buyer Persona
Your website is the hub of your online marketing, and as with all marketing, your target audience should be your priority. It’s your website and your opinion matters, but redesigning your website to appeal to your potential customers is crucial. Every web design decision should be made with the end-user in mind.
Creating a buyer persona of your ideal customer can be an excellent tool for ensuring your website appeals to the people you want to reach. A buyer persona includes:
- Demographic information
- Personal interests
- Online behaviour
- Problems they experience
- Common questions about your products and services
Once you have a better idea of who you’re redesigning your website for, you place their experience at the centre of your web design decisions.
2. Analyse Your Existing Website
If you’re looking to redesign your website, there are probably some issues with your existing web design. So what’s working? What needs improvement?
Determine the specific problems that you want to solve. Are you failing to generate new leads for your business, or experiencing a high cart abandonment rate?
Inspect your website analytics for any patterns in your traffic. Are you suffering from a high bounce rate? Which pages are performing well, and which pages are causing users to bounce?
Heat maps and user recordings can provide valuable insights into the behaviour of your website visitors. You can see where users focus their attention and where they click and interact with your web page design.
3. Competitor Analysis
According to Magicdust, a website design company in Sydney, determining who your top competitors are and analysing their websites is a great starting point. Which web design strategies are they using that could work for your website? What do you like and dislike about their websites?
By highlighting the strengths and weaknesses of your competitors, you can ensure that your redesigned website is more appealing to potential customers. Your goal should be to offer a faster and more intuitive experience that presents your business as a better option.
4. Set Your Priorities
While aesthetic appeal is important – 38% of people will stop engaging with a website if the content or layout is unattractive – web design shouldn’t be solely focused on the look of your website.
You should identify how to improve your web design to achieve your business goals. To achieve this, you need to determine the metrics you want to improve. Do you want to grow your email list, develop your average purchase value, or encourage users to contact your business by phone or visit in-store?
When you know what you want to achieve, you can focus your web design on delivering results. For example, if you’re going to generate more leads, you can A/B test different landing page designs to identify what’s most effective at converting visitors to sign up to your email list.
5. Keyword Research
If you want your redesigned website to rank higher in Google, keyword research is essential. You can identify the terms your potential customers are using to search and the language they use. Understanding and using the terminology your potential customers use is an excellent way to appeal to your target market and make sure that your website is shown in search results for the terms they’re searching for.
Several tools can help you identify relevant keywords for the pages of your website. If you are planning to use content marketing to attract new customers, keyword research can be a valuable technique to find topics your audience is interested in.
6. Prioritise Content
Internet users love fresh content, and so do search engine ranking algorithms. Your website redesign should include a content marketing strategy. Creating and regularly posting on a company blog can increase your website traffic by up to 55%.
To make the most of your blogging efforts, you need to get organised and create an editorial schedule. Collating a bank of relevant topic ideas, researching keywords, and sharing your content across your social channels can attract new customers and position your business as a trusted source of information.
7. User Experience
User experience should be a key consideration of your web design project. You need to step into the shoes of your visitors, thinking about how they will interact with your site and identifying anything that might be confusing or frustrating for them.
If the majority of your website visitors contact you by phone, make sure that your contact information is in a place where users can easily find it. Other UX considerations:
- Fonts are easy to read
- Navigation menu is intuitive
- Links are sized for both desktop and mobile users
- CTAs are in a colour that makes them easy to see
Before you finalise your new web design, carefully examine each page to ensure that visitors can easily find what they are looking for, and easily explore your products and services.
8. Mobile-Friendly Web Design
If you haven’t already optimised your web design for mobile users, a redesign is an excellent opportunity to do so. More and more people are using their smartphones to interact with businesses and purchase products and services, so you’re missing out on potential customers if your website is not mobile-friendly – 57% of internet users say they won’t recommend a business with a website that offers a poor mobile experience.
The best approach for your redesign is to implement a responsive web design. You’ll only need one version of your site that adapts to the device that is being accessed from. While some companies still use two versions of their website, a responsive design offer a great balance of affordability and management requirements.
9. Focus on Conversion
Your web design project is a vanity undertaking if you’re not converting visitors to take your desired action. A conversion is any step that your potential customers take towards making a purchase – usually achieved by using CTAs and landing pages.
CTAs are the buttons on a web page design that encourage users to take action. Every single page of your website should have a relevant CTA that helps users to take the next step on the path to purchase.
Once a user has clicked a CTA, they are directed to a landing page – a page that is solely focused on compelling users to take up the offer of the CTA. This process nudges along website visitors to become new leads of customers for your business.
10. User Testing
After you’ve ticked off all of the above factors and you’ve put together your new web design, the testing begins. As you’ve seen the web design process through from idea to realisation, you’re never going to be able to see it with the fresh eyes of your users.
Before you go live with your website, conduct testing with real users. Get your testers to go through the actions of purchasing a product, filling out contact forms, and navigating their way around to find information.
Test with different devices and browsers, making notes on any problems or frustrations they encounter and make changes to improve your new web design before you go live.
Any website redesign project should be measured to see how effective it is. To do this, you need to pay attention to the key metrics that determine the success and the ROI of your web design project:
These metrics will help you identify where you have achieved your goals and where you need to improve. A website redesign goes beyond the initial “new” website, making web design adjustments and improvements over time can help you achieve your business goals and make the most of your online marketing.