If there is one thing that all businesses need to have today, it is a compelling and enticing website, which wows and amazes!
After all, a lot of people begin their search for different companies online. Having a stylish, well-branded, and easy-to-use website can help you to stand out from the competition.
With that being said, below, we are going to take a look at the different factors you need to consider when redesigning your website.
You can use behavioral analytics like FullStory to capture important analytics, such as scrolls and clicks. This can give you a great insight into how people are using your website.
You will also be able to access heatmaps, which give you a good idea of what parts of your site are cold and which parts are hot in terms of engagement.
You can use this to get an understanding of what parts of your site are performing well, and which areas need improvement.
With platforms like this, you are also able to record individual sessions so you can understand how people are navigating, what they are looking at, and what parts of your website they appear to be interested in.
This can also help you because you can determine where your website viewers are experiencing trouble.
If there is a stumbling block with your current website’s navigation or layout, recording sessions help you to pick up on this. You can see where the troubles are so that you can rectify them when redesigning your website.
Another important part of the redesign process is to speak with your users. After all, no one knows your website better than the people that use it and this is where customer feedback comes in.
They will have a good idea of what they enjoy and the areas that cause them frustration, so picking their brain can make a massive difference.
You can use feedback to drive impactful changes when it comes to your website redesign. Using visual feedback with your users is a great way of understanding what they like and what they don’t.
There is no easier and better way of understanding the parts of your current design that you should keep and which areas you definitely need to get rid of.
After all, your users view your website differently.
It can be very hard to be objective when you have created something and you have invested your blood, sweat, and tears into the project.
Therefore, gathering feedback from your users is a great way for you to understand things from a different perspective - the most important perspective of them all!
Having a user-centric approach to product development is important. It enables you to build what your customers truly want, rather than simply building what you want to give them. This is where a lot of business owners go wrong today.
It can be hard to put yourself in your customers’ shoes after all.
However, if you have a user-centric approach it will result in a better website at the end of it, as your users are going to be part of the development workflow, and this makes a massive difference.
You can also use customer support apps as well, such as Intercom, when you build your website. After all, customers expect instant support today. They don’t want to have to call during customer service hours.
They want assistance as and when they need it, and this is something that customer support bots can provide. If a website viewer is having difficulty navigating the checkout process, having a bot on hand to answer their query can ensure they are able to complete it.
This can be the difference between making a sale and not making a sale.
How much market penetration do you really have? Some website designs are too minimalistic, which makes it appear as if the company has a total market share. Other websites are too busy and need to be cleaned up.
Therefore, you really need to think about your position in the market, as this impacts the sort of website that you should create.
Depending on your product's maturity and your market penetration, you'll want to choose the right balance of attracting new users, requiring a content-heavy website, and brand awareness - allowing less content and more branding elements.
This is why understanding your market coverage matters, as it determines your goals and the people you are trying to reach.
This, in turn, is going to impact the way your website should look and function to give you the best chance of reaching your objectives.
For example, if you are trying to attract new customers and conversions, you need to ensure that your website is filled with content that establishes your business as an authority and you must have clear CTAs on your website too.
Link equity, which you may also know by the colloquial phrase “link juice” is a search engine ranking factor that is focused on the idea that specific links pass value and authority to one and other.
There are a number of different factors that will impact the value, including HTTP status, topical relevance, and the linking page’s authority.
Links that are able to pass equity are one of a number of different signals used by Google and other search engines to figure out page rankings within the SERPs.
It is important to recognize that both external and internal links are able to pass link equity. There are a number of important considerations when determining whether link equity will pass. Relevancy is an important one.
Yes, you may have links that bring in a lot of traffic to your website, but if they are not relevant to you and your business, they are not going to deliver results.
You need to make the difficult decision to cull those high-traffic sources that are not resulting in conversions.
After all, there is no point in having traffic if people simply then leave your website as quickly as they land on it.
Aside from the points that we have discussed so far, one of the most critical things that you need to do when it comes to the website redesign process is figuring out who your buyers are. It is imperative to put together buyer personas.
Buyer personas describe the ideal customers you are aiming to reach with your website. You will understand their personalities, what they like, what they don’t like, when they’re most likely to interact with your content, and so on.
This is the only way that you are going to be able to deliver a website that truly caters to your customers and what they require.
In simple terms, when you put together a buyer persona, you are establishing a detailed description of your ideal customer. This should include everything from demographic information about your ideal consumer to their family size, career history, hobbies, and so on.
So, how can you put together buyer personas? Well, there are a number of different things that you can do to put together the perfect personas.
You need to make sure that your personas are built based on plenty of research and data. You should also consider carrying out surveys as well to create the perfect buyer persona.
Use social media paid search or PPC search engine promotions to test new landing page text or visual design styles. You can segment and determine the best performers, essentially letting people vote on the design.
A/B testing is an important part of the web design process. For those who are unaware, this involves testing different variants of the same page.
By showing two different types of the same page to different segments of your site visitors at the same time, you can get a good idea of what they like and what they don’t.
You can use this on a whole host of different platforms, like Instagram, Facebook, Twitter, Google, etc.
When it comes to conducting social media testing, there are a lot of great tools available to you, and HootSuite is one of them.
Of course, when it comes to both social media and website design, getting your users to literally vote on design is another way to go about it. Their participation can be rewarded with a giveaway. After all, who doesn’t love a giveaway?
This is a great way to get people on board with your website.
Follow the design sites like Dribbble, or check website design hashtags on Instagram to find out what is working in your industry at the moment and what isn’t.
A lot of website owners use hashtags, but they do not really give a lot of thought to the sort of hashtags they are using. Plus, remember, trends change, so an effective hashtag a year ago may not deliver the same results today.
Make sure that checking the latest website design trends and staying up to date with the latest industry news becomes part of your daily routine.
There are a lot of different design trends going on now, which include the likes of geometry, nostalgic, negative space, muted colors, psychedelic, neomorphic, and dark mode.
Of course, just because something is a trend does not mean you should use it. You need to make sure that it works for you.
Try out some designs yourself, or tweak existing ones you like with your own color scheme, using Vectornator and its color palette management tools.
Users love mobile-optimized sites, but all around, the faster it is, the better. Therefore, speeding up your website and making sure it’s optimized is an important part of the puzzle. You need to make sure that users can access the mobile version of your website with ease.
There is nothing worse than having to endlessly scroll to get to the part of the site you want to when using a smaller device.
In addition to this, you need to make sure your website is optimized in terms of speed.
For every second longer that your website takes to load, this is going to be an extra second that is going to result in more customers leaving your site and going to the competition, which is the last thing that anyone wants when they are building a new website.
Make sure fresh graphics don’t slow you down and optimize your images from the get-go.
The importance of getting the coding team involved from day one, not just the design team, cannot be undervalued.
They might have some great ideas that can blend with the design. For example, the white space design trend is popular in 2021, and it can be really good for website performance too.
There are a lot of different elements to consider when determining what you should write about for the content side of your website.
Firstly, you need to carry out keyword research to figure out what keywords are working for your business and which ones are not. You should also carry out both competition analysis and target audience analysis.
You also need to think about the long-term and short-term goals when it comes to your website, as this is going to dictate what sort of content you need to create. Do you need to implement a mild, short-term brand awareness campaign?
Or, is it going to make sense to implement a long-term content approach?
So there you have it: all of the different factors that you need to consider when you are looking to redesign your website.
Website redesigns are critical in terms of moving your business forward and attracting more conversions. However, you need to ensure you put in a lot of pre-planning so that you can create a website that actually delivers results
Guest Author Byline
Darya Jandossova Troncoso is a photographer, artist, and writer working on her first novel and managing a digital marketing blog - MarketSplash. In her spare time, she enjoys spending time with her family, cooking, creating art, and learning everything there is to know about digital marketing.