Website redesign success

Website redesign success

(Parte 1 de 6)

Licensing / Terms of Use3
So you want to redesign your site?4
Step 1: Redesign with the right vision6
Why are you doing a redesign?6
Why are you redesigning your site?6
How would you define a successful project?7
Proper goal setting8
Goals checklist9
Step 2: Assure current website assets are properly Maintained1
The audit1
What to do with this data?13
The Asset Check List14
Step 3: Focus your Homepage15
Homepage pitfalls15
Pitfall #1 – Forcing your message15
Pitfall #2 ? Information overload16
Pitfall #3 ? Not optimizing for search17
A better homepage18
Homepage checklist19
Step 4: Architect your content21
What is content architecture?2
Content architecture checklist2

Step 5: Focus on continuous Original content that attracts and Converts ........................................................................................... 24

Building extraordinary content25
Content Checklist26
Step 6: Convert with premium offers28
The Ingredients29
Landing pages29
Call to actions30
Conversion Checklist31
Step 7: Plan for mobile32
Mobile and Inbound Marketing32
The pragmatic approach to mobile3
The Mobile Checklist34
Step 8: Continually innovate35
Innovation Checklist37

Web Redesign Success | 2 Sources ............................................................................................ 41

Web Redesign Success | 3

This ebook is released under the terms of the Creative Commons Attribution- Noncommercial License (3.0). Your use of this document is subject to this license.

You are free: to Share – to copy, distribute and transmit the work to Remix ? to adapt the work

Under the following conditions:

Attribution ? You must attribute the work in the manner specified by the author or licensor (but not in any way that suggests that they endorse you or your use of the work).

Noncommercial ? You may not use this work for commercial purposes.

· For any reuse or distribution, you must make clear to others the license terms of this work. The best way to do this is with a link to this web page.

• Nothing in this license impairs or restricts the author’s moral rights.

• Please attribute this work as: ?Website Redesign Success eBook by LevelTen Interactive ? with a link to

Web Redesign Success | 4


It may be that your site doesn’t look very good. Maybe you want to implement a content management system (CMS) for advanced features and more control. Maybe it is outdated and your CEO wants to re-do it just because it’s time.

Ask yourself another question: how is your site performing? Is it producing results? Is it generating traffic, engaging users, converting visitors into customers, and does it keep them coming back?

How is your site performing compared to your competitors? Is it generating its fair share of business or is most of the business going to your competition. Is it generating any business?

The conventional wisdom is that everybody must have a website. Savvy organizations know the truth. Just having a website is a waste of money and time. What every business and non-profit really must have is a results oriented web presence.

Over the last decade industry leading sites have refined a set of web and marketing strategies that have catapulted them into unparalleled returns. They have figured out how to rise above the obscurity of the average website. What is the secret ingredient? It is known as inbound marketing.

Web Redesign Success | 5

The most effective path to online success on the modern web is to integrate inbound marketing strategies into your website. Inbound marketing is a process for generating site traffic, leads and customers using: · goodwill content • search engine optimization (SEO)

• social media

• conversion pages

• calls to action

• lead nurturing (marketing automation)

This e-book is a quick step-by-step guide to what inbound marketing is, how to implement it and how to transform your next website into a results generating machine.

Web Redesign Success | 6


The first step towards online success may seem obvious, yet it is missed by most organizations. The critical first step is to set the right vision. This is done by defining proper results-oriented goals.

Why are you doing a redesign?

Over the last 13+ years we have asked thousands of people two simple questions when we first talk to them about a website redesign. The first is:

Why are you redesigning your site? The typical responses most people give are:

· We need a more professional look and feel • The site is too confusing

• We need to add section X or we need to add Y functionality

• We need to be able to make changes to the site easily

• We need it to be mobile friendly

• The CEO wants to do it

These are perfectly rational reasons, but do not necessarily lead to a better website. In fact, studies show that stakeholder satisfaction from a typical redesign is short lived:

Web Redesign Success | 7

Source: Hubspot, Webinar Redesign Strategy, 2010

Ultimately, there should only be one reason for redesigning a website: it is underperforming – and we think we can do better. Just making your site look better, adding features or making the company stakeholders feel good will not directly lead to online success.

The second question we ask is:

How would you define a successful project? (e.g. What are your goals?)

Most people are stumped by this question at first. Many have not even thought about their goals. The typical answer is “I ?m not sure. We just need a new website. ?

Web Redesign Success | 8

With a little more prodding, people will begin to articulate their priorities. The typical goals people come up with are:

· A clean professional looking website • Getting the project completed on time and on budget

• Being able to manage our own content

The typical goals are around the features of their site - the look and feel, specific functionality, and the project coming in on time and on budget. But even if these goals are achieved, they will not generate value all by themselves.

Proper goal setting Goals should be around measurements that impact the bottom line:

• increasing revenue • reducing cost

(Parte 1 de 6)