Redesigning your Wordpress website may sound like just adding a fresh new coat of paint to your house.
But really, it’s more like a major kitchen renovation (which can add tremendous value).
You see, at first, you may think you just want to replace those dated countertops with some fancy new granite. But once you do that, suddenly the backsplash needs to be updated as well, along with those ancient floor tiles, and on it goes.
...Next thing you know, it just makes more sense to completely remodel.
And this just may be exactly what you need.
After all, your website is your digital home.
It’s how you attract and educate your customer.
And when used effectively, it can be the key to your entire inbound marketing strategy.
Consequently, redesigning your website can single-handedly boost website traffic and business revenue by offering an enhanced user experience, whether this means adding functionally or simply improving the visual aesthetics.
Plus, you can also generate a lot of buzz building up to the launch of a newly designed site or product that could result in an even bigger spike in user engagement.
The question you really need to ask yourself is: Why do you want to redesign your website?
As a growth marketing agency that specializes in custom WordPress design, we can tell you there are generally six signs it’s time to redesign, including:
- Does the design look unprofessional?
- Is the messaging or brand outdated?
- Is your site mobile responsive?
- Are users complaining or having navigation issues?
- Is updating content giving you reasons to complain?
- Are conversions/sales sub par or worse, just not happening?
Sometimes, a refresh of the visuals or logo might be enough to get the job done.
Whereas in other cases such as our clients at Meridian Bank, we redesigned their site with new functionalities in just 9 weeks – without disrupting their customer service.
Just keep in mind that while a complete tear down is not always possible due to short-term budgetary constraints, it is something you may want to consider for the long-term cost efficiency.
Indeed, there are about 110 Redesign Questions to Ask before deciding on how you (and your agency partner) want to go about upgrading your online hub.
So before you try do-it-yourself, we’ll tell you how to think about it in terms of both design and functionality – for the best marketing results.
1. Prepare for your redesign with Google Analytics
As an agency that uses data to make decisions that are in the best interest of our client’s sustainable growth, we’d be sorely remiss if we didn’t start on the subject of analytics.
When you opt for a website redesign, Google Analytics can help you monitor exactly how your users are using your website.
Having the facts and figures will help you understand your visitors, including:
- · How do they find your website?
- · Which keywords do they search (SEO)?
- · What do they do there?
- · At which point do they leave, and why?
Plus, it will help you identify the parts of your site that are working quite well already. So there may be no need to go knocking down every virtual wall.
Once you identify how your website is being used, it will be much easier for you to fix the holes and make meaningful improvements.
Then, you can continue to keep track of how the revised site is working for your customers and make adjustments when needed.
2. Research your target audience
Using analytics to see what your visitors find valuable and what they don’t is a big part of the information gathering process that will help create the best redesign for their needs.
There is also all kinds of information you can collect that will keep you from just guessing what visitors want and actually knowing, including:
- Customer Personas
- Social media comments
- Website or product comments
- Talking to your sales department
- Focus groups or interviews
- Pop-up forms and surveys
- Online questionnaires or emails
- And yes, just old-fashioned calling and asking works wonders!
Another thing to consider in defining your audience that cannot be ignored is how they see you in relation to your competitors. So it may be time to do a SWOT analysis.
Not that you want to copy a competitor’s website (because they may just be copying someone else who is doing it wrong as well) but you should definitely be aware of what they’re doing.
Do they have strategies or functionalities that customers need and that you don’t? Is there a way your redesign can out-maneuver them in the marketplace? Where is your niche?
What it all comes down to is this: Seeing things from the customer’s perspective.
3. Define your marketing goals and KPIs
Mole Street is a WordPress website design company focused on building sites that communicate clearly and convert new business.
From our perspective, goal-driven design choices lead to better conversion.
It’s for that reason that we believe in setting SMART goals, which means:
(image depicting SMART)
In other words, if you want to make improvements to your web design, you need to be able to measure the changes and progress. And you need to have attainable goals to help push you forward. So you’ll want to set goals with marketing and revenue in mind because really, that’s the bottom line.
To guide your efforts, you’ll need to choose the proper key performance indicators (KPIs) – quantifiable measurements or data points – to gauge your company’s performance relative to your goals.
4. Optimize your website for SEO
If you haven’t taken SEO seriously before (i.e., your current website), now is the time to start taking advantage of it.
A website redesign will help boost your marketing but optimizing your search engine results to help people find you is now more critical than ever.
After all, you may no longer be competing with just the other businesses in your city. And most people don’t even go past the first page of the search results when making an online query.
For these reasons and more, SEO optimization is one of the most important factors for digital marketing, including:
- Target the best keywords on all your landing pages
- Website loading time should be minimum (within 3 seconds)
- Well-written page titles, meta descriptions, and permalinks
- Design content for readability and include headers and subheaders
- The content should be unique, readable, and comprehensible
- Keeping your navigation simple for search engine spiders – and people!
If all of this seems a little foreign to you, it may be well worth your while to partner with an agency such as Mole Street that are experts in digital marketing.
On the other hand, if your current site already takes SEO into account, we can make sure that a sudden change in your site’s design doesn’t cause you to lose the search engine ranking and backlinks acquired over years of hard work.
5. Create relevant web content for customers
Much like home renovations, a website overhaul is the perfect time to reconsider other aspects of your digital home, including your content strategy.
For that, you’ll want to take a look at… you guessed it, your analytics. (Notice a theme here?)
While content may be king, your content should be well informed by data. The numbers don’t lie.
They’ll help you determine which pages and content are providing value for your target audience and which are not. Then you can use this as a template for future development. You can also eliminate articles or blogs that aren’t getting any real traffic and improve your CTAs. What’s more, you may want to rethink your content strategy considering the increasing demand for video content vs. text.
At Mole Street, we used videos to help bring the “Be Heard Philly” story to life for Templeton University and saw a huge uplift in engagement – which in turn helps improve SEO ranking.
6. Think mobile-first
Ever since 2016, data continues to show that for most U.S. cities, the majority of their traffic comes from mobile devices. This is a critical fact of life for any business.
This not only means your website needs to be mobile responsive. For many companies, it actually means you should be thinking mobile-first.
Just think of how much of your own online searching is done while you’re on-the-go, on your phone. If you’re site doesn’t provide users with the kind of mobile experience they expect in an on-demand world, they’ll quickly move on to a business that does, and BOOM, you’ve lost them…
Plus, keep in mind that mobile-friendly design is one of the primary factors that Google considers for SEO ranking. So if your site isn’t mobile responsive – causing you to move lower down the search engine results – people may not even find you in the first place.
7. Consider a custom design Wordpress site
Your business is unique and you want to stand out in the digital landscape. While many businesses quickly default to a WordPress template, you may want to avoid using the same pre-made template that thousands of more sites are already using for other reasons as well.
Another plus: Using a custom design will help you avoid any security breaches hidden in template codes – a serious matter for any business in today’s cyber world. So be sure to choose wisely.
When it comes to creating sustainable growth for your business, scalability should also be one of your primary focuses. With that in mind, the selection of your content management system (CMS) will be a defining factor for your website and overall business.
This means, you’ll have to balance any limitations of a CMS with the goals you have set for your business. Or put another way, from the customers perspective, which benefits and features do you need to deliver the best experience to your online audience?
Wordpress and Hubspot
In general, WordPress is a great all-around CMS and website platform as is HubSpot.
You can even integrate the HubSpot plugin with your Wordpress website to create an all-in one marketing hub that lets your entire company work together – from sales to marketing to service.
And by using HubSpot, you can take advantage of marketing automation that helps better manage customer relationships by automating actions such as email sends, social media posts and contact lifecycle stage changes.
When you custom design your own site, you get to decide which software you want to stack.
Summary: It’s not just web redesign – it’s design thinking
If you think it might be time for a business website refresh, you’re probably right.
But don’t just focus on looks.
Instead, you should be focussing on both design and functionality and thinking about it from the perspective of your customers for the best marketing and search engine results.
For Mole Street, this means analyzing data to understand the people whom you’re designing your products and services. Then designing a custom WordPress website that best serves them.
If you have any questions about how to start prepping for a web redesign, just reach out to the Digital Services Team at Mole Street today.