Do you have a website that’s not performing as well as you want it to? Are you struggling to increase your website traffic and improve your Google rankings? If so, it may be time for a website redesign.
Every now and then you might stumble across an outdated website and think to yourself, “Wow, this website could use some work!”. Old, outdated websites that scream “I haven’t been updated since 1999” often jump out at us. But sometimes even a website that was built recently might not be performing as well as it should. If you run a website that’s letting you down, then it could be time for a website revamp. In this article, we’ll be discussing how and when to create a website redesign content strategy, and how doing so can improve your website’s performance.
What is a website content strategy?
A website content strategy is a plan that outlines the creation, publication, and management of content on your website. It involves identifying your target audience, their needs and interests, and creating content that will attract and engage them.
Creating a website content strategy helps you to create better content for your site. It also helps you develop a more holistic approach to your website’s content, rather than creating content on an ad-hoc basis. When you can see the big picture and understand how each piece of content fits into it, you can better plan out your website’s content to align with (and help you achieve) your long-term business goals.
It typically looks at the following areas:
- Content mapping. This involves identifying what type of content will be published on which web page.
- Content planning. This is the process of determining when and how often to publish new content, and who is responsible for creating and maintaining it.
- SEO optimization. A website content strategy should also include steps for optimizing your content for search engines, to help improve your organic visibility.
- Audience targeting. Knowing your target audience is crucial when creating a website content strategy. By understanding their needs and interests, you can create content that resonates with them and keeps them coming back to your website.
A website redesign content strategy is similar to a regular website content strategy, except it’s specifically focused on revamping your existing site. Instead of starting from scratch, this approach allows you to build upon the existing foundation and improve upon it. It might involve updating the design, reorganising the content, or even adding new features.
How do you know if your website needs a redesign?
There are a few signs that may indicate your website is in need of a redesign. Sometimes, it’s glaringly obvious – your website looks outdated, the design is clunky and difficult to navigate, or it’s not mobile-friendly. Other times, it may be more subtle, like a decrease in traffic or engagement. Let’s take a look at a few reasons why you may need to consider a website redesign:
Lack of organic traffic
If your website isn’t getting the traffic or engagement you expected, it may be time for a redesign. Your web page SEO might not be up to par, or your content may no longer be relevant to your target audience. A website redesign can help address these issues and attract more visitors.
Poor conversion rates
Another indication that your website needs a revamp is if you’re not seeing the desired conversion rates. Are people clicking but not converting? Are your calls to action being ignored? A website redesign strategy can help you identify and fix any roadblocks in the conversion process.
Mobile responsiveness
The majority of web traffic is now mobile so if your website isn’t optimized for mobile devices, you could be missing out on a huge portion of potential visitors. Creating a mobile website content strategy can help you grab a piece of the mobile-traffic pie.
Poor user experience
If your website is difficult to navigate, has slow loading times, or contains lots of broken links, it’s likely creating a frustrating user experience for your visitors. These days, people are quick to click away if a website doesn’t instantly load, which means slow loading equals high bounce rates. This is bad for two reasons – it negatively affects your search engine ranking and you lose potential customers.
Outdated or unappealing design
Nobody likes a poorly designed website. If your website looks outdated, unprofessional, or just downright unappealing, it’s time for a redesign. A website revamp can give your online presence a fresh, modern look that will start you off on the right foot with potential customers.
Poor search engine rankings
Having a website that’s not optimized for SEO can hurt your overall online presence. If your website isn’t showing up in the first few pages of a Google search, you’re missing out on a lot of potential traffic and revenue. A website redesign project plan should include strategies to improve your SEO and increase your chances of ranking higher on search engine results pages.
What are the benefits of a website redesign?
You might be thinking a website redesign is just another expense you can’t afford. But if your website is underperforming, it’s actually a necessary investment. Your website is your strongest marketing asset and if it’s letting you down, then you may as well be throwing money out the window. Here are some benefits of a website redesign:
Better return on investment (ROI)
A website redesign can improve your ROI in a number of ways. By optimizing for SEO, you increase the chances of your website being found by potential customers, leading to more conversions and sales. But it can also help you create content that carefully guides customers through the buying process, making it easier for them to make a purchase. When you approach your website redesign strategically, you can directly tackle any issues that may be hindering your ROI.
Better brand image
Looks aren’t everything – except in marketing. How your website looks and functions can greatly impact how your brand is perceived. A website revamp allows you to update your branding, include new design elements, and create a new and improved visual identity. If that sounds like something you need, then it’s probably time for a website redesign.
Improved user experience (UX)
We keep hearing about UX this and UX that, but there’s a reason. User experience is key to keeping visitors on your website and converting them into customers. A website redesign gives you the opportunity to improve the user experience by making it more intuitive, user-friendly, and visually appealing. You can’t afford to offer a poor UX when so many other websites are just a click away.
Better overall website performance
Google likes websites that perform well and will reward them with higher search engine rankings. That means making sure your website is fast, responsive, and easy to navigate. A website redesign helps you to identify any issues that may be affecting your website’s performance and fix them accordingly. You’ll please the Google algorithms and be rewarded with better search engine rankings.
More effective SEO
Speaking of Google rankings, a website redesign also gives you the opportunity to optimize your web page SEO strategy. From meta titles and descriptions to keyword-rich content, a strategic website revamp can make sure that every aspect of your content, from blog posts to headers and images, is working hard to bring in that much-needed organic traffic.
Enhanced brand messaging
What message is your brand putting out in the world? Is it bland and uninspiring? Does it not match your brand’s values and goals? With a website redesign, you can completely revamp your brand messaging and align it with your overall brand strategy. Cohesive messaging is important these days, with so many different platforms and channels to reach potential customers. A website redesign can help you establish a strong and consistent brand message across all touchpoints.
Easier content planning
Content planning for websites can be a slog, especially if you have a lot of pages and content to manage. A website strategy can act as a guide for all your future content planning efforts. When you know what you want to achieve with your content and you have a clear strategy in place, it becomes much easier to plan and create content on a regular basis.
How to create a website redesign content strategy
If it’s time for a website revamp, then you need a website redesign project plan. This project plan should cover all your content needs, from creating new pages to updating existing ones. Here’s a breakdown of the steps you should take to create a successful website redesign content strategy:
Step 1: Perform a content audit
It might sound cumbersome, but it’s a necessary step. It’s time to look at every corner of your website and see what’s working and what’s not. You’ll need to open up your analytics tools and start exploring your website’s data. Here’s the specific data you’ll want to look at:
- Traffic numbers. Which pages are getting the most traffic?
- Bounce rate. Are people leaving your website quickly? If so, which pages have the highest bounce rates?
- Conversion rates. Are your calls-to-action (CTAs) converting visitors into customers? Take a closer look at the pages with high conversion rates and see what they’re doing right.
- Content performance. Which pieces of content are getting the most engagement? This will help you understand what type of content resonates with your audience.
- Keywords. Are you targeting the right keywords? Look at your keyword rankings and see if any changes need to be made.
Once you have all this information, you can start identifying patterns and areas for improvement. You’ll also need to look at some design aspects of your website, such as navigation and user experience. What path are visitors currently taking on your website? Is it easy to find what they’re looking for? Are they clicking off before completing a purchase or filling out a contact form? These are all important questions to answer during the content audit process.
The last question you need to ask yourself is, do I need a complete website rebuild or just a content revamp? If you’re wondering what the difference is, a website rebuild involves making changes to the website’s structure, design, and functionality. This is usually a bigger and more time-consuming project. On the other hand, a content revamp focuses solely on improving the quality of your website’s content. This means the headers, paragraphs, images, and overall messaging on your website.
So, which one do you need? This depends on how well or how poorly your website is performing. Speaking to a professional web designer or digital marketer at this stage can give you a better idea of what is needed. If you have a strong foundation in terms of design and functionality, but your content is lacking, then a content revamp may be the best choice for you. However, if your website’s design and functionality are hindering its success, then consider a complete website rebuild.
Step 2: Perform a competitor analysis
Looking at your most successful competitors is one of the quickest ways to gain insights into what works and what doesn’t. Start by identifying 3-5 of your top competitors. Look at their website design, content, navigation, user experience, and overall messaging. Take note of anything that stands out or differentiates them from your own website. This can give you a better understanding of what your target audience is looking for and how to position yourself in the market.
There are plenty of tools out there that can help you with this analysis. For example, Semrush has a tool called One2Target that allows you to compare your website with your top competitors based on traffic, keywords, and backlinks. You can see exactly how your website stacks up against your competitors and how their audience engages with their brand online.
Ahrefs and Moz also offer similar tools for competitor analysis. Unfortunately, there aren’t many free tools for this type of analysis, but if you’re serious about your website strategy, investing in one of these tools can be a game-changer.
Step 3: Define your target audience
Before you can start creating new content, you need to know who you’re creating it for. This is where buyer personas can be a useful tool. Buyer personas are fictional representations of your ideal customers, based on market research and real data about your existing customers. It’s like putting a face and personality to your target audience. Some marketers find it easier to create content when they have a specific person in mind.
To create your buyer personas, start by identifying demographic information such as age, gender, location, income level, and education level. Your website analytics and customer data can help you understand who is currently visiting your site and making purchases. You can also conduct surveys or interviews with your existing customers to get a better understanding of their interests, values, and pain points. Once you have a better idea of who your buyers are, it will be easier to create content that genuinely speaks to them.
Step 4: Define your website marketing goals
You might think “Well this is obvious, my goal is to increase website traffic and improve Google rankings.” While these are essential goals for any website, it’s important to define them specifically. Do you want to increase website traffic by a specific percentage? Do you want to rank on the first page of Google for specific keywords? What actions do you want visitors to take on your website? Types of actions include things like filling out a contact form or making a purchase.
But don’t stop at just traffic and rankings either; consider other goals that align with your overall business objectives. For example, do you want to increase brand awareness? Generate leads? Increase sales for a specific product or service? It helps to consider the acronym SMART when setting goals. This means:
- Specific – Clearly defined and targeted.
- Measurable – Quantifiable and trackable.
- Attainable – Achievable with the resources you have available.
- Relevant – Aligns with your overall business objectives.
- Time-bound – Has a set deadline for completion.
It’s important to know precisely what you’re aiming for and how you define success. “Increasing website traffic” is a vague goal, but “increasing organic website traffic by 25% in six months” is measurable and you will know if you’ve achieved it.
Step 5: Start your SEO research
This is probably the most important step when it comes to creating a solid website content strategy. Search engine optimization – the process of optimizing your website content and structure to rank higher in search engine results pages – is essentially the backbone of your entire redesign project.
Why is it so important? Because the higher you rank on these pages, the more visibility and traffic your website will receive. The first result on Google receives on average 27.6% of all clicks, while the second result only receives 15.8% and every subsequent result receives less and less. Meanwhile, those websites that lie beyond the first page of results are ignored by 99% of searchers. Ouch!
So, if you’re wondering how to improve Google rankings, the answer is simple: invest in SEO. Start by researching the most relevant keywords for your industry and target audience. These are the words or phrases that people type into search engines when looking for products or services similar to yours. You can use tools like Google Keyword Planner to find popular keywords that relate to your industry and their search volumes. Some keywords are more “competitive” than others, meaning they’re more difficult to rank for because many other websites are using them. So, when selecting keywords, try to find a balance between popularity and competitiveness.
It’s also important to consider search intent. What are people actually looking for when they type in a certain keyword? For example, if someone searches for “website redesign,” are they looking for information on how to do it themselves, or are they looking to hire a professional? Once you have a list of relevant keywords, it’s time to start content planning.
Step 6: Develop a solid website content plan
Content planning for websites involves creating a detailed outline of the web pages that will make up your site. This includes determining which keywords to target for each page, as well as what type of content (e.g. blog post, product page, about us page) to include on the page. It’s important to have a clear idea of what you want each page to achieve and how it fits into your overall website strategy. Your homepage content strategy will likely be different from your product or service pages, for example.
One helpful tool for this process is content mapping. This involves visualising the user journey through your website and designing each page in a way that leads them closer to a desired action, such as making a purchase or filling out a contact form. Content mapping for websites is also really helpful for identifying any gaps in your content and areas that may need more attention.
Your website redesign project plan should also include a timeline for when each page will be created or updated. This will help you and your team to stay on track and it provides a clear roadmap for the website revamp process.
Step 7: Start creating high-quality and relevant content
Now that you have a solid website content strategy in place, it’s time to start creating the actual content. Not everyone is a born writer and content writing for websites is a skill that takes time and practice to perfect.
If you don’t have the resources or expertise in-house, consider partnering with a content marketing agency that provides content writing services. They will help you create the content you need efficiently. They also have significant expertise when it comes to website strategy and how to get your website ranking higher on Google. Having access to professional writers and content strategists can make a huge difference in the success of your website rebuild project.
Ready for a website revamp?
If you feel like your website isn’t reaching its full potential, a redesign may be just what you need. The steps above should give you a good starting point for creating a website content strategy and planning out your website revamp.
But if you’re feeling overwhelmed or unsure about where to start, don’t hesitate to reach out for help. Here at VAMS, we specialise in website redesign content strategy and can help you get your website up to par. If you’d like to learn more about our content writing services, get in touch and we’ll be happy to assist you.
FAQs
Here are some of the most frequently asked questions about website redesigns.
Does revamping a website affect SEO?
Yes, a website revamp can affect SEO. That’s why it’s important to have an effective content strategy in place before making any changes to your website. With the right website content strategy, you can improve your website’s SEO and increase traffic to your site.
How long does it take to revamp a website?
The timeline for a website revamp can vary depending on the size of your website and the amount of content you need to update. Even a relatively small website can take several weeks to revamp. A larger website with more complex features and content could take several months. It’s important to factor in time for planning, designing, developing, and testing your website during the revamp process. Working with a content marketing agency can speed up the process and relieve some of the pressure of managing the project on your own.
How can I improve my website content?
If you feel like your content isn’t performing as it should, the first step towards improvement is understanding why it’s not working. You can do this through a content audit, where you analyse your current website content and gather insights into your content’s performance.
Often, there are a number of factors involved, for instance, the quality of your content, how well it’s structured and organised, and whether or not it’s optimized for SEO. Once you have a clear understanding of what needs improvement, you can start creating a solid content strategy that addresses those areas.
How do I modernise my website?
The best way to modernise your website is to consult a professional web designer or content marketing agency that specialises in website revamps. They’ll have more experience and knowledge on how to update your website with modern design elements while optimizing it for SEO. Website marketing trends are changing all the time, but a professional can help you create a more timeless design that will stay relevant for longer.
What to consider when redoing a website?
There are many things to keep in mind when redoing a website. However, there are four key elements that should be at the forefront of your mind during the process.
- Your website marketing goals
- Your target audience
- User experience
- SEO optimization
These are the most essential aspects that will impact the success of your website redesign, but there are many other factors to consider as well. If you’re new to the process, it’s always a good idea to consult with an expert who can guide you through the website redesign process and make sure that all bases are covered.