RESOURCES Website redesign checklist.
MARCH 2021
Let’s do something amazing together Head office Eagle House, 163 City Road 0203 011 1357 // hello@growwithbolt.com London, EC1V 1NR, UK
Company Number: 12033795 02
Website redesign checklist.
Every now and then your website needs a refresh. This could be because you’ve recently refreshed your brand, your products and services have evolved, the design or system it’s built on is dated or it’s just not performing how you require.
Given that we are a digital marketing agency, we have created a checklist that considers how your website redesign will in fact support and improve your whole company, including sales and marketing efforts. Your website should not be a silo in your company, it should be your main asset. This is commonly overlooked in favour of a ‘design’.
It’s our focus to make your website redesign a complete success, otherwise it’s a lot of money for a terrible failure! This checklist will help you understand what you should be considering and provide clarity as to why this is important, making the process much easier for you to understand.
Company Number: 12033795 03
Benchmark your current metrics.
Before you start thinking about anything, document your current performance metrics. Start by analysing your existing site over its history, including:
Number of visits/visitors/unique visitors
• Bounce rate
• Average time spent on your website
• Current search engine rankings for important keywords
• Number of new enquiries/leads/form submissions
• Total amount of sales generated
If you don’t have access to this information, then I absolutely recommend adding a tool like Google Analytics or HubSpot’s analytics for better tracking and visibility into site performance moving forward.
Company Number: 12033795 04
Determine your goals.
When you’re investing in a new company Once you determine this list, tie those website, there needs to be a good, business objectives to a SMART goal. driven reason for it. Just because you haven’t had a website built in a while isn’t a good enough reason, you need to think deeper than that to get more value. Increase site
Be really clear about why you’re doing the redesign in the first place and tie it to tangible business results. Then communicate
your goals with your team and ours. Consider the following “traffic by 50% objectives for your own website:
• Generate more website traffic in the first “ • Decrease bounce rate • Increase enquiries/leads six months • Generate sales revenue • Increase applications for key vacancies post launch. • Improve shareability of content
• Capture more data by adding downloadable resources
Company Number: 12033795 05
Analyse your market.
We think it’s incredibly important to focus on your company and execute what you stand for. Your website is no different. But at the same time it does help to know what competitors are doing.
You can run your own website as well as your competitors websites through the HubSpot website grader. This will help you better understand the market strengths and weaknesses. A great chance to see how you can do things better!
• Put together action items you like & dislike
• Address opportunities
• Think about how you can stand out and be unique
Company Number: 12033795 06
Design for your buyer persona’s.
When you think about your ideal client When creating a buyer persona, profile, what does that look like? you should consider:
Creating a fictional representation of this, based on real data Segment by demographics about their demographic and online behaviour for instance, Once you’ve researched your existing customer base to combine with fundamental assumptions around their common identify the most common buyers of your product/service, challenges, motivations and hobbies, for example, can help us you will likely have a number of persona’s starting to take create a website that speaks to them in their language. shape. You can segment these by job title, role, industry or demographic information to help. Of course the main aim of your website is to showcase why you exist, how you provide a great product/service and what that looks like, but you have to make clear to your persona what they Understand and identify their needs are getting by purchasing from your company. What are the biggest pain points they are trying to solve by purchasing your product/service? What do they need most? What information are they typically searching for and what trends are influencing this purchasing behaviour?
Develop behaviour-based profiles Taking into consideration their activity online, the social media channels they use, the search terms they use and the information they tend to consume online. We should develop your website in a way that matches this.
Company Number: 12033795 07
Use calls-to-action.
A call to action is a component on your website pages that drives visitors to take a next action.
This could be an eBook / whitepaper download, demo request or content subscription. Not having a static website, but instead prompting your visitors to do something next further engages them with your brand. Call to actions might include:
• Contact us / book a meeting
• Request a demo
• Download eBook, whitepaper, infographic
• Purchase product/service
• Email subscription
• Trial sign up
Making sure there are plenty of calls-to-action means you won’t lose visitors as easily and this functionality is crucial to your website success.
Company Number: 12033795 08
Create ongoing content.
The more content that sits on your website generally means you will generate more traffic, more leads and faster growth if done properly.
A 100 page website is better than an 8 page website, for example. But this will be even more improved if you can add constant, fresh content to your website over time. You should build an easy to follow strategy for this to maintain best practice. This could include:
• PR releases and news updates
• Company blog - generates more traffic and leads
• Infographics
• eBooks / whitepapers
• Videos
• Animations
Company Number: 12033795 09
Choose your CMS wisely.
A website CMS or content management You should consider all stakeholders in the company when system is your main admin panel on the making a final decision on your CMS, from the board of directors website, where you as the user are free to to IT, HR, marketing and sales. login and update, amend or change content that your website displays to the world. Final features
Having a CMS that works for your company processes and user Now you have all the key information, content and functionality, requirements is really important. After all, it’s your website. You you can add a few more features to give your website the should have the autonomy to do whatever you like, relatively finishing touches to becoming a real sales & marketing asset: painlessly. Your website is as much about your internal team of users as it is your users, prospects and clients externally. • Analytics - plug analytics into your website so that moving forward you are measuring critical metrics about your website performance Here’s what you should really keep in mind when considering a CMS: • Shareability - add social media channels to your website as well as sharing buttons or links to pages, so that users • Security can share on their channels
• Customisation • Resources / Blog - this is a great way for you to create content frequently for your website and spark a • Support required conversation with users, prospects and clients • Technology integrations • Landing pages - these will play a big part in generating • Ongoing requirements and future needs leads from your website traffic, with clear calls-to-action to capture and convert new prospects • Search engine optimisation
Company Number: 12033795 10
Summary.
To successfully redesign your company website, you should focus on more than just the design itself.
As it has a need to integrate with your business in many ways, including CRM, social media, email marketing, etc, the functionality and capability for lead generation is crucial. Follow this checklist and you’ll be well positioned to approach your new website project for the right reasons and ultimately, the right results!
Company Number: 12033795 Let’s do something amazing together
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