Benchmark your current metrics. First, get a clear picture of your site's performance history. Assess factors such as:
- Number of visits/visitors/unique visitors
- Number of new leads/form submissions
- Total amount of sales generated
Inventory your assets—and protect them. Once you know what site features are winners, make sure you don't lose them in a redesign! Think it through. "For example, if you remove a page that has a higher number of inbound links, you could lose a lot of SEO credit, which could decrease keyword rankings," Meher writes.
Design your site around personas. Create fictional representations of your ideal customers—and craft your content around those personas. To build buyer personas:
- Segment by demographics. Give each buyer type a name, job title, company, etc.
- Identify their needs. What problems are these personas trying to solve? What do they need from you?
- Develop behavior-based profiles. Are they active on Facebook, Twitter? What search terms do they use? How do they use your products?
Build in calls to action. Create relevant calls to action at your site, based on the personas you've developed. Offer product demos, free trials, or start a contest.
The Po!nt: Fresh starts create new options. Done well, a site redesign can open up great new opportunities for engaging prospects and clients alike. Are you game?
Read more: http://www.marketingprofs.com/short-articles/2577/four-practical-steps-to-a-website-redesign#ixzz1wCkpvChR
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