Revamping your website is going to have a number of unique challenges that differ from completely migrating the website to a new URL. Regardless of the situation, there needs to be a focus on not losing previously generated search engine rankings. Some companies may thrive on online leads, which makes moving the URL a terrible idea and redesigning the more ideal move. Web design trends do change over time, which is something all businesses must consider.
Migration to a new URL is going to take a significant amount of work down the line as backlinks built could be completely lost. Reaching out to publishers and websites you haven’t worked with for years to change a few backlinks is a major hit or miss. Some will want to charge for the new backlink, especially if your new website doesn’t have great search engine metrics. The amount of money that some businesses invest in link building is staggering, so the migration of your site could lose thousands of dollars in money previously spent.
Here are tips you can follow to make sure your redesign doesn’t result in lost rankings and marketing dollars:
Getting all of the data on website performance from your old website is imperative. Otherwise, you will not be able to tell if the website is attracting more traffic or yielding more leads. Important metrics to look into include the following:
If any of your URLs changed for one reason or another, this needs to be tracked. Page URLs can also change when switching a website from HTML to a content management system (CMS) like that of WordPress. Establishing redirects helps keep a visitor on the site and avoid instances of them clicking off when they reach a 404 page.
Current customers can be a huge resource when launching a new website. With fresh eyes, these customers (or even prospects) can point out any issues that a designer might have overlooked due to being so involved in other areas of the project. A few main points that need to be considered are:
Search engine optimization (SEO) needs to be a priority in web design since you want the website to have the largest possible reach, and this is done by showing up high in search results.
Title tags or title links should be the first thing taken care of when there are new pages. Meta descriptions that include keywords are also important.
Images need to have alt text so the images become searchable as well. H tags should be used wisely because they make content and pages easy to understand. Find a web designer with a background in SEO to handle these areas of the redesign.
You should also perform outreach to sites you have worked with in the past to change author bios or other information. You would be surprised how many backlinks can be regained through this outreach. Even changing profiles can allow a new website to generate backlinks nearly immediately.
Once the website has been launched, you need to take care of the following:
The right content marketing strategy combined with a new website can work wonders. The following tips help ensure that your content marketing campaigns continually generate results:
Implementing a style guide across the content team is important. Some companies are forced to utilize freelancers to generate their content. This happens when they’re looking to build a ton of backlinks. The ability to stay consistent across all content projects is the lifeblood of sales.
Content that has to do with sales, like a pitch deck or pricing guide, needs to be high-quality, as well. The last thing any business owner wants is losing a sale due to their sales materials being low-quality. The right sales copywriting can impact conversions, whether you are sending out email blasts or monthly newsletters.
Hosting a podcast can be a wonderful way to create in-depth content at a reasonable price. It can cost hundreds of dollars to have a guide written on a specific topic. Listeners are what ultimately matter, so the guests you invite to be a part of the podcast should be relevant to your target audience.
Expanding your podcast’s reach to those who follow a specific person in the industry can also be a smart move. The right guest can help a newer company legitimize itself in a specific business space. Transcribing the podcast is also important to make the podcast searchable. Finally, take the time to plan out the podcast with topics that you know listeners are interested in.
The days of creating subpar content with a clickbait title to generate true results are gone. People have been desensitized to outrageous headlines that fail to live up to the hype. Basing your content marketing strategy on quality and data is the only way to succeed in today’s landscape.
And there you have it – the best practices when relaunching your website and revamping your content without losing your established rankings and audience.