Redesigning a company’s website is critically important in the process of modernizing its marketing strategy. Web technologies offer a world of possibilities and effective promotional tools. It is important to take the process of redesigning a website very seriously. An outdated and unsuitable website can have a detrimental effect: the loss of credibility, and therefore a loss of market.

Here is the table of contents of the points that will be covered in this article on redesigning a website:

1 – Why redesign a website?

1.1 – Have a professional and ergonomic design

1.2 – Have a site easily manageable by oneself

1.3 – Integrate new features

1.4 – Update and reorganize its content

1.5 – Increase the conversion rate

1.6 – Optimize all aspects of Internet referencing in Google

2 – Successfully redesign your corporate website in 6 easy steps!

2.1 – Assessment of the company’s Web objectives

2.1.1 – Six questions to clarify the objectives of the recast

2.2 – Analysis of the website in 8 points

2.3 – Planning the redesign of the website

2.4 – Evaluation of the budget

2.5 – Choosing an agency

2.6 – Follow-up of the results

 Here is a version of this article that has been converted to a PowerPoint presentation:

1 – Why redesign a website?

1.1 – Have a professional and ergonomic design
On the web as in everyday life, the first impression is of paramount importance! For example, when a customer comes into our shop, we want him to feel confident, to find what he’s looking for, to find answers to all his questions, our shop represents the company, etc .; in short, that the customer lives a positive experience! All this is no less important when a visitor arrives on our website. It is therefore necessary that the image projected by our site is up to the standards of our sector of activity.

1.2 – Have a site easily manageable by oneself

The era of static websites that can only be changed with complex and incomprehensible programming codes is over! New content management platforms such as WordPress, Joomla and Drupal have very simple interfaces that allow the user to modify his site himself with ease. It is therefore possible to modify the content and add pages, products, images and videos quickly and easily. It also saves: no more salty bills for simple changes you could have made yourself!

1.3 – Integrate new features

A website can be more than an Internet showcase! We can integrate several features that will not only provide new services to our customers, but may even optimize the operation of our business. We can think for example of an online store, an automated reservation system, a database, an online calculator, a Web application …

1.4 – Update and reorganize its content

A business is usually in constant evolution. After a while, it is normal for the target clientele to diversify or for services to become more specific. It is therefore necessary to update our content to ensure that it represents the company and that it addresses the right audience.

1.5 – Increase the conversion rate

Maybe the problem is not the lack of visitors, but the number of visitors who are converted into customers! There are several ways to improve what is known as the conversion rate of a web page. By testing different approaches, changing the positioning of the elements, adding a promotion, presenting some competitive advantages … it’s amazing how we can improve the ratio of visitors to customers by applying only some simple modifications. The key to optimizing the conversion rate is to test rather than guess.

How to optimize the conversion rate of our website? By alternating several different versions of our sales pages, by inserting text links in our pages, by using Call to Action … the list could be very long!

1.6 – Optimize all aspects of Internet referencing in Google

Positioning your site on Google will incredibly influence the visibility of your business. It is very important to establish a solid foundation for your website by optimizing its internal structure, code, external links, social cues, loading speed and mobile optimization.

2 – Successfully redesign your corporate website in 6 easy steps

2.1 – Assessment of the company’s Web objectives

Before you start redesigning a website, it’s important to clarify a company’s web goals. Here are 6 questions that will help you clarify the goals of redesigning a website.

Six questions to clarify the objectives of the recast

  1. Are you satisfied with the current visibility of your website?
  2. Does the image of your website reflect your business?
  3. Are you satisfied with your Google ranking?
  4. Is your internet marketing plan effective?
  5. Who will take care of managing your website?
  6. How important is web marketing in your overall promotional strategy?

We must begin by clarifying the objectives, then evaluate the current situation in order to identify the problems and evaluate the different potential solutions!

2.2 – Analysis of the website in 8 points

It’s good to have a new website with a hellish look, but have we achieved our goals? Has our visibility increased enough? Does our website have a good conversion rate? What do our customers think of our website, its ergonomics, the image it projects and its features?

What you have to understand is that redesign is not enough to maximize the performance of a website. Maybe some problems have been fixed and several variables are now much more optimal, but we now have to analyze the statistics to improve our site and its conversion rate. What do visitors do when they arrive on the website? Do they consult the priority sections? What is the average length of a visit?

This makes it possible to modify the site taking into account real variables. When we redesign a website, we optimize the site taking into account the variables we have, but it is by testing this new tool in the field that we will really know if it performs at the height of our expectations! Statistics allow us to have the right time on our website. So we can adjust the shot to ensure the best return on investment (ROI) possible with our redesign.

To be successful on the Web, you have to constantly adjust to new technologies and changes in the market. Also, it is good to know that the criteria for sorting and ranking search engines are constantly reviewed and modified. This is why we should not see the redesign as an end, because the Web will not stop evolving anytime soon! In two or three years, the Web technologies will certainly be much more advanced and it is very likely that a new overhaul is needed. Or maybe one of your competitors will add a major feature to their site and suddenly your site will no longer be competitive. The standards are constantly evolving, and we must continually monitor to stay ahead of the wave! If your site has been integrated into a modern content management system like WordPress, it will be easily editable. The costs to add new features or improve your website will be much lower.

I hope this article will help you better understand the steps needed to make an effective website redesign!

It is important to understand the current situation of your online business: its strengths and weaknesses. It is often important to learn a little bit to understand the issues and variables that will affect our online success.

2.2.1 – Website Authority

It is important to evaluate the authority of a website when you want to establish an effective SEO strategy. The website development plan is directly influenced by the authority of the site in question.

For example, when creating a web development plan for a start-up business, one must consider that authority is gradually being acquired by search engines. The age of a domain name (the number of years it has been registered), among other things, is one of the variables considered by Google to evaluate the trust it gives to a website. The optimization work necessary to properly position a website decreases a lot when promoting a company whose URL has been established for a long time.

How to evaluate the authority of a website?

Here are 3 parameters that evaluate the authority of a website:

PageRank : Famous technology used by Google to determine the popularity of a website’s pages. The pages have a rating ranging from 0 to 10.

Return Links : The number and quality of external links ( Backlinks ) that link to a website.

Alexa rank : Statistics on global web traffic.

2.2.2 – Mobile optimization

Do you know what your site looks like on a mobile device (smartphone, tablet, etc.)? It might be a good idea to check! The number of mobile users is increasing. The percentage of mobile users also varies from one industry to another. For example, most of my Quebec customers have at least 10% of mobile users currently, and sometimes that’s a lot more.

Here is a small video that we realized on:

Here you will find a small infographic showing the underutilization of the potential of the mobile market

The importance of optimizing the loading time of your mobile site

Did you know that you are losing 75% of your mobile audience if the loading time of your website is more than 5 seconds? The speed of loading on these devices is therefore of paramount importance. It’s only a matter of time before all websites are optimized for mobile. So, if you’re thinking about redesigning your website, you need to make sure your new site is optimized for mobile devices.

Here are 8 ways to optimize the loading time of your mobile site:

  1. Optimize caching
  2. Integrate resources into HTML
  3. Reduce parsing ( parsing) JavaScript
  4. Optimize referrals or delete them
  5. Decrease the size of scripts and style sheets
  6. Use CSS3 and HTML5
  7. Reduce the size of images
  8. Use AJAX

… and 5 technology options to consider for the mobile version of your website:

  • Mobile CSS
  • Tag Meta Viewport
  • Apple Icon
  • Mobile Redirection
  • Remove Flash content

2.2.3 – Social Signals

Does your website have social signals from Google+? Facebook? Twitter? LinkedIn? Youtube? Slideshare? Stumble Uppon? Pinterest? Reddit?

It is certain that the management of several pages of social networks may take some time. And that the return on investment is not necessarily positive. Nevertheless, having a minimum of social activity is nevertheless important.

To better understand the importance of social cues, I invite you to watch this video where Matt Cutt (Google spokesperson on SEO) tells us about the influence of social cues for ranking in search engines:

2.2.4 – Return Links ( Backlinks )

I recently came across a very complete publication clearly explaining the importance of back links or backlinks for the SEO of a website.

Here is a small summary of the points covered by Olivier Duffez de Webrankinfo in his publication:

  • Prerequisites: quality of a return link ( Backlink )
  • What types of sites for back links?
  • Types of returns
  • Location of links in pages
  • The texts of the returns (anchors)
  • Chronological analysis of links
  • Links landing pages
  • The behavior of Internet users
  • Important note

You can consult the publication by clicking here .

2.2.5 – Ergonomics

How to evaluate the ergonomics of a website?

The easiest strategy is of course to ask your current customers for their opinion:

  • How do they find your site?
  • Is the navigation clear?
  • Do they have any suggestions?

This process can then be repeated in the social networks you use.

If you have a web statistics module like Google Analytics or Piwik, you will be able to view your attendance statistics for potential vulnerabilities and improvements. The statistics tell us exactly what our visitors are doing on our website. We can then improve the navigation to put the priority points forward and ensure that our visitors can easily find what they are looking for.

2.2.6 – Referencing

First, do you dominate the first page of Google when you enter your business name in the search engines?

Then, are you classified for other terms or expressions used by your target clientele? If so, how many visitors a day do you find in Google with relevant phrases or keywords for the products or services you offer?

From there, we can draw a good balance sheet that will allow us to observe the progress after the redesign!

2.2.7 – Competition

Competition has a direct influence on the strategies to be used to improve the visibility of a website. It is therefore important to have the right time and know where we stand in relation to our competitors.

We can first establish a list of competitors. Then, we can do several searches in Google to see the results of our competitors.

  • What is popular in your industry?
  • What do the websites of your direct competitors look like?
  • How could you stand out?
  • Do they have videos?
  • Are they active in social networks?
  • For which keywords are their pages optimized?

This process is of paramount importance because it directly helps us to position ourselves in relation to our competitors at all levels.

2.2.8 – Seven points concerning the speed of loading

The loading speed is of paramount importance, both for the user experience and for positioning in the search engines. It is therefore essential not only to ask the following questions, but to try to answer them objectively:

  1. Is the loading speed of your website optimized?
  2. Does your website use caching methods?
  3. Does it have too many CSS styles?
  4. Does it use nested tables?
  5. Does it have a lot of JavaScript code?
  6. Does it use sections of code inserted ( Inline Code )?
  7. Is it optimized with gzip ?

In this sense, here are some resources that can help you optimize some of the points discussed above.

  • Time-to-load tool for your site: *
  • Information about gzip

* Google Insights Page Speed analyzes your web pages and makes suggestions that can help you improve the loading speed of your pages.

2.3 – Planning the redesign of the website

Partial or complete overhaul? What are the points that should be corrected as soon as possible?

This can be clarified by establishing an order of priority. This list then allows us to adapt it to our business development plan. We can therefore evaluate our needs taking into account all the variables at stake!

However, I want to clarify one aspect of the order of precedence: once you have clarified your needs, you may benefit from additional opinions to confirm your redesign plan. Seeking the advice of several experts in the field and learning from the web so that your redesign plan is objective and logical rather than based on your personal taste or opinion can be a great idea!

Two mistakes not to commit when we establish our list of priorities for the redesign

a – Too much reliance on what we heard: “I heard that Facebook was great for the promo; I would like to focus my marketing strategy on Facebook. You do not build a good marketing plan with “I heard”. Yes, Facebook can be a good promotional tool, but it can depend on the sector of activity, the internal involvement of the owner or employees, the budget … In short, it is better to learn about the realities sometimes subtle the middle of web promotion rather than basing its redesign solely on hearsay or pseudo-expert advice.

b – Too much trust in what we think could be good, without knowing the realities of the market: “I would like to integrate an English version on my site, because the current clientele of my small travel agency is 100% Francophone and that there is much more potential on the English side for online shopping. ” Okay; but what is the reality of this market? A brief analysis will show us that this English-speaking market is ultra-competitive, and that no local travel agency ranks in the first pages of Google’s results for searches such as ” travel ” and ” flight tickets “, for example , unlike a search for the word “travel”. So, you have to know how to counter check our ” feelings “ With reality and not blindly embark on an unthinking redesign based on greed!

Only then can we better determine if we should do a complete or partial overhaul of our site.

2.4 – Evaluation of the budget

Now that we have a good idea of ​​the situation, we must evaluate our budget to ensure that the redesign of our site will be profitable! Is it the right time to do a complete overhaul? Is a partial redesign the best alternative at the moment?

2.4.1 – What would be a reasonable budget for redesigning my website?

Yes, of course, everyone wants to pay as little as possible. It must be ensured that the results will be there. It’s too easy to associate the price with the quality rather than analyze concretely all the variables at stake!

For example, we could have this kind of thinking: “This service must be low-end because the price is too low compared to the market”. In fact, there are plenty of reasons why a service may be cheaper: the company may be looking to expand its customer base by reducing its profit margin, or it may be using more efficient technology than its competitors …

So, once we have a good idea of ​​the solutions available to us, we can determine a budget that suits us to redesign our corporate site.

It all depends on the state of your website, your promotional strategies, your financial situation, your production capacity, etc.

The situation may vary from case to case. In some cases, it is obvious that the redesign is necessary, as if, for example, you have a static website that you can not change unless you pay abusive fees!

A good web strategist should advise you in order to offer you the alternative that will be profitable for you and not only for him! So be sure to be comfortable and confident when you work with him to establish a strategy of redesign that will focus on your RSI (Return On Investment) and not his!

2.5 – Choosing an agency

Once we have clarified our goals and identified areas for improvement, we need to find an agency that can maximize our web presence while staying on budget.

When you want to choose a website redesign agency, what should you evaluate?

The price of course! Indeed: it’s crazy how much the price of the realization of a website can vary from one agency to another! Some agencies will charge you a price ridiculously high because of their reputation, while self-employed more or less qualified can offer you the same service for a fraction of the price … But will the result be similar? It depends: your site may be very beautiful aesthetically, but some variables will probably be less well optimized.

Intermediate agencies

They can often be a good alternative, as these agencies often offer highly competitive reliability, professionalism and product diversity, while being much less greedy than agencies that have been established for many years