When you are ready to redesign your company website, you need to realize the website needs more than a cosmetic update. Online marketing is continually changing and advancing.
For your company to take advantage of those changes, you need to make critical decisions for your corporate website redesign. Making the wrong choices will cut the value you can get from the entire redesign process. Learn from the mistakes others make all the time.
Here are five of the biggest web redesign mistakes you need to avoid:
Mistake #1 - Placing a Bigger Emphasis on Design Rather than Content
Actually, this is a mistake that happens when doing the first design as well as a redesign. Design is important for your visitor's experience. However, search engines have little to no opinion on a website's design. Search engines want to see quality content. In order for your website to land on the search engine radar, it needs quality content. Good content will also attract interested people to your website. Without quality content, neither people nor search engines will come.
Mistake #2 - Trusting a Friend to Do the Design Rather than a Pro
An amateur design is not the image you want visitors to have when they first see your website. It presents your company's first impression. It shows a lack of professionalism and will drive many visitors away. Put the money into a professional design and you will see the difference. A sharp, professional design will give your website visitors the impression that your company is professional and on the move. It is worth the investment.
Mistake #3 - Delegating Content Creation to Your Secretary
You might think that content is just some words on a page. Anyone with decent writing skills can do it, right? In reality, you need a professional writing your content. Content serves many purposes on your website. It conveys your marketing message to customers. It provides value to customers wanting more information. It gives search engines something to check and rank your website with. It is part of the impression you make on visitors. All of this adds up to content quality requiring a professional hand.
Mistake #4 - Having No Clear Strategy Around the Calls-to-Action
When you ask someone to give you his or her name and email, why do you want that information? Some might say for lead generation purposes. Other would not know. Without a comprehensive lead generation and nurturing plan in place, your calls-to-action have no clear strategy around them. Some companies collect information from visitors for no real reason. Do not become one of those companies. Have a reason for everything your website does.
Mistake #5 - Thinking that You'll Deal with SEO Down the Road
SEO is something that many website owners know about, but think is less important than just getting the website up and running. However, search engine optimization must be integrated into the entire design process. Every page must count towards the search engines finding your website and loving it. That means content must integrate keywords and SEO best practices.
Remember, content is critical. You need a professional who understands SEO writing the content. The design also requires a professional touch. The website marketing strategy needs to be in place and active before the first call-to-action becomes active. All of this will give you a successful corporate website redesign.
Give your company the boost it deserves. Make the right choices during your redesign. You will see a boost in traffic, higher lead generation, and lead nurturing will become easier.
All of this can happen when you make the right choices during your corporate website redesign.