Website Redesign and SEO

2022-03-21 by EPR Staff

If a company’s website is no longer efficient, it might be time to redesign it, because this can lead to a 300% improvement in conversion rates . While redesigns can be quite expensive, companies should know that it’s a much better option compared to having an inefficient website that’s only losing money for the business. However, when redesigning a website, it’s important to avoid the mistakes that can hinder a company’s SEO effort. Any large-scale changes to a company’s website, such as elements of the code, structure, content, or visuals have an impact on SEO scores. This is an important step in the natural process of the development of a website, especially considering that about 50% of consumers find website design to be an important element of a company’s brand. If a company had the best website two decades ago, these days it would be very out of place if there hadn’t been any big changes done to it. The expectations of the audience change, as well as technology and design , which means a company’s website needs to change to keep up with all those demands.

When to Redesign a Website

If a company’s website isn’t as user-friendly as it should be, hasn’t been updated in a while, leads to high bounce rates, needs better user experience, or isn’t responsive on every device, it’s time to redesign it. If a company’s conversion rate is constantly decreasing, it’s definitely time to redesign its website. Businesses should compare their own websites to those of their market competitors, and note whether the branding aligns with the company’s ideals.

Analyzing Existing Content

Over 80% of companies actively tend to use content marketing, which means the organic presence of a website tends to be powered by its content. While redesigning a website has the potential to take the current content on the website to the next level, first companies should analyze the existing content and note its performance. Businesses should also detail which pages are the most important for the visitors, which means looking at which pages are getting the most traffic, as well as the best conversion rates.

Improving Architecture

Many consumers tend to leave a website if it’s slow to load or hard to navigate. Although these two issues are different, companies should understand how they both impact their bottom lines. Many people tend to look at a website’s layout, as well as its navigational links, in order to find the things they are looking for. Making the research process on a website as easy as possible for customers will lead to an increase in the performance of that website.

Testing

To ensure the performance of its SEO efforts, the last step a company should take in the redesign of its website is to test out the new website before it’s launched. While it might be tempting to immediately release the brand new website as soon as it’s finished, companies have to first invest time into testing it, to find any errors and fix them. That’s because once the website is made public, if customers find any bugs or mistakes, they’re more likely to leave, which can impact SEO rankings.