Keeping the Right Content for Lead Gen with Website Redesigns
Our last article discussed how customers are using new ways to evaluate potential products and services. The main idea was to let to go of the outbound and to start embracing inbound marketing practices. So if you’ve come to the point of using inbound marketing principals, you need to be aware of some critical areas when considering a website re-design.
Why is a website redesign a big deal for inbound marketing?
If you’ve worked hard to widen your marketing funnel with compelling content, powerful inbound links (links from relevant partner sites to your site or blog), and other things like ranking high for important keywords, you want to be careful not to break this virtuous cycle.
The look, feel, and content of your website is a major component of this virtuous cycle, and it drives your lead generation. Changing it based on the wrong reasons can cause a lot of harm, so make it a point to rely on data driven reasons for a redesign.
The wrong reasons to do a website redesign:
- We are tired of the old design
- This one looks better
- We need a new project for the web design team…
Don’t think about if you are tired of it, think about how your prospects feel. Keeping your website consistent for your prospects makes it easy for them to find things. If you think that you want a website re-design for something that looks better (like the picture up top on the left of this article), first think about if it will produce more traffic (like the less attractive, but clearly more effective picture on the right). If you have a website team that has not had a lot to work on lately, don’t feel obligated to get them involved in a website redesign for that reason alone – it can hurt your traffic enormously!
The Right Reasons:
- Getting more prospects
- Converting more prospects
- Branding, if it drives the goals above
If you are eager to put s redesign in place for the above right reasons, you still need to be careful. Make sure you don’t remove valuable content like links, videos, or other content that may be driving authority for you in Google. You don’t want to lose the value of the inbound looks that are attached with your content. Deleting the wrong content on your site can cause a loss in page rank; so don’t destroy those assets. Without the right data and software (and people), website re-designs often result in a lower amount of traffic and leads converted into business. You need to be very aware of your content assets. It is easy to see why WNW loves using HubSpot for its clients. HubSpot and WNW can help get data driven answers to website redesign questions like Should I keep this page? Is this the best layout for my content? Which of my pages have the most inbound links? For help and a free website redesign analysis – click AIM website redesign.