Forget what you know about a website redesign. I’m going to go out on a limb and just say it. You’re probably wrong. When I first started programming websites it was a race to find out who could produce the coolest, flashiest website design, and every website was trying to come out with the next “ah-ha” design or something that would make your jaw drop to your keyboard. In 2010 this is not the case…not even close.
This image is provided by HubSpot's Website Redesign for 2010 Webinar.
It’s okay if you’re wrong. I was wrong at one point too. In the next six months almost everything I will type will be equally as wrong then as I am about what I was building in websites two to three years ago. Everything is changing in how we perceive internet marketing and web based strategies. Here’s what was popular and suggested two years ago when building a website design:
- Have a strong call to action or multiple call to actions
- Have content that is keyword rich
- Brand your website
- Build micro sites for your products and services
- Be flashy in design with a lot of eye-pleasing imagery
I didn’t build Vocio website example provided, but I attended HubSpot’s Website Redesign for 2010 Webinar. I was able to gather a lot of information about what should be done and what shouldn’t when it comes to redesign websites. If you look at the example provided many of the websites we often visit and are designed today look very similar that image. There is a flashy banner across the top and images on the home page. The call to action is there but it doesn’t stand out. There is also a lack of true inbound or search engine marketing value on this home page.
- This image is provided by HubSpot’s Website Redesign for 2010 Webinar.
The right way to redesign a website
This next example is what website redesign is going to today. There is much more stress on content, search engine marketing, calls to action and landing pages. This design isn’t flashy, but a redesign doesn’t always have to be. Here are key items to note:
- Keywords are in header tags (“Telecom Expense Management Software for Mid-Market Enterprises”)
- A call to action on every page
- Every call to action goes to a landing page with form, content and case study
- Images are not the focus – only to support the content
- The purpose of this redesign is to generate traffic and then leads
Website redesign should be about generating traffic, creating leads and converting those leads to customers. That is what the Webinar was all about. The word “redesign” is misleading. It should not be about looks and how flashy can you get. Your customers will likely not care in a month anyway. The word “redesign” should be about designing an inbound marketing strategy to improve your business’ sales by developing keyword-rich content that search engines will share the love by sending people your way.
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