1. Designing without reference to functionality and development
This could be the most important mistake people make
on their website. Getting this piece right means your site is effective, not
just beautiful. Launching an efficient website means:
• It can rank in search and nudge your visitors toward
desired actions.
• It allows for seamless functionality and processing
across platforms.
• You can edit and add pages, and manage your website
post-launch, with the convenience and adaptability you expect.
• Your site is mobile friendly.
Getting it wrong means none of that happens, and
you've got tons of website rework ahead.
Your website must even be designed to usher in
audience traffic and convert potential customers. While brand marketers should
have their say about visuals, user experience (UX) designers and developers
should be as involved to partner on core functional aspects like:
• Information architecture and navigation
• Calls to action
• Content hierarchy
• Platform integrations and data storage expectations
• Back-end search and social attributes
On pages, let’s break down the individual elements of
content. counting on the content management system (CMS) your
website is being inbuilt , content elements within sites could also be called
widgets, page blocks, blocks, containers, fragments, components, items, or
something similar. What’s most vital as a marketer is to make certain of two
things:
(1) Blocks should be designed and developed with
flexibility in mind.Think about the layout of data and the way you would like
website visitors to interact with elements, or move from page to a different ,
across various page and content types.
Instead of brooding about how you’d want something
sort of a featured webinar (for example), to look, think, “when we feature any
piece of content, we’ll want to incorporate a heading, an image, teaser copy,
and how to click thereto content.”Having those content guidelines will help the
planning and development team create a template that houses those elements
seamlessly for all of your featured content.
This content block is promoting a webinar, but with a
versatile design mentality, you’d want to use an equivalent design to feature
an ebook, case study, report, etc.
(2) Talk together with your design and development
teams about defining requirements for all page blocks. You’ll want to define
requirements for both the author (the person updating the website) and
therefore the end-user (your site visitors). For example:
… and that i would really like to be ready to manually
override everything but the link.”
And
“As a user, i want to know what the featured content
is about by seeing its title, a sentence or two about it, and a picture. I then
got to be ready to click the button to urge to the promoted asset.”
Lastly, you would like an internet site with content
which will be updated by non-technical people. meaning you ought to limit the
necessity for HTML and CSS knowledge, technical understanding, and
photo-editing skills for normal , ongoing site updates.
2. Not checking and preserving existing page rankings
Even if your company isn’t focused on SEO, your site
likely ranks—or is on the brink of ranking—for some terms. Check what your
website currently ranks for, and which pages are performing, and coordinate
content and development teams to preserve those rankings — especially if the
URLs are going to be changing.
How does one see what keywords your website is ranking
for?
There are several ways to seek out this information,
including Moz and SEMRush, and also for free of charge using Google Search
Console. If you've got GSC connected with Google Analytics, you'll find ranking
keywords under Acquisition > Search Console > Queries. (If you don’t have
these tools connected, determine how here.)
I use Moz’s Ranking Keywords report. All you are doing
is put in your website’s URL, click “Analyze” and Moz spits out a report with
every keyword your site ranks for—and the precise page that’s ranking for every
term.
On your new site, you almost certainly don’t want to
get rid of or dramatically edit these pages.
Pro tip!
You can also use this as a chance to spot potential
keywords for other pages. For that, you only sink to “Keyword Suggestions,” put
in your URL in again, and you’ll get a report with plenty of suggested terms
that you simply can save within the system and/or export to a spreadsheet.
Enter a term you would like to write down a page about
in “Explore by Keyword.” Moz shows the estimated search volume, difficulty, and
competitive insights about it, also as an inventory of comparable terms to
think about .
3. Not trashing underperforming content
Now that you simply know what terms and pages rank and
what to preserve, what about everything else? an internet site redesign may be
a great opportunity to audit your website’s content and trim the fat.
Letting go of outdated, under-performing content does
three great things:
1. Leaves you with less content to possess to
duplicate on the new site
2. Gives you a cleaner, easier-to-manage content environment
moving forward
3. Provides only the very best quality content for
your visitors
4. performing on design and replica separately
What comes first, copywriting or design? In my
experience, this is often the online world’s chicken-and-egg question.
Copy often must be a particular length for design,
conversion and SEO purposes. Conversely, content needs will likely dictate page
templates, page types and page block design tweaks. This is often why your
design and replica teams should collaborate closely.
Long form content tends to perform better in search.
But modern design for core sites favors short and punchy copy with many content
blocks and visuals. It’s important to believe this when planning your content
mix and appropriate layouts for sorts of pages your site will have.
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