With the containment and reduction of physical contact, the current health crisis is accelerating the digital transformation of businesses. To make up for the absence of sales representatives in the field, you must have the appropriatedigital tools, starting with a website.
If you already have one, it must be regularly updated to meet the needs of your target and the requirements of search engines, which are constantly evolving. Otherwise, you should consider redesigning your website. More than a simple makeover, the redesign of your website transforms your virtual shop window into a real lead generation tool to develop your business.
The redesign of a website consists in changing its functionalities and/or its visual aspect in order to adapt it to the digital or marketing evolutions of the company. There are two main types of redesigns:
Depending on your needs and the state of your site, the redesign intervention will be more or less heavy. It is an important operation in the life of a website, which must be thought out and prepared in advance to get the maximum benefit from it.
The steps of a redesign are almost identical to those of website creation:
These different phases are orchestrated by a web project manager to obtain an optimal result.
Online for several years, your website is now obsolete?
Your website contributes to your brand image and conveys your values to your prospects, customers and partners. The first impression is crucial: a homepage with a dated design can scare off Internet users, which increases your bounce rate.
Thanks to the redesign, you benefit from a more modern, aesthetic and ergonomic website. It will offer a better user experience (UX) in order to differentiate you from your competitors and promote visitor conversion.
Your website is too slow and not adapted to mobile navigation?
Today it is essential to create a responsive website design, compatible with all types of screens and browsers. Indeed, 64% of French people consult the Internet from their smartphone. A "mobile friendly" site has better accessibility and therefore generates more traffic. The page loading time should also be as short as possible (less than 3 seconds).
The redesign allows you to benefit from a site that is fast, efficient and meets current display standards. These criteria improve the UX, but also the positioning of your site, since Google takes them into account for its ranking.
Your site does not appear in the first Google results and generates few visits?
The redesign allows you to work on your natural referencing or SEO (Search Engine Optimization). An optimized site meets the requirements of Google's ranking algorithms to ensure better positioning in search results.
Natural referencing depends on the technical performance of the site, but also on theoptimization of the contents. Redesigning your site is thus an opportunity to implement a content marketing strategy: choice of keywords, work on semantics, definition of the editorial line, etc.
Does the URL of your website start with "http" and not "https"?
Since 2017, Google 's algorithm favours sites in HTTPS (HyperText Transport Protocol Secure). This protocol ensures that the connection between the server and the browser is secure thanks to an SSL certificate.
If your site uses the HTTP protocol, you risk being penalized by displaying an "unsecured" label and losing traffic. Take advantage of the redesign to increase the security level of your site by upgrading to HTTPS. This will promote SEO and inspire more confidence in your visitors.
Do you want to develop your site to offer new services to your customers?
Much more than a simple shop window, your website must be seen as a real sales machine. This medium is indeed the keystone of your digital strategy.
The redesign allows you toadd functionalities to build loyalty and convert your audience: article sharing, newsletter subscription form, user space, online booking or sale, order tracking, etc.
Your site is technically optimized and efficient, but doesn't convert?
The most important thing is not the aesthetics or design of your website, but the quality of the content delivered and its conversion capacity. We talk about conversion when a visitor performs the expected action: subscribe to a newsletter, fill in a form, place an order, etc.
The redesign makes it possible tooptimize lead collection and conversion by playing on various parameters: increasing page loading speed, optimizing forms, adding call-to-action, etc.
Before redesigning, you should ideally analyze your existing site to identify its strengths and weaknesses. This audit consists of four steps:
Also scan your competitors' sites (e.g. using the SEMrush software) to make a competitive benchmark that will help you stand out from your rivals.
Following the audit phase, it is essential to reflect on your needs and expectations in order to frame your redesign project. To facilitate discussions with your service provider, draw up a set of specifications containing the following elements:
To maximize your chances of achieving the expected results, define your objectives using the SMART method: Specific, Measurable, Attainable, Realistic and Time-bound.
Proprietary solutions are to be avoided, as they require you to go through the provider to update your site. For more flexibility, prefer a site that can be managed via a CMS (content management system). This will allow you to create and publish your content independently, even without any knowledge of HTML.
Choose an open source CMS such as WordPress, the most widely used content management system in the world. Many themes and plug-ins are available to customize your website while respecting your graphic charter.
One of the main objectives of the redesign is to improve the natural referencing of your site. The emphasis should therefore be placed onSEO optimization of the following parameters:
For more efficiency, you need to connect your website to your company's ecosystem: CRM (customer relationship management), Google Analytics and Google Search Console accounts, social networks, emailing platform, lead scoring tools, etc.
The redesign is just the beginning of a process: then it's up to you to bring your new site to life! Once online, promote it through the different communication channels (social networks, email marketing, etc.) to invite your leads to discover it. Internet users (and Google) are fond of fresh content: regularly offer them relevant information through a blog or news section.
Thanks to an adapted editorial strategy, you will be able to optimize your referencing and increase your organic traffic on the long term. Your CMS also needs to be updated often for performance and security reasons.
The choice of service provider is crucial to the success of your redesign project. It can be difficult to find a freelancer who has all the necessary skills: design, development, integration, SEO, SEO, marketing, project management, web writing, etc.
The simplest solution is often to use a web agency. Thanks to the expertise of its multidisciplinary team, Autour de l'Image will accompany you from A to Z in the creation or redesign of your B2B website using WordPress.
Do you want to generate more leads thanks to a turnkey website?
