When you are rebranding your business, you are at the precipice of a new horizon for your business. The opportunities laid before you are nearly limitless, which can be overwhelming at times, especially when it feels like every decision is of the utmost importance. One of the important areas to redesign and reimagine during a rebranding is your website. In the digital world of today, your business website is an important calling card to customers, and for some customers, is the only way they will interact with your business, so having your website in tip top shape is essential. Here are a few ways to improve your website when you are rebranding.
Improve the UX
When dealing with websites, particularly business websites, the UX is the most important feature to entice customers and keep them coming back. UX, for those of you who do not know, is an abbreviation used in web design to refer to the user experience. The user experience on a website involves how you navigate between pages, how intuitive site navigation is, and the ease of use of the website. When your website is clunky, not user friendly, and frustrating to use and navigate, people will get frustrated and look for another business with a better website. Make sure you take rebranding as an opportunity to reimagine the user experience on your website.
Optimize it For Mobile Devices
Most everyone nowadays walks around with a supercomputer in their pockets. The phones of today have more computing power than the computers that took us to the moon, so if you aren’t working on the mobile experience of your business website you are missing out on a lot of opportunities for growth and sales. Web design is different between mobile devices and traditional computers, mainly owing to the different screen size that makes a different layout and interaction necessary for ease of use. Make sure that you are putting equal amounts of effort into designing the mobile and standard versions of your website.
Add More SEO Pages
If you are not utilizing the SEO best practices when designing and building out your website and the content your business website hosts, then you are on the back foot. SEO, short for search engine optimization, is a set of guidelines and principles that search engines use to determine how sites rank on their search engine. The more optimized the content on your website, the higher your site will appear on search results lists for relevant search terms. A great way to get SEO content onto your website is starting a blog, where you can post articles answering questions relevant to your business services and products. This can be a great way to get customers and potential customers on your website, which leads to more traffic and more sales.
Update Your Website
This one should be a bit of a no brainer, but if you are rebranding your business, you should certainly be updating your website. This is both for aesthetic and performance-based improvements, but also to increase cybersecurity. Small to medium-sized businesses are most vulnerable to IT breaches. Updating your website helps keep your website up to date with the most recent and strongest cybersecurity protections on offer. As any sort of cybersecurity protection ages, hackers get more and more adept at targeting its weak points, which means you need to constantly be updating your website to stay one step ahead of the cybercriminals that want your information. Update your website as often as you can to stay up to date and keep your business website safe.
Adopt a New Aesthetic
A rebrand is an important time to claim a new aesthetic for your brand, and this aesthetic change needs to be reflected strongly in your website. If you rebrand your business and make no changes to the aesthetics of your website, then any digital customers won’t even realize that you have rebranded. If your customers don’t know that you have rebranded, then your rebrand is not successful. During your rebranding, you should be bold in aesthetic design choices for your website, to tie in you rebrand to your digital market as strongly as possible
Streamline
Streamline, streamline, streamline. There are few things that can get in the way of a useful and user-friendly website as strongly as a cluttered and busy website. Streamline the website experience, content, pages, basically every aspect of your website needs to be as minimal as possible to keep things easy. When you have dozens of pages, hundreds of buttons, and pages that scroll on and on for hours, customers will get lost. You wouldn’t design a store with hundreds of aisles that are miles long, and connect across each other like a labyrinth, so don’t design your website like this either. Streamline.
Display Company’s Values, Mission, and Vision
When you rebrand, you are not just redesigning aesthetics or target markets, you are realigning your business to a new set of values, goals, and purpose. While having strong company values and a vision that ties together your internal decisions and guides your business, you should also let your customers know your new mission. Display your company’s vision and values proudly and clearly on your website and allow it to guide all your decisions for your website. Your rebrand is about values more than aesthetics. Let your values ring out loud.
Monitor Analytics
The last thing to do after you have rebranded your website is to continue monitoring your analytics regularly to see if your rebrand is having a positive impact on your website’s performance. The analytics that you need to keep a strong eye on is traffic, sales, conversions, and SEO rankings. Together, these three data points will give you the strongest indication of how your website is performing. Remember to keep the data from your old website to compare, if your rebrand hasn’t resulted in improvements over your old website, keep tinkering.
Rebranding a business today means rebranding your website as well. But there can be a lot of confusion amongst business owners about exactly what a successful business website rebrand looks like. Follow these eight tips and tricks to make sure that your website is rebranded to the best standard possible.
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