Step 7: Take Inventory of Your High-Performing Assets
Written by Rebecca Churt at Hubspot.com
Visuals by patmillssullivan
November 5, 2016 (a repost)
While a redesign is a great way to improve the performance of your website, unfortunately, there are also countless ways in which it can hurt you. Your existing website likely contains many high-performing assets that you’ve already built up, and losing their effectiveness because of a redesign can severely damage your marketing results. For instance, such assets might include your:
- Most shared or viewed content
- High-trafficked pages
- Best performing/ranking keywords and associated pages
- Number of inbound links to individual pages
For example, if you end up removing a page from your site that has accumulated a high number of inbound links, you could potentially lose a lot of SEO credit, which will make it increasingly difficult for you to get found in search. Keep in mind that many web designers don’t consider this step because they are neither marketers nor SEO specialists. Don’t hesitate to remind them about this step, and help them along by auditing your site and providing them with a list and strategy for maintaining or updating critical pages on your site.
Once you’ve completed the strategy stage, you’ll be much better prepared for a successful website redesign. Now you’re ready to plan, design, build, optimize, launch, and analyze your new website — with the help of our worksheet of course ;-)
