Back to the Drawing Board
The best feature of a website redesign is the opportunity to start from scratch. Instead of making little tweaks and trying to piece together a Frankenstein website, a website redesign allows you to go back to the drawing board and ask the fundamental questions that form brand identity. Who are we as a company? What are our values? How do we best communicate that? Who is the audience?
The target audience is important to keep in mind. We tend to get hung up on website data – how many people came to my site? How many clicks? Although analytics are a key component in creating and maintaining a digital marketing plan, don’t overlook quality over quantity. Yes, we want more people to visit your site and click the links, but what is ultimately important is that you’re attracting the right clientele. This goes back to achieving a higher caliber in order to attract similar clients.
Since digital marketing sometimes comes down to website rankings, let’s talk about the SEO power behind original content. In addition to a website redesign, or perhaps a part of it, your digital marketing strategy should include frequent website updates, like blogs, with original content, as well. Developing your own original content for keeping the site updated is now easier than ever. Smartphones have removed the barrier to entry so that now you can create images and videos in-house, or work with a social media specialist to really give your original content some power.
Google loves activity and frequent updates show you’re providing value, which can help increase your website’s organic rankings. This doesn’t mean several times a day – the right amount for you depends on your business and industry and a content strategist can help you determine that. New posts also allow you to use different keywords to attract more visitors from search engines.
Again, it’s not just about putting anything up so your website will rank. Google and other search engines evaluate websites for high quality content. One of the tenets of high quality content is that it’s truly unique, original, and valuable to your users.