Many companies struggle to keep their websites up to date with modern standards or the development of the overall business. Whatever the state of your website, one thing is certain: in today’s world, it is the centre of your brand’s visibility and reputation. It is the main portal for customers and other interested parties from all over the world. And in an ideal scenario, it attracts the right contacts to your business.
The big picture
Why, for whom and with which goal?
Why update your website?
There are plenty of reasons to give your website a facelift, from outdated systems and content to unsatisfactory functions and user experience. Or simply because it no longer looks good. To make your website relaunch as stress free as possible, you need a broad consensus about the necessity and purpose of the new website.
From the user’s perspective
The most important factor that determines the success of a website is being aware of the user and their needs. Who is the envisaged user of the website? What are the answers that they should find? How do you intend to grab their attention, make them curious and ultimately get them to make contact?
A clear goal
The website represents the entire business and must therefore meet the needs of various different stakeholders. These include corporate communication, marketing, sales and human resources, all of whom should have a say in how the website looks and works. Agreeing on goals across departments is essential for a successful relaunch.
How to proceed?
The editorial strategy determines the structure, content, depth of information and user experience. It also defines the choice of formats, as well as how the newsletter, blog and dialogue are integrated.
Technology & design
Today, professional websites are based on a content management system. A tailored WordPress website with custom web design is fast, functional and as flexible as you need it to be. You can also integrate interfaces to other applications or prepare it for marketing automation processes.
Don’t forget to make full use of the technical options available to make your website visible to Google and ensure a smooth transition from the old URL to the new one.
Wireframes, flowcharts and user stories can bring your website to life in clearly defined steps. We also incorporate web copy into this process directly. This helps to make sure that all elements of the customer experience fit together, while taking the relevant editorial SEO aspects into account from the very beginning.
What happens next?
Spread the word
Take advantage of the various contact points with your customers and other interested parties to draw attention to your new website. One particularly effective method is using email marketing and social media posts to provide information and links for specific target groups or applications. If you want to increase your reach, you can try advertising in industry media – both in online portals and print publications.
Don’t stop developing your website
By constantly adding new information, perspectives or formats on existing topics, you can maintain the attractiveness of your website to your target group. You can drive the continued development of your website forward as part of a cross-channel content strategy. This is as effective as it is efficient.