Are you ready to dive into the more technical aspects of website design? Let’s jump right in!
(If you have no idea what we’re going on about, you must have missed Part 1 of our series on how to redesign your website. Check it out here before reading this one — it’s good stuff!)
Make Sure Your URLs Are Pretty
This one is way more important than it sounds. And while this tip doesn’t tell you how to redesign your website, it makes a huge difference in the conversion performance of your site.
You see, the full URL you see on your screen above any given web page is called a permalink. It includes the domain name and the slug. It may also include a category, a date, or other additional information.
The shorter, simpler, and more logical your permalinks, the easier they are for visitors to read, understand, and share. What’s more, a URL that includes a keyword signals to search engines that the content is actually about that keyword, and users are far more likely to click on it. This way, “pretty” URLs help improve your rankings and increase the click-through rate. Plus, they look a whole lot nicer than those random URL strings you’ve been using.
Build Landing Pages
Landing pages are a highly effective but somewhat underutilized marketing tool. Don’t make that mistake. Well-designed and vigorously tested landing pages must be an integral part of any inbound marketing strategy.
The secret to a high-performance landing page is to keep it as simple and focused as possible. Place the main content on the left-hand side, an opt-in or a contact form on the right, and leave it at that. Don’t include any standard navigation, as you normally would elsewhere on a website. You want to prompt the visitor to take a single action (i.e., click on your CTA button) and nothing more.
You can use this helpful HubSpot checklist when considering how to redesign your websites and landing pages:
Make your landing page helpful by:
- Incorporating content that pertains to your target audience’s needs and challenges
- Designing CTAs that provide visitors with value
- Including information that tells visitors why they should convert
- Making sure visitors know how to convert
- Ensuring visitors have easy access to your contact information
Perfect Your Meta Descriptions
A meta description is the short summary of a web page that appears under the title in the search results. While Google’s algorithm no longer factors in meta descriptions, they still have an important role to play in search engine optimization. They tell potential customers what the page is about, advertise its content, and can impact click-through rates.
So, it’s always a good idea to go through and improve all meta descriptions when redesigning a website. As a rule of thumb, it’s best to keep them between 50 to 160 characters long and include the main keyword for that page. You also want to make sure that your descriptions are enticing enough to make people want to click on the link.
Have Well-Structured Pages
All your website’s pages should be appropriately structured. That means each page should have only one H1 header tag for the title, paragraph tags for the text body, and H2, H3, and lower tags for the sub-headers.
You can easily check the structure of your headers in Google Chrome. Simply right-click on a header and then select “Inspect Element.”
Do User Testing
Don’t be quick to publish your brand-new website as soon as it is up and running. Test the customer experience first.
It’s best to hire professionals to do the job for you. However, if your budget is tight, you can always ask your friends or potential clients to take a tour of the website and try out the different features. Make sure to have them complete all main actions on the site, such as placing a purchase, filling out forms, and browsing the product catalog.
Then, ask them questions — as many as you can think of.
Is the website mobile friendly? Does the content look good on various screen sizes? What are the page load times? Are the calls to action compelling enough? Do the navigation links work?
Pay close attention to the feedback and improve anything that may need fixing.
How to Redesign Your Website: Final Thoughts
Whether you are going for a full overhaul or only want to change a couple of things here and there, redesigning your website is no small task.
You need to be up to speed on the current trends in web design and the latest technology. You want to align every single detail with both your marketing campaigns and broader business goals. You have to pay attention to esthetics, functionality, and performance.
And as if this weren’t enough, you also need to consider the privacy and security of your visitors.
If merely thinking about all that fills you with dread, we highly recommend that you save yourself a lot of time, stress, and money and hire a professional web design agency. 😉 As a business owner, you have more pressing tasks on your hands than tweaking meta descriptions and perfecting URLs.