During an offseason or outside of peak season, one valuable digital strategy is to focus resources on a website redesign. When redesigning your website you want to consider how your new design will both serve SEO and UI/UX. You may want to consider switching web hosting companies, changing to a better CMS (content management system), and reorganizing content around successful landing pages and calls to action. In this article, we will discuss how to decide and prioritize which strategies are best for a redesign. For a completely free website audit from an experienced SEO/SEM agency, contact Boston Web Marketing.
SEO vs UI/UX in Website Design
A while back we wrote an article on how to balance search engine optimization with a user interface or a user experience. In theory, when you improve SEO you would naturally also aim to prove your user interface. However, it is clear when you see a website that addresses one instead of the other. Some websites are built considering only what will make them rank well on search engine results pages, and not on what makes them easy to navigate. Other websites are created without any thought towards SEO. Both have problems. Ideally, you want a website that ranks well and that visitors enjoy. If your business has some downtime, take some time to go through your website. Measure click depth (how many clicks does it take to get from the homepage to a specific page). Consider what information you would want and where you would expect it. Most importantly, look for ways to add new engaging content that is good for SEO and for users.
Should You Switch Your Web Hosting
This is an important question to consider that really comes down to a few factors. How is your website performing on mobile and desktop? How is it’s speed? What is causing it to be slow? And what/how much are your paying for? Your hosting has a direct influence on your website’s speed. We recommend using the Google page speed insights tool to see how your website performs on mobile and on desktop. Website speed is primarily affected by images, plugins, theme options, and your hosting. Google’s insight tool will tell you what is specifically causing problems. Here are a few ways to improve your website’s speed beyond changing web hosting.
Should You Change Your CMS
In the last few years, there have been many new content management systems added to the marketplace. The largest contenders include WordPress, Wix, Squarespace, and Weebly but there are dozens more. Throughout the country, WordPress remains the industry standard. Every CMS is designed to make website management simpler so that you don’t need a large understanding of code to create a professional website. However, not all of the CMS options provide what you need in terms of freedom, plugins, and SEO support. In fact, many of WordPress’ competitors focus more on the ease of frontend design instead of on SEO. WordPress has a variety of themes and compatible plugins that make it possible to have the same level of frontend design while also allowing for more freedom and SEO capability. If you are struggling to get the website you want through your existing CMS, consider working with a website designer to migrate your website over to a better CMS.
How Should You Reorganize Content?
Content is one of the most important parts of your website. This is true for search engines and for your customers. Good content is engaging, links well to other supplementary content, and converts readers into customers. Good content also ranks well on Google because of how it is optimized. One of the more common things on websites is a single services page. This page lists all of a company’s offerings on one landing page. We highly recommend building out this page by creating landing pages for each important offering. The original page serves as a menu that brings users to more in-depth pages. We recommend creating meaningful calls to action on these pages that encourage users to get a quote, start a conversation, etc.
Get Design Services From Boston Web Marketing
When businesses have spare time, one of the best things they can do is improve their SEO as well as the user-friendliness of their website. If you are interested in either a free audit or design help, content generation, and SEO services contact our team. We can help your website with a fresh new look, stronger content, and improve how your website converts a visitor into a customer.