M.Santosh Anand, II yr MBA, DMS
7 WEB REDESIGNING TIPS FOR
1. Goal: More Visitors and Leads
2. Avoid Pitfalls: Inventory your assets and then protect
3. Spend resources on remarkable content that attracts and
converts: not design
4. Create an ongoing content building strategy
5. Enable conversion strategy
6. Include a blog, RSS, landing page, SEO.
7. Metrics: Visitors and Leads
•Website redesign need to improve business needs
•Concentrate on the goal
•Spend less time and money on the design
•Spend more time and money on the marketing results
GOAL: MORE VISITORS AND LEADS
•Many website redesigns do have a negative
impact on the website
•Websites have assets that need to be build-up
like keyword searching, contents, inbound links
and conversion tools.
•Assets need to be protected during the re-
AVIOD PITFALLS: INVENTORY YOUR ASSETS AND PROTECT THEM
"I'm going to go out on a limb and beg you not to create an original
design. There are more than a billion pages on the web. Surely there's
one that you can start with? ...Your car isn't unique, and your house
might not be either."
-- Seth Godin
• Focus on the design, not too expensive and unique.
• People focus on content rather than design
SPEND RESOURCES ON REMARKABLE CONTENT THAT ATTRACTS AND
CONVERTS: NOT DESIGN
•No of visitors and business growth directly
proportional to the content.
•Build a strategy to build more content at regular
•Hint – Blogging makes easy content creation
CREATE AN ONGOING CONTENT BUILDING STRATEGY
•Improve effectiveness of conversion
•Build more landing pages
ENABLE CONVERSION EXPERIMENTS
•Blog is a great way to start converse
with the customers and prospectus
•RSS helps contents push to other
websites and people
•Landing pages help generate value out
of the traffic
•SEO helps generate traffic
INCLUDE BLOG, RSS, LANDING PAGE, SEO
•Compare the results of visitors and leads with
the new and old design.
•If not satisfactory, switch back to the old design.
•Note: A business website is a business tool and
should deliver business results
METRICS: VISITORS AND LEADS
“Trying to increase sales simply by driving more traffic to a website with
a poor customer conversion rate is like trying to keep a leaky bucket full
by adding more water instead of plugging the holes.”