1. Protect existing website assets like popular content, referring sites, and keywords by using analytics to identify them and incorporate them into the new site. 2. Design should reflect the brand while being clear and usable on mobile, without prioritizing design over content or usability. 3. Select a designer and manager who understand SEO factors and content marketing to drive more visitors and leads, and use analytics to track metrics and inform changes.

1. 5 Things to Know Before You Redesign Your Website

2. 1. Protect What’s Working Your existing Website has valuable assets. Popular content Referring sites Inbound links Conversion tools Key words

3. 1. Protect What’s Working Use analytics to help identify your assets Know how your existing customers use your Website Inventory your assets and preserve them for the new site Replicate key features of your working assets in your new content

4. 2. Beauty is Only Skin Deep Know the role of Design Design should Reflect the brand character Be true to the brand design standards Provide continuity Make the site clear, readable and easy to navigate

5. 2. Beauty is Only Skin Deep Design should not Dominate project spending Determine content Eliminate working assets Inhibit mobile viewing

6. 3. More Visitors = More Leads Select a Web designer who understands programming factors that influence search results Select a project manager who understands how content influences inbound marketing

7. 3. More Visitors = More Leads Have a content development strategy New and changing content keeps search rank high Include multimedia Develop an inbound link strategy Referrals from other sites drive search rank up and deliver unique traffic

8. 3. More Visitors = More Leads Incorporate analytics to track important metrics and inform change Include content management tools to enable nimble changes and create new content Enable mobile viewing

9. 4. Conversion is King Experiment with a variety of landing pages and calls to action Remember, not all traffic will start on your home page Plan incentives to convert landing page visits to action Consider incorporating software to capture, track and rank leads, automate responses to leads or assign leads to your sales force

10. 5. Incorporate Social Media Blogs A good source of news and additional content on an ongoing basis Important source of inbound links and RSS subscriptions Facebook Creates communities of advocates Allows conversations and special offers Enhances sharing

11. 5. Incorporate Social Media Twitter Supports community building Drives traffic to your Web assets Enables social listening You Tube, Flickr, and Others Places searchable and referring content on other social networking sites

12. Capabilities Experienced Web Redesign Project Manager 10 years of progressive and diverse marketing and communications experience Inbound Marketing strategist Digital Content producer for copy and multimedia Experience with local Web designers and programmers