Website Redesign Strategy

OTime to complete: 1-3 months

This project focuses on the strategy behind planning and creating a redesigned website for your content hosted on the HubSpot COS. If you are a marketer with little to no design experience, this will help you with all but the design work itself. 

Completing these steps will allow you to:

  • Plan and prepare for an updated website

  • Evaluate your site’s overall health and performance both
    before and after the redesign

  • Conceptualize and share your redesign vision with the designer
Step 1: Define the purpose and goals for the website redesign.
Learn how

To-do

  1. Consider the following questions to understand the purpose of your redesign:
     
    • What is your business’s unique value proposition and message?
    • Is your business’s message or branding changing or staying the same?
    • If it’s changing, what needs to change?
    • Are you updating the look and feel of the website?
    • Do you have any visual assets that are changing such as the logo or color scheme?
  2. Complete the Website Redesign Goals Worksheet.

Pro Tip

Clarity and consistency in branding and messaging across your entire website is paramount.  A new visitor should immediately understand what you do, how it relates to them, and why they should stay on your website rather than working with your competitors.

Step 2: Determine the redesign budget and who will perform the redesign.
Learn how

To-do

  1. Download and complete the Breaking Down Your Project Needs Worksheet and the Website Redesign Budget Template located here.
  2. Choose a designer:

Pro Tip

Does your designer have some technical questions about designing on HubSpot?
Read some FAQs about designing on HubSpot!
Step 3: Gather the current site’s benchmark metrics.
Learn how

To-do

  1. Navigate to your HubSpot Website then select Analyze
  2. Collect your current site metrics to create a benchmark.  Write down your current site’s benchmark data. Some areas to focus on include:

    • Number of visits/leads (monthly average)
    • Top-performing keywords in terms of rank and traffic
    • Number of inbound linking domains
    • Total number of new leads/form submissions (per month)
    • Total amount of sales generated (per month)
    • Total number of pages indexed
    • Total number of pages that receive traffic
    • Specific pages with zero views

Example

Pro Tip

If you have pages that are hosted externally, you can see their performance by navigating to the Page Performance tool in HubSpot. 
Need some help reading the data in Page Performance?
Take a quick tour of Page Performance!
Step 4: Examine the Competitors Report.
Learn how

To-do

  1. Navigate to Competitors tool.
  2. Click the blue + button to add a competitor, if you are not tracking your competitors already.
  3. Compare your site to your competitors' sites in terms of the following:
    • Marketing Grade
    • Traffic Rank
    • Indexed Pages
    • Linking Domains
    • Twitter Followers / Facebook Fans
    • MozRank
  

Pro Tip

Take some time to visit your competitors’ sites. It can be valuable to understand how your competition approaches the industry you’re in and how they choose to address their target audience. Consider how your branding efforts are similar and different and use this insight to influence your redesign.

Step 5: Set SMART goals in the Dashboard.
Learn how

To-do

  1. Develop some SMART goals around the number of visits and the newly created contacts and customers that you hope to attain after the redesign.
  2. Compare the benchmark data collected in Step 3 against what you’d like to attain in the redesigned site and make any necessary adjustments to your SMART goals so that they are attainable.
  3. Add your SMART goals to your HubSpot Dashboard.
  

Example

Step 6: Develop or refine your buyer persona.
Learn how

To-do

  1. Navigate to your HubSpot Dashboard.
  2. If you have created buyer personas and need to refine or modify a persona for the purpose of the redesign, click on the buyer persona and Edit.
  3. Otherwise, Complete the Buyer Persona Development Worksheet with the redesign in mind.
  4. Click Add Persona in the module titled Contacts at the top of the Dashboard.
  5. Click Get started to begin the four-step wizard to develop your buyer personas.
  6. Click Add Persona in the module titled Contacts at the top of the Dashboard.

Example

Pro Tip

Having a clearly defined buyer persona will not only help with your marketing efforts, but can also provide direction for the redesign.
Step 7: Take inventory of the website’s current content.
Learn how

To-do

  1. Evaluate current website’s content by navigating across your website and exploring the created website and landing pages. Landing Pages. Do you have five Website Pages or one hundred? How many Landing Pages do you have?
  2. Visually assess your site and look for patterns and common themes across your pages. Do the designs of your Landing Pages follow a similar look? (For example do all of them have a form on the right side and the content on the left?) Do your site pages have a similar layout? Take note of your current layout inventory.

Pro Tip

When moving to a different home, not everything comes with you.  Decide what to keep and what to get rid of in terms of the redesign.

Step 8: Conceptualize the site architecture and create the navigation.
Learn how

To-do

  1. Visually plot out how you'd expect visitors to navigate around your site. This can be a simple sketch or even just words : Homepage > About Us for example, would indicate that you'd want a link to the About Us page in your main navigation on your Home Page.
  2. Creat at least one Advanced Menu Map to serve as the website's main navigational menu. You may choose to create a secondary navigation or footer menu at this time.
  

Example

Pro Tip

The site architecture is similar to a blueprint for a house. How will your visitors navigate from page to page? Can they easily find what they are looking for? 95% of respondents in a study agree that "good user experience just makes sense." (Source: Econsultancy)

Step 9: Conceptualize and wireframe the templates.
Learn how

To-do

  1. Based off of your inventory audit, determine how many templates you will need to create. Work smarter, not harder here. It’s suggested to use a page template more than once.
  2. More than likely you will want to design the following templates at the minimum:
    • A Home Page.
    • A Website Page template (for all pages excluding the Home Page).
    • A Landing Page template.
  3. Wireframe each template. The wireframes that you create are very similar to a blueprint for a house. Rather than drawing a detailed image to hold place for a video, a box with a standard play button would suffice.

Example

Pro Tip

Use tools that help you get the idea across with minimal effort. For some, using mockup software such as Balsamiq, might be the best approach. For others, a whiteboard drawing or sketch on a napkin might be quickest way to create wireframes. Don’t forget this is just a guide for the template designer.

Step 10: Evaluate the current visual branding assets.
Learn how

To-do

  1. Consider your current color scheme and the connotation behind your color choices. For help with choosing colors read A Beginner's Guide to Choosing the Right Colors for Marketing Designs
  2. Evaluate your current font choices. If you're not sure if you've made the right font choice, learn How to Choose the Right Fonts for Your Marketing.
  3. Examine your visual content. Take a close look at: ebook offerings, images used in emails, blog articles and on your website, any downloadable slide decks or video content that you've created.  If you are planning to update these items on your own, refer to this guide: 10 Steps to Better Visual Marketing With CanvaTo get started with this process, ask yourself the following questions:
    • Does this visual content convey the vision and message of my brand?
    • In addition to communicating my brand, does this visual content resonate with my buyer persona?

Pro Tip

Take note of any branding changes that your designer will need to update. Whether it's a specific font or images used on on your site, write down what your branding vision is for the site redesign.

Step 11: Communicate the redesign needs with the designer.
Learn how

To-do

  1. Share the completed Website Redesign Goals Worksheet.
  2. Share the Breaking down Your Project Needs Worksheet and the Website Redesign Budget Template.
  3. Share the SMART goals for site traffic improvements.
  4. Share the refined buyer persona for the website.
  5. Share the site architecture and navigation.
  6. Share the template wireframes.
  7. Share the visual branding update ideas that you may have.

Pro Tip

Help the designer understand your vision for the site redesign. Without a clear direction, a website redesign can take extra time. Talk with your designer and they might be able to help inspire you and determine the artistic direction!

Step 12: Prepare promotions for the updated website launch.
Learn how

To-do

  1. Determine what needs to be communicated to your leads and customers. For example, has your logo changed or has the website navigation changed? You'll want to relay this information in order to prevent any confusion for your leads and customers. 
  2. Optionally, you may choose to describe what drove you to make changes. "We've changed our logo because our mission..."
  3. Choose your promotion channels. You can promote your site redesign as much or as little as you'd like. Think about what would work best for your buyer persona. Some promotion assets include:
    • Creating an email
    • Writing blog posts
    • Scheduling related social media posts

Pro Tip

Promote the redesign in a way that aligns with your buyer persona as well as your brand. The promotional messaging around the redesign should be educational. For example,  "We've updated our navigation so that..." might be a good place to start in describing your site redesign changes.
Need some help creating promotions?
Follow Steps 8-11 in the Content Offer campaign.
Step 13: Evaluate the website post-redesign.
Learn how

To-do

  1. One week after the website is live: Navigate to the Sources tool. Click the Add Marketing Action link in the top right. Add your site redesign launch date and define the Action Description as Site Redesign.  
  2. One week after site is website is live: Navigate to Page Performance. Check for and correct any SEO errors displayed on the Page Performance Dashboard.
  3. Assess the following metrics at months 1, 3 and 6 post-redesign using the Dashboard, Forms tool and the Sources, Keywords and Page Performance Reports:
    • Number of visits/contacts/customers
    • Top-performing keywords
    • Form submissions on your forms
    • Top-performing pages

Example

Pro Tip

Adding a Marketing Action to the Sources Report will serve as a reminder of when the website was redesigned and make it easy to  compare traffic before-and-after the redesign.
Get better performance by optimizing On-Page SEO
Get Started with the next Project!