Too often, businesses embark on a B2B website redesign without pausing to consider what they are trying to accomplish. B2B website redesigns are about more than updating to the latest, flashy graphics and features. It is a significant opportunity to ensure that your site is as effective as possible at drawing potential customers into and through your sales funnel.
However, too often, the projects aren’t thoroughly thought through leading to a redesigned website that has less of an impact on business success. Some redesigned sites are so poorly planned that businesses wish they could go back to what they had before. Don’t let that happen to you. Use this B2B website redesign guide to ensure your next redesign helps your business grow.
Step 1: Review Your Current Stats
If you are seeking to improve your website’s performance, you need to start with understanding how your current site performs. Do a complete review of all of your metrics, including visits, unique visitors, bounce rate, SEO rankings, leads generated, and sales.
Step 2: Set Goals
Once you know how your site is performing now, you can begin to set some benchmarks to measure the improvements you hope to see with the new site. This is the core of your B2B website redesign strategy. Without goals, it is impossible to create an effective plan to reach them. Look over your current stats and look for areas in which you wish to focus your strategic efforts.
Step 3: Inventory
Unless you are a brand-new business, your current website is overflowing with content. Some of it may still be relevant and essential, and some may be outdated or no longer needed. Instead of just copying all of your current content into your new site, take time to evaluate and populate your new site with only what you need, and create new content where needed.
Step 4: Assess Your Competition
Before you begin your B2B website redesign, take the time to check out your competition. This is not an invitation to simply copy their designs but learn about what they do well and what can be improved upon.
Step 5: Consider Your Calls to Action
A call to action (CTA) or multiple calls to action should be a central part of your B2B website. When interviewing web design agencies, be clear about what you are going to be asking site visitors to do so that you can design the site around that.
Step 6: Develop Site Architecture & Navigation
A well thought out site architecture is critical to a B2B website. The architecture is the backbone of the site. The is where your B2B website redesign strategy integrates with your broader inbound marketing strategy. The navigation represents your architecture to the visitor and should be easy to use and designed around your sales funnel and calls to action.
Step 7: Test and Adjust
Don’t forget one of the essential steps on the checklist: testing. Even the best, most professional site designed by a B2B web design agency needs to go through a testing process to ensure that everything works as expected and the user experience is as smooth as possible. Adjust as necessary before launching your newly redesigned B2B website.