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New Year, New Website: Ring in 2023 with a Website Tune-Up
New Year, New Website: Ring in 2023 with a Website Tune-Up - Refresh Your Design
A website redesign can breathe new life into your online presence and help you start the new year off right. Even if your site is only a few years old, web design trends change rapidly. An outdated design can make your business seem stale and out-of-touch. Refreshing your website's look and feel delivers a more modern, sleek aesthetic that today's users expect.
When tackling a redesign, focus on simplifying and streamlining. Remove clutter and any unnecessary elements that distract from your core message. Apply ample white space between sections to improve readability. Incorporate high-quality photos and graphics that reinforce your brand identity. Animations, video backgrounds, and other visual effects can upgrade your site's appeal, but use them sparingly. Avoid anything that feels gimmicky or hinders site performance.
Study competitors and industry leaders to identify effective layouts, color schemes, and typography for your niche. However, don't simply copy what others are doing. Craft a unique design that sets you apart while remaining user-friendly. Surveys show minimalist, mobile-responsive designs boost engagement and conversions. Prioritize clear navigation, quality content, and intuitive interfaces over flashy features.
Rebrands impact user familiarity, so evolve your design incrementally. Retain some recognizable elements while introducing new aesthetics gradually. Drastic changes risk alienating existing customers. Frame changes as improvements that enhance site functionality and their experience.
Run A/B testing to see how layout changes impact key metrics. Monitor user behavior to identify points of friction. Iteratively refine based on real data vs assumptions. Respect website design best practices but optimize for your audience.
The website design process extends beyond aesthetics. Review information architecture and ensure all content has a logical home. Improve internal linking to help visitors navigate seamlessly. Consolidate redundant pages and expand thin sections. User journeys dictate design, not the reverse.
New Year, New Website: Ring in 2023 with a Website Tune-Up - Update Your Content
Start by auditing all existing pages and blog posts. Remove or refresh any information that is no longer accurate or relevant. Eliminate filler content that lacks substance or purpose. Replace generic descriptions and boilerplate language with compelling copy tailored to your offerings.
Expand thin sections that lack depth or details. Search engines favor websites with thorough, useful information focused on users" needs. Avoid keyword stuffing, but target relevant terms visitors are searching.
Add new pages and blog posts to highlight emerging products, services, or initiatives. Well-written blogs boost organic traffic and thought leadership. However, resist over-optimizing for search engines at the expense of user experience. Value-added content is king.
New Year, New Website: Ring in 2023 with a Website Tune-Up - Improve Site Speed
A fast, responsive website is essential for providing a good user experience and boosting conversions in 2023. With site speed becoming a factor in search engine rankings, there is added incentive to optimize. Users expect pages to load in 2-3 seconds and will abandon slow sites. Each additional second of delay correlates to reduced engagement and sales.
Technical optimizations like minifying code, enabling compression, and reducing server response times improve speed. Upgrading to a faster web host also accelerates load times. However, large images, videos, and bulky plugins can still bog sites down. Optimizing media is key for maximizing performance.
Resize images to the correct dimensions instead of making visitors download overly large files. Use a plugin to lazy load media so it only loads as users scroll. Enable caching so images only load once. Compress and optimize files with TinyPNG or Kraken. Replace animated GIFs with HTML5 videos for smaller file sizes.
Case studies prove the business impact of a high-performance website. One retailer reduced load times from 12 to 2 seconds, resulting in a 12% increase in conversions. Another company improved mobile speed by 23% and boosted mobile revenue by 27%.
Greg Petroff, CEO of SeamlessDocs, emphasizes the importance of speed: "We saw a 400% increase in conversions when we reduced load times from 3 seconds to 1 second. Speed has a huge impact on revenue."
Page optimization should be an ongoing process. Regularly audit performance using online tools like Google PageSpeed Insights and Pingdom. Check site speed on mobile devices and various networks. Set a target load time and benchmark against competitors. Monitor speed over time to catch any regressions.
New Year, New Website: Ring in 2023 with a Website Tune-Up - Enhance Mobile Experience
With mobile accounting for over half of all website traffic today, optimizing for mobile users is more critical than ever. Failure to provide a seamless mobile experience will cause you to bleed visitors and customers in 2023. Visitors expect the same capabilities on mobile as desktop, with fast load times and easily readable content.
Start by testing your website on a range of mobile devices to identify issues. Check that tap targets and links have adequate spacing for fat fingers. Tap navigation items to ensure they function properly. Resize text or increase contrast if copy is hard to read. Eliminate horizontal scrolling which frustrates mobile users.
Simplify menus and navigation for quick access on smaller screens. Use accordions and toggles to hide less important content. Ensure CTAs stand out and lead users to desired actions. Verify forms and other interactive elements work as expected. Fix any bugs specific to mobile browsers.
With Google prioritizing mobile-friendly pages, responsive web design is a must. Responsive sites dynamically adapt layouts based on screen size. Flexible images, text, and containers allow creating an optimal viewing experience on any device.
If rebuilding a responsive site from scratch seems daunting, start with the most critical user journeys. Identify key pages mobile visitors frequent and optimize those first. For example, overhaul product, service, and contact pages to make conversion paths seamless on mobile.
Greg Kihlström of Carvertise shared how optimizing their site for mobile reduced bounce rates by 12%. "More than half our business comes from mobile visitors. Since adapting our site to mobile needs, revenue has grown by 30% annually."
Technical aspects like faster load times, readable text, and clickable elements are just the baseline. Providing relevant content tailored to mobile users is equally important. Showcase what mobile visitors want to consume on the go, such as locations, hours, contact info, and pricing.
New Year, New Website: Ring in 2023 with a Website Tune-Up - Review SEO Strategy
A regular review of your SEO strategy is essential for staying competitive and continuing to attract organic search traffic in 2023. With Google's algorithms evolving continuously, tactics that worked previously may lose effectiveness over time. Auditing your approach ensures you are not leaving opportunities on the table or pursuing outdated methods.
Start by examining your keyword strategy. Pull a report of your top performing terms and traffic sources. Cross-reference with Google Keyword Planner and related tools to identify new relevant keywords to target. Expand beyond head terms by including long-tail variations that attract more specific searches.
Evaluate your site's technical SEO foundations. Run pages through tools like Moz and ScreamingFrog to check crawlability, indexation, page speed, structured data, etc. Staying on top of core technical best practices is required.
Critically assess your content. Add fresh blogs and pages around trending topics and search queries. Improve thin content that lacks substance. Interlink internal resources to reinforce relevancy and authority. Promote content more widely via social media, PR, etc.
Build high-quality backlinks from reputable external sites to boost domain authority. Guest post on niche blogs. Seek citations from directories and industry sources. Publish and share content that others will naturally link to.
Treat SEO as an ongoing process, not a one-time effort. Set reminders to revisit your strategy quarterly. Be ready to pivot based on shifting search behaviors and trends. Agility and iteration are key.
Rand Fishkin, SEO expert and founder of SparkToro, emphasizes why reviewing your strategy matters: "SEO changes all the time. If you're not looking at your approach critically every few months, you're missing opportunities or leaving money on the table. Even a 10% gain in organic traffic can have a huge business impact."
New Year, New Website: Ring in 2023 with a Website Tune-Up - Evaluate Analytics
A robust analytics strategy provides invaluable insights that can help shape critical business decisions in 2023. However, many companies fail to properly evaluate their existing analytics approach to identify gaps. Without continuously assessing and improving tracking, you miss out on data that could drive growth.
Start by auditing your analytics setup to verify tracking is implemented correctly. Are goals and events tagged properly to provide accurate conversion data? Are all pages and campaigns being captured? Test purchases and other processes to confirm they are registering correctly. Eliminate any data discrepancies.
Analyze the key reports and metrics you review regularly. Do these paint a complete picture of user behavior and business performance? Or are there blindspots? Identify new reports and KPIs that would offer meaningful insights.
For example, analyze scroll depth to see how far visitors scroll before exiting. Use heatmaps to reveal on-page behaviors. Evaluate time on site, bounce rates, and exit pages by traffic source to pinpoint areas of friction. Go beyond top-line numbers to uncover trends.
Optimizely CPO Sarah Hatter notes the dangers of relying on the same stale reports: "One client discovered they were no longer tracking revenue accurately due to a tagging issue. By continuously auditing data quality, they avoided being blindsided by bad numbers."
Make sure you have proper analytics expertise and tools to get the insights you need. Advanced platforms like Amplitude, Mixpanel and Heap provide more flexible analysis compared to basic website analytics. If lacking internal analytics resources, work with an agency or consultant to review your approach.
Treat analytics assessment as an ongoing initiative, not a one-time event. Re-evaluating quarterly or biannually ensures you adapt to changing business needs. As your company grows and evolves, your data needs will as well.
Rand Fishkin of SparkToro stresses the importance of continuously improving analytics: "Far too many companies install tracking but never properly optimize it. You wouldn't drive looking through a foggy windshield, so why make strategic decisions without having full visibility into your analytics?"
New Year, New Website: Ring in 2023 with a Website Tune-Up - Consider New Features
As your business and customer needs evolve, evaluating potential new features for your website should be an ongoing initiative. Adding strategic capabilities beyond your core offering can provide a competitive edge and enable you to better serve users. However, not all new features are created equal. Base additions on clear data-driven insights vs assumptions.
Start by analyzing site analytics and customer feedback to pinpoint problem areas or desires. Where do users struggle? Where do they exit? What do surveys and support tickets suggest they want? New features should solve defined user pain points vs chase fads.
Conduct user tests to validate interest before fully building and launching. Create mockups or prototypes to gauge demand. Quantitative data on feature usage and satisfaction post-launch is essential to measure ROI. Only devote resources to features that move the needle.
When considering new functionality, err on the side of simplicity. Stick to essential features that support users" core tasks. Resist cramming in everything just because you can. Too many bells and whistles clutter the experience and make sites hard to use. Offer new capabilities selectively.
Ecommerce retailers may want to add product customization options, more robust filtering or new content like videos and 3D models. SaaS companies can integrate with other apps their users rely on for smoother workflows. Services firms can provide self-service portals for scheduling, payments or document uploads.
But before rushing to build, research competitors and industry benchmarks. If users expect certain features as standard, then you need to match that to remain competitive. However, don"t just mimic others. Evaluate if you can provide superior implementations of expected functionality.
The experiences of others underscore the benefits of smart feature expansion. Language learning app Duolingo saw engagement increase by 30% after launching new adaptive exercises tailored to users" skill levels. The exercises better reinforced lessons based on individual progress.
Nonprofit charity:water built custom dashboards allowing donors to track the projects they funded and their impact. The new functionality resulted in a 10% increase in repeat donations as supporters felt more connected to outcomes.
However, ill-conceived features can actually backfire. Productivity app Doist launched a new team chat capability but saw little adoption. The new chat distracted from their core to-do list functionality that users valued most. Doist incurred unnecessary costs building and maintaining an underutilized tool.
Airbnb underwent an extensive site redesign but faced criticism when removing certain listings filters users found helpful. By taking away functionality power users relied on, Airbnb made it harder to navigate options.
New Year, New Website: Ring in 2023 with a Website Tune-Up - Optimize for Voice Search
As smart speakers and voice assistants like Alexa, Siri and Google Home continue proliferating, optimizing for voice search commands gains importance. With 20% of mobile queries now voice searches, failing to adapt risks losing visibility. However, voice search behavior differs from typing keywords, requiring a recalibrated optimization approach.
Voice queries are more conversational, using natural language and full sentences. Someone asks Alexa "what's the weather this weekend?" not just "weather weekend." This impacts the words and phrases you should target. Expand beyond singular keywords to include relevant question formats. Answer the Information users actually verbalize.
Voice searches are also more localized and specific. Someone asks "what's the weather in Seattle this weekend?" not a generic weather report. Ensure you surface content tailored to different geographies and contexts someone may specify vocally.
Since voice searchers receive a single direct answer, strive to be that answer. Having a featured snippet in the search results gives your content primacy. Structuring information in an easy-to-say conversational format also helps. Think bullet points instead of long paragraphs.
Long-tail, conversational queries change the game. As Rand Fishkin explained, "Optimizing for 'best sushi in San Francisco' is very different than 'sushi restaurant.' Voice search rewards ultra-relevant content with localized nuances."
Moz saw a dramatic increase in traffic and customers after optimizing for voice search. Their search visibility for terms like "start a blog" improved by providing actionable content formatted as a step-by-step guide. Their rankings skyrocketed for conversational queries.
Review voice search reports in Google Search Console to see the specific phrases being used. Search analytics tools like SEMrush also reveal trends. Identify where you can better satisfy voice-initiated needs.
New Year, New Website: Ring in 2023 with a Website Tune-Up - Plan for the Future
While refreshing your website for the new year delivers immediate gains, planning for long-term success is equally essential. Set aside time to think beyond quick fixes and tactical tasks. Chart a strategic roadmap that aligns with your overarching business goals and keeps the website evolving.
Review your 3-5 year vision for the company. How will offerings, customers, and capabilities change? Forecast how the website needs to support future growth. Build in flexibility to allow for expansion in new directions.
Talk with stakeholders across departments to identify upcoming initiatives that will impact the site. Factor in new campaigns, products, partnerships, and content plans that will shape requirements down the road. A cross-functional perspective ensures alignment.
Look at your technology stack and assess longevity. Can your CMS sustain additions over time? If launching new properties or global sites, consider a headless or decoupled architecture for greater agility. Audit site security and performance regularly as well.
Carve out dedicated roadmap planning sessions, not just quick check-ins. Use roadmapping tools like ProductPlan, Craft, or Aha to visualize timelines and key milestones. Update roadmaps quarterly as plans evolve.
Anticipate and prepare for emerging technologies that may impact your approach such as AI, AR, VR and voice interfaces. Study how early adopters employ new capabilities and start experimenting. Move beyond short-term trends to more future-proof strategies.
As Luke Wroblewski, CEO of Polar, explained, "Plan for how your customers will interact with your site in two years, not just adapt to today's behaviors. Build forward-looking experiences that stand the test of time."
Wix revamped their website roadmap to prepare for expanded global growth. By planning ahead for new languages and capabilities, they could scale faster later. When launching in Germany, the groundwork was already laid.
Online education platform FutureLearn saw enrollment growth stagnate. User research revealed their course discovery process was ineffective. By mapping out an improved learner journey for the future, signups increased by 15%.
However, roadmaps need flexibility when priorities shift. When COVID hit, leading event marketplace Eventbrite deprioritized longer-term projects to focus on more urgent attendee and organizer needs. Mapping multiple scenarios helped them adapt.
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