How to replace a job as a boss
There are many different reasons why a small business owner may choose to rebrand a website: poor conversions and / or sales, confusing navigation, or outdated design.
However, as I noted in my previous blog The Right Reasons for Rebranding Your Business Logo, it is essential to have solid reasoning, logic and statistics to rebrand your business.
For example, are conversions poor due to inefficient design or glittery shopping carts?
Is your site really outdated or just bored with the color scheme?
This guide will first help you figure out if you need to reinvent the business, and if so, how to re-brand your website in the most effective way possible.
I share a personal example for this article. We are currently rebranding our website. We decided it was a good idea because:
• We are now also targeting new entrepreneurs coming from the corporate world, as well as seeking appeal for established entrepreneurs who are ready to grow their businesses.
• The time has come to update how we present our services on our homepage. We did not consider presenting our strengths clearly enough in some areas.
• Some features and functionality of our existing site have broken down. It was time to upgrade and use newer technology to present our offer.
• We had some confusion about the penguin logo. Some people see women’s hair or are not quite clear what it is about.
Our first step in the re-branding process was to update our logo.
We will be discovering our new website in the coming weeks and I can’t wait for the big reveal! And before you go into the redesign process, first determine if you really need it as described below.
Part 1: Is it time to reinvent your business?
You will need to have a good and fierce look at your internet presence. You have to ask yourself the following questions, but it also helps that you have the outside opinions of clients, focus groups and social media followers – you may not have the most objective opinion.
1. Am I targeting a new type of audience / client?
2. Is the site well optimized for mobile? According to statistics, over 52% of web traffic now occurs on a mobile device. If your online store is slow or looks scary on your smartphone, you have a lot to lose. The best way to make sure this statistic is right for you is to check your Google Analytics.
3. Have my products or services changed dramatically?
4. Is the bounce rate high? Google defines the bounce rate based on how many users leave the sign-in page without any interaction. According to the RocketFuel study, average bounce rates are between 26% and 70% for most websites.
If the bounce rate is high on the Contact Us page, where the customer simply wants your contact information and leaves, this is one. But if it’s high on pages where you want people to stay and interact, it’s time to take a deep look at why leads aren’t holding back.
5. Do I receive complaints about design or user experience?
6. Does the design look outdated? The appearance and design of web pages can change rapidly and often dramatically from year to year. Sites designed 5 years ago can almost be guaranteed to look outdated.
If the name “Tupperware” represents avocado and neighborhood plastic paintings from the 80’s, you’re not alone. Tupperware struggled to appeal to modern audiences, but it did so by modernizing everything from its logo to Pinterest-style images.
Part 2: Reinvention
If you decide to embark on a website redesign process, you have an exciting and challenging ride ahead! Here are 9 ways you can reach your goals in the most affordable way possible.
1. Complete competition analysis.
This is an important step in many marketing and branding processes. You should have done this when creating your company.
This time, look at how fast your competitors’ web pages load or how well a user is customized to navigate them. By researching what you have things against, you can do better things when rebranding your business.
2. Review your values and brand positioning.
Before hiring a web designer, I highly recommend reviewing your business values and brand positioning. Be clear why you are first and foremost in business, what your values and your mission are.
Also consider the impression that you want visitors to your site to get the moment they land on your site. How do you want your business to be understood? What brand personality do you want to express? What values do you want to be known for?
A clear understanding of these types of branding questions you will now have a clear branding guide for your web designer.
Here are some resources to help you with this process:
– Start with Why: How great leaders inspire everyone to Simon Sinek’s action
– Find Your Why: A Practical Guide to Discovering Purpose for You and Your Team Also by Simon Sinek
– Building a StoryBrand: Clarify your message for customers to listen to by Donald Miller
– Work with me as your business and marketing mentor.
3. Define your goals.
Rebranding your business online is not just about the look and feel. You want to improve your customer experience.
Let’s say you want to collect more email addresses. You will need to decide where to place your eNewsletter application or gift offer to force visitors to provide you with your information.
If your goal is to convert a new type of client, you will need to think of the call-to-action that will best suit them.
Whatever your goals, they should be focused on the needs of your customers, not your own!
4. If it has not broken, do not repair.
There is so much we can do about refreshment and renewal that we go too far. If you received widespread attention and / or praise for your business logo, why would you change that?
If a particular article on your blog gets a lot of organic traffic, don’t be deceived just because you are bored with it or want to focus on a new audience. It is also important to know what not to change.
Always keep your target audience in mind. What are helpful and helpful that helps them make a decision about whether to do business with you? It’s not about you and your personal preferences. It’s about them and what they need from you.
5. Create a design and content plan.
Depending on your target audience, brand positioning and goals, you may be able to change your existing marketing collateral or you may need to start over.
Review all the design elements and copy before the website redesign process to have an accurate list of what you need to create.
6. Build a wireframe and outline.
A wireframe is a layout that shows what elements will be on a website. You don’t just start creating a menu, snapping pictures and putting links on a live page. Before re-branding a website, you need to plan and visualize for users to have the best experience possible.
The layout is also a visual display that incorporates design and copy elements, although a copy may be presented with a placeholder, as we did here. We are still working on the messages in this section, but we wanted to plan where it would go.
7. Include voice search in your SEO plan.
It is not enough to focus on the copy alone. People want instant solutions while searching for something online.
As you make up your business, you should think of ways to optimize your site for voice search, beyond what people type into the search box.
Many consumers are already using it to find out what they are looking for, and according to ComScore, 50% of searches will be done this way by 2020.
Learn more about voice search here.
8. Make mobile a top priority.
A big part of the website redesign process is making your website look great on any device, from desktop to smartphones. Pictures and font sizes may look perfect on your computer, but they may be broken or appear crowded on your phone screen.
Always optimize and test for mobile as you re-brand your site.
9. Hire a professional company for help.
If you are not great at marketing, re-branding your business is not a DIY project. There are also many essential elements of branding, programming and implementation.
You should consider hiring a professional web design and development professional company.
The website redesign process is iterative. You will not score it with one version.
If you plan ahead and hire the right people to do the job, you will eventually have a beautiful and functional internet presence that you will be proud to share with the world.