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How to ensure your website design is inbound ready

Here are five more must-have elements to include in your redesign checklist.

Never underestimate the redesign process only to end up with a dramatic downturn in search engine rankings!

Never underestimate the value of existing indexed pages and other assets when rebuilding a site.

There are lots of checklists for design and other tactical objectives. This checklist concentrates on a website that integrates with your social media, email marketing, lead generation, brand awareness and sales strategies.

If you missed Part 1 of this series, click here.

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Build design around buyer personas

Focus on who you are trying to reach. Sounds simple, doesn’t it?

Well, it is!

Just remember to follow these rules:

• It’s not about you, so stop talking to yourself.

• It is about your potential customer, so speak to them in their own language.

Following these simple rules will help you achieve good conversion rates.

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3 ways to build There are really three basic ways to build with buyer personas in mind.

1. Segment by demographics. Research current customer base. Determine most prevalent purchaser types. Think about their characteristics (job titles, roles, products purchased, age, location, etc.). Consolidate into groups and you will see buyer personas emerge.

2. Identify your buyer persona’s needs. What problems can you solve for them? What needs or desires can your products satisfy? Try to understand what information they are looking for.

3. Develop behaviour based profiles. How do they interact online? How active are they on social media?

Once you’ve identified meaningful buyer personas, you can start building content for them – creating messaging they find relevant.

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Optimize your site for search

Sadly, just because you built it does not mean that they will come.

Document your most-searched pages. Look for metrics like:

• Most traffic/visits

• Inbound links

• Keyword performance

Do your keyword homework. Don’t forget to incorporate internal link building and optimize your header tags.

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Convert your calls-to-action

Drive your visitors to take action.

• Download a whitepaper or ebook

• Request a demo

• Enrol in a trial

When planning your website redesign, try to include directional calls-to-action whenever possible.

Don’t salt your CTA’s just anywhere – willy nilly! They too, like your content and offers, must be relevant.

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Plan an ongoing content strategy

Content rules! Keep it fresh and keep it coming. Blog to keep an ongoing flow of valuable content in front of your potential customers and to bolster your organic search rankings.

Don’t forget to use . . .

• New product launches

• Events, contests and competitions

• Industry awards or recognition

Write them up and get them posted. Not just in your website. Submit your press releases to appropriate websites to extend your reach.

Consider outsourcing content development. There are only so many hours in each day. Content development takes time and talent.

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Don’t forget the extras There’s more to a website than just the basics.

Consider adding value by . . .

• Developing an informative blog

• Creating great landing pages and calls-to-action

• Adding an RSS subscription

• Closely monitoring your analytics

Your website needs to integrate, congruently, with all your online marketing efforts.