How to make your website relaunch a success
CONTENTS
- What is a website relaunch?
- Website relaunch or redesign
- Requirements for a successful website
- Inventory & analysis of key figures
- Preparation & conception
- Defining a content marketing strategy
- Content management systems at a glance
- Selecting the right CMS
- User Experience & Design
- Implementation & production
- Relaunch der Website
- Erfolgskontrolle nach dem Relaunch
- Typische Fehler beim Relaunch
- Kosten eines Website Relaunch
- Trends in der Website Entwicklung
- Tipps & Best Practices
Basically, the term relaunch means something like "new start" or "reintroduction".
This can be carried out for a product, a brand or a website. In concrete terms, a website relaunch means that the site is completely revised. This includes not only the design, but also the structure and content of the site. During the relaunch, the content and existing graphics are also revised, usability is checked and adapted and search engine optimization is tackled.
IN CONTRAST TO A RELAUNCH, THE REDESIGN ONLY INCLUDES THE VISUAL MODERNIZATION OF THE WEBSITE.
The page structure and name remain unchanged. The menu navigation, on the other hand, can be adapted slightly, for example in the form of a new structure in the mobile area. A redesign can usually be easily implemented without affecting the search engine ranking.
A redesign is particularly useful for companies whose website corresponds to the current status quo in terms of structure and technology, but the design is not yet appealing enough or does not fit the business concept. A website relaunch, on the other hand, is worthwhile if the site is to be fundamentally rebuilt and usability improved. At the same time, it is a good opportunity to tackle the on-page optimization of the website.
We all agree that a website is (almost) indispensable for companies these days. But a poorly designed website usually doesn't have the desired effect and can even have the exact opposite effect. Fortunately, there are a few things that successful websites have in common and that you can use as a guide.
High-quality content
High-quality and search engine optimized content can be found on every good website. Search engines pay particular attention to whether the content is relevant and unique for your target group. This means that it cannot be found anywhere else on the Internet in this form. This is because so-called duplicate content is penalized by search engines and affects your ranking. Your content is relevant if it answers your potential customers' questions and provides information about your company and your services. Of course, it's not just the content itself that matters. The information should also be packaged in a reader-friendly way. In concrete terms, this means: avoid long nested sentences and complicated terms, structure your texts with headings, paragraphs and bulleted lists and create internal links to further information.
Search engine optimization
We have already touched on the topic of search engine optimization in the content section. A relaunch is the perfect opportunity to fundamentally optimize the website from an SEO perspective. However, effective SEO involves much more than just optimizing the texts. The formatting of headings and texts, short loading times and the insertion of metadata are at least as important. As the navigation structures, URLs and names of directories also change with a relaunch, you should also not forget to set up appropriate redirects. Otherwise, your Google ranking will quickly drop.
Attractive design
Of course, design is also important for the success of a website. Think about how you react when you visit a poorly designed site. You probably got a cold shiver down your spine and quickly left the site. That's how most people feel. That's why it's all the more important to make a good first impression - and the best way to do this is visually. A successful design is not only modern and conveys a professional impression, but also optimally showcases your company's unique selling point. The color scheme should ideally be based on the corporate design, but the font and font size should also match your company.
Usability
A well thought-out page structure not only has an impact on your search engine ranking, but also appeals to visitors to your website. For a user-friendly design, it is important that potential customers can quickly find their way around your site and get to the information they want. Mobile optimization also plays an important role here. The smartphone has become an integral part of most people's everyday lives. Websites must therefore also cut a good figure on mobile devices and be just as easy to use on these as on the desktop.
Visual content
Not only the design, but also visual content in the form of images and videos influence the first impression. On the one hand, they are more likely to arouse interest than text, and on the other hand, visitors often stay on the page longer with visual content. However, make sure that images and videos are professionally created and compressed to avoid long loading times.
Contact options
Ultimately, you want your website to sell your company and your products or services. But it's not enough just to have good content and an appealing design. You also need to give potential customers the opportunity to get in touch with you. Ideally, not only on the homepage, but also on all subpages. You should also offer interested parties several contact channels, such as telephone and email.
Up-to-dateness
Make sure that your website is always up to date. On the one hand, this applies to the technology in order to minimize potential security risks. On the other hand, this applies to your content, which should always be up to date. This is particularly important for website visitors, but it also makes a positive impression on search engines.
Website briefing checklist
You need this information for the optimal website briefing.
If you want to revise your website, there is no way around taking stock and analyzing the current site. It is important to clarify the following questions:
- How do users perceive the website?
- What is my site's SEO like and where does it rank?
- How does my website compare to the competition?
- What do the key figures say about the performance of my site?
As you can see: The first step is all about analyzing. Use the data from analysis tools, ask site visitors or customers and compare your website with your competitors' sites. Even the evaluation of the most important key figures such as visitor numbers or dwell time often provides initial indications as to whether your website is sufficiently appealing in terms of content and appearance. If these figures tend towards zero, this is an indication that the search engine optimization is not right and the site will not even be found.
A relaunch is therefore always the ideal opportunity to revise the SEO of your site. Pay particular attention to forwarding all changing URLs and adjusting internal links so that your ranking does not suffer. If, on the other hand, you haven't done any search engine optimization yet, you should first create a detailed plan. That way, you know what you actually have to do.
It is always interesting to take a look at your competitors using benchmark analysis. What do your competitors do well, what do you do better? Create a thorough comparison to discover potential improvements for your site. It is just as important to critically analyze your own website. What is already good, what needs to be improved? Where do you need external support and what can you implement in the short term? A precise inventory will help you to identify optimization potential and derive appropriate recommendations.
Do you want content marketing to be an important part of your marketing activities in the future? So far so good - but where to start? Start with your current starting point and your intended goals. The subsequent content marketing process that you initiate is then a cycle that basically always repeats itself:
First of all, it doesn't matter whether you carry out the b2b website relaunch exclusively internally or rely on external help. If you have the necessary resources, there is nothing to stop one or more of your company's employees from taking care of the website redesign. On the other hand, an external perspective offers new ideas and constructive input. In addition, a specialized agency is usually more familiar with the subject matter and knows what is important when relaunching a website. In both cases, however, it is important that you define the internal and external project participants so that everyone knows who is responsible.
Before you start with the conception, you must first create a schedule and define the scope - i.e. what can be realized in what time. It is also important to coordinate resources, plan risk management and draw up a rough project plan. You should also determine the type of communication and documentation here.
Once you have a rough plan, the next step is to start designing your website. This is to be understood like the construction sketch of a house. After all, in both cases it's about thinking about where to put what. The navigation and sitemap, i.e. the structure of the new website, are then created from these considerations.
While you are making preparations for the b2b website relaunch, you should not forget to reconcile the requirements of the various departments. It is therefore a good idea to write down your employees' ideas and suggestions for improvement. In the end, however, a coherent overall picture must emerge from which all departments benefit and in which there are no losers.
YOU ALSO NEED TO DEFINE A CONTENT MARKETING STRATEGY FOR YOUR WEBSITE RELAUNCH.
The ideal starting point for an effective strategy is the content audit. This involves analyzing the status quo and then sharpening the digital footprint before you start working on the specific strategy.
Once the initial situation is clear, it's time to get down to business. First, you should define and prioritize your goals. Ask yourself what you want to achieve with your content. This will help you to identify initial objectives, which you can then concretize using the SMART principle. It is just as important to define your target group(s). Who do you want to address and acquire as customers? Once you have an answer to this, you can plan your content accordingly.
Goals and target groups are defined and you know what content is already available. And now? Unlike traditional content marketing, you don't have to plan the content for the website relaunch in the long term. Nevertheless, it is helpful to create a to-do list with deadlines so that you know what content needs to be delivered by when.
As the basic structure of your site has already been developed in the conception phase, you can already see which content should be placed where and where you still need to add content. You may also need to adapt, reduce or remove content so that it is consistent with the new design. As you are also addressing other companies and not private individuals with the b2b website relaunch, you also need to pay attention to the right tonality. You should record all of this in your content marketing strategy.
You need a content management system (CMS) to create and manage your website. Nowadays, these are often open source systems that are usually so easy to use that both professional and private users can get to grips with them. We have summarized the most popular CMS for you:
WordPress
With around 18 million installations worldwide, WordPress is the most widely used open source CMS. The software was initially designed as a blog system. There are now various extensions available that can be used to upgrade WordPress to a comprehensive content management system.
Typo3
Alongside WordPress, TYPO3 is probably the best-known CMS on the market. It sees itself more as an enterprise management system and is particularly widespread in German-speaking countries. There it is a popular solution for large company portals and e-commerce platforms.
Joomla!
As the second largest provider on the market, Joomla! is aimed equally at beginners and advanced users, but it is more demanding to use than WordPress. This is because, unlike WordPress, Joomla! provides extensive CMS functionalities out of the box.
HubSpot
Strictly speaking, HubSpot is not a classic CMS, but a comprehensive all-round tool that you can use to manage your marketing and sales. HubSpot also allows you to design and manage your website. This is done directly via HubSpot, so you don't need a separate CMS. The advantage: you don't need any extensions for analysis or other functions, you get everything in one compact software package.
Which CMS is the right one cannot be answered in a generalized way, but depends on the required features and functions. Before you decide on a CMS on instinct or simply take the one that the agency suggests, you should evaluate it thoroughly. The following points will help you decide:
- What does the new website need to be able to do? Define the features and functions that you need on the new site. This includes not only technical aspects, but also functional ones.
- Ease of use makes daily work easier. Most CMSs can be learned within a few hours. If the CMS offers the functionalities you need, you should always opt for the one that is more user-friendly. Otherwise, you may have to invest many hours in training to be able to use the content management system properly.
- Make sure that extensions and updates can be implemented quickly and easily. You should also check whether security vulnerabilities are quickly identified and rectified. This is because the possible consequences, for example if sensitive customer data is stolen, are serious.
- If you have the opportunity to test the CMS in advance, you should take advantage of this opportunity. This will allow you to get an immediate impression of the solution and see whether you can cope with the software
It is best to first make a shortlist of potential CMSs and then compare them using the points mentioned above. Simple lists of pros and cons can also be helpful when making a decision. If you have hired an agency, you can commission them to evaluate different systems for you.
User Experience & Design
The user experience is one of the knock-out criteria for the acceptance of a website. It should therefore not be ignored when relaunching a b2b website. After all, the user experience also has a direct influence on lead generation and conversions.
Before the relaunch, most people are probably unsure which elements and functions should be retained and which can be deleted. After all, the site should be improved and not made worse. But how do you even know what works well and what doesn't? A good starting point for this is an as-is analysis with the help of a usability test.
This test will tell you how well or poorly your current website is received by users. Based on this, you can then determine which elements you can keep and where you need to make improvements. This is important, because your website is ultimately an important factor in lead generation in b2b - and what's more, it doesn't work without a good website. Reading tip: You can find a guide to b2b lead generation and smart hacks to generate new leads on our blog.
Special requirements therefore apply to an inbound marketing website. Only with a user-friendly design that follows the sales funnel and a high level of usability can you reach your target group, generate new leads and increase your conversions.
The following factors play the biggest role here:
NAVIGATION
Intuitive and self-explanatory navigation: If the usability test shows that your navigation is too complex for users, you definitely need to make improvements here. Website visitors should find it as easy as possible to access the information they are looking for.
DESIGN
A consistent design: Keep the layout uniform and avoid major interruptions in the design. This not only looks better, but also improves your usability. Users will find their way around your site more quickly.
CONTENT
High-quality content: In the course of the relaunch, the content must also be restructured, adapted or reduced. Make sure that the texts on your site are useful, geared towards your goals or target groups and contribute to lead generation. The same naturally also applies to visual content such as images or videos.
1. setting up the deployment process
The deployment process is part of every web project and deals with the initialization, planning, implementation and rollout of this project. You need to set it up before you move on to the next step.
2. installation and setup of the CMS
As you have already decided on a CMS, all you need to do is install and set it up. If your hosting is provided by a professional provider, this can usually be done with just a few clicks. But even with your own hosting, installing the CMS is usually quite simple.
3. programming and implementation
The CMS is up and running and you're ready to go. In this step, your concept is put into practice. This means that the design is adapted, the revised content is inserted and the navigation is made user-friendly.
4. testing and responsive optimization
Once you have completed all the points, you can now test your website and optimize individual elements or functions if necessary. Also check whether your site is accessible - i.e. people with disabilities or restrictions can also use your website without any problems. Points such as the contrast between font and background, user interfaces and language are particularly important here.
RELAUNCH OF THE WEBSITE
Until now, the site has only been accessible internally to project managers. By going live, you are finally making your website available to everyone. However, before it officially goes online, you need to carry out a few final pre-live tests.
This includes, for example, testing the loading times, checking redirects and checking the backlink profile. Only when everything is running smoothly and the final optimizations have been completed is it time for acceptance. Once this has taken place, the site can go live. However, don't forget to inform your visitors and regularly check the accessibility of your new website in the initial period after the relaunch. Short outages are quite normal during migration, but should be rectified quickly.
A WEBSITE RELAUNCH IS NO SMALL MATTER AND SOMETHING CAN ALWAYS GO WRONG.
Especially if the project is on a larger scale, it is very unlikely that everything will work right away. This is why it is all the more important to continuously monitor the new website after it goes live.
For example, does the site meet the new standards? Or are there problems and errors that still need to be rectified afterwards? And is the website even achieving the desired goals for the defined key figures?
Fortunately, there are analysis tools such as Google Analytics that make your work easier. Among other things, they provide you with figures that tell you whether, for example, the length of stay has increased or the expected leads have been generated. These key figures are extremely important for controlling after the website relaunch. After all, they also determine whether the effort was ultimately worthwhile.
Also rely on feedback from users or employees. They may have found an error that you haven't even noticed yet. You can then fix it quickly.
There are many things to consider when relaunching a website and mistakes can hardly be avoided. While a few minor mistakes are no big deal, there are some that can cause a lot of trouble. We have summarized the five biggest mistakes for you and explain how you can avoid them:
A website relaunch without a plan is just a good luck optimization - which therefore usually doesn't work. So first create a concept and define your goals and target groups. In addition, carry out appropriate analyses using the previous key figures in order to recognize what is already working well and where there is still room for improvement.
A website relaunch is not just about design, but also about technology and content. Above all, however, you should not neglect the user experience. Because no matter how beautiful a site looks - if it is not designed to be user-friendly and easy to use, nobody will want to use it. You should therefore not focus exclusively on the visual appearance, because the starting point of a good design should always be usability. Remember: design must not only be beautiful, but also easy to use.
When relaunching, you should always check existing redirects and links so that they don't go nowhere. This is the only way to ensure that the rankings of the old site are carried over. Also consider whether the link structure fits and whether the individual directory levels are sensibly divided. If this is not the case, you should make improvements.
Even if your website looks good and is up to date with SEO, you need to stay on the ball. Because search engine optimization is an ongoing process. After all, new backlinks, categories or posts are regularly added to which you have to react. Only if you have laid the right foundation and continue to focus on SEO can you expect your rankings to rise.
The relaunch is done and from now on you can concentrate on other tasks while the website ekes out its existence. After all, the work is done with going live, right? Wrong, because success monitoring is also part of the website relaunch. It should therefore take place regularly. This is the only way to ensure that the new website is a success.
Costs of a website relaunch
As the costs for a b2b website relaunch depend on many different factors, it is not possible to make a general statement on this. For example, will you carry out the b2b website relaunch yourself or will a web design agency do it for you? How extensive is the concept? Are there complex functions that the site will contain in the future? All of these points play a role in the pricing. And, of course, it also depends on how big your budget is for the relaunch.
In general, however, you can assume a price of between 5,000 euros for simple websites and 10,000 euros for more complex web projects. As is so often the case, there is no upper limit.
If you want to design a successful website, you should also be aware of the latest web design trends. This way, the design will still look up-to-date years later and won't remind you of websites from the 2000s. We have picked out some exciting trends that we don't want to withhold from you.
Responsive web design
Responsive design has been a perennial favorite for years. This is because more and more people are using their smartphones to surf the web. As early as 2015, Google began to consider the mobile user-friendliness of a website as a ranking factor. However, with Google's mobile-first indexing strategies, the indexing and ranking of a website is now even more dependent on its mobile version. This makes it more necessary than ever to have a mobile web design.
User experience
Until now, user experience (UX) has often been treated somewhat neglected by many. However, it can now be seen that websites are increasingly aligning themselves with the goals and needs of their customers. And that's a good thing. After all, if users have a positive experience when visiting a website, this creates trust, awareness and loyalty. As UX is constantly evolving, it is important to regularly gather feedback from users and monitor their usage behavior.
Asymmetrical layouts
Asymmetrical layouts are technically more complex, but when done right they are guaranteed to catch the eye. An eye-catching design not only stands out from the rest, but also creates a more entertaining user experience. Potential customers may stay on the website for longer.
Micro-animations
One of the most exciting trends in web design is the topic of movement. Micro-animations enrich the interaction of users and make the website more lively. It also involves the website visitor more closely and provides them with subtle information about their actions.
Chatbots
Chatbots are increasingly common on websites and are evolving thanks to AI and machine learning. They will therefore appear even more frequently on websites in the future and will be more individualized.
Custom graphics and illustrations
Companies need to find new ways to stand out from the crowd. Custom graphics and illustrations are an excellent way to do this. They have specific intentions and emphasize the message to be conveyed with the text.
Video content
Videos not only provide variety, but are also ideal for target groups who are on the move and don't have time to read through a lot of text. Google also rewards websites with video content with a better ranking.
You've already learned a lot about b2b website relaunches. Finally, we would like to give you a few tips that have proven their worth for the relaunch and ensure a positive user experience.
USE VISUAL ELEMENTS
Even if you need texts that provide information about you and your offer, visual elements should not be missing. Images not only brighten up your website, but also emphasize your message. If possible, try to avoid stock photos and use individual images from your company.
SHOW BRAND PERSONALITY
You want to create a certain perception with your brand. Show this on the website too. Use colors, fonts and graphics that match your brand identity and convey a professional impression.
USE COLORS WITH CONTRAST
Work with contrasts if you want to draw attention to a specific element. For example, if the call-to-action on your landing page is clearly visible and stands out in color from the background and other elements on the page, it will also attract more attention. However, make sure that the color scheme is consistent with your brand personality and corporate design.
CREATE LANDING PAGES
If you do not yet have landing pages on your website, consider whether they are worthwhile for certain offers. Check them after the relaunch and track their success. This will show you where there is still room for improvement.