Most of the time, a website redesign can give a major boost to a brand’s online presence. It could go alongside intensive marketing efforts, a new product launch, and many other reasons. What many fail to understand, however, is that a website redesign has to be flawless for it to work. If done haphazardly, it might end up dragging down the brand instead of pulling it up.
What are these mistakes that ruin a website redesign project? Denver’s web development experts weigh in on the issue and list down the three top culprits:
1. Zero Benchmarking
Before tweaking a single line of code, you have to know where the brand stands in terms of search performance. On average, how long are organic sessions? How many users access the website? How fast does a single page load? What is the typical bounce rate? The answers to these questions are important in gauging what needs to be redesigned in a website. Without such information, the website might end up with a poorer performance than before.
2. Faulty Redirects
A redesign normally entails moving pages into new sections and establishing redirects. Now, redirects are important — and each one of these should work as intended. Learn where to redirect the user when searching for particular information. Do not simply make everything lead to the homepage. Instead, look for relevant parts of your website where the redirect should lead. Doing so ensures your website stays on Google’s good side.
3. Keyword De-optimization
Lastly, retain your keyword optimization efforts. Often, websites that get redesigned lose their keywords on title tags, headers, and metadata. Having these removed invalidates the progress you have made in the past. Be sure that there is a definitive keyword mapping strategy that ensures your SEO performance doesn’t take a hit after a redesign.
These mistakes can cause setbacks for brands that are trying to improve their search performance. Keep an eye out for these and make sure every step during the redesign is done correctly. As long as that’s observed, you can count on the endeavor to be a success.