Redesigning a corporate website is one of those can of worms that no one wants to open. Usually, no one gives it much thought until one day the CEO comes to the marketing department furious because he found a man at dinner who asked him why they are still selling services or products from the last century. Then, the CEO enters the website and sees that everything is wrong or that the website does not reflect the current reality of the company. Does this story sound familiar to you, right?
After a couple of meetings in which various departments are made to blush, it is time to start redoing the corporate website. The time has come to modify or update partially or completely its key elements.
And that’s where the mess begins… The content needs to be modified to show clients and stakeholders what the company does in a coherent way, because what we have now on the website is nothing more than a reflection of an incomprehensible internal organisational chart for anyone who doesn’t work in the organisation. To this we have to add the egos, the departments that compete with others, the Legal people who see compliance problems everywhere, the HR people who want to show a super young image of the company, which clashes with the concept of a serious and consolidated company that management wants to convey… in short, it ’s very complicated to get everyone to agree .
In addition to defining the tone and structure of the corporate website, it is necessary to think about the graphic design, structure, information architecture and format. This type of intervention is not limited to giving it a more modern look, but covers everything from usability to technical optimization to improve the user experience and search engine positioning.
The most important thing of all is that the redesign of the website stops being a project that one asks the IT nephew of one of the executives to do, and becomes a consultancy process in which the entire reality of the company must be analysed in order to translate it into a digital environment that, to top it off, can become an interesting source of business acquisition.
A corporate website with clear business objectives aligned with the digital strategy
Redesigning a corporate website is not an isolated task. It is usually a job that responds to a more in-depth digital marketing strategy. In addition, it is delimited by business objectives that must be clear and precise before being executed, since, to a large extent, the actions you will carry out depend on such objectives.
So before you start planning, it's important to evaluate your performance metrics and define which aspects you want to improve and to what extent. This way, for example, you can optimize organic positioning and conversion rates to help increase sales and brand recognition and engagement.
User Experience (UX) Centered Design
User experience-centered web design is based on:
- Ease of use: makes the user's journey through the website totally easy, fast and intuitive.
- Accessibility: apply a responsive design that facilitates access from any mobile device or PC.
- Functionality: Ensure that technical performance is optimal so that each of the functionalities runs smoothly. For example, loading speed, secure payment methods or precise forms are essential.
- Aesthetics: A clean and harmonious design, free of distracting or out-of-place elements, decreases the bounce rate.
The goal is to make users feel comfortable and confident when interacting with your website.
Content migration
Content migration is the process of transferring existing content to the new website, this can include text, images, headers, metadata, ALT attributes, customer reviews and links.
However, not all content is part of the migration. After a performance analysis, we take into account content that can influence the maintenance or improvement of SEO positioning. This same analysis will also help us determine which content should be moved reliably and which should be updated and optimized.
In this process it is recommended to make a backup to avoid the loss of valuable information.
Technical and content SEO
Technical SEO and content SEO are essential for your corporate website. They guarantee its online visibility and organic traffic. In both cases, you must take care of numerous details.
Some of the aspects that are optimized with technical SEO are loading speed, management of duplicate content and broken links, responsive design, web architecture and site map hierarchy. On the other hand, content SEO involves the use of relevant keywords, an optimal hierarchy of headlines, among others.
Also, remember that many of the SEO tweaks you implement will have a significant impact on user experience.
When planning the content of your website, you should consider what your audience is searching for. Tools like Answerthepublic can help you create content that will reach your audience.
Visual design aligned with brand identity
We reiterate the idea of keeping your corporate website design project as part of a global marketing strategy. In this case, the visual design of the page must remain aligned with the brand identity and, precisely, contribute to transmitting the corporate values , its aesthetics, professionalism and other elements that differentiate it.
Ideally, you should use colors, fonts, and visual elements associated with your corporate image.
Effective Calls to Action (CTA)
Calls to action (CTA) are words or phrases that are used to persuade users to take a specific action : fill out a form, download a manual, buy a product, a free trial of software, among many others.
That is, they are opportunities to generate leads and convert your visitors into potential customers . So their design should always be well thought out:
- Be precise and clear. Sentences that are too long or complex lose impact.
- Decide what you will offer taking into account the phase of the funnel in which the user is.
- Be transparent, don't offer something you can't give.
The idea is to make it attractive and meet your users' needs so they don't stop clicking.
Security and data protection
Adopt security and data protection protocols that inspire confidence in your users, so that they can navigate and interact with your corporate website with complete peace of mind.
For example, SSL certificates ensure that visitors' sensitive information is properly protected. It is also important that privacy and data management policies are accessible to users and that they have options to save their preferences.
Integration with digital marketing tools
Integrating your website with digital marketing tools is a step you cannot skip if you want to ensure that all the work you have done is effective and that your objectives are being met.
Tools like Google Analytics allow you to monitor various metrics that reflect the performance of the page, such as bounce rate, most visited pages, session time, traffic sources, among others. This way, you can obtain accurate data and know if you need to make adjustments to improve or make any informed decisions.
How much does it cost to redesign a corporate website?
The cost of redesigning a corporate website varies according to the needs of the company and the objectives it has set, since each case may require updates or renewals to a different extent.
Do you need a quote? Don't hesitate to ask us, at Digital Concepts we offer the most complete custom web design service to help you stand out in search engines, create the best user experiences and help you achieve your business goals. Contact us.
