A Content Strategy Roadmap to Website Redesign

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Information about A Content Strategy Roadmap to Website Redesign
Business & Mgmt

Published on October 6, 2012

Author: branditlikebarker

Source: slideshare.net


Over 20 Content Strategy "Must-Haves" for your web redesign, to help you increase web traffic and convert leads.

Created by Joey Barker

Inbound LinksOn-Page SEOTitle Tag & Meta TagsXML Sitemaps301 Redirects

Aim for high-quality, educational and/orentertaining content. ◦ If people like your message and its delivery, they will naturally want to link to it.Submit the website and blog to onlinedirectories . ◦ A cost-efficient, easy way to start getting inbound links to the website

Title: Seen at the top of a web browser, also themain headline displayed in search engine results. <title> FSA, HSA, HRA Software for Employee Benefits Plans – (Company Name) </title>Description: A concise subhead descriptor of thepage. <meta name="Description" content=“Employee benefits software,administration services, and automated workflow assistance for Plan Service Providers...">

XML Site Map Redirects

First impressionsConsistencyImageryNavigationAccessibility

 Is everything to the user… 1. Is the site credible? 2. Is it trustworthy? 3. Is this a professional company? 4. Is this company stable? 5. Does the site make me feel welcome? 6. Am I in the right place? Ask yourself ALL of these questions when redesigning a website

 Colors ◦ Try to make nothing jump out ◦ 2-4 colors max Use animation, gadgets or media only if you need them to support content or information Layout ◦ Clear navigation structure, organize page elements in grid fashion (not randomly scattered) ◦ White space – avoid clutter Easy-to-Read typography

 Photos of Real People outperform stock photos by 95%  Impact of Imagery 1. Relevance 2. Reality 3. Relative WeightI am a Happy Customer!

1. Keep structure simple, near the top of page2. Include navigation in the footer3. Use breadcrumbs > on > every > page4. Keep the search box where it is5. Links within page copy – keeper as well6. Avoid JavaScript or flash in navigation ◦ Consider HTML 5 instead

 TABLETS ◦ The #1 reason we need to use viewport meta tags ◦ Helps with mobile device browsing as well

1. Will the user know what we do in seconds?2. Do they know where they are & what it’s about?3. Do they know what to do next?4. Why should they do anything next? Why not someone else?5. Do they know plans & pricing options?

 Offer more than just product content ◦ Demos, free consultation, whitepapers, ebooks, videos, etc. Write product-specific content to one person ◦ Sound human – speak the language Help them solve their problems ◦ Avoid “we are the best” speak

 Get to the point Don’t make the user think ◦ Or guess… Make transitions and conversions VERY easy

 Add social share buttons to key areas ◦ Bottom of home page with footer navigation ◦ Near call-to-action prompts on product & landing pages

 Your Site already does this well – just mix it up ◦ Imagery (including infographics) ◦ Video ◦ Audio (podcasts) ◦ Online utility tools  (Change of Status, demos, etc.)

 Customer testimonials are key to credibility Place real, short, and power ones of your site ◦ Real names, titles, pictures, logos, etc. when you can ◦ Rather than random placement on your page, consider placing them on pages relevant to use The more the better ◦ Make it part of your strategy to collect case studies & testimonials Leverage other Channels ◦ Sites like Yelp are helpful in this venue

 Make them bigger and bolder than page elements Offer CTAs that provide value ◦ Demos ◦ eBooks, Whitepapers, etc. ◦ Webinars ◦ Free Consultation Make it Look clickable (hover element Less is More ◦ Keep it as simple as possible

1. Place CTAs above AND below the fold2. Studies suggest that, often, CTAs to the Right of the page work better3. Use “Thank You” pages for additional CTAs

 Recommended Template 1. Headline and (optional) Subhead 2. Brief description of the offer/CTA 3. At least one supporting image 4. (Optional) supporting elements such as testimonials and/or security badges 5. Most importantly, form to capture leads / information

 Limit to elements of previous slide + only what’s needed NEVER use the Home Page Remove main site navigation from landing page ◦ So visitors focus on message ◦ Only collect the information you need

Offer a newsletter subscription on yourwebsite.Not all CTAs need to be big offers.Newslettersor mailing lists are the perfect way tocollectemail addresses so you can nurtureprospectsover time to become leads.Just make sure it’seasy for people to find your subscriptionform.


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