Have you been through a website redesign and it didn’t work or are you in that situation right now? The phone isn’t ringing, nobody is completing your contact forms and even the spam messages have stopped.
Well, there is good news. This post will help you look at common reasons why things go wrong, and actions you can take to get back on track.
Turn your website redesign disaster into a success tsunami
With the right information you’ll be able to find the leaks in your lead or sales funnel and get the phone and contact forms working again. Ready? Let’s dive in.
1) I’ve got no traffic since our new site went live!
Look at your analytics data. How much traffic did you have before your website change and how much traffic do you have now? If you had traffic before and none now, check you have Google Analytics installed. Here is a simple process you can use to check.
Get your Google Analytics Profile ID by logging into Google Analytics. Your profile id starts with UA, and is next to your property name. It is highlighted in the example below. Select and copy to make the next stage easier. Just click the image to view a larger version.
Check your site has this installed by opening your website in a browser. Inspect the page source and look for your profile ID. In Chrome put your mouse over the browser, right click and select view page source. You’ll see a whole bunch of code. Use Command + F (or Control + F for Windows) to open the page search, paste your profile id and if it is present you’ll see it highlighted like the below example.
But what if…
- Your UA id isn’t present. See if there is one present by using the same procedure to find “UA-“. If there is ask your developer for access to this property and ask why it was changed while your tap your foot impatiently.
- There isn’t one there. Well step one is to get it. Ask your developer to create one and give you access pronto.
2) My analytics is working correctly, but traffic has dropped substantially.
Did you change some of your urls and not inform search engines?
This is important because search engines keep a catalogue of your website pages. If their copy of your website is out of date then they’ll stop delivering new pages into search results until they are comfortable with your new content and sometimes something like a url change is enough for that to happen. While this won’t be permanent each day will feel like a lifetime.
Engage positive action.
- Get Webmaster tools up and running quick. This guide from Search Engine Watch is a must.
- Check your site speed. That new full width image slider on each page your CEO loves has got to go.
- Ensure you have:
- A robots.txt file
- An xml and html sitemap
- For the next month or so, look for your company in search results for your major products and services. Make sure your search result makes human sense. The drivers for the search result information is comprised by your Page Title, URL and Meta Description which is a page summary up to 160 characters long.
This is a big topic, but here is a pro tip from Glenn Gable from his post how to avoid SEO disaster, which is still relevant if you are in fact in disaster.
If you can keep the same URL structure as your original website when redesigning or migrating a website, do it! It will make your life a lot easier. If the URL’s remain the same, you don’t need to issue 301’s. And for larger sites, this can save you a lot of time and pain.
3) I’ve got the same amount of traffic as usual, just no leads 🙁
Perhaps, just perhaps the new website forgot about customers? Try answering these questions below.
- My users are looking for …?
- Have I created a page that provides information about (no 1), and talks directly to common purchase questions about (no 1)?
- Have I developed calls to action (a button or link) that prescribe to Hubspot CTA best practice?
If you can’t answer yes to 2 or 3 that is where you’ve got work to do.
4) I’ve perfectly matched user intent with my website content, still no leads 👿
Focus on your conversion centered design, and by conversion centered design we mean conversion centered design. Here are some actionable tips you can use today.
- Understand the principles of Conversion Centered Design
- Each page on your website should have one primary goal
- Fix your attention ratio. Look at your lead pages, count up all the things your visitors can do (all the links) and divide by what you want them to do. Work on moving the ratio down
- Plan your page content first, then design it with the principles from above
Follow up with a big helping of trust building. Here are some great examples:
- Develop transparency like Buffer
- Show testimonials like Code Academy
- Display customers proudly like unbounce
- Use your real life staff in website images – we did!
- List your physical address (especially if you are partly / only online)
While this isn’t an exhaustive list, these are the issues we come across and help people resolve. If you’ve got any questions about the above, let us know in the comments below.