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  Redesigning Your Website: What Content Questions Should You Consider?

Posted by Kevinjcull on November 5, 2014

Does your website need a redesign? If so, there’s more to be considered than just your website’s overall look. You need to freshen your content, too.

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What questions should you consider – and answer – as you do so?

1. What exactly is the content on your current site?

You may not exactly know what you have, if your site is very large or you’ve had it for a long time.

• Audit content and then look for deficits to fill

Inventory blog posts, web pages, videos, ebooks, articles, frequently asked question files, PDF files, case studies, images, and more that visitors refer to often. Back up any files you want to keep so that you have them for the redesign.

Then:

• Look for things you don’t have that you should, such as:

  • Products, content, and/or information customers or visitors are looking for
  • Information that might benefit readers
  • “Frequently asked questions” content that hasn’t been created for questions customers pose most often

Make a list of things you think you need that you don’t already have. You can narrow down these possible needs as the redesign is finalised, but include everything you think you want to start.

2. What website content creates or drives revenue for you, and what doesn’t?

You probably include at least a “content refresh” that updates existing valuable content on the site. You may, for example, update or add pages that drive revenue or remove pages that don’t add anything.

Don’t know which pages drive revenue and which don’t? Your analytics will tell you. Leave your high-value or high-traffic pages as-is in your new site.

3. Are your calls to action effective?

Figure out where your calls to action work, and where they don’t, again, using your analytics data. Note needed improvements, such as updating calls to action or removing obstacles to action.

“In-page analytics” let you see how your website works from the viewpoint of a consumer or customer.

In-page analytics give you data such as:

  • Clicks in a certain area of the page, such as the bottom half
  • Clicks on calls to action (or lack thereof)
  • Whether or not customers are seeing important content

4. Are you missing information, or is it incorrect?

Internal search logs show you what customers are searching for in their own words. Are they looking for a product you don’t have? Should a hard-to-find product have its own page or category? Does your navigation structure need to be changed so that customers can get around your site more easily?

5. Does your content help your site accomplish its purpose?

What do you intend to accomplish with your website? What’s your goal? Does your content help you achieve that accomplishment, or guide customers to the outcome you want?

Take a look at your site’s architecture. How do you guide people through your site? Is it done logically, so that customers are simply led through the process from point A to point Z?

• Does your navigation summarise your site logically and effectively?

Analytics and heat-mapping software can help you identify how customers navigate your site, but you can also simply ask someone who’s not familiar with your site to navigate through it. Ask them to characterise your site for you based upon what they see. What is it about? What if anything is it asking of visitors? What is its purpose?

The above questions will help you clarify needed content and structure fixes for your new site. With this, you will be able to tell your design team just what you want to accomplish.

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