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Substandard content is dragging you down? When did you seriously last attend to your site? Should you have been putting off a refresh of your website, you need to stop. Now is the time, and here is what you can do. The Plan You need to Place your head around your website. You have knowledge of what you want it to do for you, and that is to assist your business. Now you have to be particular about the goals the website would like to accomplish for the business and the visitors. Make a definition of conversions: You may already have performed this at a point, but you could do this again from scratch. Put in the conversions you wish to be done on your site, plus compare the list to the site goals you had before. Probably they have changed. Maybe you lost track regarding something you had to be reminded of. Should you not have a list of conversions as part of the web strategy from the past, now you do. Let it be a guide for your site design and content. Conversion samples include phone call, quote request, store locator and schedule an appointment. Assign a priority: You need to take a list of site pages plus silos and give them a rank of importance to the business goals. On one spreadsheet, you need to put the goals a landing page or silo would be responsible for. Key sections of the site may be addressed at first. You may use the spreadsheet throughout the refresh project for managing the updates to keywords, body content, meta data plus calls to action. Make a column for each important elements on the spreadsheet too. Put in deadlines: Should you have set dates for when you like particular pages or sections of the site reviewed, edited plus published, the project would be likely to move forward. Go In Now Go over the site: It would be so close to you, but it has been on autopilot for so long. It would be time to rekindle your knowledge with the site navigation, information, conversion paths plus search traffic. Ask your friends to read the pages. Other eyes will view things you won’t. Perform a user test: Have someone known navigate the conversion path. Draw up a scene that took place at the office at the moment then ask the friend fo try navigate the solution. Are they hung up anywhere? Have them talk while they go through your site. In a similar manner, you will specify an action they should attempt to accomplish, plus they will record their experience. Such information would be critical to your knowledge of how customers would experience the site. Make an analysis of the current site performance: You need to check your analytics, whether it be Google Analytics or something else, plus figure out what people would be doing on the site. What keywords would be brining in traffic from Google? What pages would visitors be hanging around on and what pages would they be bouncing from? Make use of the data to inform priorities plus next steps. Improved Page At this moment you would have a comprehension of what users would be going to your site for, what they would be doing when they are there, plus anything they could be having trouble with regarding the site. From that you may make improvements. This would occur in two ways: 1) Making new content to address unanswered questions plus needs. 2) Updating the content so that it would be optimized for search plus the user experience. Make a consideration of site architecture: This would be the point wherein you have made an inventory of pages for the site and could think whether the way the pages are linked would be the best way. Would your site’s hierarchy be a match with the way a user would navigate the site? Basically, every idea or category of the site would be a pillar of it. There is to be a main page for that topic, reachable via the main navigation. Depending on the size of the site or topic, there could be a group of pages that contain supporting content for that topic. All the pages regarding a topic would link together as being appropriate to answer the question of a reader regarding the topic. This would be a bit technical, but would only link from a single silo to another from the initial landing pages; this would be carried out to maintain a concentrated theme in the section of the site, putting up chances of nice rankings because of subject relevance. So to make it short, there are three things to reflect on when you consider the architecture of the site: a. Navigation which would fit what users would be looking for when they go to your site. b. Information structure as sturdy themes with supporting content. c. Linking throughout the site in a manner maintaining the individual themes. Having to go over a site’s architecture may be deemed an update, or the changes could be drastic that it would be like starting new. Whichever it may be, the architecture of the site would be its structure. It has to be strong and stable. From thereon you could position and build up the content. Updating old content plus putting new content: Put out a spreadsheet. Place rows for new pages needed to be written under new architecture. For new pages, place keywords ensuring the page would support the theme. Put in content that would inform, engage, sell, serve, bring in info, plus keywords thoroughly researched from tools such as KeywordSpy, and a call to action to move them toward your intention. For pages in existence, ensure that the assigned keywords would be apt, and ensure that they are used on the page. Use tools to analyze phrases on the page, and if it is clear what you want the visitor to do. Ensure the answer is yes before you check off the columns for the body content plus calls to action on the sheet. A/B testing: All insight you have acquired from asking friends and testers in utilizing your site. You should acquire this for your new content as well. A/B would be testing by putting up two versions of the page plus getting information of how each takes place. Utilize tools to see what page version gets more of the actions you want. Peter Zmijewski provides step-by-step guidance with comprehensive resource book about the secrets of making millions over the internet for online business. He is also the founder and CEO at KeywordSpy. He is also known as Internet Marketing Guru.
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