The secrets of a successful website redesign

SEO Optimize 360

Through our SEO Agency Optimize 360 

Successfully redesigning your website


The redesign of a website is a crucial stage in the life of a company.

Whether you're a small business or a multinational, your online presence is a key element in attracting and retaining your customers.

A website redesign must be carried out seriously and methodically to avoid mistakes and maximise the effectiveness of your digital communication.

redesign of its website

Prepare your website redesign project in advance

To successfully redesign your website, it's essential to clearly define your objectives and priorities before the project begins.

This means getting to know your target market, your competitors and how your market is evolving. Based on this information, you can choose the right technical and graphic solutions to meet the specific needs of your business.

Establish a complete diagnosis of the existing situation

This first phase of reflection also allows you to identify the strengths and weaknesses of your current site. It's important to ask yourself the right questions:

Which aspects are working well? What are users dissatisfied with? What are the obstacles to conversion on the site? Carrying out an audit of your site (ergonomicsThis will help you to draw up a precise assessment and understand the areas for improvement.

Create specifications for the redesign

Once the diagnostic phase has been completed, it's time to put in place a specifications for the redesign of your website. This document contains all the information you need to successfully complete the project:

  • Creative brief (company history, graphic codes, brand universe)
  • Description of expected functionalities
  • Site structure and sections
  • Content to be integrated or written
  • Provisional schedule for completion
  • Budget allocated to the project

Making the right choice among service providers

Armed with these specifications, you can start looking for suitable service providers to carry out your redesign project. Compare several quotes to get a better idea of the prices on the market, and don't hesitate to ask the service providers you meet for references and examples of similar projects.

Entrust your project to a digital communications agency that will support you throughout the redesign and understand your business issues.

Working with the technical and creative teams

Throughout the website redesign process, it's important to maintain fluid and transparent communication with the teams in charge of the project. Share your expectations, feedback and questions regularly to avoid misunderstandings and optimise the quality of the work carried out.

Don't hesitate to ask your staff or customers for their opinion at key stages of the project, such as validating graphic mock-ups or choosing the right domain name.

Writing appropriate, SEO-optimised content

The redesign of your site should also be an opportunity to rethink your editorial strategy. Make sure that the content offered on your new site meets the expectations and demands of your users. Writing a optimised content for search engines (SEO) is also essential to improve your online visibility.

Adapt the writing to the needs of each page (tone, format, length, keywords) and follow good SEO practice.

Prepare a URL redirection plan

When redesigning a website, it is crucial to prepare a plan for the redirection of URL to preserve the referencing acquired and offer a user experience fluid.

The 301 redirects are essential for informing search engines that certain pages have been moved permanently, enabling the "referencing juice" to be transferred to the new URLs.

Start by making an exhaustive list of all the existing URLs and associating them with the new addresses on the redesigned site.

Make sure you test all redirects to avoid 404 errors, which can damage your site's reputation with search engines and visitors.

A well-designed redirection plan is a fundamental pillar for a smooth transition to your new site, while preserving your valuable SEO rankings.

Follow-up and analysis after the site has gone online

Once your site has been relaunched, it is essential to set up a system for monitoring and analysing performance on a regular basis.

Use web analytics tools to measure changes in your key performance indicators: traffic, conversion rate, average visit duration, positioning on the web, etc. Google... This will enable you to adjust your strategy quickly if necessary and improve the effectiveness of your digital communication.

Keeping abreast of trends and innovations

Finally, don't forget that the success of a redesign project is not limited to going online. It's a continuous process of improvement, adaptation and innovation in response to technological, behavioural and legislative developments. Keep abreast of new trends in web design, ergonomics and mobile usage, so that you can offer an enriching and engaging user experience.

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About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs.
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