There are two particularly interesting marketing initiatives: the adoption of an inbound marketing strategy and the redesign of a website. Nonetheless, most of you are asking the same question when these two initiatives are suggested at the same time… Which one to start with?
It seems more logical to perform the redesign of your site before setting up your inbound marketing strategy. Indeed, why adopt a new strategy if your website is not ready for the public? Or, conversely, you could choose to accurately determine your inbound marketing strategy before doing the redesign. You will get indicators and data and then develop the site accordingly.
Which method offers the greatest chance of success? Inbound marketing before the redesign, or after? The answer is more complicated. If you want my opinion, neither of these two solutions is the best.
What for? Adopting one or the other of these consecutive approaches leads to missed opportunities. It would take a simultaneous implementation of the redesign of your website and the launch of an inbound marketing strategy. Let’s find out why.
Redesign of the site and inbound marketing: who takes precedence?
The same argument for implementation is separated from the redesign of a site and the adoption of an inbound strategy: the allocation of resources. Designers, coders, webmasters, and marketers are all involved in the final product as soon as we talk about a website overhaul. No one wants to assign even more tasks to the entire team.
But if you consider all this as extra work, it’s that you don’t look at things the right way. What for? First of all, because many assets established through inbound marketing (a professional blog, Call to Action, Landing Pages) are actually components that should be developed to be aligned with the new website.
The very vague objection of the “marketing strategy” generally implies the same elements. Here are the most common:
- “We don’t want to launch our inbound marketing strategy until the website is completed.”
- “We don’t need to involve designers in the development of our inbound marketing strategy, it could distract them.”
- “We want to watch the performance of the new website before launching our inbound initiatives.”
All these reasons are perfectly valid. But there is a very simple solution, which applies to the three examples above: by introducing the inbound marketing strategy at the redesign stage, you make the team easier to align.
Designers, marketers, coders, webmasters… All will be involved in the adoption of this inbound marketing strategy and understand the global vision. They will be on the same wavelength from the beginning, without the need to exchange many phone calls or e-mails once the redesign is done.
Let’s try to illustrate this situation with an image of everyday life: You walk down the street, go along a bakery and stop because a pastry seems to be watching you in the window. You enter the bakery and you immediately see the pastry, its price and a smiling seller posted near the cashier. You come out of the bakery with your pastry, eager to devour it and already ready to return to the first opportunity.
Imagine now the same scene, except that you do not see the pastry of the window when entering the bakery. When you end up finding it, there is no label with the price and you have to contact the seller to get this information. When you are ready to pay, the seller and the cashier are not found. So you leave and go to the next bakery.
The goal of the first shop was to sell this pastry… and that’s what she did. We all want a website like this bakery. When we redesign a site for a customer, we make sure that we understand his objectives from the outset, in order to integrate them into the designs.
If we try to integrate the objectives into the website after its redesign, we will not be able to integrate marketing objectives into the design. So don’t become the second bakery.
Website redesign and inbound marketing: Very intimate friends
Website redesigns and inbound marketing have a symbiotic relationship. A new and all-beautiful website offers a more attractive framework for inbound marketing, which helps in return to become a functional tool for generating leads. The key to a successful (but also) symbiosis of successful marketing is the understanding of the different ways in which the elements provide mutual help.
Here are three key areas for which a symbiotic relationship between inbound marketing and website redesign is absolutely necessary and advantageous when you put these two initiatives in place.
It is essential to decide how you will integrate the key elements of your inbound marketing with the structure of the site from its first version. This will save you time and money, eliminate the waste of resources, reduce the number of versions and, above all, increase the chances of success of the site when it is launched. I’ve seen all too often marketers launch a superb new website designed solely around design, and not feature, before adopting inbound marketing tactics.
As you can imagine, we had to make many useful changes that could have been avoided if a strategy had been established before and integrated during, the facelift of the website: CTA placement, the creation of a landing page, integration of a Data capture form…
Don’t wait for the launch of your website to add your inbound marketing practices, do it during the redesign process. The results of your redesign will be more satisfying…
The creation of the content is, of course, the cornerstone of each change of orientation in the inbound marketing of a company and most of them start (judiciously) with a professional blog.
If you already have a professional blog, you know that nothing beats the moment to get started. It takes time for search engines to index the pages of websites: The sooner you can put some of your content online, the less likely you will be to start from scratch when the redesign of your site is completed. Don’t wait until your new site is launched to start blogging.
To play its part in the symbiotic relationship, the redesign of a website must provide an opportunity for an inbound strategy based on keywords and headings. You can recycle old content, search for and integrate new keywords and topics, or create additional pages to support the use of timely keywords. Consider redesign as a smooth stone and inbound marketing as a chisel.
Companies that use inbound marketing in the most efficient way are those who develop unique buyers, who define the process of purchasing their customers and who adopt the user experience of the website to meet the Best possible way to these two variables.
It is not easy to structure a website to match the buyer personas: You have to do research, make a schedule and consider everything carefully to create pages that meet the expectations of different audiences. As you can imagine, this is the most difficult thing to put in place retroactively after a Web site has been redesigned.
Moreover, you should not stop at the buyer personas: it is equally important to structure the website to facilitate the process of purchasing your target customers. Not all visitors are ready to make a purchase when they arrive on the home page of a website. It is therefore imperative to personalize the content (as well as other key pages) in order to achieve a high conversion rate between visitors and prospects.
If the buyer personas and the customer purchase process are clearly defined and put in place during the redesign of a website, you will avoid many migraines as soon as the site is launched.
Redesigns of websites and inbound marketing have much more in common than you think and each similarity represents an opportunity to bring mutual benefits. So if you are considering these two actions but still hesitating on how to approach them, I strongly advise you to implement them simultaneously to avoid missed opportunities and wasted resources in the future. This may involve more work upstream, but it is a wise choice.