What goes into optimizing your content after a redesign?

Michael Gabrian

by Michael Gabrian on 07/10/2017

So you just redesigned your company's website and now it has this fresh, modern look and it's just beautiful. You scrapped your template design, added some awesome new features, and are ready to release it to your audience.

What's next?

You start creating amazing content for our visitors! When continuously improving your new website, content is only one chunk of the 7 levels of priority, but it's arguably one of the most important. It's how we interact with our audience, spread our knowledge, and get our products/services out there. 

Let's talk about attracting quality traffic and creating content after a redesign that will amaze your visitors. 

"What I love about content is it has the power to change people’s lives for a second or for a day or forever. Great content creates space for people to pause and reflect, and that space is where transformation happens."

- Jolie Miller

creating a content strategy

Attracting traffic

The first step is to drive traffic to your site; in fact, about 3,000 unique monthly visitors. The reason we start here is so that we can begin experimenting with the quality of your content and seeing if there are any improvements we can make.

Some ways to start boosting traffic includes:

  • Publishing at least 3 blogs to your website a week
  • Focusing on long-tail keywords
  • Actively engaging through your social channels (posting, commenting, conversing, etc.)
  • Commenting on other blogs relevant to yours
  • Sending targeted emails
  • Investing in pay-per-click
  • Other SEO best practices

I know traffic isn't easy to come by, let alone quality traffic, but what's the point is leading someone to your site if they have no interest in being there? Continuously improving your content and marketing will lead to more quality traffic, which could bring higher conversion rates, higher numbers of return visitors, more engagement, etc.

So, how do we improve the quality of our traffic?

We could try narrowing our focus down on specific personas. Identifying and building personas should be done in the strategy phase before building the site, but if you haven't done it yet, here's where you should start:

  • Job title and major responsibilities
  • What success means for them in their role
  • Industry and company size
  • Demographics (age, education, location, etc.)
  • Goals and how your product or service can help to achieve them
  • Challenges and how your product or service can help to overcome them
  • Where they typically look for information (social media, news sites, associations, etc.)
  • Shopping preferences (in person, online, mobile)

Targeting and improving your content

So you've done your marketing and people are coming to your site and checking out all of the content you have to offer. 

The next step? Improving it. 

The goal is to boost that conversion rate. There are plenty of factors that include your landing page and call to action, but let's focus on your content and your offer.

Imagine your company provides accounting and finance services for small businesses. We can assume some of the potential responsibilities, goals, and challenges of your persona. You might be targeting the founder of the business who handles responsibilities in all areas of the business, so you handling the accounting & finance would mean it's one less thing for him/her to worry about.

What kind of top of funnel content ideas can you come up with to attract this persona? You have a lot of options! You could try an article on the problems of handling your own finance as a small business, tip sheets, anything really that might grab their attention.

From there, what would your call to action lead to? It should be relevant, so maybe a case study, data sheet, or demo video piggy-backing off the first piece of content. You have your persona in mind, what is the next step to compel this visitor to convert into a lead? What can you offer them?

Making your content dynamic

Think useful, relevant, and dynamic. At this point, you have tons of people coming to your site, viewing your content, subscribing, converting, and so on; but there are always improvements to be made. 

Why should we aim to make our content dynamic?

There are a couple of reasons. It will help shape your landing page and increase it's effectiveness, it strengthens the user's journey and experience, and it will provide the most helpful, relevant content to your visitor. That's the goal right?

So, let's attempt to further optimize your content and there are a couple ways you can do it.

Here are a few examples:

  • Personalization
  • Log-in area
  • Personal alerts
  • Transaction emails

These are just a couple universal ideas. Truly optimizing your content for new and returning visitors depends on what types of content you offer. 

For e-commerce site, you could send targeted emails with content or products relevant to their search history. You could also offer some type of subscription program offering members deals, etc. 

To conclude:

Our content gives our websites a lot of power and are crucial to our online success. So how do you go about optimizing your content after a redesign? Strive to improve this content by attracting the right traffic to each piece. This allows you to make improvements as you see how our visitors interact with it. From there, continue to target, improve, and personalize to create the best possible experience for your visitors.

Want to talk a bit more about how content plays into your inbound strategy? Click the button below.
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