Branding is the backbone of business growth and development. And, in recent times, website design is one of its cornerstones. After every few years, you will be observing the big organizations rebranding their assets – be it conventional like their office stationery or contemporary like websites.

Businesses want a website with seamless performance – a site that brings quality traffic, establishes brand’s credibility, drives qualified leads and increases conversions. These are the ultimate goals of all sorts of business sites and key to each one of these is ‘content’.

Content is the mainstay of business success!

It’s quite common amongst most of the companies to underestimate the power of content and hence, content marketing. Content is vital in giving your branding game an instant boost. Since, content is everything from copywriting, images, ebooks, case studies, white papers, forms, buttons, and landing pages to interactive content you must pay attention to it during website redesign projects. For a successful restructuring of your business site, you must bake content into every stage of the due process.  

What does that mean? You need to comprehend and avoid the most common content development and marketing mistakes often observed in website projects.

  1. Working on design and copy writing separately:

Think about different content and design needs. What takes the lead, web design or web copy? Ideally, both run in parallel.

You need content of a certain length for design, SEO, and conversions. Conversely, you need specific page types, templates, and block design that favors the content. Here, your copywriting and design teams need close collaboration.

Longform content performs better in the search, but modern web designs favor short and punchy copy reinforced by visuals and content blocks.

Moreover, content varies according to the types of pages your website will have. Compare a simply designed blog page and a product detail page. Both demand different planning of content mix and suitable layouts. Blog posts are the simplest of all content types. Product pages need related content with images and product information, product recommendations and consumer-required details.  

Pro Tip: Use flexible design templates that can be repurposed easily. Don’t go overboard when it comes to content templates because it will make content management difficult.

  1. Not Trashing Obsolete, Underperforming Content:

Website audit is mandatory and so does content upgrade at regular intervals. A website redesign is a great way for content audit, reorganization and modification. You need to trim the fat and make your copy short and compelling.  

You must let go of old content that’s no more useful to engage the visitors. Doing so, the key benefits you can have include:  

  • You can easily replicate the less yet updated content to the new site.
  • Easy content management with a clean web environment moving forward.
  • Providing the highest quality, related content to the website visitors.

The new content will give your website a clean and easy-to-navigate layout. With the short reading span (digital world has made people rush with everything), site visitors will quickly get what they want from precisely written, clear copy. 

  1. Not Giving Importance to Metadata

Ignoring metadata – missing the page titles, meta descriptions and appropriate URL structure will leave a negative impact on search results. It’s important for SEO purposes, that your site pages have accurate content for search engines and that’s the metadata. It not only helps in ranking your site in search for your target keywords, but also helps convert the searchers to site visitors and hence, customers.  

Moreover, don’t overlook social shares. Again, you need powerful content to share it socially for business promotion. It will help strengthen your sales funnel. The images and descriptions for social sharing will come from “open graph”. Originally created by Facebook, open graph is simply an internet protocol to optimize your social links – using metadata you used for a web page to represent the page content providing the simple details as page title.

Ask your developers to install open graph protocol across the website and set the defaults, particularly for social sharing of images. For this, you can hire web developers from a reliable IT company like ours ISO certified ArhamSoft (Pvt) Ltd.   

  1. Putting Images on the Backseat

Website design or renovation needs properly sized images – a lot of images in multiple formats. To meet the timelines, start sourcing the appropriate graphics and visuals beforehand. Avoid the design with large-sized, complicated image requirements. Keep everything simple, logical, and coherent.

Also, depending on your metadata, use CMS that can support image auto-sizing from a single source file to put up with common use cases such as page hero section, teaser and social shares. Use high-quality, compressed images and quick content delivery networks for quick page loading.

  1. Underestimating the Internal Input for Content Approval

Last but not the least is ignoring the in-house input and not having an internal process for web content approval – all the stakeholders must play their role in the content revision rounds. New websites need internal eyes for improvements and there are multiple stakeholders to approve the design and copy – your CMO and even CEO should give their valuable input besides the content marketing and branding personnel and subject matter experts.

You must be expecting lots of long and deep conversations with the line managers, and product and/or brand experts – content production for your new or redesigned website requires serious collaboration of design, development and content teams with clear goals and a robust project management adhering to the predefined timelines and budget.

Wrapping Up:
Website redesign focuses on a new and better site for improved performance – more traffic and qualified leads. Everything goes side by side from design templates to copywriting and therefore, you need a strategic planning that’s thoughtful and can be adapted to stay competitive.

Remember, the best website design and copy leave a room for improvement once launched and come in contact with real-time visitors and consumer behavior. However, you must avoid the above-mentioned mistakes people often make with their web designing and copywriting to get ahead in content marketing – mandatory for business growth and development.