How you relaunch a website

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In my master’s thesis, I dealt with the relaunch of a company’s website from the mountain adventure sector. I would like to give you a little insight into the process of the relaunch. You can apply the process to all website relaunch projects and need to adapt it a little to your case. This is a very quick overview of a project that took several months. 

1. Analyse

First, analyze what’s already there. Review the content of the current website to see what you are working with by conducting a content inventory and qualitative audit. This will answer questions like How much content is there and does its quality match the overall communication goal? Getting rid of redundant and duplicate content will leave content that you can reuse for the new website.

2. Define

Who are you creating content for? For your customers. Find out what their needs are and define what information they require from you to buy your product or service. Buyer personas serve as a guide when creating content. They can also help you find the right style and tone.

3. Ideate

How can you put all these insights to work? Look at your competitors – competitors in the broadest sense. Since there are many different types of websites, they don’t necessarily have to be those of companies in your sector. Look at each piece of content individually. For example, a Frequently Asked Questions (FAQs) page is used by a wide variety of websites and is not limited to a specific sector. What do they do well and what don’t they do? Are there little things that help you structure your content better?

Once you have gathered enough insights, you can start creating a plan for the new website. Use a Miro board or another tool and create a structure and placement for your content. This content mapping is a template and will help you implement your new website.

4. Implement

Once you have completed the content mapping, you can search for the right CMS and theme that fits your purpose. An online store for cat toys has different CMS requirements than a blog, a hair salon, or a website for mountain adventures. Then start putting your website together. 

5. Assure Quality

Creating a website is one thing, making sure it stays that way is another. Frequent testing, such as usability testing with customers or heuristic evaluation to find gaps or stumbling blocks on your site, can help you fix them before they negatively impact your site and your business.

Not only is a functioning website critical for quality assurance but also a governance model for the editors working on the website to establish consistency. A style guide is also very important for that matter. Relaunching a website can be a long process but it is also very interesting and fun. In the end, you have created a beautiful big picture out of many puzzle pieces. I wish you good luck with your next relaunch project!

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