Your start from a blank slate

From time to time it takes a Website relaunch. The old website is getting on in years. Renovation is no longer economical. Then rather a brand new one - but then properly. And of course, new websites continue to emerge for new companies and brands that need to be launched.
Content know-how is already extremely valuable in the website concept. Which content strategy is best to convince your users? How should the navigation be ideally arranged? And only then comes the complete implementation. Possibly even in several language versions. The earlier the content planning starts, the better the entire project will run.
As an agency for website relaunches, we have supported several hundred website launches and relaunches for over 300 clients. We know exactly what`s important and work in close cooperation with all parties involved in the project. Ensuring the success of your website (re)launch project.

Martin Bauer Managing Director of COCO

Martin Bauer, Managing Director
+49 89 45099350

The 11 steps for a successful website (re)launch

Website relaunch - two words that even make experienced online marketing managers shudder. Too many projects take longer than planned, get entangled in coordination processes, cost more than budgeted - including nerves of everyone involved. 

With the right planning and support from specialized agencies for your website launch or relaunch, you can turn your next website relaunch project into a great success and save yourself unnecessary stress. Therefore, we have summarized the most important steps for you:

1. Content & SEO audit of your current website

It all starts with a thorough review of the status quo. What works well and what does not?

Create a sitemap and analyze the user behavior on your website. Which pages are important? Are there click paths that have worked well so far? What can be left out because it won't be looked at anyway?

Check all content. Check whether the content is focused on the needs of the users.

List all the SEO problems. You should know what definitely needs to be improved on the page for SEO.

2. personas & user journey

Only if you understand your users, you can create the right content for them. Personas are a suitable method to make your users vivid. The point is to understand which characteristics the individual user groups have and with which needs they get to your website.

In doing so, you should create a list of keywords and questions that your users use.

3. Goals for the website relaunch

There is a reason for the project. Only if you describe your goals as precisely as possible you can track the success. Based on the audit and your target groups, you can plan realistic goals. This can be an increase in dwell time on the website or more leads.

Don't forget to consult all stakeholders. Corporate Communications or Human Resources will certainly have goals that you should consider as well.

4. Define your content strategy & the website concept

Define your new sitemap with the pages you want to keep and some new ones that are important for your users. A well understandable structure is very important for the success of your project.

Think about what the perfect user experience should be. That means the paths your users click through your website - all the way to completion or contact. After all, that's where you want them to go.

Conduct keyword research to decide what you want to optimize for.

5. Plan the time schedule

After you know what needs to be done, you can estimate the project duration. Realistic planning is important so you don't get unnecessarily pressured. Since content creation including translations consumes the most time in many website relaunches, you simply can't start early enough. 

The total duration is very dependent on the size of your website. You probably won't go wrong with an average of 3-6 months. If your project needs to be ready by a certain date, you can plan back from that date.

Next, you should set milestones for the individual phases. This way, you always have an eye on whether the target date is still realistically achievable.

6. Review (or create) your corporate design & tonality.

Your brand essence describes the characteristics of your company, the rational and emotional reasons for your business, the unique selling points and finally the core message that every customer should think of.

On this basis, you create a visual and content document that describes how your brand core is presented.

The visual appearance is defined in the corporate design. This is all about your colors, imagery and typography. 

You describe your tonality in a content style guide. Are you on first-name terms with your customers? Do you gender in the texts? Do you have certain preferences for texts? Do you communicate more as an authority or at eye level? Are there certain important terms or others that should not be used?

7. Get inspired

Before you start with the actual implementation, we recommend that you take a look at your competitors, comparable companies abroad and current benchmarks.

It helps your designers and copywriters to know what you like and don't like. Pay attention to what emotions are aroused in you when you visit websites. Which sites do you find trustworthy? Are there tools and functionalities that you would also like to consider?

8. Create your content

The most important thing is: first the content, then the design. Many website relaunch agencies practice it the other way around. But it's like in any good design process: form follows function. Even though it is certainly fun to see what the new website will look like. First, the content and content flows should be determined. Then the layout and design can be implemented accordingly.

Therefore, answer the questions that your users are asking themselves in their customer journey. Think about what you place where. And which processes are important. Videos, testimonials and lead magnets will convince your customers and help you to turn users into leads and customers.

9. Design the website

Only now and finally the design follows. The first step is the implementation of wireframes. Here things still don't look nice, but they show vividly how the website will work. As soon as this is fixed, the design of the homepage and the further subpages can be realized.

10. Program the page

Whether you are using a CMS you already have in place or have decided to go with a new one, implementation is no longer the complex part of the website relaunch project. Your programmers, internal or external, will implement content and design so that the site will work in all browsers on desktop and mobile. The SEO specifications must be taken into account, of course.

11. go live!

The job is done. One last test to make sure everything works. 301 redirects for the old URLs. Finally, the website goes live.

Now you are free to open a prosecco or have a beer as a team. Please don't forget to give thanks to external participants for their commitment.

So now you can check the results and track how your beautiful project is impacting your set goals.

Good luck with it!

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Get to know

Martin Bauer - Managing Director COCO Content Marketing Agency Munich

Martin Bauer
Managing Director
+49 89 45099350
mbauer@coco-new-media.de

30 minute online meeting

Our methods
Your project
Non-binding offer

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Content marketing agency for three startups in Munich

Development of all website content incl. SEO for three newly founded startups.

RE8, VIV and NYM as new competence leaders in the real estate market

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Nym Website Mockup - Reference COCO Content Marketing Agency Munich

We create website content in three fundamental ways:

Website texts

We like to write. To the point. Not too much for your users. Not too little for SEO. For all types of content. Once or month by month. Whatever your needs are.

Web design

We design your graphic content. In form of icons, photos, graphics. We prefer to take photos ourselves. Or we search and edit suitable images for your communication.

Videos

We cooperate with excellent film producers and cameramen. Videos are gaining more and more importance. We produce everything from 3-second films to image films.

Frequently asked questions about website relaunch

The relaunch of a website is the little sister of reprogramming. This is because the overall structure usually remains the same during a relaunch. Only individual elements such as the design are reconceptualized. 

Often, old content is replaced by new content, without immediately kicking the entire old website into the garbage can. Instead, a new strategy is developed and implemented based on this.

There are various reasons for carrying out a website relaunch. Often, the basic problem is that companies no longer reach their customers the way they want to. Different indicators can be a hint for you to carry out a website relaunch.

High Bounce Rate. If users click on your page but quickly exit it, you can't gain customers. A high bounce rate can have many causes. In addition to confusing content or content irrelevant to the user, poor usability is a common reason for a high bounce rate. If this key figure is particularly high, significant problems on the website often become apparent and a website relaunch is often profitable. In the case of less significant problems, redevelopment and reorientation of the strategy is often enough. 

Many customer complaints. This is another problem that can be traced back to poor usability. The reason is that customers who get annoyed or confused by a website will complain. If the worst comes to the worst, these users won't buy (again) from you. Since the website is the center of the online marketing strategy for most businesses, a relaunch in this case should be considered as well.

The website no longer fits the company or is not up to date. If your company changes over time, the website also needs to be adapted. Pages that are already a bit old quickly look stale and unfashionable to users and should therefore be overhauled.

 

In a nutshell, the website relaunch consists of three key steps.

  1.  Analysis of the existing website
  2. Strategy development
  3. Implementation
Throughout all the steps, your target audience is always in the focus of our interest. This is because the goal of the website relaunch is to better reach your customers. You can find a detailed description of all steps further up the page.

At the beginning of every website project is the strategy for the entire site, the conception of the website structure and the content conception of the individual pages and elements. Here, it's best to get support from a specialized content marketing agency (like COCO).

The graphic and technical implementation can, but does not have to be realized by an internet agency or individual specialists for design/UX and programmers. This depends on the complexity of your project. We realize WordPress projects from A-Z. For projects where other CMS systems are useful, you need another agency.

If you are unsure, feel free to ask us. We have gained a lot of experience with Typo3, Drupal and other systems in accompanying over 100 website (re)launch projects. We will recommend the best approach for you.

More articles concerning a website relaunch

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