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June 24, 2020
June 24, 2020 connect
BRANDING GUIDE

Resources for User Experience (UX) and Web Design

Resources for UX and Web Design

Resources for Visibility and Digital Marketing

Resources for SEO

Resources for Online Advertising and Social Networking

A company's corporate website is the fundamental axis of its commercial and digital marketing strategy. Regardless of whether it also has an online store from which it sells products and services, or whether it has an Extranet to which its employees, customers and suppliers access to obtain information, any business that wants to establish its brand on the web has started by building a company site.

A website can be perfectly optimized on a technical level, and still not respond to business objectives. These are the main strategic reasons for redesigning a corporate website:

A company's corporate website is the fundamental axis of its commercial and digital marketing strategy. Regardless of whether it also has an online store from which it sells products and services, or whether it has an Extranet to which its employees, customers and suppliers access to obtain information, any business that wants to establish its brand on the web has started by building a company site.

 

A website can be perfectly optimized on a technical level, and still not respond to business objectives. These are the main strategic reasons for redesigning a corporate website:

 

Do you attract YOUR client?

If the bounce rate is high and the conversion rate is low, and technical reasons are ruled out, it may simply not be our target customer who visits the site.

In this case, the branding strategy must be reviewed. Who is our client and how do we want to position ourselves in the market.

A redesign focused on our client involves making new decisions about architecture, design and content. Some of these decisions are

  • what kind of projects in the portfolio we want to highlight
  • What questions should we answer?

The portfolio galleries and the description of the outstanding services and products must be taken care of especially in this case.

 

Does the website still represent your brand?

If there is a change of image, logo or name, a redesign is mandatory. It may even involve a change of domain name. The estética of the new corporate image must be faithfully represented on the website, as this is one of the most important digital marketing tools.

But the brand can change without it being reflected in the style manual. If our customer segment has changed over the years, this requires rethinking the website in order to provide the best possible customer service and attract new customers that fit the objectives.

It is possible to facilitate interaction with regular customers through an online store B2B o B2Ca private area or a chatbot. A consultancy with a digital private area can be differentiated from its competition, which has not made the leap to digital transformation. A wholesale distributor can give its customers access to order online at any time, with immediate confirmation. New technologies provide opportunities to change the static company website into a sales channel that is fully integrated with the company's processes.

 

 

Do you stand out from the competition?

Keeping track of competitors, but also partners and references in our market area, is part of the business strategy. This also includes the digital presence of others and how we compare with them. Do we stand out, do we look old-fashioned or is it easy for customers to confuse our website with that of the competitor?

It is time to renew and once the project is completed, announce it among our clients and collaborators, in social networks and other communication channels.

 

3 technical factors to decide if it's time to change websites

If this corporate website was developed a few years ago, it is likely to require an update.

Deciding to update the corporate website can have multiple reasons. Here are the top 3:

1. Technology

The development of web technologies has been particularly dizzying, moving from code creation systems HTML "from scratch" or with development environments such as Dreamweaver o Frontpage to systems of the type CMS (Content Manager System) as PrestaShop o WordPress.

Evolving to platforms of the type CMS is a critical factor in allowing the web to grow in content, a key element in achieving visibility in search engines.

Security

Choosing a good CMS The website has a privacy policy page, legal notice, more information about cookies? Compliance with the RGPD is not optional. Likewise, the website must contain a security certificate. These practices demonstrate to customers that they can trust us and that their privacy is important to us.

2. Design

The emergence of new devices such as tablets and mobiles has completely changed the design of web interfaces.

From a desktop orientation that allows you to view content in a panoramic way, we have moved to vertical screens where scrolling is easy. On the other hand, the design lines, although changing according to the trend of the moment, have become flatter and the images more sober and minimalist.

Adapting to mobile devices - Responsive designs

3. SEO

The objective of a corporate website is fundamentally commercial and image. The strategies in natural positioning based on content (SEO) have undergone a continuous change, since search engines such as Google constantly change the algorithms with which they reward and punish websites according to the position in which they appear in the results.

The platforms CMS like WordPress have essential components to optimize the company's website and achieve maximum visibility.

Basic components of a WordPress designed website

 

How to Migrate the Corporate Website to WordPress

There are some critical factors to consider when migrating our company website to WordPress.

  • Keywords positioned:

we must find out which keywords we have managed to index in search engines, that is, which keywords are already giving us visits. A keyword will always point to a specific address on our website, not necessarily the Home page, and we must make sure that we do not delete that page on the new website so that the user does not receive an error and Google penalizes us with a 404 error.

  • External links or backlinks:

websites that link to our corporate site, either to the home page or to interior pages of products or services, are a key factor for positioning. Not all external links give us the same value, and it will depend on the DA (domain authority) and the PA (page authority). This value measures from 0 to 100 the relevance of the link, and the higher the value it will bring us. A link from Youtube, for example, provides a link with the highest reputation, 99. We can find out these two measures of any page to check its relevance using the tool Moz

web domain authority

  • Internal links:

It is very important to design a Content strategy that allows us to create pages within our website in an orderly and hierarchical manner. This will allow us to create internal links that extend the information of a product page, for example, with tips on use, information on its origin, applications and any relevant, interesting or entertaining data around it.

Backlinks, authority and value in SEO

If we sell costumes, for example, we can create an area within the website called "Parties" and develop tickets talking about the different celebrations that our offer covers throughout the year. We can mention the Carnival, explain its origin, outstanding places where it is celebrated and curious or funny customs. If in turn we create an area where we talk about Textile Materials, we can link a costume with our own content of Festivals and Textile Materials, offering an enriched experience to the user and indicating to search engines what content is relevant. What a search engine appreciates most is a Wiki structure around a search term.

Solution to migrate the web without penalties

Whether we have keywords positioned in search engines, or external links pointing to our own website, we can implement the following solutions so that we maintain traffic and avoid penalties:

  • Create exactly the same URL of the page that is positioned in search engines or that links from another website. In WordPress we must access the "Permanent Links" menu under "Settings" to ensure that the URL is generated as it was in the previous web

wordpress permanent links

  • If on the new website it does not make sense to keep the page to which that keyword is directed because we have changed the structure of the site, we can also create a permanent Redirect that sends the traffic that was going to that address to the new address that is more in line with the structure of the website

 

  • Example: when searching for the word "canned wholesale" our page appears in Google, pointing to the address "www.misitio.com/mayoristas/conservas". In order not to be penalized by search engines and not to lose visits, we make sure that our website maintains that page, although with renewed content. If, on the other hand, we want to change the structure of our website and the canned food page will now go to "www.misitio.com/productos/conservas-mayor" we can establish a permanent redirection that will direct all the new visits that were looking for the previous address to this new page

 

In the case of Internal Links, we must bear in mind that it is a key factor in the strategy SEO of the company, so the structure in which we want the content of our website to grow must be analysed and planned in great detail. Like a tree, it must have branches around some themes or core areas that are the basis of our business, our products and services.

 

 

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Proyecto Cofinanciado por el Fondo Europeo de Desarrollo Regional. Beneficiario: Conecta Software Soluciones SLU. Nº expediente: EATIC2019010001. Inversión Aprobada: 173.800,00 €. Comienzo: 01/04/2019. Finalización: 30/09/2020. El presente proyecto tiene como objetivo el desarrollo de una capa de usuario multilingüe y dashboards para entornos web y windows de solución de Business Intelligence.

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