为什么要重新设计网站？

你听说过your website should be your best salesperson?

Think about it. A website should say everything about your business and promote all your current products, services, and pricing. It should attract prospects and answer any and all questions they have about the company.

In other words, your website should convert prospects into leads like any other salesperson.

Just as you need to train and invest in your salespeople year after year, you need to measure your site’s performance over time and make any necessary changes and updates to ensure it continues to successfully convert visitors.

分析网站时，您可能会发现特定的问题，这些问题促使您考虑重新设计。也许购物者越来越多地在您的电子商务网站上放弃购物车。移动设备上的跳出率也许高于台式机。这些只是您可能需要重新设计网站的几个原因。

We’ll discuss more reasons below to help you decide whether you need to invest the time, resources, and budget in a redesign.

您的业​​务目标将决定scale of your website redesign。If you’ve changed your branding, then your site might need a simple makeover: change the color palette, swap out some photos, and you’re done. But if you’ve overhauled your marketing strategy, then you might need to migrate to a内容管理系统使用功能和自定义选项可以完全重新设计您的网站。

为了帮助您更好地设想重新设计过程，让我们更深入地研究最常见的重新设计目标以及您需要做的事情才能实现这些目标。

1.您想重塑您的网站。

有一个一致的外观和感觉你的网站is important. If a visitor clicks on a link on your homepage and is taken to a page that looks completely different, they may be confused or even worry that they were redirected to a malicious page. Even small differences — like having different navigation menus on pages — can frustrate visitors.

这样的设计不一致很常见，尤其是在随着时间的推移随着时间的推移而增加并与其他微型物质合并的网站。如果您的网站在过去几年中大大增长，那么可能是时候审查和实施品牌准则和样式了，因此您的网站具有凝聚力的设计。这包括确定调色板，字体和字体层次结构，按钮样式，肖像画等。

对于具有一致品牌的网站的示例，我们可以寻找Mailchimp。In 2018, the email software company completely redesigned its site, unveiling a new logo, a fashionable serif typeface, illustrated images, and more of its eye-catching brand color. Take a look at the before-and-after picture below.

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如果您想像MailChimp一样重塑您的网站，那么您将需要既易于使用又灵活的网站构建工具。如果您当前的工具不是，请寻找一个平台，使您可以从头开始或使用拖放编辑器自定义预设的模板。

2. You want to drive more traffic to your site.

Your website's great design won't matter if no one sees it.要使网站的流量吸引流量，您需要优化它以供搜索。

A great way to do this is to make blogging part of your content strategy. Websites that feature a blog havea 434% greater chance在搜索引擎上排名很高。

在制定博客策略时，您需要进行关键字研究，以查看人们在搜索引擎查询中使用哪些特定单词和短语，然后将它们包含在您的标题，标题，身体副本，元描述和URL中。

As you create more blog posts, you canlink them to related posts and pages。这将有助于搜索引擎机器人，访问者了解您网站上内容之间的相关性，价值和关系。

If you first created your site on a publishing platform or with a website builder, then you may need to migrate to a CMS with more advanced content management features. Some platforms likeCMS集线器,HubSpot的内容管理系统,甚至会have built-in SEO tools to help you optimize your content. Otherwise, you’ll have to set up an integration with third-party tools likeGoogle Webmaster ToolsorSEMRush。

3.您想将更多的访问者转换为潜在客户。

如果您要向您的网站开设大量流量，并希望将这些访问者转换为潜在客户，则需要围绕清晰的转换策略设计网站。

Your site should tell visitors about who you are, what you do, and who your target audience is. Then, it should convince them to take the next step in becoming a customer. Here's a quick video on the purpose of a website:

Let’s look atRevas an example. Before the audio transcription site's redesign, the homepage featured a central carousel with three cards. Each card had a different icon — a rocket ship, a dial, and a telephone — to represent the company’s three value propositions: speed, quality, and service.

Above the carousel was a menu bar featuring a tab labeled “Services.” Visitors had to click on the tab to view a list of the company’s services. Under each service, there was a graphic and some basic pricing info without a clear call-to-action. For a full description of each service, you’d have to either click on the header or scroll below the fold.

什么时候redesigning its site, Rev ditched the carousel and instead featured three cards side by side. Each card represents one of its most popular services and includes a brief explanation, price, and call-to-action button. This new design resulted in an18% improvement in Rev’s conversion rate。

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如果您希望看到转化率的类似改善，请检查您当前的平台是否支持网站和CRM或营销自动化软件之间的集成。bob电竞官方下载否则，您可能需要使用内置转换工具迁移到CMS。和CMS集线器, for example, you can simply drag and drop CTAs and forms onto the page and then track and segment visitors in your connected HubSpot portal.

4. You want to add functionality to your site.

您的网站需要易于使用，易于理解且易于浏览 -visitors on the front endand your marketing team on the backend.

随着交通和团队的增长，您可能需要在网站上添加新功能，以满足访问者和后端用户不断发展的期望和需求。例如，您可能需要将实时聊天添加到您的网站，添加和管理多语言内容，或直接在仪表板中运行A/B测试。

什么时候HubSpot redesigned its Academy site2019年4月，我们专注于提高可通道性和个性化，以确保访客能够尽快，轻松地找到他们想要的东西。除其他更改外，我们简化了导航系统并添加了智能内容过滤器，以帮助访问者在网站上具有无缝的体验。

如果您想在网站中添加智能内容过滤器或其他功能，则需要一个具有强大内置功能和灵活性的平台与外部软件集成。bob电竞官方下载这样的平台将能够随着时间的流逝而支持您的网站的增长。

5. You want to optimize your site for mobile visitors.

Mobile devices accounted for58% of organic search engine visitsin 2019. Because mobile search is so popular, search engines have built their experiences around it. In fact, when you Google something on your phone, you'll see search results for mobile-friendly pages first. That means you need to ensure your site is optimized for both desktop and mobile devices.

了解用户行为的这种转变，Art Institute of Chicago redesigned its site in 2018使其完全响应。

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如果您使用的是一个响应迅速的平台，例如CMS集线器or Squarespace, you don’t need to worry about how your site will look on any device.

However, if you’re using a website builder like Wix, you’ll need to toggle between the desktop and mobile-friendly view of a page to ensure it looks the way you want. You might have to rearrange some elements or delete space to ensure the page is optimized for mobile devices.

Is it time to redesign your site?

网站重新设计takes time, effort, and money— but it can be crucial to your success online. When aligned with your overall business strategy, a redesign can help you increase your conversion rate, improve your rankings, and meet the needs of your team and visitors.