Mastering Website Relaunch: A Comprehensive Guide to Planning, Execution, and Post-Launch Strategies

Nov 06, 2023

Launching a website is a complex endeavor, and it's essential to consider a myriad of factors to ensure success. Here's a breakdown of factors to consider:

Rebuild/Relaunch Planning Phase:

1. Purpose and Objectives:

    • Clearly define the reason for the relaunch (e.g., rebranding, new functionality, improved UX).
    • Set measurable goals and objectives.
  1. 2. Audience Analysis:
    • Understand your target audience's needs, behaviors, and preferences.
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  1. 3. Competitor Analysis:
      • Identify gaps in your current site compared to competitors.
      • Understand the latest design and functional trends in your industry
    • 4. Content Audit:
        • Assess current content for accuracy, relevance, and timeliness.
        • Identify gaps and areas for new content.

5. Technical Factors:

    • Web hosting and infrastructure review.
    • CMS (Content Management System) selection or assessment.
    • Mobile responsiveness and cross-browser compatibility.
    • Site speed and optimization opportunities.
    • Security protocols, especially if dealing with user data or transactions.
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6. SEO (Search Engine Optimization) Planning:

    • Carry over existing SEO value: map old URLs to new ones, use 301 redirects.
    • Keyword research for new content.
    • Consideration for schema markup.
    • On-page SEO strategy for titles, meta descriptions, headers, etc.
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7. Design and User Experience (UX):

    • Wireframing and prototyping.
    • Branding and design consistency.
    • User journey mapping.

8. Functionality and Features:

    • Define required functionalities based on user needs.
    • Integration with other tools (e.g., CRM, email marketing).

9. Accessibility:

    • Ensure compliance with accessibility guidelines (e.g., WCAG).

10. Budget and Resources:

  • Estimate costs and ensure alignment with budget.
  • Assign roles and responsibilities for the project.
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During the Relaunch:

1. Testing:

    • User acceptance testing (UAT).
    • Cross-browser and device testing.
    • Speed and performance testing.

2. SEO Considerations:

    • Implement 301 redirects.
    • Ensure all meta tags, alt texts, and on-page elements are optimized.
    • Test the website with search console for crawl errors.
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3. Analytics and Tracking:

    • Ensure all tracking codes (e.g., Google Analytics, Facebook Pixel) are correctly implemented.
    • Set up goal tracking based on your objectives.
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4. Communication:

    • Inform stakeholders, customers, and subscribers about the upcoming changes.
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5. Backup:

    • Backup your old website and any associated databases.
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6. Lauch:

    • Monitor the website's performance closely after going live.
    • Have a contingency plan in case of any unexpected issues.

Following Relaunch:

1. Feedback Collection:

    • Gather user feedback for any unnoticed issues or potential improvements.

2. Monitoring:

    • Regularly check website health, speed, and user metrics.
    • Monitor search console for crawl errors or penalties.

3. Ongoing SEO:

    • Monitor keyword rankings and organic traffic.
    • Adjust strategy based on performance.
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4. Content Updates:

    • Regularly update and add new content based on user needs and search trends.

5. Ongoing Testing:

    • A/B testing for landing pages or key conversion points.
    • Test and optimize for new devices or browsers as they emerge.

6. Maintenance:

    • Ensure that the CMS, plugins, and all website components are regularly updated.
    • Regular security checks and patches.
Laptop screen displaying a website maintenance concept

7. Performance Review:

    • Assess the achievement of goals and objectives set during the planning phase.
    • Refine strategies based on performance data.

Remember, the relaunch of a website isn't just a one-time event. It's a continuous process of optimization, feedback, and refinement to ensure you're meeting the needs of your users while achieving your business objectives.