Mistake #2: Analyze Your Current Website's Traffic Patterns Before a Redesign

While most credit unions have some idea how well their website is currently performing (or not performing), it’s not always easy to pinpoint what needs improving in order to increase traffic and conversions. Knowing where potential members lose interest and navigate away from your site is as important in the redesign process as knowing what pages are bringing you the most visits.

Don’t Try To Solve the Wrong Problem

Analyzing your website’s current traffic flow before a redesign can prevent wasting time (and money) solving the wrong problem. For example, you may start out with the question “Why is our site not converting more loans?” After analyzing your traffic flow, the real issue may reveal itself: “Why are members arriving at our loan application page but not submitting their application?” A change in the application process may be all you need to turn things around.

Understand Your Current Website First 

To make the most of your credit union’s web redesign, you need to understand how visitors currently use your web page. Spending the time up front to design a solution that minimizes flow disruption and SEO impact will help to prevent a reduction in traffic and member confusion.

That’s why before we begin a redesign, we analyze the current structure of your existing website and the pages within it. In our website audit, we’ll review all of your existing pages and, more importantly, their unique URLs to set up 301 re-directs from these pages to their new locations within your redesigned website structure. Without this critical step, your members can become confused and current Google rankings can be destroyed because Google will no longer know where to send traffic you are already ranking for.

How Copy Changes Affect Your Site

During a website redesign, most often the copy gets a refresh, too. It’s important to understand which current keywords and topics in your website receive the highest traffic and SEO value. If they are inadvertently removed during a copy change, it could impact your traffic.

But don’t overthink it, either. Here we’re talking about changes to the primary and secondary topics of a page and how they are referenced (title tag, header tags, body copy, alt text), not minor grammatical changes.

It’s important to understand, though, that anytime there are changes in your website, there may be a decline in your traffic because Google must re-evaluate the website with the new information in place. But with our help in putting a transition plan in place to minimize traffic loss, you’ll be just fine.

Lena Kennedy

About the authorLena Kennedy

Lalena Kennedy is a social media strategist who loves helping credit unions take the first steps to a strong web presence and providing them with long term solutions to engaging with members. When offline, Lalena can be found playing legos with her two sons, enjoying wine and chocolate with her husband & friends or anywhere with live music.

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