Website-Relaunch

A website relaunch is complex. This article provides assistance:

From the preparation to the analysis, goals and process to the concept, there is plenty of information and tips – together they help to ensure a successful relaunch.

Do you know the following scenario?

The last news on the website is years old. The sales department wonders why the latest product manuals are not on the website. The design is reminiscent of times when colourful ties were also in fashion.
In addition, the technical implementation dates back to times when the term smartphone was still newfangled. And „privacy policy“ – what is that supposed to be again? The old web designer, who has not really been available for years, has the passwords to change the contents of the website himself.
And and and…

There are so many reasons and opportunities to give the company website a real makeover!

Table of contents [Show]

What is a website relaunch?

Generally speaking, a relaunch is the reintroduction or relaunch of a product.

A website relaunch creates synergies between website visitors and company goals.

In relation to a website, relaunch means that it is changed, improved. More specifically, one can say that a website relaunch is successful if it takes two aspects into account:

The new website should respond more precisely to the needs of visitors and target groups. An increased positive user experience goes hand in hand with this. And the new website should – better than the old one – pursue the company’s goals and have clear objectives itself. A relaunch should therefore never be a pure end in itself along the lines of:

„We need a new homepage again“.

A relaunch is rather a means to an end, in order to respond even better to the website visitors and the company goals and to create a synergy. How? That’s what this relaunch guide tells you, among other things.

Reasons for a website relaunch

When is the time right to renew the website?

The reasons for a website relaunch can be very different. Often the realisation for an overhaul comes closer slowly but surely. Over time, one becomes aware that the current website somehow no longer fits:

It’s getting harder and harder to put content online. And the content has not really been up-to-date for a long time.

The content and the content structure of the website no longer really fit the company and the services or products offered. The website is difficult to use on smartphones and tablets. And the design reflects it in an exemplary way: outdated all around.

And if customers don’t even like to be told about the website because it makes them uncomfortable, then these are all signs that point to a relaunch.

Website strategy

Is the current website still attracting the right visitors and turning visitors into customers?

That’s what visitors come for: content.

But there is probably already something like a „content shock“ „out there“.

Everything and everyone has to produce content non-stop. But that’s exactly what a company website is about:

Visitors want to know whether the company is trustworthy, what specific services are offered, who exactly is behind it, what the opening hours are, what specific services are offered and so on….

All these customer requirements and needs can only be met with suitable content.

And it makes sense – see above – to have a corporate strategy with concrete goals. These can also only be achieved on the website with appropriate content.

So is the website content still up-to-date and above all: relevant?

At the latest, when no one can remember when the website’s content was last updated, it’s time for a relaunch!

Learn more: The 3 aspects of an effective web design strategy.

Website design

What image does the design convey? And does it guide visitors sensibly through the site and to the content?

There is no accounting for taste – either you have it or you don’t. Well, sure, design is also a matter of taste, but it is also much more than that:

Design ensures the usability of a product.

How well does the design guide the visitor through the website, how well does it create focal points, set accents, focus on the really important content?

There are now so many beautiful website templates that look good in some way, but these alone do not ensure that the website is also easy to use and, above all, that it achieves its goal.

The „right“ design is what turns a pretty website into one that makes visitors happy when they find what they are looking for quickly and easily.

Happy visitors are the prerequisite for happy customers.

The design should be formally and aesthetically in line with the current zeitgeist and guide the visitor through the website in a meaningful way.

If the design cannot fulfil these tasks, it is time for a relaunch!

Website technology

Does anyone care about it at all? Who has the access data? And most importantly, does anyone look at the website on a smartphone…?

Have you ever looked at your company website with different devices? Or only with the same office PC screen?

Smartphones, tablets, notebooks, different browsers, different operating systems – let me warn you right away:

The result is often frightening, but also an eye-opener. After all, what use is the most sophisticated strategy, great content and the most beautiful design if the user can’t get the website displayed properly, or – due to technical deficiencies – can’t use it well or at all!

And can the website operator change the content himself and also create new sub-pages? Maybe he doesn’t want to do this himself, but can’t reach the web designers or the agency that created the website years ago?

Of course, „never change a running system“ – but if the system is outdated, then it is certainly possible to do something about it.

The reasons for a relaunch can be manifold.

And usually several aspects come together, so that a complete relaunch is often worthwhile.

Preparing a website relaunch

The relaunch of a website should be well prepared. The client should discuss and clarify the general conditions internally beforehand. He should also provide the contractor with the necessary information.

A good, high-quality website will require time and a corresponding budget.

The following aspects provide a good overview of what can and should be considered and analysed when preparing for a website relaunch.

The website operator should clarify the following questions internally before starting the project:

When should the website go online?

Who is the contact person?

What is the budget?

Who is responsible for creating the content?

Where is the current website hosted and who has access to the provider?

Has an internal analysis been made of the current website and/or the requirements for a new website?

Do you have sufficient internal capacity to work on the relaunch accordingly?

Company analysis

Who are we, what do we actually want to achieve and what concrete benefits do we offer our customers?

These questions are at the beginning. It is too easy to overlook them because they may stimulate a longer process.

A thorough company analysis is not only helpful for the company itself, but also for the web designer. Only when the web designer knows what the website owner intends to do, how he sees himself, can he advise accordingly and communicate this adequately on and with the help of the website.

The following questions can help in analysing the company:

In which industry is the company active and how is the industry doing in general?

What products / services are offered?

Are there any focal points / „best sellers“?

What do previous communication measures look like?

What are the company’s strategy and goals for the coming years?

How has the company won new customers so far?

Analysis of the current website

Analysing the current website is not that easy:

Maybe it does not meet modern standards, but visitors have found the information they need.

Some pages are hardly visited, but maybe they are not uninteresting at all, but simply difficult to find because they are „hidden“ in the navigation or not named clearly enough.

Questions that can help with website analysis:

What do you find good, what bad about the previous website?

Is there customer feedback on the old website?

Are there visitor statistics? What do they say: which pages are visited frequently, where do the visitors come from, which pages are not viewed at all, how long do they stay, etc.?

What goals do you want to achieve with the new website?

Competitor analysis

No company operates alone in the market, but moves in a broad environment of service providers. It is often difficult for website visitors to see who exactly does what, or who is better suited to their needs.

Generally speaking, however:

To be better than the competition, you have to know them.

Any role models and inspirations can be derived from a competitor analysis. This does not only have to be with direct competitors, but can also be interesting with websites from outside the sector:

Content, design, functions, structure – what can serve as a model for your own website?

Therefore, the competition should be examined more closely:

How is the market developing in general?

What does the competition look like (scope, positioning, location, etc.)?

Where is the competition better and where is it worse?

What do the competitors‘ websites look like?

What is the effect of the design?

What content do they present?

What is the structure of the content, the page structure?

What functionalities do they offer?

Do they offer additional services or other helpful content?

Do they optimise their content for search engines?

Which company websites are at the top of the search engine results for relevant search terms (keywords)?

What can be learned and „copied“ from the first search results with regard to search engine optimisation?

Content audit

Not everything has to be reinvented:

First of all, you should take a close look at what content (texts, images, statistics, graphics, etc.) is already available in your company. This does not only have to be on the current website, but can also be in other communication measures, or even „half-dusted in a drawer“.

The point is not to collect everything blindly, but to get an overview:

What is already available, what needs to be created later.

The existing content must then be sorted out:

What can be used and applied to the new website.

The company’s goals, the needs of the visitors and the content strategy all play a role here and determine the selection criteria.

The following questions help with the content audit:

Is the content up-to-date (enough)?

Can the content itself be maintained?

Is the page structure clear?

Are the navigation points understandable and clear?

Does the content reflect the company’s focus? Is it clear from the content what exactly is offered and what the expertise is?

Is the content written from the customer’s point of view or at least clearly understandable for them?

Does the content sufficiently demonstrate your expertise and quality in the relevant areas?

Is helpful content offered to existing customers?

Are other communication media such as telephone or mail relieved by clarifying frequent and important questions and concerns directly on the website?

Is the content optimised for search engines? Does it appear in the search engines for the desired search terms?

Are there no „text deserts“?

Are the texts easy to understand and clearly structured?

Are the imprint and data protection pages up to date?

Website relaunch case study

Case study of a website relaunch:

The bunsen.de website before and after the relaunch.

Good preparation

…is half the battle for a successful website relaunch. Because possible consequences and measures have to be derived from the results of the analysis.

This analysis phase can – at least in part – also be done well internally or at least prepared and is – at least in a short version – also helpful during the first briefing and the request for proposal.

However, since one tends to develop a certain „operational blindness“ when it comes to one’s own things, the critical-analytical view from the outside by the web designer or internet agency can be very helpful and constructive here.

The types of relaunch

Based on the reasons for a relaunch and an analysis of the existing website, the type of relaunch can be derived:

In the case of a complete relaunch, all aspects are revised (strategy, design, content and technology), as the adjustments are too great to save anything with individual measures.

Of course, it is also possible to carry out only a partial relaunch, for example by modernising the design or adapting the content. These partial relaunches can of course range from small improvements to very large changes that are already close to a complete relaunch.

Website relaunch – The ultimate guide to a successful relaunch 1

Often, requests for adjustments to one of the aspects entail further changes:

For example, if the website is to be made responsive (i.e. also optimised for mobile devices), one will inevitably have to work on the design as well. The presentation of content on small displays is just different from very large monitors. The same applies to the usage and surfing behaviour. It may even be that other content is interesting on mobile devices (both from the user’s and the company’s point of view).

The example illustrates:

Implementing a relaunch „just like that“ is rarely possible or sensible.

Ideally, it is more like this:

A website should be regularly adapted and optimised, then major relaunches are not or only very rarely necessary.

In reality, however, things are often different:

The website was created once and has rarely been touched since. There is little that can be saved with selective changes.

Project sequence of a website relaunch

The project processes are similar, but differ in the details. Roughly speaking, there is at least a standard procedure that gives a good idea of what is involved in a website relaunch:

Phase 1: Research and analysis

The current situation must be evaluated:

The company, the market, the competition, the target group and the current website.

Such a situation analysis helps to plan the goals sensibly and to approach them strategically.

Phase 2: Conception

Planning the website:

What goals do you want to achieve and how? Details regarding the implementation of content, design and technology are defined.

A content structure is worked out. This includes the page structure (often also called sitemap), i.e. the division of the sub-pages into a navigation scheme. But the content structure on the individual sub-pages is also defined. Wireframes are a helpful tool here.

For this purpose, functionalities are determined, internal cross-links and goals of individual pages are defined.

Phase 3: Design

The concept is ready, the designer has a basis for the design:

Content structure, website goals and target groups are defined. The design does not degenerate into free art or suffice with the usual website templates. Stylescapes can pave the way to a design here.

The design now has a clear purpose:

Aesthetics, usability, user experience, clarity, image – all these are given and can and should be fulfilled by the design. Not exactly few requirements – but that’s what professionals are for.

Phase 4: Content

Once the page structure and content structure are in place, it is clear which content should be created. Perhaps existing (website) content can be taken over, perhaps more needs to be created.

In addition to text, this can also include images, graphics or even videos. In any case, the effort involved in creating content should not be underestimated. Helpful: What to consider when creating content.

Phase 5: Technical implementation

Technically, everything is basically clear, since the scope, functions and content structure have been determined:

The implementation of a so-called responsive website (optimised for mobile devices) can take place.

Appropriately, this is done with a content management system (CMS) that simplifies the maintenance of the content. CM systems offer helpful functions such as contact forms, multilingualism, newsletters and other features that do not have to be programmed separately.

Phase 6: Testing and relaunching

Finally – well, actually always in the middle – the website is put through its paces:

With different browsers and devices. Is the site easy to use, is the content easy to absorb/read, is it easy to navigate, etc.?

At the end, the new website goes live and is placed on the right domain.

Both company and web designer are proud and satisfied.

Phase 7: Further support

To prevent the website from becoming embarrassing and outdated again, the new website should now be regularly updated and optimised.

This can involve very different areas:

New content, search engine optimisation, design adjustments, new functions, new languages, etc. – not everything necessarily has to be done in the first relaunch step.

However, these continuous optimisations ensure that the website adapts to the respective circumstances and always fits the company.

Updates and backups should be carried out at regular intervals to be on the safe side.

Not everything has to be implemented exactly as described and in the order described. Depending on the concrete requirements and conditions, there are always (slightly) different focal points and tasks.

And thus the scope and effort for the service provider is always different.

How long does a relaunch take?

How long does it take to build a house? There is no universal answer to this question. But this much can be said:

A website is usually built faster than a house ?

Website relaunch – The ultimate guide to a successful new start 2

Website relaunches are nowadays inevitably also responsive.

Depending on the scope and other requirements, however, at least a few months are quite realistic. Sure, you choose a homepage construction kit or template and the website is up and running in a day. But if it is to be a „real“ relaunch that takes into account all the necessary aspects presented in this article, among others, then the website will not be ready overnight. Then it needs time to become really good.

Therefore, time should not be seen as the first relevant factor, but quality.

Goals of a website relaunch

„A new website“ is already quite ok as a goal. But then it should be more detailed. Goals can be formulated for all the above-mentioned sub-areas. And this is the only way to ensure that the project makes qualitative progress and ultimately offers the company clearly recognisable, or even measurable, added value.

Possible website relaunch goals could be:

Improve search engine ranking and increase traffic through higher search engine rankings.

Increase the conversion rate (i.e. the proportion of visitors who buy something or make contact).

Reduce bounce rate (proportion of visitors who only view a single page).

Branding / brand strengthening.

Adapting to a new corporate design.

Incorporate new functions.

Modernise outdated technical infrastructure (content management system, switch to SSL/https etc.).

Fix serious usability & user experience issues.

Act more globally: Present multilingual content and thus address additional customer groups.

Be able to update content yourself.

More enquiries/sales via the digital distribution channel.

Minimise costs (e.g. by answering questions or finding the right contact person online, simplify processes with online tools).

Presenting yourself as an expert.

Employee recruitment / employer branding.

Website relaunch and rebranding

It is not uncommon for me to experience in my self-employment that when a request for a website relaunch is made, the topic of company design or – in new German – corporate design comes up quite promptly.

According to the motto:

„Oh, if we’re already redoing the website, we might as well get to work on the colours and the logo.“

Or it can happen that I create the design for the new website and it is so well received that other communication media are also to be redesigned accordingly. On the one hand, that’s nice, but it would be even better to have the topic of corporate design on the table right from the start.

And not infrequently it goes one step further:

Not only the website and the corporate design are outdated, the branding, i.e. the external perception of the company, is no longer up to date.

A lot has often changed over the years:

The company itself, i.e. its product range, focus, employees. The markets have changed, perhaps even the target groups over time.

The appearance (both visually and in terms of content) often does not match the current self-image and benefits. And usually even less with the external perception.

So it’s time to think about rebranding.

Website relaunch – The ultimate guide for a successful new start 3

During the relaunch of the website aev.de, a new branding was also implemented.

Reasons for a rebranding

…in connection with a website relaunch can therefore be, among others:

Reorientation of the company (in the course of the last or the coming years).

Change of services/focus.

New target groups.

Outdated corporate design.

Changed competition.

Increased competitive pressure.

Conveying credibility and trust.

Desired perception as an expert.

Relaunch and the users

User-friendliness – Focus on the visitor

Website relaunch – The ultimate guide to a successful relaunch 4

That’s what we do it all for:

For the visitors, the potential customers!

Because „the bait must taste good to the fish, not to the angler.“ – Yes, trite, but with a true core. Because it’s not about pure self-presentation, certainly not on a contemporary website.

The visitor with his requirements, expectations and needs should be in the foreground. Why should a page-long company history be presented in advertising language when the visitor wants to convince himself of the company and staff experience and competence with completely different content?

The user takes centre stage.

This sounds self-evident, but it is actually only recently that many have really become aware of it.

And it is not uncommon for this to make the difference between a „merely“ nice, visually appealing website and a website that has a high user experience.

What user experience means here is a pleasant user experience:

The design gives a pleasantly positive first impression.

The loading time is low.

The website is easy and intuitive to use on any device.

The content is easy to find.

The content is easy to absorb.

The content at least meets the visitor’s expectations.

Ideally, the content offers unexpected added value.

The user knows exactly where he is on the website at all times.

The content and design direct the visitor and are sufficiently varied.

The overall appearance of the website looks professional and modern in every respect.

…

There are various methods to approach the visitor and his needs. A thorough target group analysis is often the first and right way. Even more profound – and well suited to a website relaunch – is the development of so-called personas.

Personas are fictitious persons who represent a certain target group. Concrete portraits, names, characteristics and needs are named so that a fictitious person is created but can be treated like a real visitor. All project participants can work with the personas to better predict the needs, reactions and goals of the users. Decisions can thus be made much better/more concretely.

The concept for a website relaunch

Once the analyses have been made and the goals have been defined, the concrete planning of the new website can begin. The concept forms the basis of a successful implementation for a successful project.

The content strategy

Defining the content of a web project involves reconciling two aspects:

What are the corporate goals of the website?

What are the needs of the users?

Often the first aspect is the most important: The company wants to present itself and its products/services in a good light – its right.

A lot of time and effort is put into formulating euphonious sentences, illuminating the products from all sides, telling about projects in detail, presenting the company comprehensively. Sometimes, however, existing texts are simply taken over because there is no one who can or wants to revise or rewrite the texts.

The bad news for companies:

No one is waiting for their texts and wants to consume their website and brand messages.

Customers are saturated with information. And now add to this the „content is king“ trend that advises every business to become „content slingers“. This does not make the attention paid to content any better.

By the way, a content strategy does not only have to refer to the website, but can also be interesting for other communication tools and media such as newsletters, social networks, brochures, etc.

The following aspects can be used to check a content strategy:

Does the content and topics of the website reflect the company’s focus?

Is the content organised/structured in terms of importance?

Is the content short and concise?

Are keywords defined to guide the content?

Is there content for different media types (text, image, graphics, video, etc.)?

What questions are visitors looking for? Are they answered?

What content and answers can be used to „delight“ and surprise the visitor?

Is there content for customer acquisition?

Is there content for customer retention?

Were search engine aspects taken into account when creating the content?

What content do your competitors use?

…

The actual content – content first

Too often, the focus is on the desire for a new design or responsive adaptation.

However, the content should better form the basis!

The content is the main reason if and how the website goals are reached and if the users become happy visitors. Without high-quality and up-to-date content, you could actually just leave the relaunch alone. So it’s all about what content should be presented and how it should be accessible.

The content must first be structured. Firstly, on a large scale, i.e. the page layout/architecture. And then on a smaller scale, i.e. the division of the content within a single sub-page.

Information architecture & navigation structure

The structure of the navigation and the naming of the navigation points is the most important step.

A good navigation answers the following questions for the user:

Where am I?

Where can I go?

How can I get there?

How can I go back to where I came from?

„Navigation is not just a feature of a website,
it is the website.“

The visitor’s perspective is crucial here, not the company’s perspective. Unfortunately, all too often industry- or company-specific terms are used that the visitor then does not understand or hardly understands.

However, especially when it comes to navigation, one should not experiment. There are learned patterns of use that users fall back on. Breaking these patterns is very risky:

Are the various navigation options (main, sub, meta navigation) clearly and logically structured?

Is the naming of the navigation points comprehensible and unambiguous?

Is the navigation intuitive and easy to use and always in the same place? Can the desired content be accessed quickly and directly?

Is the navigation always visible or directly accessible (e.g. with smaller screen resolutions)?

Are there internal cross-references / links?

    One thing you should never do:
    Underestimate the effort required to create good content.
    Time and budget should not be too tight here.

Ideas for content formats

Textual content is the most common content format. However, the possibilities for shaping the content of your (or your client’s) message are much greater.

The following is a loose collection of ideas to help you find a suitable implementation for content:

Professional articles, e-books, email newsletters, infographics, image galleries/slideshows, videos, presentations, podcasts, downloads, quotes, case studies, guest articles, FAQs, members area, animations, screencasts, tutorials, interviews, testimonials, etc.

Helpful to know:

The Content Design Process – How to achieve a user-centred website.

Search engine optimisation: Finding the right focus and keywords

Optimising your new website for search engines is not just a purely technical aspect or something that is „added on at the end“.

Search engine optimisation must be considered from the very beginning in order for it to be successful.

Search engine optimisation is first the analysis and definition of the desired search terms. This then directly affects the content strategy of the website, as content is created specifically to answer these questions accordingly.

If the website provides helpful answers, the visitor is happy.

Search engine optimisation concerns the content strategy and the search intentions of the visitors:

What problems, needs and challenges do visitors have?
What keywords and phrases do they search for in the search engines?

Knowing these questions helps to provide the right answers. And if the website relaunch provides helpful answers, then the visitors are happy. And if the visitors are happy, then the search engines are happy. And if the search engines are happy, then your new website will be listed high in the relevant search queries.

You want to go deeper into SEO? Get the ultimate SEO relaunch info here:

How to make your website relaunch work without losing visibility (with checklists).

The redesign

No, a website is not somehow made „pretty“. The design is inseparably interwoven with the content, the goals and the navigation. Design gives the content and navigation the appropriate form in an aesthetic and thematically appealing way.

Design conveys professionalism, quality and credibility.

Design fulfils the following functions in particular:

It conveys an image and aesthetics. It provides orientation and guides through the site. It allows interaction.

The planning of the design therefore goes hand in hand with the corporate design and goals. In connection with the guiding function, the result is a screen design that stimulates and animates the visitor.

A pretty design template, for example, cannot achieve this. It may look „pretty“, but that’s all it can do, because neither the specific content strategy nor the company’s and visitors‘ needs were taken into account when the template was created.

„Content precedes design.
Design in the absence of content is not design, it’s decoration.“
Web designer Jeffrey Zeldman

Interaction / Functions

They fill the website with life. Because the visitor should not remain a passive consumer. They should interact. The design, stimulating texts, special functionalities, links and buttons should encourage them to do so.

A classic example would be the simplified contact procedure. The visitor does not have to search for the contact page and then find a suitable e-mail address or telephone number, but gets the necessary contact information at the point where he needs it. This can be directly on a product page, for example. The visitor is encouraged to ask further questions about the product or to place an enquiry or order directly. The corresponding contact information is presented in a simple, uncomplicated and personal way.

Or the user can be shown at the end of a page what to do now. He is relieved of the decision to think about which step he could take next or what he should click on now (or in the worst case he would even leave the website). This could be, for example, further sub-pages that take him further thematically and let him continue his journey through the website.

Website relaunch – The ultimate guide to a successful relaunch 5

Helpful functions after the relaunch:

At industrietechnik-schneider.de there are supplementary product sheets as PDF downloads, plus the quick contact. Both are prominent on every product page.

The technical structure

The technical structure is also dealt with in the conception phase:

The technical details are important, once for the offer and of course for the implementation itself. Small changes here can cause great effort later on.

Questions about the technical infrastructure for the website relaunch:

What technical requirements must the new website meet?
Are there any specifications or wishes regarding a content management system?
Are the current server and provider package sufficient?
Are certain functionalities desired?
Can these be fulfilled with so-called plug-ins (extensions) or do they have to be programmed individually?
Do any external systems need to be connected (e.g. CRM, newsletter)?
Is multilingualism desired?
What do you have to consider regarding the responsive display (optimisation for mobile devices)?

Go-Live

When everything is ready (on the contractor’s side) and the site has been approved by the client, it can go online.

A final check after going live should include the following points:

Do all links work?
Are all pages running over a secure connection (SSL)?
Is the page/content displayed correctly on all possible end devices?
Can all functionalities be executed without problems?
Have appropriate redirects from the old sub-pages to the new pages been set up?
Have the new pages been deposited in the Google Search Console so that Google can index them more quickly?
Does the loading time fit?

Tips for the website relaunch

Role models

You can learn so much from others: Which websites can serve as role models?

This doesn’t have to be a complete website, but can also be just individual parts, such as a certain content element, a very special function, a colour combination, a picture motif or…

Interaction

A relaunch is neither purely about design nor only about technology!

A website relaunch is the interplay of strategy, content, design and technology. If one is left out, all aspects will inevitably suffer.

Clear competences

Not everyone has to like everything!

Even when assessing a website, many cooks can spoil the broth. One person doesn’t like the colour, the next the picture, the third the old Internet Explorer doesn’t work properly and the last one doesn’t like to hear the word „relaunch“ anymore…

If clear responsible persons and decision-makers are named right from the start, the project will not be delayed or unsettled by „third-party opinions“.

Time buffer

It may be possible to relaunch a website in one or two months, but this is seldom realistic.

The web designer, the agency, as well as the employees in the company are often still working on their projects and do not work around the clock only on this one website relaunch.

In addition, there are correction and modification phases. And especially the (time) effort of content creation is almost always underestimated.

Old project rule:

Add 50% to the planned time… and you are close? It often takes longer than expected!

Internal resources

The staff member who has to „go through“ the relaunch on the side is quickly overwhelmed and frustrated.

A relaunch needs time and this time should be taken. Especially when the content is to be created, which is not done in a single quiet afternoon. Therefore, make sufficient internal resources available!

Separate the wheat from the chaff

This applies to all areas: Concept, design, content and technology/functionalities.

The eyes are often bigger than the stomach – what is left on the plate when eating is not so good for a website project.

If you spend too much time on secondary aspects, you won’t have the energy, time and resources for the really important things.

Therefore, concentrate on what is really important!

Step by step

You don’t have to implement everything at the same time as the (big) relaunch! Many things can be built up gradually over the months and years, such as multilingualism.

But there are other aspects that should be taken into account right away: Rebranding or search engine optimisation would be such topics. These may not have to be perfected to the highest degree. But if they are considered from the beginning, you can save yourself major adjustments and enormous effort later on.

Either way, it is helpful and sensible to address possible medium- and long-term measures at the beginning of the project. Because if it is not clear what is to follow later, it cannot be considered from the beginning.

The website relaunch

A website relaunch is a great opportunity to improve your market position and to stand out even more clearly from your competitors. An attractive website that is convincing visually and in terms of content and that offers good service and is easy to use will convince visitors.

Website relaunch – The ultimate guide to a successful relaunch 6

What are your relaunch experiences:

A website relaunch is complex. This article provides assistance:

From the preparation to the analysis, goals and process to the concept, there is plenty of information and tips – together they help to ensure a successful relaunch.

Do you know the following scenario?

The last news on the website is years old. The sales department wonders why the latest product manuals are not on the website. The design is reminiscent of times when colourful ties were also in fashion.

In addition, the technical implementation dates back to times when the term smartphone was still newfangled. And „privacy policy“ – what is that supposed to be again? The old web designer, who has not really been available for years, has the passwords to change the contents of the website himself.

And and and…

There are so many reasons and opportunities to give the company website a real makeover!

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What is a website relaunch anyway?