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8 tips for a successful redesign of your content during a website redesign



PHOTO: Steve Johnson


So you are doing a website redesign. Exciting! And … overwhelming.

While you’re at it, you might be considering revamping your content. After all, if the new site is to shine, shouldn’t the content shine too?

Here are the main signs that you need a complete rewrite of your website content:

  1. Old: Your current website content is over 3 years old.
  2. Outmoded: The service line pages contain outdated treatments or health recommendations.
  3. Bad user experience: Your current website has a less than ideal user experience.
  4. Low ranking: Web pages rank below your competition in Search Engine Results Pages (SERPs).

You’ve established that you need to overhaul your content during this website redesign. Let’s see how to make the process transparent. I’ve learned a few things working with healthcare organizations on massive website rewrites over the years, so I’m going to use them as examples throughout, but this advice applies to any website content redesign. .

Keep these eight tips in mind to make the project a success.

1. Identify potential obstacles and put them on your side

There will be roadblocks. A stakeholder does not like rewritten content. Someone wants to change the organization of the site plan halfway through the project.

Before you even start writing, try to predict difficult stakeholders. Then bring these stakeholders into the project from the start and educate them on the website-wide content refresh plan. Setting expectations in advance will help the process go smoothly.

Related article: Content Migration: 2 Problems and 2 Suggestions

2. Determine the roles of the project

When rewriting your content for a website redesign, set expectations and roles.

  • Who will work with the web team to plan and publish the content?
  • Who will ensure that the copy changes from draft to final status?
  • And the biggest question of all: who will write and edit the content? At a minimum, you’ll need a project manager, copywriter, and editor.

Anticipate obstacles in the project to move the schedule forward. When assigning roles, delegate someone on the marketing side who can control the stakeholders. They can help identify and overcome these obstacles, so the project stays on track.

3. Write for search engines AND people

One of the biggest mistakes I’ve seen is that hospitals and healthcare systems only write for SEO purposes. Don’t try to become another WebMD. If you only focus on keywords and rankings, you will lose opportunities to highlight your organization’s unique strengths. Plus, your content will look and read just like any other website. Do you want your new content to build or stand out? And that brings me to number four.

Related article: Get Your SEO House in Order for 2021

4. Highlight your differentiators

What treatments, procedures and accreditations does your hospital have that your competition does not? What sets you apart? Redesigning your content is the perfect time to weave differentiating elements that will engage and intrigue audiences.

For example, are you the only hospital in the region to offer specific cardiac and vascular treatment? Make sure this is clear in the content of your website.

New content on your website is a great way to show the world these little-known (but compelling) details about your organization. These facts make your website unique and useful – two essential characteristics of award winning sites.

5. Stay organized

Use a content management system that updates in real time, like Google Sheets / Google Docs or Airtable. That way, you won’t have a lot of versions of the same content floating around (and you’ll avoid the confusion that goes with it). Everyone has access to the latest updates to the project without having to search for a specific version.

6. Allocate sufficient time for revisions

Writing the first draft is only a small part of the content redesign process. He’s unlikely to be perfect the first time. Allow enough time for rewrite rewrite. Your team is devoting their energies to this content refresh, so give them time to do it right.

Related Article: 3 Obstacles To A Successful CMS Migration (And How To Overcome Them)

7. Be (a little) flexible

Nothing ever goes 100% as expected, even (mostly!) A website redesign. Set a deadline for rewriting the content, but be prepared to adjust the timeline if necessary. During the redesign of our Aha Media website, there were a few times where I knew something needed to be adjusted, but I wasn’t sure what. My team allowed me to sit down with each revision, even if it meant reworking the timeline.

8. Don’t wait for help

If your website content redesign is longer than 40 pages, you will need help. Do not hesitate to hire a supplier to help you with project management, writing and editing.

A content overhaul is a huge undertaking on top of your day-to-day marketing and communications responsibilities. And the sooner you hire a content agency, the better. They can develop a content audit, competitor analysis, content strategy, and write the content to make sure you’re ready for success.

Our markets are constantly changing and evolving, so your website content should too. If you are embarking on a website redesign, now is the time to refresh the copy. You can then launch the new website knowing that the writing of the content is optimized, up to date and reflects the needs of your audience.

As former UCLA basketball coach John Wooden once said: If you don’t have time to do it right the first time around, when will you have time to do it again?

Ahava is the president and owner of Aha Media Group, a content strategy and content marketing consulting firm founded in October 2005.

Ahava is passionate about content and takes pride in tackling the toughest content projects – from healthcare to college to hip-hop (seriously).