Redesign and promotion. The problem about the egg and the chicken

we will focus on the "alteration of existing sites from scratch" because the heads of companies from which the resource is not the first, somewhere in my head keep thinking about the subsequent promotion and try to take this into account in the redesign process.

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where it all begins and what ends?

Let's remember, when there is the idea that the site is an urgent need to alter? When the company comes a new employee (Manager) with burning eyes and desire to move mountains.

The arguments to redo the site, usually denominated common sense and figures, and emotions: "ugly", "outdated", "no one does". And no word on those for whom it is (web resource).

The result is the same as it was, but in a different color, and sometimes even worse – with a new tail errors and old materials in a new design well, does not fit.

In most cases, ideas for a new website not even transferred to paper and "generated" at the meeting in the Studio, because the professionals from web Studio 200% know what to do and have to catch the "on the fly" for conditional XX XXX rubles. I know, but its part of the work, because only business owners understand who their buyer is and what information it needs in the first place. If anyone is going to think for you, just for other money.

Another popular option: copy me the website of my competitors, but in a different "cover".

You need to understand that the creation of any product is primarily a thought process, resulting in something finished. And without realizing why everything is exactly the product is likened to "Chinese", which looks similar to the original, but it does not work and breaks down at the most inconvenient time.

That is, in most cases, the upgrade of the website is on the emotions. In fact, significant reasons for alteration are only two:

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Website completely distorts the real image of the company, as at the time of its creation the company was completely different. And we're not talking about beauty or modern technology, and about the relevance and reliability of the information. How many times I was faced with the fact that a serious company with an excellent reputation presents itself on the Internet is just horrible and does not hesitate to give the link to your website in the professional articles that look very dignified.

the Main objective of the redesign of the "Darwinian", which few people thinks that survives is not the one who is more beautiful, more modern or intelligent, but the one who can adapt.

So, if your website is not adapted to meet the interests of visitors, or gives a false representation on your enterprise, it dies. Followed not far.

Therefore, let us leave aside for the time brainstorming and the creativity flows. To begin to answer the question: how to understand the interests of buyers in a rapidly changing world?

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Explore interests

Conduct surveys of its customers – the process is very long, and not always the information received be accurate. Not because you really want to cheat, but on the contrary – too shy to offend. In addition, it is not always clear what amount of information is enough to satisfy the interest of the buyer.

Therefore, for analysis it is better to use a soulless service statistics of search queries:

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Google: http://adwords.google.ru/KeywordPlanner
Map: https://wordstat.yandex.ru/

Despite the fact that such tools, a great many, these two will be enough for our objectives.

To study the deep, you need to compile a complete list of phrases that describe your business.

For example, take the Analytics on one of my clients, who produce houses from glued beams.

The list for the start line of the service search query may look like this:
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plywood
of the baths of laminated veneer lumber
production of glued laminated timber
, etc.

But for detailed analysis I decided to look at the whole niche and conducted the study all the phrases that relate to glued laminated timber.

*Number of impressions per month for the phrase "laminated veneer lumber" is the sum of impressions of results on all phrases containing that phrase, ie, "glued laminated timber price" and "glued laminated timber turnkey" and all the rest.

When analyzing the niches it is possible to identify certain phrases and words that represent the users of a search engine the main interest. In this example "price", "turnkey" projects.

It is useful to pay attention to the right column. This is a phrase that was entered by users searching for information on glulam.

Based on these "markers" can create the partition structure of your website. There is one important point. The amount of material that you allot a particular topic should depend on the popularity of the search query.

For example, for projects of houses it is possible to allocate an entire section with dozens of buildings, for reviews – some pages, and for a list of pros and cons is enough mention on one of the pages:

Sometimes, there are interesting phrase, which he would never have thought of.

For example:

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for this project we found a small demand for hotels and towns of laminated veneer lumber and decided to create for them a separate category on the website.
for each project specified area, but statistics show that people in finding the perimeter point (6?9 m, 10?15 m, etc.) based on the size of your site and it is more important to them.

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an Example of structure

In the end, we have got this structure of the website (we added the dimension of search phrases information about the company):

Left menu

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Home
Hotels and hostels
Baths
Summer houses
Gazebo and grill-houses
Special offers
Built homes
Stairs and Windows

Top menu

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Prices
the package
Manufacturing (+and gallery of production)
Construction
Reviews
laminated veneer lumber (article)
About us
Contacts

Once the structure is ready, you need to prepare the materials you plan to place it. Otherwise, the study will be useless, and most of your pages will remain "filling stage".

Remember that the finished materials will be easier for you and for developers and especially designers who are often forced to insert in the pages of "lorem ipsum" instead of real text and photos. This leads to the fact that after filling in the prepared layouts of your design information falls to pieces.

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What else can you get the statistics

Regional popularity. It is no secret that in different cities of Russia the demand for information varies. In General, in all regions Yandex takes the popular phrase 100%. If in any region, the demand higher, respectively, and the percentage above.

How to use it? For example, in cases when you decide which cities need to open representative offices or to more aggressively advertise.

Seasonality. You can use this information to determine the date of the launch of a new website or start an ad campaign (on the date of turning points in the demand from the minimum to the maximum).

Now you can go to the web-Studio with arguments and statistics on hand.

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Preparing to visit the Studio

I advise you to bring:

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structure.
Outline for each page of your website (albeit on sheets of paper with a pencil)
Ready text and graphics

All this will allow you to communicate with developers in their language and facilitate collaborative work.

PS what does the promotion and the problem about the chicken and the egg?

It's very simple. After completing all of the recommendations you have to finished your site or another will start the promotion of your company on the Internet. Therefore, the problem about the egg and the hen will take care of itself.

Such Analytics takes 3-4 hours and requires no special knowledge. The successful experience of the implemented projects shows that the implementation of this simple analysis saves up to 6 months time for the launch of the website and its effective promotion + reduces the cost of all at least 2 times.

Article based on information from habrahabr.ru

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