Regardless of the size of your business and the corner of the world you live in, if you wish to prosper, you need to keep up with the changes in the business world. Your online presence plays a vital role in that overall success. This means that changes such as migrating online, if you still only have a brick-and-mortar store, as well as keeping your website fresh are unavoidable. So, whether you are a Los Angeles real-estate agent, or a Berlin restaurant chain owner, if you wish to venture into a complete rebranding of your website, here are a few things to consider.
Stage 1: Prepare
The key step in the face of any larger undertaking is good preparation. If you think well about what you wish to achieve and the tools to achieve it, there is less room for error. Besides being clear on the new identity of your brand, there are certain small details we often forget to check before starting the process. Make sure you can access the hosting for your old, as well as your new website. Don’t roll your eyes, entrepreneur from Tokyo, yes, it is a simple and a logical step but it doesn’t mean it cannot be overlooked. Albeit small, it is still an important one because you will need to have control over the old website for some time after launching the new one. During this stage, your new website needs to remain invisible to the search engines which you can do with a robots.txt file. This is essential in case the old and the new website have mostly the same content, so in this manner, you will avoid duplicates. And just in case, be thorough and back up your old website.
Stage 2: Connect
If your new website is a twin brother of your old website, connecting the old pages with the new pages will be a quick process. But if the URL structure is not the same, then the best option is to connect each page of your old site with the main, that is, the most important page of your new site. Once you are done with that, it’s time to unblock the new website so it can be found by the search engines. If users search for your brand online and run into your new website but cannot connect it with the old, well-known one, you will lose a potential customer. This is why it is important to find a way to put your old brand name somewhere so that your users will not get confused – for example, the About Us page. Are you still with me, small boutique store owner from Canberra? Worry not, you can find excellent cPanel hosting in Australia in case this so far seems complicated to you. The biggest benefit of hiring professionals is that you can get a user-friendly interface which will be easy to navigate for both you and your customers.
Stage 3: Promote
A piece of advice for you, medium enterprise owner from Sweden – to attract more traffic to your new website, you also need to promote it. Start by notifying all your present customers about the change in your brand, and after that, you can start to extend your reach. Emailing the present customers and suppliers, as well as making a quick press release is a good strategy to get your rebranded website noticed. Make the message short and sweet, so as to pique their interest and get them to click on the link to your website. To get new audience, turn to your social media profiles. You will need a good marketing team behind you, but you can incorporate the rebranding process by announcing it in a series of teasers in the form of pictures and videos so that you can build suspense.
The largest portion of your rebranding journey is finished, but what remains is for you to oversee the situation. Be mindful of the 404s and crawl errors and monitor the traffic and rankings since those are the indicators of the success of your website rebranding.
Establishing clear goals and choosing the right tools before you start will help the migration not to be frustrating or overly complicated. Of course, it is OK to leave the whole process to professionals, but the most important element in the process is that you are satisfied with the end result – your brand-new website.