The Anatomy of a Website Redesign: Considerations, Costs, and Recommendations

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The Anatomy of a Website Redesign:
Considerations, Costs, and
Recommendations
Justin Campbell, Vice President, Marketing & Strategy, Galen Healthcare Solutions

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Agenda
• Reasons to Redesign
• Why? How often?
• Considerations
• Time, Cost, Quality
• Components
• Inventory/Audit,
Benchmarking,
Design, Content
• Best Practices & Tips
• Case Study
©2019 Galen Healthcare Solutions - Proprietary and Confidential

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Marketing Cardinal Rule: Never
Reinvent the Wheel

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Spoiler: The majority of
content presented today is
borrowed – credit to Mike
Volpe, Former CMO, Hubspot
https://blog.hubspot.com/blog/tabid/6307/bid/16348/the-science-behind-website-redesign.aspx

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Now That the Disclaimers are Out of
the Way – Some Stats
37%
of marketers did not
measure any
metrics from their
last website
redesign
55%
of website redesign
projects were
initiated by the
marketing team
49%
of website
redesign projects
finish and launch
on time
68%
of marketers did a
website redesign
in the last 12
months

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Your website should
be a living, breathing,
changing being.
Edit and improve
constantly

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“I'm going to go out on a limb and beg you not
to create an original design. There are more
than a billion pages on the web.
Surely there's one that you can start with?”
“Your car isn't unique, and your house might
not be either…”
Seth Godin on
Website
Redesign
https://seths.blog/2007/10/how-to-create-a/

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Why Does Your Website Exist?
What is the purpose of your
website?
• Sell products through
eCommerce / shopping cart
• Generate leads for our sales
team
• Drive page views so we can
sell more advertising
• Build our brand through an
engaging experience
What is the reason for
redesign?
• Improve branding or
positioning
• Optimize for lead generation
or sales
• Previous website was old, just
need to modernize

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Why pursue a website redesign?
• “Get found by more prospects”
• Better content
• More content
• Optimized content
• “Convert more prospects into leads and customers.”
• Better offers & calls to action
• More offers & calls to action
• Optimized landing pages / forms
• Recruit high-end talent
• “Branding” might be a good reason… if it will drive the goals above.

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Determine Website Redesign Goals
It’s not just about how your site looks, but how it works
• Number of visits/visitors
• Bounce rate
• Time on site
• Domain authority
• Number of new leads/form submissions
• Total amount of sales generated
• Current SEO rankings for important keywords

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Redesigning a
website is a lot like
building or
renovating a house
It comes down to
time, cost, & quality

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Audience Survey
• How many people are with organizations that redesigned a
website in the past year?
• If you raised your hand, keep it raised if:
• It cost less than $25K
• Raise your hand if you and your organization were happy with the
outcome.

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Cost of Website
Redesign
Takeaway: Spend as much or
as little on your website design
as you like.
Average $54,596
Average (w/o $1MM project) $38,572
Median $10,000
High $1,000,000
Low -
Sample Size 60
Internal
Project
External
Project
Average $30,106 $69,586
Median $10,000 $13,000
Sample Size 18 39

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Time To
Complete
Takeaway: Expect a website
redesign project to take 4-5
months. Plan accordingly.
Months
Average 5.1
Median 4
High 24
Low 1
Sample Size 116

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Quality
What should I focus on during a
website re-design?
What should my homepage look like?
Takeaway: What visitors want
most is a website that is easy to
use. Not flash, not design, not
artwork.
Other, 5%
The website
has a beautiful
apperance,
10%
The website
offers a cutting
edge interactive
experience, 9%
The website
makes it easy for
me to find what I
want, 76%

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Takeaway: Opinions about
usability are useless. Watch
your users as they complete
tasks on your website.
Usability
Tools
• Developers.Google.com/S
peed/Pagespeed/Insights
• Heatmap.com
• FiveSecondTest.com
• FeedbackArmy.com
• UserTesting.com
• Loop11.com
• Your friends & coworkers
• Your customers

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Benchmark – heatmap

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Performance
Takeaway: If you measure
stats, and they improve, you’re
happy. If they don’t improve,
you’re just not done yet.
Marketers and Agencies
“What statistics did you track before and
after a website redesign? (list up to 5
metrics)”

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Good and Bad Metrics
Better Metrics
• Visitors
• Leads
• Sales
• Conversion %
• All of the
above, but by
source
Worse Metrics
• Bounce rate
• Time on site
• Page views
• Pages / visit
• “Hits”
• Google rank

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Benchmark Current Metrics
• Number of visits/visitors/unique visitors
• Bounce rate
• Time on site
• Current SEO rankings for important
keywords
• Domain authority
• Number of new leads/form
submissions
• Total amount of sales generated

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Benchmark – Website Grader

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Benchmark – Website Grader

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Benchmark – semrush

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Website Redesign Pitfalls
• Removing valuable content
• Losing value of inbound links
• Losing keyword rankings
• Changing good conversion tools
• Destroy your assets and you’ll get a drop in traffic and leads.
• You’ll also have wasted time, effort and money.

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Avoid Website Redesign Pitfalls
Optional footer / source
Take an inventory of your website assets
• Content
• Links
• Keyword rank
• Conversion tools
Protect your assets during the redesign
• Most shared or viewed content
• Most trafficked pages
• Best performing keywords you rank for and associated pages
• Number of inbound links to individual pages

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Website Redesign Cheat Sheet
After
• Continue to test
and optimize
• Measure against
goals
• Keep building your
website –more
content, more
offers, etc.
During
• Protect your
marketing assets
• Test usability with
real users
• Build the new
website with tools
to empower your
team (CMS, LP,
blog, analytics)
Before
• Know your website’s
purpose
• Get metrics in place
• Set a goal for the
redesign – have
metrics for that goal
• Benchmark vs.
competitors
• Audit website assets
to protect them

27©2019 Galen Healthcare Solutions - Proprietary and Confidential
Website Redesign Summary Tips
Goal: More visitors and leads.
Avoid pitfalls. Inventory your assets, then protect them.
Create an ongoing content building strategy.
Enable conversion experiments.
Metrics: Traffic, Leads and Customers
Spend resources on remarkable content that
attracts and converts. Not unique design.

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Why? Because Content Drives Visitors
• Search engines like fresh
content
• People like fresh content
• More tickets in the SEO
lottery
• More chances to build
something remarkable
• More is always better

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The options we weighed
Platinum (Custom Home Build): New Website Development
$100K Migrate CMS, move to hosted platform, incorporate
video, change brand styling, etc. etc.
Gold (Condo Renovation): All-in robust website redesign
$30,000 - $45,000 with all necessary and appropriate features,
functionality, analytics, SEO, etc., etc.:
Silver (Kitchen Remodel): DIY Homepage refresh
$3,000 - $5,000 depending on the level of complexity. There is
internal effort that must be considered as well.

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Our Approach
Design Does Matter; So Does UI; Keep it Clean & Simple
• New homepage to clearly state what we do
• Previously touted Best in KLAS via Hero Image
• Needed to update to reflect the core areas where we partner with
healthcare delivery organizations: “Run” “Migrate” “Archive”
• Save money on the latest whiz bang web design and allocate savings
towards investments that link to the website and drive traffic. #Inbound
• Improve Usability
• Increase and update fonts
• Simplify navigation
• Deliver opportunities for engagement through clear call-to-action

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We needed a fresh coat of paint

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We needed to make it simple to engage

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How the Sausage is Made: Inventory & Checklist
• Replace background colors in “What
We Do” and “Who We Serve” sections
• Replce Theinhardt font with softer font
• Come up with more representative
“migrate” icon
• Crowd-source new headline to replace
“Uniting the Data-Care Continuum”
• New headline to replace “Why Galen”
• Update secondary pages that “Run,”
“Migrate,” “Archive” link to – consistent,
inherited color/font from homepage
• Pursue responsive mock-up – what
should the site look like for
mobile/tablet?

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From Prototype (InvisionApp) to UAT Site
(WordPress Oshine Theme)

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Website Homepage Redesign Timeline
Planning
Budget
High-level Sketch & Key Messaging
Resource Needs: Expertise and Skills
Design
Protype & Feedback from
stakeholders
Imagery, Font, Styling
Navigation & Layout
Implementation
Flat HTML applied to WP theme
Modular build using Oshine page
builder
Testing
Mobile, Tablet, Desktop
Links, Assets
SEO, Performance
Month 1 Month 2 Month 3 Month 4

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The Anatomy of a Website Redesign: Considerations,
Costs, and Recommendations
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Justin Campbell, Vice President, Marketing & Strategy, Galen Healthcare Solutions,
justin.Campbell@galenhealthcare.com, @tjustincampbell
• Your website should be a living, breathing, changing
being. Edit and improve constantly.
• What visitors want most is a website that is easy to use.
Not flash, not design, not artwork.
• Spend resources on remarkable content that attracts
and converts. Not unique design.

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Additional Resources
• https://www.hubspot.com/how-to/website-redesign
• https://offers.hubspot.com/website-redesign-planning-progress-kit-1
• https://blog.hubspot.com/marketing/website-redesign-terms
• https://moz.com/blog/how-to-avoid-an-seo-disaster-when-changing-your-website
• https://moz.com/blog/website-migration-guide
• https://moz.com/tools/onpage-grader
• http://www.searchengineguide.com/stoney-degeyter/the-best-damn-web-marketing-
checklist-pe.php
And as an added bonus:
https://www.portent.com/blog/internet-marketing/the_internet_marketing_list_59.htm

The Anatomy of a Website Redesign: Considerations, Costs, and Recommendations

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