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8 Tips to Successfully Overhaul Your Content During a Website Redesign

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So, you are redesigning the website. arousing! And… overwhelming.

While you’re at it, you might consider fixing your content. After all, if a new website is going to shine, shouldn’t the content shine too?

Here are the most important signs you need to completely rewrite your website content:

  1. old or old: Your current website content is over 3 years old.
  2. Outdated: Service line pages contain outdated health treatments or recommendations.
  3. Bad user experience: The current website has a less than ideal user experience.
  4. Low ranking: Web pages are ranked lower than your competitors in search engine results pages (SERPs).

You have proven that you need to fix your content while redesigning this website. Let’s plan how to make the process smooth. I’ve learned a few things from working with healthcare organizations on rewriting huge websites over the years, so I’ll use them as examples throughout, but this tip applies to any website content overhaul.

Keep these 8 tips in mind to make the project a success.

1. Identify potential obstacles – and have them on your side

There will be roadblocks. Stakeholders do not like rewritten content. Someone wants to change the organization of the sitemap halfway through the project.

Before you start copywriting, try to anticipate any stakeholders that will present challenges. Then bring these stakeholders into the project initially and educate them about the website-wide content update plan. Setting expectations up front will help the process run more smoothly.

Related article: Content migration: two problems and two suggestions

2. Define project roles

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

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

Anticipate project hurdles to keep schedule moving forward. When assigning roles, delegate someone from the marketing side who can keep stakeholders in check. They can help identify and address these barriers, so that the project stays on track.

3. Write for search engines and people

One of the biggest mistakes I’ve seen is writing hospitals and health systems only for SEO purposes. Don’t try to become another WebMD. If you focus only on keywords and rankings, you will miss out on opportunities to highlight the unique strengths of your organization. In addition, your content will look and read like any other website. Do you want your new content to blend in or stand out? This brings me to number four.

Related Article: Have Your Own SEO House for 2021

4. Highlight your trade-offs

What treatments, procedures, and accreditations at the hospital do your competitors have? What distinguishes you from others? Overhauling your content is the time to weave highlighters that will engage and interest audiences.

For example, are you the only hospital in the area that offers a specific cardiovascular treatment? Make sure this is loud and clear in your website content.

Fresh content on your website is a great way to show the world those little-known (attractive) details about your organization. These factual facts make your website unique and useful – two essential attributes of award winning websites.

5. Stay organized

Use a content tracking management system that updates in real time, such as Google Sheets/Google Docs or Airtable. This way, you won’t have many versions of the same content (and you’ll avoid confusion with it). Everyone can access the latest updates of the project without having to search for a specific version.

6. Allocate sufficient time for reviews

Writing the first draft is a small part of the content reform process. You are unlikely to become perfect on the first try. Analyze too long to rewrite rewrite. Your team is putting their energy into updating this content, so give them time to do it right.

Related Article: 3 Obstacles to a Great CMS Migration (and How to Overcome Them)

7. Be flexible (a little bit)

Nothing ever goes 100% according to plan – even (in particular) a website redesign. Set a deadline for rewriting the content but be prepared to adjust the schedule if necessary. While redesigning the Aha Media website, there were a few times I knew something needed to be modified but wasn’t sure what was needed. My team allowed me to sit down with each review, even if it meant reworking the schedule.

8. Don’t wait for help

If your website content repair has more than 40 pages, you’ll need help. Feel free to bring in a vendor to help manage, write, and edit the project.

Fixing content is a huge endeavor in addition to your day-to-day marketing and communications responsibilities. And the sooner you call in a content agency, the better. They can develop content auditing, competitor analysis, content strategy, and content writing to make sure you are ready for success.

Our markets are always changing and evolving, so your website content should be too. If you are in the process of redesigning a website, now is the time to revamp the copy. You can then launch your new website knowing that the content writing is optimized, updated, and reflects the needs of your audience.

As former UCSD basketball coach John Wooden once said: If you didn’t have time to do it right the first time, when would you have time to do it again?

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

Ahava is passionate about content and prides itself on tackling the toughest content projects – from healthcare to higher education to hip-hop (seriously).

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