When redesigning an old website, many companies focus only on visual and functional upgrades, overlooking a critical factor: whether the new site's content truly matches current business offerings. If the redesigned site displays services that don't align with what you actually provide, users won't find the information they need, and search engines may lower rankings due to content confusion. So, how do you ensure content alignment before a redesign? This article explains the core steps.
Step 1: Review Your Current Business Lines and Service List
Before the redesign, clarify what services, products, and solutions you currently offer, and identify any discontinued or adjusted offerings. Hold meetings with business departments to compile a complete service list, including:
- Core service/product names and brief descriptions
- Service processes or delivery methods
- Target customer groups
- Geographic service areas (if applicable)
This step ensures website content aligns with real business operations, avoiding the display of discontinued services or omission of new ones.
Step 2: Audit Existing Content on the Old Website
Compare the service list with all pages and sections of the old website, marking:
- Content to keep: Accurate and valuable pages, such as case studies, FAQs, and certifications.
- Content to update: Pages with outdated descriptions, expired data, or changed contact information.
- Content to delete or consolidate: Pages for discontinued services, duplicate content, low-quality articles, or invalid pages.
Also, use Baidu Webmaster Tools or third-party tools to export the old site's structure and URLs for future 301 redirects. Avoid deleting old pages directly to prevent broken links.
Step 3: Plan New Column Structure Based on Business Logic
Based on the service list and audit results, design a new column architecture. Common approaches include:
- By service type: For example, "Website Development," "Mini Program Development," "SEO Optimization," each with its own section.
- By industry solution: Suitable for companies serving multiple industries, such as "Education Industry Solutions" or "E-commerce Industry Solutions."
- Hybrid model: Set up both "Services" and "Industries" as top-level columns, linked via tags.
Ensure each column name is intuitive so users immediately understand what it contains. Avoid abstract or internal jargon.
Step 4: Create Dedicated Pages for Each Core Service
For a corporate website, each major service should have its own detailed page, including:
- Service name, description, and applicable scenarios
- Service process or specific steps
- Price range or budget reference (use cautious language like "generally" or "typically")
- Frequently asked questions (optional)
- Related case studies or certifications
These pages are key to user decision-making. Write them clearly and truthfully, avoiding exaggerated claims or guaranteed outcomes. Use internal links to connect pages for deeper exploration.
Step 5: Content Migration and URL Redirects
The final step in content alignment is technical implementation. Migrate all retained content to corresponding locations on the new site and set up 301 redirects for changed URLs. Focus on:
- High-traffic pages
- Pages with external links
- Pages already indexed by search engines
After the redesign, submit a new sitemap to Baidu Webmaster Tools and monitor search traffic changes for adjustments.
Conclusion
Before redesigning an old website, content alignment is not just about copying and pasting. It requires re-evaluating your business, auditing old content, planning a new structure, and ensuring every piece of information is accurate, truthful, and useful. This way, the redesigned site meets user needs and aligns with search engine evaluation standards.
If you're planning a website redesign, follow these steps to organize content first, then proceed with design and development. This reduces the likelihood of rework later.
