Diagnose Your Existing Column Structure Before Redesign
The first step in redesigning an old website is not to directly design new pages, but to analyze the current column structure. After years of operation, many corporate websites may have columns that are bloated, overlapping, or outdated. It is recommended to list all existing columns and check for the following issues: Which columns have outdated content and low update frequency? Which columns have low click-through rates but occupy many links? Which columns have content overlap? Use data (such as Baidu Analytics or user feedback) to determine which columns to keep, merge, or delete. This step provides a clear basis for subsequent planning.
Plan a New Column Framework Based on User Needs
The core of a redesign is to meet user needs. It is advisable to design the column tree around the search intent of target users: for example, place core business and product services in the main navigation, and common questions or help guides in secondary or footer navigation. Also consider search engine crawling logic: column hierarchy should not be too deep, generally within three levels (e.g., Home > Services > Service Details). Each column should have a clear theme to avoid mixing content. If there were major traffic sources before the redesign (such as brand terms or product terms), try to preserve the corresponding column paths or set up 301 redirects to avoid traffic loss.
Common Operations in Column Structure Adjustment
In practice, column structure adjustments may include: merging similar columns, such as combining 'News Updates' and 'Company News'; splitting oversized columns, like breaking down 'Product Center' into sub-columns by category; adding necessary columns, such as a 'FAQ' or 'Case Studies' section; and adjusting column order to prioritize high-click or high-conversion columns. Regardless of the adjustment, ensure URL consistency or set up redirects to maintain existing bookmarks and search engine indexes.
Align Column Content with SEO Optimization
After adjusting the column structure, update the content of each column promptly. Write clear column descriptions (H1 tags, titles, summaries) for new columns, and allocate keywords naturally without stuffing. Each column page should contain valuable content, avoiding 'empty columns' or 'lists without body text.' Also ensure natural internal linking: use anchor text links between related columns to help users and search engines understand the site structure. In the early stages of the redesign, focus on optimizing high-traffic columns first, then gradually cover all columns.
Summary and Next Steps
In old website redesign, the column structure is the core framework. By following the four steps of diagnosis, planning, adjustment, and optimization, you can maximize the retention of existing traffic while improving user browsing experience. It is recommended to test the new column structure on a small scale (e.g., using prototypes or test sites) before the official launch. If unsure about column planning, refer to best practices from peers or consult professional web design companies, but the final plan should align with your business characteristics. Redesign is not a one-time event; after launch, regularly optimize the column structure based on data.
