If you have had limited success branding your website (or simply want to change direction in the business) then rebranding your website can be a step in the right direction. However, it is quite a complicated and scary task and it’s also something that can go badly wrong. If you do not complete your rebrand properly, then you could end up with a website that is failing to generate the number of lead conversions that you had previously. If you have been having a lot of success with a particular brand, then this move could end up proving fatal. There is, however, a way to approach rebranding that can make the whole process that little bit easier. Here we will look at how you can tackle rebranding your website and what kind of results you can expect.
Be Prepared For A Fall (Initially)
Even if you complete the rebrand of your site perfectly, you need to know before you start that things will probably go astray in the beginning. The chances are that you will take some damage from the change in your domain name or because of the SEO changes that you have made. If you are able to stick to your rebranding strategy and you do things right, then your site should be doing well again within a few months.
It does take a lot of patience, but it is something that will pay off in the end. If you are concerned about SEO during your rebrand, then you could use a high-quality SEO service in order to make sure everything goes smoothly.
Take Everything Into Account
Depending on the scale of your rebrand, you have to consider every angle. If you think that the design of your site does not match your new brand for example, then it could be worthwhile getting in touch with a reliable website design company in order to make sure your new-look site matches the brand you are looking for.
Ultimately, during a procedure as complicated as this, you cannot leave any stone unturned. Make sure that you look at every possible outcome and avoid cutting any corners. If you fail to do this, then your site could retain too much of its old brand, leading to a few crossed lines. This can be devastating when you are trying to create a whole new identity for your site, so make sure that you have all the bases covered.
Consider Your Current Brand Name
This is possibly the most important thing you can do. If you think your brand name and the URL that you use are quite unique and memorable, then you should probably forget about rebranding this deep. The chances are that anything you do to try and rebrand a website that has a good brand name and URL will only cause damage. As we have already discussed, any damage to the brand of the site could lead to serious problems in the future.
If you think your site can benefit from a change in URL, so it better relates to the brand you wish to target, then it could be well worth your time. After all, there is always the possibility that the URL you have been using has been holding your site back. A rebrand could make your site considerably more popular within a matter of months.
Test Your New Brand On Your Target Audience
Once you have everything in place, you need to run a thorough test to make sure that your target audience likes the new brand. The best way to do this is to try and get a clear sample reading from people who are loyal to the site and also potential new visitors. A good way of getting hold of both sides of this audience is to use Facebook ads and see what kind of response you get. You could also use PPC ads as well.
Figure Out How Much Traffic Would Be Considered A Success
Now that you have asked your target audience what they think about the rebrand, you can start thinking about what you would consider being a success. Have a close look at the numbers and think about how much growth you would like to have had within one year. Think about both the number of visits and the number of converted leads you would like to have had by the end of the year so then you know what you would consider being a success.
This is important so then you can make changes to your rebranding along the way if necessary. Although, it’s important you don’t jump the gun. You probably will not have any success during the first few months so don’t be too disheartened if things go badly at the start. Hold your nerve and your site could become a big triumph by the end of the year.