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“Change is inevitable. Growth is optional.” – John Maxwell
Let’s cut to the chase; you can’t have the same website forever. With around 175 websites being created each minute, revamping the website is an ideal strategy to stay afloat.
Be it because your brand voice has recently undergone a major change or simply because you need to level up your SEO game. Nevertheless, content migration is a tough nut to crack.
Transferring all the information from your old website to the new one (aka content migration) requires a thorough content audit. And that is just one of the initial steps.
Putting your furniture in a truck when switching apartments is still easy. When content comes into the picture, with website platforms being the two locations, you need a proper plan. A migration map.
This article discusses the 8 ultimate steps that will lift the burden off your shoulders and help achieve a smooth content migration.
Step 1- Visualise The Information Architecture Of The Old Website As Separate Content Blocks
Your first step isn’t as technical as it sounds. Honestly, not even a bit.
Information architecture refers to all the content available on your old website- the way it’s organised, layered and connected.
That’s an iceberg of information, agreed. That’s why it’s important to visualise the entire architecture as separate content blocks.
Break down your web content into smaller, more manageable groups or blocks. However, ensure they’re complete and relevant even when isolated. These content blocks will be the independent building bricks for your website redesigns.
Step 2- Prioritise The Most Important Content Blocks
Once you have all the content blocks ready, it’s time to announce their ranks. Prioritising different pieces of content helps understand what needs to stay, change and go.
Ask yourself if you need to recreate a content block in detail for providing a better understanding to your readers. Or if there’s something that no longer serves its purpose.
This has to work in tandem with the new objectives of the updated website for effective content overhaul.
Step 3- Understand The New Website Layout For Content
The way you will present your content will be entirely different from your old website. Therefore, it’s crucial to understand the new template thoroughly for placing content correctly.
Think visually. Imagine your completed new website and what section can do justice to which content block. Note that the result must be a rich and interactive user experience.
The new layout must be imprinted in your mind always. This introduces clarity when allocating content to different sections of the website.
Step 4- Do The Content Revision Thoroughly
Just like you would revise notes before an exam, go through your content strategy for the new website.
Revising content calls for fixing neglected errors and finalising your content plan. Good website content is grammatically correct, relevant, has a proper flow, and answers user queries in search engines.
While finalising your content, focus on SEO for your website to rank well. Conduct strong keyword research and increase relevance with the right content formats and angles.
The goal is to focus on both- your readers and Googlebot. Thus make your content unique, clear, and SE optimised.
Step 5- Consider Your Target Audience During Revision And Creating New Content
Ensure you have a clear picture of your target audience when you revise and write content for the new website. The goal is to get the desired reach. Hence, the content migration has to be directed towards your target audience.
Analyse the characteristics of your target audience. Understand what type of content your visitors prefer to read and what works best for them to convert.
Step 6- Keep Focus On The USPs
Your unique selling proposition (USP) is a feature of your product or service that helps you stand out from the crowd.
USPs are the best way to drive customer loyalty and retention. Hence, ensure your content marketing is directly tailored to your USPs. It should highlight and bring out your USPs to your visitors.
Step 7- Strategically Place Content And CTAs
Once you have everything ready, the next step is placing content and CTAs smartly. Organise your content in clusters to connect your web pages in all directions. This helps lead your visitors down the sales funnel.
A Call-to-Action (CTA) that is hidden or hard to find will not reap benefits. Your CTA button should be as clear as crystal, preferably both above and below the fold. Your CTA copy should be exceptional, with a tinge of curiosity and a lot of the “compelling” factor in it.
Step 8- Place Content Blocks Accordingly On The New Website Layout
Now that you’re ready to roll, it’s time to put all the pieces together and complete content migration. Contact your web designer and get the content blocks placed as per your strategy on the new website layout.
This helps get a better idea of how your revised or newly written content will look along with the visuals. Finally, review everything thoroughly, see if any block seems out of place and lock your final edits.
How Can A Professional Content Writing Agency Help?
A professional content writing agency has experienced writers well-versed with different industry verticals and types of content.
Reaching out to them can help you get the brand voice and tonality right in your content and establish expertise in your industry. Moreover, you can rank up in Google’s search results with search engine optimised blog posts. Thus, reaching new people and potential customers.
Content plays a defining role in creating a strong brand voice. Thus, ensure you’re not undermining content when revamping your website.
Migrating your content isn’t tricky when you understand the process inside out and know how to proceed. All stages of content migration should be given equal focus to drive better results.
Ensure you have clarity at each step. Start with a basic outline of the information architecture and gradually expand on it. Next, prioritise your content according to relevancy.
Always keep your target audience in mind throughout content migration, and congratulations, you’ve changed your address successfully!