How your website redesign can sabotage your paid search efforts
Relaunching a website can be very exciting for a business, but columnist Pauline Jakober warns that without careful planning, a redesign can damage your PPC program.
Recently, my PPC agency almost declined to take on a new client because the client’s website was so severely outdated. The site looked bad, was difficult to use and didn’t have an easy way to convert prospects. But when we learned that the client was in the process of redesigning this website, we agreed to move forward.
This scenario suggests that when clients announce a website redesign, it’s good news for PPC. But is it? Well, yes and no. Yes, because updated websites that work well and inspire trust can help our paid search efforts.
But no, because website redesigns can also end up sabotaging paid search programs — at least temporarily. Experience tells us that redesigns rarely run smoothly from a PPC perspective. Inevitably, there will be problems we’ll need to fix.
In this article, I’ll walk through what can go wrong with website redesign from the vantage point of PPC professionals. By knowing these problem areas in advance, you and your marketing team can anticipate and avoid some of the most common issues.