The best time for a website relaunch? Yesterday. Well, that’s perhaps a little exaggerated. But too many companies generally wait far too long to overhaul their corporate website – and in doing so accept decisive disadvantages in terms of success. That alone would be reason enough to push ahead with a website relaunch from C-level. But there are even more arguments in favour of starting the website redesign today rather than tomorrow.

On the one hand, digitalisation is progressing with increasing speed. While the last relaunch was 4 or 5 years ago (i.e. before the coronavirus pandemic, which has massively driven digital expansion in all industries), there is already a need to catch up. If marketing, sales and customer service work in outdated and non-networked systems, media disruptions, process delays and data silos can quickly occur.

On the other hand, your own website has a noticeable influence on the perception and economic success of a brand. New, innovative tools are constantly being developed to enhance or replace traditional marketing and sales measures. Many of these tools make work in marketing and sales easier by enabling the automation of individual steps or entire processes, thereby increasing the efficiency of employees. Companies that view marketing and sales merely as cost drivers are not investing in sustainable growth and resilience.

What is a relaunch?

A website relaunch or company website relaunch is the comprehensive revision and redesign of an existing website. Both the design of the site and its functionality are optimised. The goal: The new website should be in line with current technical standards, the needs of the target groups and the vision of the company.

To this end, measures such as modernising the layout, improving the user experience (UX), optimising loading times and integrating new features are being implemented. So far, so good. But what are the specific benefits for your company?

Company website relaunch: advantages that pay off

Easier and faster content creation

Content management systems with modern features and automation ensure better results, increased productivity, more motivation and enjoyment at work. A CMS makes work easier for marketing by automating processes and offering user-friendly features. Teams work faster, more efficiently and more flexibly – creating more space and resources for creative or strategic tasks.

This is achieved, for example, with contemporary features such as these:

Scalability, performance and flexibility

Websites with modern CMS are generally more scalable than sites based on conventional systems, as they utilise cloud-based architectures or hybrid approaches. They are better prepared to handle large amounts of data, traffic and user requests. Performance optimisations such as caching, loading time improvements and efficient database queries are usually already integrated. At the same time, they offer extensive API support and a variety of plugins and extensions to integrate seamlessly with other tools and platforms. This means that the CMS solution can be easily linked with marketing tools, CRM systems, e-commerce platforms and analytics services.

Content personalization and AI integration

Thanks to innovative technologies such as machine learning and artificial intelligence, content in modern CMS systems can be personalised and created automatically. Personalisation is a great advantage for the customer experience, as content can be dynamically adapted based on user behaviour, preferences and locations.

Multisite, multilingualism and internationalization

Compared to older CMS, modern systems have extended functions for multisite installations and multilingualism. This means that companies can easily and efficiently manage multiple websites or language versions – without redundant systems or time-consuming and error-prone manual adjustments.

• Many modern CMS offer integrated multilingual functions that make it easy to offer content in several languages and implement global marketing strategies. Employees don’t have to worry about manual translations and separate websites, as the CMS centralises management and translation.
• Automatic translations or manual translation workflows can be used to ensure consistent communication in different markets.

User-centered user experience (UX), intuitive user interface (UI)

Users are at the centre of a website relaunch. First, the UX is improved through a mobile-first approach and optimised loading times to offer users a consistent experience on all devices without waiting times. Intuitive navigation and clear information architecture help to make content quickly and easily accessible. A modern CMS enables personalisation so that content can be dynamically adapted to user needs and facilitates the quick creation and publication of content. Accessibility is crucial to making the website accessible to all users. A consistent, modern design strengthens the brand identity and ensures visual uniformity. The CMS should also support performance optimisation and SEO integration to ensure good rankings and loading times. Usability tests and continuous user feedback ensure that the site is continuously adapted to the needs of the target group.

Lead-Performance

A website relaunch can be a real game changer for lead performance – especially if the focus is on conversion optimisation. A clear, structured layout and strategically placed call-to-action elements (CTAs) ensure that users move intuitively through the sales funnel. Adding personalised content and dynamic forms that adapt to user behaviour increases relevance – and therefore the chance of conversions.

But that’s not all: a modern CMS also enables the seamless integration of marketing tools such as CRM and automation platforms. This allows leads to be captured and qualified automatically. Thanks to SEO and performance optimisation, more qualified traffic also reaches the site. A/B tests and continuous monitoring help to optimise conversion rates step by step and sustainably increase performance.

How to relaunch: website optimization made easy

From the initial analysis to successful implementation: every successful relaunch is preceded by smart, concrete planning. In this section, you will find out how and where to start, what you need to consider and when it is the right time to call in professional advice.

Relaunch concept: the foundation of your new website

The relaunch of a website needs a well thought-out concept – one that is tailored to the dynamics of the business model and the business objectives. To ensure that everything runs smoothly, the right advice is crucial right from the concept creation stage.

Want to start laying the foundations for your website project now? Get our exclusive guide, free to download.

Project plan for a website relaunch

With a comprehensive relaunch concept, the first foundation stone for concrete planning has already been laid. This allows you to define all important milestones at an early stage and know from the outset which steps will be implemented and when – from analysis to go-live.

An exemplary project plan for a website relaunch:

• Requirements workshop/technical workshop
  Not every CMS is suitable for every requirement, and there are also different starting points and legacy systems – so in this step we clarify which CMS is best suited to your requirements and goals.
• Concept phase
  This is where the basic strategy for the relaunch is developed, including the objectives, functions and structure of the new website.
• Planning phase
  The individual steps and milestones of the project are defined to ensure a clear process and schedule.
• Target group analysis
  We analyse who the main users of the website are in order to optimally tailor content and design to their needs.
• SEO
  The website is search engine optimised to make it easier for potential customers to find and achieve better rankings.
• UX/UI concept
  A user-friendly design is developed that ensures intuitive operation and a positive user experience.
• Layout and design
  The visual design of the website is created so that it looks appealing and matches the brand identity.
• Content
  Content such as texts, images and videos are created and edited to inform and convince the target group.
• Development & technology
  The website is programmed and technical features are integrated to ensure smooth functionality.
• Testing
  The site is tested intensively to ensure that everything works flawlessly and the user experience is right.
• Launch
  The website goes live and is activated for users – the starting signal for the new online presence!
• Controlling and performance measurement
  The performance of the website is monitored to ensure that the goals are achieved and optimisations can be made.

Important to know

A website is not a “once and done” project – it needs continuous maintenance and optimisation in order to stay up to date and exploit its full potential. Trends change, user behaviour evolves and technology doesn’t stand still either. Those who regularly adapt and optimise ensure that the site keeps up with the times and is successful in the long term.

Conclusion

A website relaunch is far more than just a cosmetic measure. A modern website supports brand perception, increases performance, efficiency and flexibility in marketing and sales and optimises the user experience at the same time. This investment pays off and lays the foundation for sustainable growth – but only if you do it right. Is your website already realising its full potential? Is your company as digital and up-to-date as you think? We will be happy to answer any questions you may have about the relaunch or arrange an initial consultation!

Ready for the relaunch?

From the concept to system integration and reporting: our website relaunch guide will help you find out whether you have really thought of everything.