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How Paid Search Efforts are Negatively Affected by Website Redesigns

While it is great to have an updated website, redesigning a site can actually cause temporary problems that negatively affect paid search efforts.  While updated websites actually inspire trust which helps paid search efforts, running the update will inevitably create issues that need to be fixed.
This should not keep you from redesigning your website if is due, because as you know, having a user-friendly updated website will actually help SEO in the long-term.  However, here are the problem areas that typically arise and how to avoid them as much as possible:

  1. Phone Numbers
    Typically, during the redesign process, there are several elements and functions that will get dropped along the way.  Phone numbers are sometimes the culprit.  Phone numbers are typically on each page of the site to make it easy for customers to find.  If the phone numbers aren’t erased completely, they can be smaller and harder to find.  Instead of being easily accessible, users will have to click the ‘Contact Us’ button in order to find it. 
  2. Trust Signals
    Trust signals are things such as testimonials, affiliations and certification badges. These are important in paid search because it gives users confidence in your brand.  When this is removed, it takes away that confidence.  These need to be present on every page because you cannot guarantee that someone will start off on the home page.  Trust signals are often an element that is lost during the redesign process.
  3. Tracking Codes
    Tracking codes are what give us information about specific accounts.  Data is derived from these codes that help us perfect and direct paid search efforts. Without it, we’re kinda screwed.  Here are the top four codes that SEOs are typically most concerned about:
    -Google Analytics Code
    -Remarketing Code
    -Website Call Metrics Code
    -AdWords Conversion Code
  4. Thank-You Pages
    Thank you pages are generated after users fill out forms.  It gives them confirmation that their purchase went through, that their email was received, and so forth.  If the thank-you page disappears, it will leave customers feeling extremely confused.  In addition to this, it will be a lost opportunity.  Thank-you pages are great for providing more information to users in order to re-engage them with another aspect of your brand.
  5. Forms
    Lastly, forms are also often deleted with website redesigns.  Instead of contact forms the users will see email links.  This is an extremely outdated approach.  While it can still work, it often leads to even further technical issues.

As long as these problems are anticipated, they can be ameliorated before they get worse.  Knowing the problems that typically arise with website redesigns is the best way to avoid them.