Experiencing a lowered website traffic after redesigning? Read on!

Posted by Surabhi Joshi on March 6th, 2020

The reason for your website redesign may vary from business rebranding to keeping up with the latest trends. Redesigning if done in an appropriate manner can reap the desired results or else it may cause a number of hazards. Of all the negative impacts that an inappropriate website redesign might cause, a lowered website traffic is also one. Read on to know what all can cause a drop in the website traffic after your website has been transformed:

Messed up website copy:

A website copy consists of the keywords that were probably researched and appropriately stuffed into the content so as to keep the users engaged. An effective website copy is a balance between keyword density and quality content. So, if you mess up with this balance and create a copy that’s not as effective as the previous one, you’ll experience a drop in the traffic.

Transformed architecture:

As a matter of fact, the elements on a website are linked to each other according to an architecture. They are further assigned different values based on their location in the architecture. Search engines are responsible for assigning these values. Now, this architecture may get modified during the redesigning of the website causing the high-value pages to be linked to less valuable pages. This may further lead to a lowered traffic on the website.

Inappropriate redirects: 

As a matter of fact, redesigning your website is all about defining appropriate redirects. Since you’ve modified your website, so, these redirects are supposed to send users to the improved pages. Inappropriate directs, direct the users to unwanted pages. They further fail to tell the search engines to rank the new pages in the place of the old ones. All of this ultimately leads to a drop in the website traffic.

The absence of on-site SEO elements:

There’s a possibility that you might have forgotten to carry over important on-site SEO elements while redesigning your website. Elements such as H1, H2, and H3 headings, internal links etc. if missed out can lower the traffic on the new website.

Considering all these factors while redesigning can help progress towards a successful, transformed website.