The best way to put it, redesigning a website is like renovating your home. And just like any major home renovation, it is not a walk in the park. First, you tear down what is not up to code, then you set the foundation in place, then you finally start building.
Renovations may take weeks or even months. It’s not as simple as seen on TV. After a brief video montage and poof! your home is finally done.
Renovating a website may also take time to complete. Especially if your goal is to optimize SEO
This is what we did for BellyBind.com, a wellness business based in Hong Kong that is dedicated to the overall well being of mothers and their child. Supporting clients for over 15 years, the owner Rhy employed the services of Annelle Digital to revamp her website and make it more searchable on Google.
BellyBind’s website is already pleasant to look at by us humans, but that is only one side of the coin. It should also be easily readable by Google spiders.
A new logo
Rhy wanted to redesign her logo first and foremost. She wanted to convey her brand of helping pregnant women. However, she doesn’t want to erase her butterfly logo which she loves so much.
After a few iterations to the logo design, we retained the butterfly wings and added a vector of a pregnant woman. Rhy loved the end result.
BellyBind’s owner Rhy wanted to target keywords that could bring in more traffic to her business. And for small businesses targeting the local market, long tail keywords are more suitable as they are easier to rank for and lead to a higher conversion rate since the search intent is easier to predict.
Targeting long tail terms with search demand will be the first step for Belly Bind and Babies by Rhy then eventually more competitive queries will be targeted when the website gains more authority.
Title tags, Alt-tags and Meta description
BellyBind’s title tag length and meta description should be unique for every page and are ideally within the character limit so as not to have this element truncated. These page elements including headings should be keyword-rich for search engines to understand the page and associate it to various queries.
All of the images in BellyBind’s original website are missing alt-tags. Alt Tag is a short text description of your image and it’s used to give context to search engines regarding the said image
We updated the title tag based on keyword research and meta description for all pages. We also added alt tags for all images on the website. We properly set the H1 for the pages to represent what the page is about.
We found internal linking opportunities to the site. Search engines use links to find out what content on your site is related and the value of that content.
Adding internal links helps search engines understand the relevance of pages, relationship between pages and value of pages. Using the target keywords as anchor text can help the landing page to be deemed relevant to the keyword by search engines.
The website restructure can further allow us to add keyword-targeted internal links
The bulk of the redesign of the website fell on the services page. There are no dedicated pages for the services that should have allowed the page to rank for the specific name of the massage services being offered
To improve the services page, we created 5 new pages for each of the services of BellyBind. Added a service from the existing as well. Not only will Rhy explain her services better to clients, we could optimize to target keywords.
Service Page Before
Services Page After
Each service, once clicked will send you to a separate page describing the service in more detail.
A blog page in my opinion is one of the important parts of a website. A blog is the most effective way to build brand awareness, while providing relevant and useful content to your target audience through consistent blogging.
BellyBind is missing out on this opportunity to connect to their audience.
Blogging is an inexpensive way for small businesses to drive traffic to their site, enhance inbound marketing efforts and attract more prospective customers.
We added a blog in the menu and wrote 4 articles related to the business in order to build authority in the industry and have a chance to rank for more keywords.
Renovating a website, like renovating a home, one must be prepared for delays. A Lot of factors can go wrong. And most of the time you don’t have control when things go south. Having a contingency plan is a must.
Annelle Digital forecasted a 3 month timeline for the project. Good thing everything fell into place and we delivered ahead of schedule. We also threw in 4 social media posts for each of the blogs as a bonus.
It has been a great learning experience to work with Rhy on this project. Who knew pregnant women can get a relaxing massage too? Not only is it safe, there’s a lot of benefits as well.
If you’re in Hong Kong, you may want to try Rhy’s service. Book an appointment at https://www.bellybind.com/