NewswireToday - /newswire/ -
Birmingham, West Midlands, United Kingdom, 2008/06/19 - Too many companies undertake a website refresh without really weighing up the consequences it may have on their business. Birmingham based design agency, Essence Design, were not about to fall into this trap when they launched their new look website.
Too many companies undertake a website refresh without really weighing up the consequences it may have on their business. Birmingham based design agency, Essence Design, were not about to fall into this trap when they launched their new look website at the weekend.
Steven Wilber, Essence Design's founder and MD says:
"There are companies out there that'll have a new website built, and then six months down the line when it's not performing as they first imagined it would, they're looking to have a complete redesign. This is suicide as far as search engine rankings go. A website won't even rank for highly competitive keywords for the first six to twelve months... If you're looking at a complete rebuild and refresh of content within this time span, then you're basically putting yourself back at square one."
Essence Design, who provide both graphic design and web design, ensured they'd built up a substantial online presence before even entertaining a relaunch. Creative director, Regine Schmidt, went on to say:
"We have had a website up and running since 2005, that's three solid years to establish ourselves in. Obviously the internet was a different place back then and trends and technologies have changed, so we felt the time was right to redesign and relaunch. We have kept the feel and branding of the original website so that it's not too much of a culture shock for our returning visitors or loyal client-base... It's just a lot – how can I put it – shinier."
Using the latest development in website content management systems as the platform for the new website has meant that the ability to add content by all members of the Essence Design team has never been easier and can be performed with just a few clicks on the mouse:- ideal for even the staunchest of technophobes. Steven Wilber explained:
"We went the route of a content management system, because in this day and age it's the content of a website that can make, or indeed, break it. The refresh was the ideal opportunity for us to implement this, making the new website something that will become an ever-evolving beast. This will come into its own in the first couple of months when our established rankings may take a slight dip because of the search engines having to re-index and re-order all this new content. Therefore we will be updating on a regular basis to keep them coming back. The CMS (content management system) makes the job so easy... Quite literally cut, paste, click, and Bob's your uncle."
Essence Design has certainly covered all bases with their website relaunch, ensuring all old URLs are 301 redirected to their corresponding new URLs.
"This way, all the links we've accrued over the years will be pointing into the new site. We are also carrying out SEO (search engine optimisation) work to build on our success. Every little bit counts with a website relaunch."
Essence Design (essence-design.co.uk) is a UK web design and graphic design agency. For further information on web design or design in general, take a look at the sparkly new, freshly relaunched website.