Redesigning a Site - What Optimizations are "Must Haves"?

[Allie_Williams]

I'm psyched - a client has just approved a complete redesign of their site! Feel like a have a little bag of gold in my hand, and want to spend it wisely.

My question to you, fellow Mozzers, is what elements would you make sure to include a site to make it as optimized as possible?

A few details about the site:

1. It is an informational site, designed to generate leads for a medical product. No products for sale, no e-commerce functionality needed.

2. The site has approximately 250 pages. Last site update was in 2009.

3. Videos are an important part of their marketing strategy.

In addition to shortening their URL structure (some URLs have 6-7 folders, ugh), I plan to utilize schemas and incorporate mobile responsive design.

What other areas would you prioritize for optimization?

Thanks,

Allie

[Allie_Williams]

Thanks Simon, agree analyzing site analytics is critical to understanding where and what to improve.

[Allie_Williams]

Hi Robert,

Thank you, excellent suggestions! Will definitely utilize visitor flow in GA and give extra attention to using structured markups.

Thanks!

[simon_realbuzz]

If you have access to the site analytics I would advise that you take a look at the habits of users coming to the site. Have a look at the reasons they are coming to the site, what pages are they visiting, and what pages are they exiting on. Only by knowing what the user intentions are can you truly ensure that the site is designed with the user in mind.

Make sure that you make accessible as possible the very things that visitors are wanting to see. Of course making a site responsive will pay dividends, but you still have to make sure that the site infrastructure makes it easy for users to find the very things they are seeking.

[RobertFisher]

Allie,

Schema and responsive design are very good overalls. I think something that you have to be aware of is what are the urls now and what will they be after the redesign. I suggest making sure you have a list of where you start and where you are going to do 301's, etc. 
When we do new sites, we start as if it is a new domain and begin with KWA, sitemap, wireframe. That helps us know what will be needed for the client to achieve their goals. I would think of every way you can use the structured markup to improve outcomes.

Also, when you are setting up the sitemap and wireframe I would suggest you really get clear on what the UI/UX improvements you need for the new site. A way to start is the visitor flow in GA. You may see contact forms that do not work, etc.

Hope that gives you a bit of extra ammo and Great Luck to you!

Robert

[jesse-landry]

I came here to vote for responsive design and you're already all over it. This means you will succeed in my book!

Have fun, I'm kinda jealous