How We Rebuilt Our Website—And What You Can Learn From It

🚀 Our new web site is stay! 🚀

If you happen to’ve ever been a part of a web site relaunch, you recognize it’s by no means so simple as making some design updates and swapping out copy. And for us, this was greater than only a refresh—it was a possibility to rethink how we discuss our model, our merchandise, and the way we present up for our prospects.

So, as a substitute of simply asserting our new website, we’re pulling again the curtain on how we approached it, what we realized, and what we’d do otherwise if we needed to do it yet again.

It Wasn’t Only a Migration—It Was a Redefinition

Initially, we thought this undertaking was about migrating Terminus.com over to DemandScience.com and making some updates. However as soon as we began working with our Product group, we realized one thing vital:

This meant we couldn’t simply copy-paste present pages with minor tweaks—we needed to go deeper. We wanted to rebuild how we structured the positioning, how we informed our story, and the way we helped our viewers discover the precise info rapidly.

website positioning First: Defending What Was Already Working

A giant concern with any web site rebuild? Shedding site visitors.

To keep away from that, we did an website positioning audit of Terminus.com to determine:

This helped us prioritize what to maneuver over so we didn’t lose valuable organic visibility, whereas additionally making house for brand new content material that higher aligned with our future route.

New Website, New Construction: Designing for Our Guests (Not Ourselves)

Reasonably than tweaking what we already had, we began from scratch with a brand new sitemap and data structure.

We requested ourselves:

• What do we wish guests to see first?
• What must be straightforward to search out?
• How will we make navigation intuitive?

This led to some powerful selections—particularly round pages that didn’t have an apparent house. The “Why DemandScience” part turned our catch-all for these. And the place we had content material that didn’t must be discovered organically however was nonetheless helpful (for gross sales enablement, electronic mail campaigns, and many others.), we embraced orphaned pages as a substitute of forcing all the things into the principle navigation.

Constructing the Website Whereas Constructing the Model

On the similar time we have been structuring the positioning, we have been additionally:

Due to that, we took a realistic strategy to content material creation. As a substitute of ready till all the things was good, we bulleted out the important thing info every web page wanted and fleshed it out as soon as the model and messaging have been solidified.

For the design? We took a “construct and take a look at stay” strategy. Reasonably than theorizing model guidelines in a vacuum, we examined them in actual time on precise website pages—forcing us to make quick, sensible selections about what labored and what didn’t.

Tech & Testing: Merging Programs With out Breaking All the pieces

Merging web sites additionally meant merging techniques—two Pardot situations, two Salesforce situations, and all of the types that powered them.

A giant a part of this undertaking was ensuring:

This required a LOT of testing. However it was value it—as a result of a fantastic web site is ineffective if the backend isn’t working correctly.

Collaboration Was Key: We Constructed This Website With Product & Gross sales

An internet site isn’t only a advertising and marketing asset—it must precisely replicate what the corporate gives.

That’s why we labored early and sometimes with:

• Product, to ensure we have been positioning options accurately
• Gross sales, to make sure the messaging aligned with how they communicate to prospects
• Different key stakeholders, to include their enter into early Dev work and UAT rounds

This collaboration meant fewer last-minute rewrites and a website that feels aligned throughout groups—not simply one thing advertising and marketing cooked up in a silo.

Embracing Pragmatism: A Phased Strategy

Certainly one of our greatest mindset shifts? Not all the things needed to be good on Day 1.

As a substitute, we launched with a Part 1 website that:

Later phases will:

Good Redirects: Holding Guests on Monitor

With two manufacturers merging, we knew terminus.com guests would nonetheless be touchdown there—so we leaned into our partnership with Certain to create seamless redirects utilizing branded pop-up banners.

When guests clicked over to DemandScience.com, they noticed pop-ups confirming they have been in the precise place. It sounds easy, nevertheless it’s an vital step in sustaining belief and consumer expertise throughout a transition like this.

Key Takeaways for Entrepreneurs

If you happen to’re planning a web site relaunch, right here’s what we’d advocate:

We’re enthusiastic about the place we landed—and much more enthusiastic about what’s subsequent. That is just the start. 🚀

What’s Subsequent?