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Website-Relaunch in 8 Schritten - Bleech

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<div class="header themeLight header--hasFeaturedImage "> <div class="container centerMaxWidthContainer"> <div class="content centerContentMaxWidthLarge"> <p class="subline textBrand"> <span class="post-category"> <span class="visuallyHidden">in</span> Strategy </span> </p> <h1 class="textAccent">Website-Relaunch in 8 Schritten</h1> <div class="meta"> <div class="meta-container"> <div class="meta-avatar"> <img class="meta-avatarImage lazyload" src="data:image/svg+xml;base64,PHN2ZyB3aWR0aD0nNjQnIGhlaWdodD0nNjQnIHhtbG5zPSdodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2Zyc+PC9zdmc+" data-src="https://bleech.de/wp-content/uploads/external/bafe4b279eb642c1d241311fcaaf1df6.jpg" width="64" height="64" alt="Maria Preußmann"> </div> <div class="meta-info"> <div class="meta-author"> <span class="meta-authorLink"> <span class="visuallyHidden">Erstellt von</span> Maria Preußmann </span> <span class="meta-date"><time datetime="2022-02-01 08:52:00">1. Februar 2022</time></span> </div> <p class="meta-readingtime">7 Minuten</p> </div> </div> </div> </div> <div class="excerpt centerContentMaxWidth"> <p class="p-large">Eine Website von Grund auf neu aufzusetzen macht Arbeit. Doch keine Sorge, auch ein Website-Relaunch lässt sich so organisieren, das niemand in Stress und Chaos versinkt. In diesem Guide teilen wir dir unseren Ansatz in acht Schritten und zeigen dir, wie der Relaunch am besten gelingt.</p> </div> </div> </div> <div class="featuredImage centerMaxWidthContainer"> <figure class="figure"> <img class="post-image figure-image lazyload" src="https://bleech.de/wp-content/uploads/resized/2022/02/website-relaunch-1440x810-c-default.png" srcset="data:image/svg+xml;base64,PHN2ZyB3aWR0aD0nMTQ0MCcgaGVpZ2h0PSc4MTAnIHhtbG5zPSdodHRwOi8vd3d3LnczLm9yZy8yMDAwL3N2Zyc+PC9zdmc+" data-srcset=" https://bleech.de/wp-content/uploads/resized/2022/02/website-relaunch-2390x1344-c-default.png 2390w, https://bleech.de/wp-content/uploads/resized/2022/02/website-relaunch-1440x810-c-default.png 1440w, https://bleech.de/wp-content/uploads/resized/2022/02/website-relaunch-1080x608-c-default.png 1080w, https://bleech.de/wp-content/uploads/resized/2022/02/website-relaunch-720x405-c-default.png 720w" data-sizes="auto" alt=""> </figure> </div> </div> </header> <section class="post-main is-layout-constrained"> <p>Ob Familien-Unternehmen, NGO oder Internationaler B2B-Konzern: Ist es an der Zeit für einen Website-Relaunch beginnt eine spannende, aber auch emotionale Phase. </p> <p>Als Agentur sprechen wir natürlich aus Erfahrung. In der Regel fangen unsere Kund*innen nicht bei Null an, sondern haben bereits Erfahrung mit einer bestehenden, aber in die Jahre gekommenen Website. Das Layout braucht eine grundsätzliche Überarbeitung und das System ist veraltet und fehleranfällig. </p> <p>Es tut weh, das alte &#8222;Baby&#8220; aufzugeben. Doch es gibt gute Gründe, sich zu davon zu trennen und in eine stabile Website zu investieren, die den gewachsenen Ansprüchen entspricht. Das bedeutet keineswegs, dass du am Anfang stehst, denn aus der alten Website nimmst du wertvolle Erfahrungen mit.</p> <h3 class="wp-block-heading">Die 3 goldenen Regeln für ein stressfreies Website-Projekt</h3> <p>Damit der Website-Relaunch gelingt, bedarf es einer sorgfältigen Planung. Im folgenden Guide stellen wir dir unseren Ansatz bei Bleech in acht Schritten vor. Dieser Ablauf ist keineswegs in Stein gemeißelt, bietet dir aber eine Orientierung und einen Einblick, wie dieser Prozess bei uns realisiert wird.</p> <ol class="wp-block-list"> <li><strong>Nimm Dir Zeit für das Projekt </strong>– jede Woche.</li> <li><strong>Arbeite mit echten Inhalten</strong>, um das entstehende Layout zu testen und Inhalte nachzuliefern. Sobald die ersten Elemente der Website entwickelt sind, kann die Einpflege bereits beginnen. </li> <li><strong>Gib sofort Feedback</strong>, wenn du etwas nicht verstehst oder wenn etwas anders ist, als du es dir vorgestellt hast.</li> </ol> <p>Steht das Relaunch-Datum an, liegen die Nerven schon mal blank. Ist ja auch aufregend, das Knöpfchen zu drücken live zu gehen! Um bis dahin stressfrei zu bleiben, gestalten wir den Prozess der Umsetzung so, dass jedes Team-Mitglied weiß, was zu tun ist. Klares Zeitmanagement, verbindliche Abstimmungen und transparente Aufgabenstellungen verhindern verschobene Deadlines und Ärger mit Stakeholdern.</p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 1</p> <h2 class="wp-block-heading">Ein gründliches Briefing</h2> <p>Die Arbeit an einer neuen Website beginnt mit dem Konzept und dem Design. Diese Phase benötigt bereits konsequente Entscheidungen, Aufmerksamkeit und Zeit. Und auch die darauf folgende technische Umsetzungsphase der Website ist für alle eine intensive Arbeitsphase. Wenn die Programmierer*innen ins Projekt geholt werden, ist bereits viel passiert. Jetzt brauchen sie alle Informationen, die schon erarbeitet wurden: das Ziel der Website sowie das detaillierte Designkonzept. Oft sind im Design bereits Funktionen und Features mitgedacht, die die Website bieten soll.</p> <h3 class="wp-block-heading">Das gehört alles in ein Briefing, damit die Arbeit beginnen kann:</h3> <ul class="wp-block-list"> <li>Warum soll es eine neue Website geben?</li> <li>Welche Geschäftsziele des Unternehmens werden mit ihr unterstützt?</li> <li>Was soll die Website alles leisten?</li> <li>Wie sieht das Design aus?</li> <li>Welche Features und Funktionen werden gebraucht?</li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 2</p> <h2 class="wp-block-heading">Verantwortlichkeiten im Projekt-Team festlegen</h2> <p>Die konkrete Zusammenarbeit an der Website beginnt mit dem Kick-off-Meeting. Hier trifft sich das Projektteam und es wird festgelegt, wer von den Projektbeteiligten jeweils den Hut auf hat, wer Ansprechpartner:in und Entscheider:in ist. </p> <p>Verantwortlich für das Development-Team ist der oder die Projektmanager:in. Auf Seite des Design-Teams können das Konzepter:in, UX Designer:in oder Art Director sein. Auf Seite des Unternehmens, das die Website in Auftrag gibt, ist das jemand aus dem Marketing, der Online-Redaktion oder dem Content-Management (Product Owner).</p> <h3 class="wp-block-heading">Der Product Owner sollte die folgenden Fragen mit „Ja“ beantworten können:</h3> <ul class="wp-block-list"> <li>Bin ich während der gesamten Projektphase gut erreichbar?</li> <li>Kann ich verbindliche Entscheidungen treffen und Freigaben erteilen?</li> <li>Kann ich in der Development-Phase neu entwickelte Funktionen testen und regelmäßig Feedback geben?</li> <li>Habe ich realen Content, den ich möglichst früh in der Projektphase auf der Website einpflegen kann, um Funktionen sowie Look &amp; Feel zu testen?</li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 3</p> <h2 class="wp-block-heading">Das technische Konzept abstimmen</h2> <p>Beim Kick-off-Meeting sitzt das gesamte Entwickler-Team &#8211; gründlich vorbereitet mit einer Frageliste zu Design und Funktionalitäten &#8211; das erste Mal dem Konzept- und Design-Team gegenüber. Sie wollen verstehen, welche Interaktion hinter jedem Designelement liegt. Zusätzlich haben sie oft weitere Vorschläge mitgebracht, wie die Website optimiert werden kann. </p> <p>Bei Bleech arbeiten wir mit WordPress und unserem selbst entwickelten <a href="https://bleech.de/services/management-mit-flynt/">Starter-Theme Flynt</a>. Das ist komponentenbasiert aufgebaut, was bedeutet, dass wir die Website in horizontale Bausteine (Komponenten) aufsplitten und Stück für Stück entwickeln. So können Seiten unkompliziert aufgebaut und durch weitere Komponenten ergänzt werden. </p> <p>Im Kick-off besprechen wir alle Komponenten im Detail und legen fest, mit welcher Priorität diese programmiert und zum Testen bereitgestellt werden. Im Ergebnis bekommt der Product Owner eine komplette Liste aller Komponenten und ihrer technischen Beschreibung.</p> <h3 class="wp-block-heading">Die Komponenten-Liste ist die Arbeitsgrundlage für das Projekt:</h3> <ul class="wp-block-list"> <li>Welche Komponenten braucht die Website?</li> <li>Wie soll jede Komponente funktionieren?</li> <li>Was kann ein User mit der Komponente machen?</li> <li>Wie wollen Content-Manager:innen die Komponente im Backend pflegen?</li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 4</p> <h2 class="wp-block-heading">Echte Inhalte für den Website-Relaunch</h2> <p>Während die Programmierung läuft, ist es wichtig, dass der Product Owner möglichst früh echte Inhalte bereitstellen kann, um die Website zu testen. Werden nur Lorem-Ipsum-Texte und Platzhalter verwendet, besteht die Gefahr, dass Design und Funktionalität später nicht mit den Inhalten harmonieren. </p> <p>Typische Probleme sind etwa: Headlines, die im Layout nur eine Zeile einnehmen, in der Praxis aber über zwei oder drei Zeilen laufen. Oder: Symbole wie Pfeile im Slider, die im Layout toll aussehen, aber auf den echten Bildern fast verschwinden, weil der Kontrast fehlt.</p> <p>Der Fahrplan für die Komponenten-Entwicklung wird also zugleich zum Fahrplan für die Content-Produktion der Redaktion.</p> <h3 class="wp-block-heading">Es gilt zu definieren:</h3> <ul class="wp-block-list"> <li>Welche Inhalte werden in der Komponente gebraucht?</li> <li>Wo bekommen wir das Material her?</li> <li>Welche Headlines und Texte benötigen wir?</li> <li>Welche Bilder setzen wir wirklich ein?</li> <li>Wie sollen „Call to action“-Buttons lauten?</li> </ul> <p><strong>Tipp:</strong> In diesem Beitrag, erklären wir dir, wie man <a href="https://bleech.de/blog/content-briefings/">mit Content Briefings besseren Content erzeugt</a> und mehr SEO Traffic erhält.</p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 5</p> <h2 class="wp-block-heading">Übergabe ans Backend und CMS-Training</h2> <p>Die Programmierung darf keine Blackbox sein, die eines Tages die fertige Website ausspuckt. Damit das Testing und Finetuning schnell beginnen kann, führen wir die WordPress-Schulung und Übergabe an des Content-Management-System frühzeitig durch.</p> <h3 class="wp-block-heading">Die Redakteur:innen wissen nach dem Training:</h3> <ul class="wp-block-list"> <li>Wie erstelle ich Unterseiten und Artikel?</li> <li>Wie fülle ich die Website mit Inhalten?</li> <li>Funktionieren die Komponenten wie gedacht oder müssen sie von den Developern noch verbessert werden?</li> <li>Wie nehme ich globale Einstellungen vor?</li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 6</p> <h2 class="wp-block-heading">Komponenten testen, Inhalte pflegen, Feedback geben</h2> <p>Nach jedem <a href="https://www.atlassian.com/de/agile/scrum/sprints" target="_blank" rel="noreferrer noopener">Sprint</a> bekommt der Project Owner ein Status-Update mit einer Liste von Komponenten, die mit echten Inhalten getestet werden können. Jetzt sind Content-Manager und Online-Redakteure gefragt, die Komponenten im Backend einzusetzen und zu editieren. Der Product Owner sammelt das Feedback, gleicht es mit den definierten Anforderungen aus dem technischen Konzept ab und gibt es an die Entwickler*innen weiter. Wenn alles funktioniert und gefällt, reicht ein einfaches „Okay“ zur Freigabe.</p> <h3 class="wp-block-heading">Die entscheidenden Fragen, die zu jeder Komponente beantwortet werden müssen, lauten:</h3> <ul class="wp-block-list"> <li>Entspricht die Funktionsweise dem, was definiert wurde?</li> <li>Kann ich im Backend alles editieren was nötig ist?</li> <li>Ist das Design richtig umgesetzt?</li> <li>Was soll noch optimiert werden?</li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 7</p> <h2 class="wp-block-heading">Die Launch-Woche</h2> <p>Nachdem sämtliche Komponenten entwickelt und getestet wurden, befindet sich das Projektteam in der Launch-Woche. Jetzt steht die neue Website erstmals vollständig mit allen optimierten Komponenten und Inhalten fertig da. Das gesamte Projekt wird von den Beteiligten noch einmal bis ins kleinste Detail im Frontend und Backend getestet. Neue Features werden in diesem Stadium nicht mehr entwickelt. Ein letztes Finetuning kann aber vorgenommen werden. Dann ist die neue Website bereit, live zu gehen.</p> <h3 class="wp-block-heading">Die wichtigsten Fragen sind nun:</h3> <ul class="wp-block-list"> <li>Funktioniert alles reibungslos?</li> <li>Läuft die neue Website stabil?</li> <li>Sind Domain und Hosting vorbereitet?</li> </ul> <p>Die Website ist live? Glückwunsch! Ereignisreiche Wochen liegen hinter dir und deinem Team. Dennoch ist die Arbeit noch nicht ganz geschafft. Denn nach dem Relaunch kann es Feedback von bisher Unbeteiligten geben, die noch dringend umgesetzt werden müssen. Aus unserer Erfahrungen entwickelt das Team in der Launch-Phase bereits weitere Ideen, wie die Website zukünftig erweitert werden kann. Doch bevor neue Features besprochen werden, wird erst das vereinbarte Werk abgeschlossen.</p> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Schritt 8</p> <h2 class="wp-block-heading">Projekt-Abnahme</h2> <p>Zuletzt wird gemeinsam mit dem Product Owner das Abnahmeprotokoll erstellt. Das Team sammelt letzte Anmerkungen zu den Komponenten und Feedback zum Projekt. Falls noch Wünsche zur Optimierung offen sind, wird ein letzter Termin für den Feinschliff verabredet. Das Protokoll wird von allen abgesegnet.</p> <h3 class="wp-block-heading">Im Ergebnis ist allen klar:</h3> <ul class="wp-block-list"> <li>Welche Details brauchen noch ein Finetuning?</li> <li>Wie hat die Zusammenarbeit funktioniert?</li> <li>Wie geht es weiter?</li> </ul> <hr class="wp-block-separator has-alpha-channel-opacity"/> <p class="textBrand subline">Nach dem Website-ReLaunch</p> <h2 class="wp-block-heading">Support und weitere Entwicklung</h2> <p>Natürlich geht die Arbeit an der Website weiter. Das Credo lautet: „Eine Website ist nie fertig, es sei denn, sie geht offline.“</p> <p>Nach dem Website-Relaunch bieten wir <a href="https://bleech.de/services/support/">Service und Support</a> an. Auf Wunsch kümmern wir uns um regelmäßige Updates und zusätzliche Sicherheitsmaßnahmen deiner Website. 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