Website Redesign Success Story.

Beating Gout:
Marketers and business owners often wonder when a website redesign is necessary and what benefits (or harms) this process can bring them. While website redesigns are beneficial when executed in alignment with inbound marketing best practices, they can be catastrophic if executed for purely aesthetics reasons. If you don‟t believe me, ask Victor Konshin, the author of the number one book on gout, Beating Gout: A Sufferer's Guide to Living Pain Free.
Victor‟s site used to be a big online brochure—pretty to look at but missing important opportunities to rank high in search engine results or to engage with visitors. His original site was very product-centric and used merely as a tool to promote his book. Why is that problematic? It couldn‟t be easily found online and it failed to spark people‟s interest in his content. 

“I had been disappointed with the lack of attention that my site was getting both from customers and the media,” Victor said in an interview with David Meerman Scott. That is why the author decided to transform his site completely by starting from scratch and focusing on his audience, not his product.
BeatingGout.com, his new site, now provides SEO-friendly information and tackles frequently asked questions about gout and latest news in the food and drug industry. His posts are attracting attention and comments.
Last year, after the switch to the new site, Victor‟s traffic more than doubled. What is more, his bounce rate also significantly decreased. That means he is not only successfully attracting visitors, but also keeping them interested in his content. Ultimately, his product—the book Beating Gout: A Sufferer’s Guide to Living Pain Free—was positively affected . His Amazon ranking keeps going up!
“But more importantly, my site has been coming up in much higher position in search results,” Victor said. In the past, when searching for the phrase “gout myths,” his site used to come up on the third or fourth page of search engines. Now, his site is leading the results on the very first page of Google.
Victor realized the importance of sharing valuable information, showing his thought leadership and helping people in search of industry-related news. As he himself put it, “In the past I was afraid to „give away‟ content, now I realize customers reward you for it.”

Marketing takeaway:
Don‟t treat your website as a brochure, but as a living and breathing creature that needs to interact with people, respond to their queries, and feature interesting industry-specific information. Don‟t hesitate to give away information to pique the interest of your target audience.