Haven’t you changed something on your website in 5+ years? Even if it works fine, this may be still a great reason to think about a redesign. At the same time, you should understand that the term redesign is comprehensive and can cover both updating content and visuals, as well as some transformations in the program code. So, which path should you follow? Let’s try to find out below.
Website Redesign: What Is It?
A website redesign is an upgrade to the part of a website that the end user sees and directly interacts with. This may include changing navigation, hierarchy, color scheme, content, style, etc.
If your business is constantly growing, you can follow the unspoken rule and update your website every 2-4 years. However, postponing this procedure for five years or more will most likely make your visitors think that your business is inactive. Thus, they will immediately prefer to turn to your competitors who have not shelved it.
Does Your Website Need a Redesign?
If your website is less than three years old, you shouldn’t consider a redesign an urgent undertaking just yet, unless your business was rebranded and now, your online presence needs to get a new image as well.
However, if your website is 4+ years old, you will likely begin to notice a gradual churn of visitors. Of course, there may be many external reasons for this, such as an incorrectly chosen marketing strategy, a decrease in demand for the goods/services that you sell/promote, or, for example, monopolization of a niche by your competitors. However, if this is not your case, and everything works like clockwork as before, you should definitely consider that your website needs to be upgraded.
Here are several less obvious factors that can affect you consider a redesign:
- You are about to migrate to a new CMS;
- You are constantly performing SEO, but this is not enough to make your website appear in search results for relevant queries;
- You are planning to enter a new market and scale your business in general;
- You’ve radically changed your product range and/or marketing approach.
- You are planning to upgrade UI/UX design across the board
The Importance of Planning
As we have already outlined above, redesign is a comprehensive concept, so the implementation of this procedure must be carefully planned. This means that first, you will need to formulate specific goals to achieve through the redesign. It could be:
- Rebranding;
- Sales funnel optimization;
- Improving the results of your SEO efforts;
- Enhancing your brand image;
- Increasing your website traffic;
- Adaptation of your website for new marketing campaigns, etc.
Another requirement for formulating your goals is their achievability from the point of view of the human, time, and financial resources you have – this is the only way you can understand which specialists you need, and they, in turn, what exactly they must do and how. Once your goals are ready, you can begin planning – a preliminary stage that will allow you to build a full-fledged roadmap with deadlines that will lead your website to the look you want. Actually, you can find out more about this stage here.
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