In the current competitive business environment, a website has a big impact on how customers perceive a business. The first impression a client has about a business can be exclusively based on the company website.
Therefore, it is critical for firms to be cognizant of the fact that website redesign is not a task that should be undertaken lightly.
Different factions in the internet marketing space argue that website redesigns should be done every three years. As to how factual this information is, it still remains a challenge to prove whether it is worth the stress, time, and expense.
However, what is evident is that businesses need to understand the implications of web design in their business models.
Websites should be a major sources of leads and revenue and if that is not the case, it is important to re-evaluate the performance stats. Prospects visit a site and immediately make the decision to buy from it or not.
If they have the slightest hint of doubt, then they leave quickly and forget about the website. Research shows that 88% of consumers lurking online are less likely to return to a website after an unpleasant experience.
What Does a Web Redesign Entail and Why Should you even Consider it?
Website redesigning is an intricate process and can lead to various discrepancies for previously well-ranked pages on search engines. Also, redesigning could affect the consistency of a brand.
However, the upside could be enormous due to:
- increased conversion rates
- faster load times
- better connection with customers
- refinement of business processes
Redesigning does not necessarily imply changing all aspects of branding or graphic design. It could entail improving functional modifications that improve user experience and enhance the achievement of marketing goals.
There are numerous reasons why website redesign is beneficial and this article delves into some of the most important.
1. To Align With New Marketing Strategies and Communicate the Brand Better
For most companies competing favorably in the ever-changing contemporary business environment, you will find that the marketing strategy is quite adaptable.
Technology has revolutionized the way businesses perform their functions. With the rapid advancement in technology, companies cannot afford to be rigid in their marketing strategies.
Business strategies change all the time. Companies launch new products and services often. But frequently this is not translated to the online platform.
Even though it is uncalled for to do full-site redesigns every time marketing goals change, it is essential to consistently review whether a website is aligned with the new marketing plans.
A majority of customers are now visiting websites before they write emails or make a call to a business. If a site’s purpose has changed, it is advisable to update some aspects of the layout to align with the firm’s goals.
For example, if a business seeks to generate more leads, it might be beneficial to include sections that have creative call-to-action icons on various web pages.
Additionally, as businesses grow, their models and clientele become more refined. In some companies, brand values change but are rarely reflected on the website.
In other instances, businesses find that they have never really communicated their brand effectively. It is vital for businesses to ensure that their online presence resonates with their brand.
Customers notice when a website effectively communicates the firm’s brand values and are thus more likely to associate with the values of the business. Subsequently, customers are more likely to make a purchase.
2. To Achieve Better Results
Websites can be elegant, functional, and pixel perfect, but if they are not yielding the intended results they are simply worthless web assets.
The primary function of a website is to grow a customer base. The business data should be indicative of that, be it a brick and mortar business or an online business.
Poor results are a signal that it’s time to redesign. It is imperative to evaluate the conversion rates of the site, the visitor to lead statistics, and the leads that turn into actual customers. Such information could reveal what needs to be tweaked.
3. To Improve Functionality of the Website
It is easy to assume that a website is functional from a quick glance. However, it is vital to review the website from an objective point of view to assess if there are any weaknesses.
Functionality can affect conversions even though your website could have the traffic. It is always important to check if all information is easily accessible, assess site navigation, and determine the responsiveness of the site.
Further, times have changed, and so has the technology. Traditionally, companies could get away with a simple web design but the world has since moved to the advanced digital era.
Consumers now use mobile devices to order food, do research, and share views and experiences about products and services. Non-responsive sites even on mobile platforms are likely to lose leads and experience low conversions.
Customers expect to have a seamless experience from all entry points of a website. In essence, customers want to access all the information they need from whichever point they start.
They expect a website to remember them and to allow them to pick up from where they left of the last time.
4. To Update the Design to Current Times
There are numerous companies that become complacent and fail to review their websites and often do not realize that they have designs that look archaic.
Some designs are not only outdated in the eyes of experienced web designers, but also in the eyes of clients. Such websites experience poor conversion rates as consumers are lured in by other competitor websites that have beautiful and easy to use designs.
Further, redesigns can signify that a company is growing and keeping up with current times.
5. To Improve User Experience
In the year 2018, businesses can expect that consumers are extremely enlightened and equally demanding. Consumers have now been exposed to thousands of websites.
It is not bizarre for customers to cite fast loading speeds, sleek designs, and intuitive navigation as key characteristics of a good website. Research shows that 49% of customers expect websites to load in under three seconds.
Users have to find it easy to discover content and should not have a hard time trying to understand what a business has to offer.
A user-friendly site enhances the emotional experience of a visitor and makes it more likely for a customer to connect with a business and thus make a purchase.
Why Your Website Needs a Redesign in 2018
In conclusion, many firms are unaware that mere web presence is not adequate for successful online business. Failure to update web designs often translates to poor communication with new prospects.
Car companies, house designs, and fashion styles evolve with the times. Similarly, websites have to evolve and implement effective ways to communicate with their customers.
Website redesigns are thus essential for effective marketing and to ensure firms establish a long-lasting connection with their customers.
Latest posts by Joseph Yap (see all)
- Five Reasons Your Website Needs a Redesign in 2018 - July 5, 2018
Informative post about web redesign, I really enjoy your article, Thanks for sharing your article.
Great article. But not only the overall website design, but the content of the website also needs to be amended or rewrite to get better SEO ranking. A lot of blogs they just leave their old articles aside. If the old article didn’t bring any value or searches to the visitor, they can either just rewrite or delete the whole piece of content.
Hi John,
We recently published a post on how to decide what content to delete: How To Decide What Blog Content To Delete; 89% Traffic Increase
Gail Gardner would love you to read ..3 Tips and Tricks to Help Turn Your Small Business into a Well-oiled Machine
Thanks for the blog. As website plays very important role in your business growth and development , so it should be user interactive and should attract the customers. A website needs redesigning at least after 1 year.
Thanks for informative blog. Every owner needs to change the website according to the time and technologies. most of the people likes website through changes.
As Technology are changing every year I think after every 2 years website owner’s should Re think of redesigning of the website.
As technology evolves and the major portals (i.e. Amazon, Zillow, AirBnB) continue to tweak their platforms, users subconsciously raise their expectation of a site. Either we continue redesigning our sites on a continuous basis, or we get left behind. I would say a 3 year shelf life for a site is reasonable. Agree to the main point of this post, well written.