Look before you leap.
Redesigning your website can be a very time consuming process, so you do not want to dedicate all of your resources to a redesign unless it is necessary.
Before you commit to a redesign, take a step back and decide if your redesign will have a positive impact on your business operations.
It is a poor idea to change your site for the sake of changing it, so ask yourself, why do I want to redesign my website?
4 Good Reasons to Redesign Your Website
1. Want to Get Found by More Prospects
The whole point of your company website is to attract visitors to your site and encourage them to choose your product or service. If your website has a poor design it could be having the exact opposite effect and driving your potential customers away. If you feel that the design of your pages is giving off a bad impression of your company, it may be a good time to consider redesigning your website.
2. Want to Convert More Prospects into Leads & Eventually Customers
Perhaps the appearance of your website is fine, but your website is still not converting prospects into leads or customers. If this is the case, consider revisiting your landing pages and calls to action to see if these are driving visitors away. Perhaps your landing pages are too complicated or the language used in your CTA’s is unclear. Either way, you should try to make the necessary changes to pull customers deeper into the sales funnel.
3. Want to Optimize Your Website for Usability
If your website is behind the times, you could be losing potential prospects. As people continue to use newer web browsers and accessing content from mobile devices, you need to be sure that your site is compatible across all of these platforms. If it is not, you should redesign your website to give users the ability to access it from anywhere.
4. Want to Improve Branding
If you are trying to grow your company into a brand, a website redesign could be helpful to build stronger association. You should only redesign a website to improve branding as long as it is oriented around one of the previous reasons. If you are satisfied with your number of leads, but are looking to start a new branding campaign, you are likely changing your website for one of the wrong reasons.
4 Bad Reasons to Redesign Your Website
1. We Have a New Corporate Look and Feel
Is your company trying to adopt a new corporate look and feel? That may be great for the office, but it is not a good reason to redesign your website. Keep in mind that your company website is supposed to be designed for your customers, not your own needs. Focus on maintaining a website that makes it easy for potential customers to locate any information they may be looking for.
2. It’s Been 12 Months Since the Last Redesign
There is no rule that says you need to update your website within a certain time period. Timeframes since the last redesign should not come into play when choosing to redesign your site. Web users become comfortable with your website over time, and will not appreciate it if your website is constantly changing.
3. CEO Wants To Do It
So the big boss is bored with your current website design. That is a shame, but it is a very poor reason to completely redesign your website. Performing a complete site redesign may be great for creating temporary excitement, but that feeling will be short lived. If you get bored with your original site, the odds are you will become bored with your new site as well.
4. Competitor Just Redesigned Their Website
There is nothing wrong with comparing your site to your competitors’ websites, but just because they make a move does not mean that you need to. It’s exactly like the old adage, if they decided to jump off a bridge would you do the same? The goal is to lead, not to follow. You can improve on your favorite aspects of your competitor’s website, but do not change yours just to stay on pace with their changes. If you’re constantly playing catch-up you will ultimately fall behind.
Redesigning your website can be very beneficial to your business, but only if it is done for the proper reasons. If you are simply looking to improve the aesthetics of your webpage, you will be committing a lot of time and effort for a minimal return.
What may appear fresh and exciting in your eyes may appear unnecessary and confusing to your customers. Your redesign focus should be on improving the functionality and performance of your website to drive traffic and create leads for your business.
Considering a Website Redesign?
If your site isn't fully optimized for lead generation with dynamic content, attractive calls-to-action and landing pages, you're not effectively engaging your audience. For more about redesigning your website, check out our newest ebook!