When is it worth redesigning a website?
3 years ago
Redesigning a website is a common practice for a large number of companies. This decision is absolutely natural because after several years of company’s activity on the market, not only the range of its offer but most importantly the needs of people who are using the website, thus, potential customers can be totally different.
Technologies are constantly developing, trends in web design come and go. Consequently, both habits and expectations of the Internet users continuously change. For example, when you were creating a website a few years ago, the introduced solutions seemed to be effective and innovative. But now, they are turning out to be overly common, old-fashioned or just impractical. However, this is a totally normal situation which is caused by the rapid development of the Internet. The solution to overcome this problem is to redesign your website.
Redesigning a website is rarely solely related to its visual aspects; this is usually a process that requires a strategic approach to short- and long-term business objectives.
The process of redesigning the website is more than only getting a new look- this is, in fact, only an additional aspect. There are many elements which are the most frequently deficient and require a regular updating, such as the functionality of a website, the adjustment to mobile devices, the presentation of company’s offer and finally the loading speed of a website.
A few questions to ask before redesigning a website:
  • Does your website need only visual changes or does it also require a technical “repair”?
  • Will both the site and the brand change?
  • Will a company’s marketing strategy change?
  • Or perhaps, all the above elements need to be changed?

Redesigning a website in respect of mobile technology

If you decide to redesign a website, you should necessarily take into consideration its compatibility to mobile devices. A mobile site and responsive design are considered to be commonplace in business. Thanks to them your site easily displays on smaller screens, such as mobile phones and tablets, and appear in Google search results. Therefore, they make your web page more user-friendly.
Mobile users make up 60% of the whole market potential. Consequently, if your website does not have a mobile version, you must be aware of the fact that you are losing more than half of your potential clients.

Updating a website in terms of new technology

Internet Technologies are constantly evolving. It is claimed that a one “human year” equals at least four “Internet years”. Hence, if your website is not updated, it will cease to achieve its goals (sale- and image- wise). Moreover, it can be more prone to various types of malfunctions, security breaches and even its position in a web search engine can decrease.

Get rid of unnecessary elements

Not working links among many other dysfunctional elements frequently appear on websites which have not been actualized for years. Nevertheless, there are many other reasons which influence company’s decision to redesign their page.

While analysing the website using the very popular Google Analytics, you can learn which elements are completely impractical and unused by the site users. Perhaps, there are tabs which are completely ignored; it may be an unnecessary search engine, buttons on which no one clicks or a rarely filled form. In this case, take time to consider whether those elements ought to be permanently removed from the website or just modified in order to finally start to fulfill their tasks.

Loading a website? As quickly as possible

Most software developers claim that if a website takes more than 5 seconds to load, its optimization is necessary. In this situation, it is possible that some elements such as background images, fonts or textures are slowing down your website.

The site users appreciate the fast loading, especially on mobile devices. Therefore, the popularity of responsive web design with minimal aesthetic aspect is not only a passing fad- it arises from the functional reasons.

Is your site interesting?

With the help of web analytics tools, such as Google Analytics, we can exactly trace user’s behaviour and clicksteam on the website. If the site visitors immediately tend to drop off at home page, it will be worth considering a complete redesign. However, if they click on the tab with a contact form, but they do not fill it, only a redesign of this particular element will be beneficial.
You should also find out whether a web navigation on the page is clear and intuitive. If users are not able to find company’s business strategic elements such as contact tab or form, or there is not any important information on the website, you might want to consider its upgrading.

Website Redesign and SEO

Redesigning a website may also contribute to the improvement of a site’s position in search engine ranking. Firstly, it will adjust the pages to mobile devices; which is the factor verified by Google’s algorithms evaluating the websites in terms of quality.
Another aspect determining the site’s position Google Search Ranking is its content. A web page which is not updated or has got inadequately prepared content will also decrease the value of a website itself by pushing it into depths of search results. Therefore, it is a good idea to consider a simple CMS which will allow you to quickly and easily implement company’s current changes and news directly through the site administrators or employees. It must be noted that both content and graphic elements should be optimized.

When should you consider redesigning your website?

Internet Technologies as well as trends in web design are changing. However, following the trends without any knowledge is undoubtedly unwise. It should be taken into account that regardless of whether the website meets branding or sales objectives, it must be primarily adapted to the site users- your clients. Six years ago smartphones were not so popular as they are now, and ordinary people did not even think about the Internet in their mobile phones. Nowadays, smartphones and the Internet available on them are both indisputably universal. In consequence, a mobile website is no longer anything special. It is, in fact, a common standard. Hence, the decision to redesign a website is not a whim but a necessity.
If you do not remember when was last time you redesigned your website, it is high time you examined this problem in more detail. You might also take a look at other companies’ pages- preferably those owned by your competitors. How does your website present in comparison to them?
You should also realize how many clients you can currently lose due to maladjustment to mobile devices, illegible graphics, inappropriate content, complex web navigation and not optimized site in terms of SEO.
It is important to point out that even the biggest and the most innovative online services decide to redesign their business site once in a while. Frequently, the decision is not due to the fact that something stops to be efficient. Simply, at some point the company must adapt itself to the expectations and needs of Internet users who are constanly changing their habit of surfing on the Internet.

Does every website require a complete redesign? 

The fact that your website does not meet certain criteria does not have to mean that it requires a complete change. For example, if the loading of a website takes too much time, you should consult this problem with a web designer or a computer programmer who can help you to diagnose and solve the problem. Moreover, if a website loses its users, it does not have to be the fault of poor design, but the website’s inefficient content. In such case, all you need to do is to professionally edit and reorganize your page’s content.
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