Ask Yourself “Why a Website Redesign?”
We’ve all been there before. You’ve had a great morning. The coffee was just right, and you didn’t burn your toast. Nothing is going to stop you from having a great day! But then, you see it. That thing you’ve tried not to think about all day. It’s finally caught up to you and there’s no escaping it… It’s your website.
You can’t take it anymore. You’ve stared at this landing page countless times, read and reread your CTAs over and over again. If you have to see that promotional graphic one more time, you’re going to punch a hole through your screen.
Suddenly, you see the way out. It’s so simple. Why don’t you just give your website a redesign?
If you’re a part of your company’s design team or web development team, chances are you’ve probably had an experience like this before. The more important question to ask, especially before a redesign, is does my website really need this?
The truth is that often times, most team members don’t take the time to ask why a website redesign is happening. Hopefully, we’re going to fix that today.
Good Reasons for a Website Redesign
Your website is more than a status symbol. It’s your main tool for delivering top of the funnel information to potential clients and customers. If the information on your site isn’t accurate, you’re losing those customers before you ever get the chance to say “Hi.”
The information on your site isn’t the only thing that can be outdated. Your site might have been built using an old framework that no longer has a good community or support system behind it. This can lead to security and usability issues.
Design-wise, if you or your company have gone through a rebranding, it’s critical that every aspect of your digital presence is up to date, so not just your website. No one wants to work with or buy from someone who can’t even keep up with their own branding.
Your Audience Has Changed
What’s the difference between Old Navy, GAP, and Banana Republic? The short answer: $30 and darker lighting. However, the answer we’re looking for here is that while all of these companies are owned by GAP Inc., they all have a specific audience they target. This is shown, not only in their storefronts but also on their websites. They know their audience.
If the way your website is designed doesn’t line up with your audience and their preferences, it doesn’t matter if it’s the coolest site out there… It probably won’t be a moneymaker. For example, if you’re selling family products to households, why would you have an overly technical design?
It’s so important to get to know your target audience. You must ask yourself: what do they want? What do they like? More importantly, what do they dislike? How can you help them specifically?
This information can be derived from the conversation. Ask yourself these questions, of course, but ask your team members and even go as far as indirectly asking your clients. When you communicate with them, pick up on the specifics of what they’re saying so that you are able to apply it to your new brand.
No One Can Find Your Site
It can be hard to get noticed in a sea of endless search results, which is why search engine optimization (SEO) matters now more than ever. The way your site is designed can’t just be optimized for appealing to the human eye anymore. You’ve got to make Google happy too.
Although Google’s full algorithm for ranking websites and pages still remains a mystery, they offer some pretty useful information.
Some highlights include optimizing page speed, having authoritative backlinks, and incorporating well-designed navigation for both web and mobile devices.
For more information on SEO, check out this SEO Checklist from our team of Modthinkers.
Bad Reasons for a Website Redesign
You Don’t Like It Anymore
As I was cleaning out my closet the other day, I came across an old pair of shoes and thought to myself, “Why did people let me wear these in public?” When I first bought them, I thought they were the coolest thing ever. A year or two down the road, those suckers went straight to the donation pile without looking back.
For those of us who look at our website day in and day out, it usually only takes a few months before one day we wake up and think “Yuck.” The truth is, our customers probably aren’t spending as much time on the site as we are and don’t think twice about it.
It’s important to think about the things your clients are looking at. While you’re looking at the nitty-gritty details and reading your copy from left to right, top to bottom, odds are your clients are looking at things like your list of services, your mission statement, and maybe a few of your pictures or graphics.
Don’t wear yourself out by using an overly critical eye. Instead, embrace the work you put into your brand and find ways to make it better without tearing it apart completely.
Your Team Simply Thinks It’s Time For A Change
If you’re a member of a highly enthusiastic team, you probably try new things all the time “just because.” There’s nothing wrong with trying new things, but it’s important to know why you’re trying those new things. Adding canned tuna to brownies “just because” is about as good of an idea as it sounds.
If your website is attracting leads and converting them to customers, it’s doing its job. Whether it’s doing its job well or not is another thing. What you must remember is that your site is a tool, not just an art piece. As the old saying goes, “If it ain’t broke, don’t fix it.”
Again, you must embrace your brand.
The Truth (Ugly or Not)
At the end of the day, there will always be someone thinking, “This could really look a lot better.” As marketers, designers, and developers, it’s our job to understand why we’re making the changes that we do and acknowledge the good and bad reasons behind it.
Your brand is yours, and that’s what’s really important. The foundation for your branding technique should be what makes you, well, you. What builds off of that foundation is getting to know your audience and providing value to them. Think differently as much as you can. Innovate, create, and be agile. That’s the Modthink way!
If you’re considering a redesign and want some guidance, drop a call or send an email to Modthink. Our team can’t wait to help you out!