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When Should You Redesign Your Website?

Robin Chandler
November 12, 2019

A redesign of your company website may seem like an exciting change, but far too many businesses think that a fancy website is the solution to all of the problems with their marketing strategy.

Redesigning your website can harm your business if not done for the right reasons. If your website is already performing successfully, a redesign may not be necessary. In fact, dramatic changes to your site could confuse regular visitors who are already familiar with it, especially if they can’t find the content they need. However, if your website doesn’t perform to your expectations, a redesign could help refresh your marketing efforts.

It’s important to be intentional with a website redesign. If you’re considering a redesign, work with your marketing team to develop a strategy to guide you through the process. Identify problems with your current website and brainstorm reasonable solutions that you can implement with your new website. This step is crucial to a successful redesign; without a detailed action plan, you’ll more than likely find yourself redesigning your website again in the not so distant future.

Consider these issues when deciding whether a redesign is right for your website.

You’re struggling to generate enough leads

Lead generation is a critical part of any marketing strategy. If your website isn’t doing a good job of that, it might be time to redesign. After all, the ultimate goal of a company website is to attract prospects to your products or services and convince them to buy from you. Even with a lot of traffic, if your site isn’t converting visitors into leads, it won’t help your business grow.

When developing your redesign strategy, brainstorm the ways in which you plan to generate more leads. If you don’t make lead generation a part of your strategy, you can’t expect your new website to solve that problem.

You need a better experience for your visitors

An outdated website can be difficult to use and makes your business look unprofessional. Poor navigation and slow load times tend to deter users. If the goal is to improve usability for your visitors, then a new website design may be helpful.

Your content should be interactive and engaging. A dated, unappealing design can distract audiences, even from higher-quality content. A cluttered, unorganized website design can make it difficult for your audience to find the information they need, leaving them frustrated with your site.

Mobile friendliness is an essential aspect of modern marketing. Nothing is more irritating than navigating a website that doesn’t work well on mobile devices when trying to find the information you need. In our technology-driven society, a website that isn’t mobile friendly can potentially lose tons of traffic. If your site is unresponsive on phones and tablets, consider optimizing it for mobile platforms in your redesign strategy.

If the goal of your website redesign is to achieve a better user experience, you must take into account where your visitors are viewing your content and how easily they can find and access what they need.

It doesn’t fit with your brand

Your brand defines your business. Every interaction you’ve had with customers and prospects – online or in person – has helped to develop your brand.

Change often appeals to companies because a new look is exciting and could attract new customers. As your company grows and technology evolves, so does your brand, and you might feel like your website should reflect that. In some cases, this might warrant a redesign. But that’s not necessarily what we mean by aligning your website with your brand.

Some business websites may feature intriguing designs and bold colors. But that’s only an effective design method if it’s consistent with the rest of your brand. For instance, if your printed brochures, catalogs, technical documents, and other marketing materials have a simple design, a flashy website doesn’t accurately reflect your brand to your target audience.

Content that you upload to your website should share a similar style and tone with what you’ve already published, as well as the message you want your brand to convey. Consider what makes your brand unique and build upon that.

It doesn’t align with your marketing goals

If your marketing strategy changes, you’ll likely have some new goals around which to focus your marketing efforts. If your company has decided to transition from traditional “outbound” marketing to digital marketing and content creation, you may need to redesign your website to generate space for extensive amounts of content and to make that content easier to navigate.

Your website is the heart of your digital marketing strategy. Be sure that it helps accomplish your company’s goals. Your redesign plan should take into account everything you want to include on your website, such as a new blog or additional resources.

You can use website development tools to build a website that’s clean and functional, but you might also consider hiring a professional developer to design your site to your specifications. This ensures that your effort isn’t wasted on a website that doesn’t help fulfill your business goals.

Remember, after a redesign, it can be difficult to know right away if your new website is successful. But change takes time. You probably won’t see the results you expect for a few months at best, so give it time before jumping into another redesign. What’s worse than no redesign in the first place is feeling compelled to redesign frequently when you don’t see immediate success. The best way to get results is to develop a strategy to tackle the marketing problems your business is facing before redesigning your site and then follow through with it. Know what you want your website to help you achieve beforehand and make smaller improvements over time.

Download to see examples of Cain and Company creative design and websites.

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