5 Reasons a Website Redesign is Not What Your Business Needs
So, you want a website redesign – as a designer, it’s something I hear a lot.
However, I’ve got a newsflash for you: A new website isn’t always the big answer to all of your problems.
In fact, I’ve known people who have come to me after paying for a complete redesign, only to experience exactly the same problems that they were facing to begin with.
With that in mind, I’ve put together the following blog post, to help you determine when a website redesign isn’t actually the best idea:
1. The design isn’t the problem
Your site looks the business, and is fairly easy-to-use – so why aren’t you generating any leads and sales from it? The answer is your content, and the information you’re presenting to visitors when they first arrive on your site.
Try to look at your website from an inbound perspective. Sure, a good design is essential, but it should first and foremost be customer-centric – which means it is developed with your customers in mind.
For instance, if your homepage is full of self-promotion and doesn’t attempt to answer even their most basic questions, how do you expect your visitors to stick around long enough find out more about your solutions, and become leads?
Read more about how a customer-centric website could benefit your business.
2. You’ve got a new logo
Google, Coca-Cola, McDonalds, Lego, Nike, CR Smith… you probably know how important logos are to a business, but just because you get a new logo doesn’t mean your entire website has to change.
If there’s a way your new logo can be incorporated into your existing design, whilst still maintaining all the main elements of the old one, then that’s great. Go for it.
However, from an inbound marketing perspective, you should always keep your focus on providing quality content and services that delight your customers, rather than getting too caught up on one, insignificant symbol.
3. You’re not willing to invest time (and money)
If you come to the conclusion that your website just isn’t working, is slow and difficult to navigate, and is a complete eyesore, then you may have a case for a redesign.
However, you should only make the decision to redesign if you’re prepared to invest the time and money into making a website that will give your customers the best possible experience.
This means research and development into your buyer personas, as well as taking the time to map out all the pages you need and how your customers are going to get there.
Remember, your content should be written before the design even begins, so that your designer has the best idea of what you’re looking for – otherwise it could turn into a headache for everyone.
4. You just want to copy your competitors
Of course, there’s never any harm in keeping an eye on Tom who owns that conservatory business across town, but just because he’s got a new website doesn’t mean you have to follow suit.
The only competition that really matters is yourself, and you should focus on bettering yourself at every turn – not trying to copy your competitors.
Remember, not every new website is necessarily better – there will always be bugs and glitches to iron out, as well as a lot more research and A/B testing once it goes live.
5. It’s already working
If it ain’t broke, don’t fix it! If you happen to be in this situation, you’re very, very lucky.
Your website is already generating you plenty of leads and sales, and you have so much business coming in that you’re practically having to poke it back with a stick – why do you need a redesign?
If you just want a bit of an update, perhaps you could speak to your designer and come up with a couple of little refreshes to give it a fresher look – without having to change too much of the actual content and layout.
Want better results from your website? The good news is, a redesign isn’t always your best option. Above are five reasons a redesign is not necessarily what your website needs, and alternative solutions that might serve you better.
It’s easy to get caught up in logos and fancy graphics, but simply throwing money at a new website won’t suddenly fix your problems if you haven’t put any work into the content. And there’s no point investing in a redesign if you only want to copy the success of your competitors. Finally, you have to be able to invest the time and money into giving your customers the best possible experience.
Are you thinking about a website redesign?