Should You Redesign Your Website Or Just Leave It?
By Matthew Barnes on January 17, 2020
Businesses of all sizes require a proper functioning website, no questions asked; that should be indisputable by now. But when you've been online for some time, you reach that moment when you wonder whether you should redesign your website, or just leave it the way it is?
More people are taking to the web to find the products and services they care about.
If you are running a business and are not engaging your customers through your website, you are missing out, and potentially missing out on more revenue.
As more businesses realize this, they take to the web to make sure they are capitalizing and maximizing their resources.
Websites are a window into your business operations and indicate a lot about a brand.
One of the major factors that determine your brand perception in the eyes of your potential customers, is your website design.
Some businesses have been online for a long time, and their websites show it, in regards to design.
What might have worked in the late 90s and early 2000s might not cut it for 2020 and beyond.
When Is The Right Time For A Website Redesign?
Not every company needs to redesign their website. Take, for instance, manufacturers and wholesale distributors.
Usually, the design is an afterthought and that's ok for such industries. What's more important, is the backend interface, and as many of your business owners know, creating and managing your orders is the primary goal when dealing with distributors.
Customer frustration and complaints with finding the right content
An outdated look
These are a few things to consider when making your choice. Let's take a look at the above-mentioned bullet points quickly.
If you are seeing a decline in sales, there could be many factors that contribute to a loss in profits.
Believe it or not, a poorly designed website could potentially contribute to a decline in sales
Think about how you shop online, or research information. Sites that load incredibly slow or ones that look outdated certainly don't inspire confidence.
Take a hard look at your website, and be honest with yourself; does this serve the needs of my customers?
You see, your competitors are probably looking at your website, and they are seeing where you are falling short. They sometimes will improve upon their design, thus giving themselves a leg up on you. In the business community, you know this as competitor analysis.
But wait a minute, you might have a great looking site, with flashy animations, and slick slider images.
If you don't have the proper hosting infrastructure in place, then that flashy website of yours could be getting in the way in terms of website speed.
Too much animation and unnecessary design elements only serve to bog down your website loading times. If you don't need all that glitter, then ditch it.
The speed of your site matters a lot, and it certainly does in the eyes of Google.
47% of customers expect a website to load in two seconds
40% will abandon it altogether if it takes longer than three.
Google used website speed as a ranking factor starting in 2010
If your customers can't find what they are looking for easily, then they will leave.
You might have a large number of products and services, which can be a great thing.
But if those services are all over the place in the navigation element of your website, and buried beneath menus, then your customers/clients are going to get frustrated.
It's far better to display your top three most important, and profitable services on your front page than to jam everything on a page.
Take a hard look at your best selling services, and make sure you optimize for your visitor.
Most of us expect the about us section in the far right of a menu, or even at the footer of a page. Make sure yours isn't in an obscure place.
When redesigning your website, focus on converting each visitor for your specific offer, and don't be afraid to A/B split test. Be sure to use your most relevant keywords tactfully within your webpage copy. Please don't keyword stuff your content, it just looks spammy and bad.
Outdated Design & Poor Navigation
It's possible you have all the right elements in place. Your products and services are easy to find, your website loads quickly, your not getting much in the way of complaints.
But you are seeing a dip in profits, which leads us back to our first point in regards to sales.
If you haven't had a redesign since the early 2000s, it might be a great time to overhaul your website.
Your visitors enjoy a visually pleasing website, possibly a little animation and slider action might be what's needed (sparingly).
It's all about finding the right balance, and not going overboard with the design.
Look at Microsoft's home page. It strikes the right balance between form and function.
This is a tech company with a lot of products and services.
I'm not bombarded with useless information, and I can find what I need quickly.
There are no over-the-top animations and confusing menus.
That slider isn't slowing down the website, and it's visually appealing, even though I'm against sliders.
Overall, it's a clean website, and I give it up to Microsoft for that.
If your company is undergoing a rebrand, then it's wise to think about a website redesign.
This isn't uncommon, and a lot of brands do exactly that.
You'll what to make sure your colors, message, and layout reflect your new direction.
Something as simple as using real photos instead of stock images can make a huge difference in some cases.
Showing that the human side of your brand can positively increase the perception of your company in the eyes of your visitors.
Whatever the reasons for a new website, be sure to carefully analyze your options, and go with what makes sense for your business.