You’ve probably heard the phrase “maybe we should redesign our website?” at some point in your entrepreneurial career. Whether it requires minor changes or a complete overhaul, redesigning can be a tedious part of the process.
A website is a company’s digital office/store. It is where people can contact you to learn more about you and purchase from you. Although a new website does not guarantee an increase in conversion rates, whitepaper downloads, or revenue, and you must consider the impact on SEO if you change the site’s structure, a well-planned and researched website redesign can propel your business.
Before you decide to overhaul your current site, check if your website simply needs to be optimized if not figure out what works and what doesn’t on your website. This can be accomplished by analyzing your website. It appears simple, but it is frequently overlooked when redesigning a website. Nonetheless, it is an important part of the initial planning and the process of changing your website.
Using website analysis tools, examine the monthly performance of your current website. For better tracking and visibility of your website’s performance, we recommend using Google Analytics. The importance and relevance of each matric will vary depending on your website redesign goals, but it’s a good idea to collect them all before deciding to redesign your website.
Once you have a good understanding of your website, ask yourself the following questions to ensure that you are putting in the effort for the right reasons.
NOTE: Just because you answered yes to one of the following questions doesn’t mean you need a complete redesign. However, if more than one applies, we believe it is time to bid farewell to your current website.
1. Determine your website redesign goals.
What is the “why” behind your website redesign? When considering a redesign, there should always be a compelling reason for doing so.
If you respond, “Well, it’s been a while since we’ve done one,” or “My competitor just did a redesign,” those aren’t good enough reasons.
Remember that it’s not just about how your site looks, but also how it functions. Make it clear why you’re redesigning your website, and link those goals to measurable outcomes.
The following are a few of the many questions you can ask to help you determine your goal for your redesigning project: what are your website’s most valuable pages
- Who is visiting your page and why are they doing so?
- Understand what motivates or demotivates your customers.
- What specific outcomes do you hope to achieve with this redesign, and how will you measure them?
This first step will give you a good idea of where your current website stands, what metrics you can improve through your redesign, and how to get the most out of your redesign investment.
After all, you are unlikely to make this change frequently, so it is critical to begin the process with this first step.
2. Has your target audience changed?
User-centered design is no longer an afterthought: it has become the norm. You can have the most beautiful, flawlessly functioning website in the world, but if it doesn’t meet the needs of your users, you’ve failed.
Each user type that your website is aimed at may have unique requirements. If you redesign your website with these needs in mind, it will generate real business and profits for you.
There are numerous methods for learning about your users’ needs. You can use tools to assist you, or simply ask your customers questions such as, “What motivates you to buy this product?” Or is something missing from our website?
You must understand your audience and simplify and make the journey more accessible by removing unnecessary steps.
As a result, a website redesign may be required to align your website with the expectations of your new user groups.
3. Is your branding and messaging conveyed well through your website?
It is critical that your website conveys a unified, clear, and consistent brand message. This means that your slogans, taglines, brand voice, value proposition, and mission statement are all important factors in determining how well your website represents your brand and business.
Businesses evolve, grow, and improve over time. So, if your experience has grown and you’ve begun to sell premium services, for example, your website should reflect that. And redesigning is the way to go.
Be crystal clear about your desired branding, messaging, and unique value proposition before creating your new website design and content. This will ensure consistency throughout your entire website.
Consider whether you intend to change your branding and/or messaging or if it will remain the same. If your website lacks these core branding elements or if they are being updated, it may be necessary to redesign it to align with the improved messaging.
4. Is your site secure?
Not only does Google care about a secure site, but given the number of recent internet hacks, you should as well. If you do not host your website with a reputable partner, use a secure sockets layer (SSL), or protect your site with a web application firewall (WAF), you are exposing not only your security but also the security of your users.
We recommend the following as basic precautions:
- Update your plugins and themes on a regular basis.
- Enable HTTPS navigation by installing an SSL certificate.
- Add a web security plugin.
5. Are you using a CMS? Is it the right CMS?
Surprisingly, many websites still do not use content management systems (CMS), which are the digital equivalent of twist ties and duct tape holding an old car together. Many websites still rely on a custom-built CMS that was developed years ago. Other sites use a modern CMS, but it does not suit them.
CMS software is useful for a variety of reasons. A CMS can easily help you create a beautiful, functional website, whether you’re a novice digital marketer or a seasoned web developer. The right CMS for your business is determined by factors such as what CMSs you are already familiar with and what features your website redesign requires.
Although switching to Drupal or WordPress may provide numerous advantages, it may also have an impact on cost and scope. This may also imply that before the site is relaunched, staff will need to be trained and familiarised with the new CMS. This will ensure that your budget and time are both realistic.
A thorough examination of your website’s performance can assist you in determining your requirements so that your new website fully satisfies your as well as your user’s expectations. It is not enough to have the correct answers; you should also ask the correct questions in the correct context.