5 Smart Reasons to Redesign

December 4, 2014

Blog | Development | 5 Smart Reasons to Redesign
5 Smart Reasons to Redesign

Re-designing a website can prompt the even most Zen among us to reach for antacids or adult beverages. But, with the proper planning, you and your team can reduce disruption, technical glitches, and stress for a more seamless and successful transition.

It might be helpful to note that a “redesign” doesn’t automatically translate to a complete overhaul. Redesigns can include small modifications that make your website more functional and support your marketing objectives. Inarguably, your site should be a key component of your marketing strategy.

When Should I Consider Redesign?

Great question! There are countless justifications not to have a little (or a lot of) digital work done, but here are five smart reasons to consider the jump:

1) New Objectives

Marketing strategies need to be nimble in order to adjust to data and trends. I’m a firm believer in the “test and measure” approach. If you have a new marketing plan, or new directives, make sure your site is aligned with your new strategy. If you haven’t made any strategic adjustments in a while, you may need to look at the bigger picture. Your site may not be what’s setting you back (developers, rejoice!).

2) Lackluster Results

Regardless of how pretty and functional your site is, if your conversion rates are ho-hum, it’s just worthless digital property. Your site should draw visitors, convert them to leads, and help grow your client roster. If the data shows that you’re not trending toward that objective, it’s time to redesign.  Analyze the data and you’ll have a clearer picture of what needs adjusting.

3) Usability

Your site may not be generating a collective WTF on social, but it still might be turning visitors off. Functionality and usability are critical. Your content should be completely up-to-date and visitors should be able to find information, navigate the site, and learn about your offerings easily. If not, your traffic and lead gen can suffer. If you’re unsure, start testing. Ask folks outside of your organization to visit the site and share their impressions with you. The results might point you in a clear direction.

4) Responsive Design

If you haven’t yet embraced RWD and prioritized it in your budget, the time is now. Not only does it make for better UX, it means less work behind the scenes because you won’t have to manage content on multiples versions. The Overlords at Google recommend it because it makes it easier for them to discover your content and for their algorithms to assign indexing properties.

5) Content

Nearly two decades ago, Bill Gates proclaimed, “Content is king.” Since then, every marketer, blogger and writer has repeated and repurposed the phrase nearly to death.  Over-exposure aside, content marketing works. It can improve the entire site experience – from client retention to SEO – and provide a practical solution to the rising challenges of ever changing search engine algorithms.  If you want to introduce a blog or ramp up your publishing, a redesign may be smart. If you’re hesitating, determine if search engines can find and index your content and whether or not your target audience can easily find your content. If not, it might be time to meet with your developers.

Your digital home should grow your business. If it’s not, dig in, analyze the data and make some changes. It might be a little daunting, but with proper planning, you can tackle a re-design with aplomb.  

Do you think you’re in need of a website redesign? Which parts of your site do you want to improve? Give us a shout @GeekHive

Heather Waters

  • Best Practices
  • Design
  • Marketing

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