The process of putting a website together takes a lot of time and effort, but once it’s done, you are the owner of a flash new website that is miles ahead of the old one. Lots of high fives, the clinking of beer bottles, and a happy team celebrates albeit with a little bit of relief: The new site is up!
Then, in the blink of an eye, the new website with all the whistles and bells looks old and clunky and that's because it went live two and half years ago. The many hours and the sheer amount of work that went into the redesign still feels so fresh that there is no real hurry to go through it once again. In saying that though, it's blatantly apparent your website looks far too 2015 and it's no longer giving you the returns you want.
Your website still may appear useful for your visitors, you may be thinking if nothing is broken what is there to fix? What you need to be taking into account is if your site is working for your site's visitors. A website that doesn’t reflect that you are keeping up with the times and that you value your services or products will your site's visitors wondering.
There may be some apparent telltale signs that your website needs some TLC. After all, your site may be performing just fine, suggesting you leave things as they are. A right or wrong timeline doesn't necessarily exist; basically, your decision to re-design your website depends on many things:
Is your content as compelling?
Is your content out of date?
Has the company rebranded recently?
Is your site loading speed too slow?
Is the competition out performing you in your search results?
Are your visitors struggling to find what they are searching for?
Is your website design easy to navigate?
By answering these questions, you should have a better handle on whether a complete redesign is needed. If you're facing a website redesign you basically have a couple of choices: Update as you go or a total overhaul.
Update as you go
Updating your website redesign one task at a time may be the way to go, so the journey is as streamlined as possible. Here are two ways why updating your website in bite-sized chunks might suit you best.
This way of doing things doesn’t put a strain on your available time and finances: A typical website rebuild could take months. If you're already busy enough and don’t have a lot of spare time, human resources, and finances to give to a full redesign, then aim to make small improvements to the overall user experience, a good start would be to add new pages to the site.
People tend not to like change; they love specific patterns and experiences. If you're developing as you go, you aren’t throwing the baby out with the bathwater; you're improving it in small bite-sized increments. Small updates over time have other pluses too; you can run A/B tests, track your SEO, get feedback and make sure you are reaching your milestones and goals.
Lose the drop shadows and outdated gradients with a more straightforward, more modern look. Update the font to a more now style. Take out those ugly overused stock images and replace with creative, real photos. Take ideas and guidance from the brands you like and engage with all the time.
That said, if you have tried updating your website in small steps but only to find out that your issues go far beyond the aesthetics and you don’t address low conversions and lousy search rankings, then you do need to think seriously about completely overhauling your web design.
Complete Site Overhaul
A considerable redesign project may seem daunting but could be the way to go if your website isn’t performing the way you want or need it to. If your website design isn't playing as you would like it to, your profits are not going to be there. Here are some positives of going through a complete redesign:
Is the design lacking professionalism? Are you failing in your search rankings? Is your site mobile friendly? A new well-developed website can help you fix these issues. A complete overhaul is a great opportunity to include new functionality. Make sure you choose great images, images that show off your talents along with video let's not forget the importance of video. A redesign gives you the chance to add better content, better navigation, and strategically placed conversion opportunities.
The Right Time
There isn't a specific number on how long you should go between website redesigns and complete overhauls. Some sites can look fresh for years while others can appear dated in six months. For me though, I would suggest a complete redesign every two years, mostly this is more down to the constant changes in your industry, along with changes in web design technology
Continually push to improve your website content between redesigns so keeping on top of things isn't overly daunting, also, more importantly, you don’t fall prey to your competition. Once you have that relaunch under your belt, be sure to celebrate!
How long has it been since your last website redesign?Get in touch with Hart Designtoday and our expertweb design Aucklandteam will be eager to help you create landing pages that will boost your conversion rates to no end.