The process of putting a website together takes a lot of time and effort, but once it’s done, you have a flash new website that improves upon the previous version. 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Then, in the blink of an eye, that shiny new website you seemed to have just launched now looks outdated because it actually went live two years ago. The many hours and the sheer amount of work that went into the redesign still feels so fresh that no one is in a real hurry to go through it again. Yet, it's blatantly apparent your website looks far too 2015 for its own good.
Your website still may appear useful for your visitors, you may be thinking if it’s not broke, don’t fix it, right? What you need to be taking into account is if your site does meet both your needs and those of your visitors. A website that doesn’t reflect that you are keeping up with the times and that you value your services or products will leave visitors wondering. The longer you wait, the more unimpressed they might become….
There may be some apparent signs your website needs updating. After all, your site might be working just fine, suggesting you stand back and leave it well alone. A website redesign should be purpose driven by your company goals. A right or wrong timeline doesn't necessarily exist; basically, the decision to re-design your website depends on many things:
Have your services or products changed?
Is your content as compelling as you can make it?
Is your content out of date?
Has the company rebranded recently?
Is your site loading speed too slow?
Is the competition outranking you in search results?
Are your visitors struggling to find what they are looking for?
Is your site easy to navigate?
By answering these questions, you should have a good idea whether or not a redesign is in order. If you're facing a website redesign you basically have one of two choices: Update as you go or a complete overhaul.
Update as you go
Updating your website redesign one task at a time may be the way to go to make the process as streamlined as possible. Here are two ways why updating your website in bite-sized chunks might work best for you:
The process doesn’t put a strain on your time and resources: 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 budget to devote to a full redesign, then aim to make small enhancements to the user experience, a good start would be to add new pages to the site.
People tend not to like change; they are used to specific patterns and intuitive experiences. When updating as you go, you aren’t throwing the baby out with the bathwater; you're gradually adjusting it. Small updates over time have other advantages as well; you can run A/B tests, keep track of your SEO, get feedback and make sure you are achieving your milestones and goals.
Lose the drop shadows and old-fashioned gradients with a flatter, more modern look while keeping the focus the same. Update the font to something more now. Swap out those stock images for more natural and real photos. Look for inspiration from brands that you engage with all the time.
By just playing with the CSS and applying new elements, this approach is going to be a real money-saver. 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 of completely overhauling your web design.
Complete Site Overhaul
A huge redesign project may seem daunting but might be the way to go if your site isn’t delivering the way you want or need it to. If your website isn’t performing, then your bottom line will suffer. Here are some advantages 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 overhauls. As outlined, there are many elements that go into the decision. Some sites can look fresh for years while others can look dated in six months. For me though, I would recommend a good redesign every two, mostly this is due to the constant changes in your web industry, along with changes in design and technology.
Strive to continually improve your website between redesigns so that task isn’t so monumental perhaps, also, more importantly, you don’t fall behind 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.