It seems logical to assume that well-built things will last for a long time.
“Expensive products made by specialists will work for years and save money in the long term”
is what people tend to say. And it makes sense when it comes to leather shoes or a Mercedes-Benz.
But with websites, things are a bit different: web technologies are changing at a rapid pace, new trends emerge seemingly from nowhere, and search engines keep pushing for higher standards.
In this article, we will look at why and when you might need to redesign your website. We will then go into detail about website redesign strategy, templates, practical tips, and examples that may help you get the most out of this marketing initiative.
Let’s get started.
How often you should redesign your website depends on a number of things, like your industry, your overall marketing strategy, and your site’s technical standards. A “rule of thumb” for the average website is to do a website redesign every two to three years. The reason is that technology is advancing and changing at a rapid pace (including the web).
Two years are enough for new technologies to become widespread, and for things that were only trends or myths to become an expected website feature.
However, this is only a benchmark. How often you should redesign your website, in reality, would still depend on your business’s specific situation and objectives.
Let’s overview several significant factors that influence whether you need to get involved in the website redesign process.
Do any of these points sound relevant to your business case? Then a website redesign is only a matter of time; the sooner you decide to refresh your key sales tool, the greater competitive advantage you’ll get, and the bigger audience you’ll attract.
A website redesign strategy isn’t a big challenge when you have a clear checklist to follow.
It’s easy to miss something when doing a complicated project. Planning a website redesign out in advance and checking everything with a website redesign checklist afterward will help avoid things falling through the cracks.
Let’s go through the major stages of creating a new, better version of your site.
Quite often, a studio or designer might be forced to give an estimate immediately with little or no real data. This leads to ambiguous or inflated quotes and nasty surprises for both you as a client and your hired studio.
Vague estimates happen when web designers try to account for work and issues that are not clear now but might appear over the course of the website redesign process.
This is why it is best to start with research before you head into the project. It will help appraise the scope of the job and get a clear quote from a contractor.
Do initial marketing research before you get to start actually planning a website redesign:
PRO website redesign tip: Treat the research phase as a standalone job and pay for it separately. This could also help gauge the skills of your chosen design studio before you invest.
You need to start with defining your core business objectives when planning how to redesign a website. The goals you set up at this stage will decide where the project will go and what budget it needs. They will define the scope of the project, so they need to be clear, specific, and measurable.
Once you have listed the goals, the next question is: what are the KPIs (Key Performance Indicators) you’ll use to evaluate the results of the redesign?
Traffic, leads, subscriptions, and purchases are among the things important for a business, so you might want to include some of them in your Key Performance Indicators.
For websites that sell something, the conversion rate is one of the most important metrics.
So, depending on what your business is and what your goal is for the website, there are a number of KPIs you might want to track:
PRO website redesign tip: Setting up an analytics system can be easy or it can turn into a nightmare, depending on your website setup. So it might be a good idea to consult with a developer or an SEO specialist and implement their technical suggestions during the redesign process.
Also, depending on the business goals, you might want to integrate other apps with your website: CRM, payment system, an online chat and web call system, and so on. You might also want to be able to frequently create and modify pages by yourself, without involving developers. So gather all these requirements at the planning stage.
Make sure the requirements are clear to the designers before you start a website redesign process so that they’re able to create a website that complies with them.
After the goal-setting comes architecture – this stage of planning a website redesign is about organizing, structuring, and mapping out the content and future site.
Generally, it involves the following steps:
PRO website redesign tip: When deciding which pages should be present on your site, start with the keyword research in your niche. Select the keywords relevant to your business profile that have a large Search Volume and potentially can bring a lot of traffic to your site. Structure your future service or product landing pages around these keywords.
Prototyping is a key part of the UX (user experience) design which is used to map out the main features and navigation of a new website design. It gives an idea of the site’s functionality before considering visual design elements, like content and color schemes.
Wireframes let you focus on user experience, test page layout, and user flow, as well as look for issues and mistakes that could get in the way of conversions later on.
PRO website redesign tip: User experience design plays a vital role in your future website’s success as it defines how convenient and clear it will be for users to navigate through your resource. That’s a basis without which visitors most likely will exit a site, even if the visual side of the design is impressive.
Building proper prototypes and wireframes requires a deep understanding of users’ psychology, behavior patterns, and business logic. Thus, for this important task, it’s better to attract an expert UX designer. You can also rely on the professional website redesign services from ReVerb.
After finalizing the “functional side” of your new website with prototypes and wireframes, it’s time to create a UI (user interface) design that defines the site’s appearance.
At this stage, you work on the site’s aesthetics by adding colors and typography and diversifying the concept with graphics.
Before launching the website, make sure to double-check if it fits all the requirements stated at the beginning.
PRO website redesign tip: Before starting experimenting with visuals, make sure to prepare an overall design concept in a style guide. This includes a set of colors, fonts, icons, and other elements which you need to gather in one place to ensure your future site has a holistic view.
Archaeology Southwest is a non-profit organization that explores and protects archeological sites in the southwestern United States. Their old site had a lot of cluttered content working on an outdated CMS.
With qualified website redesign services, they brought it to a modern standard with excellent user experience (UX) and user interface (UI).
This was a multi-step process: from planning a website redesign to defining the focus of the website, and its core content, to wireframing and adding colors, and typography, and launching the final version.
PRO website redesign tip: Make sure your content manager uploads real content to the site before the redesign is finished and the site goes live. This will help find and fix issues early on.
Christina Seix Academy is a private school for children from disadvantaged families. Their old website struggled to communicate the school’s values, opportunities, and supportive culture to the parents of prospective students. It was missing clear admission criteria and information about its new campus.
The team working on the project took it a step further: they not only provided website redesign services but also helped with branding and created a brand guide for the school (although usually, website redesign would not include rebranding).
A website redesign may be needed every two to three years on average, as about this much is needed for new trends and technologies to take over. Otherwise, your website may look outdated or fail to meet new requirements. Staying relevant and modern is essential!
ReVerb provides professional website redesign services and can help you implement a successful transformation of your resource. If you are keen on giving your site a new breath, consider giving us a call or leaving a message.