Website Redesign Tips

About a decade ago nobody would have guessed the future of e-commerce. But today a large portion of any business revenue is actually derived from online transactions or from offline transactions that are the result of online marketing efforts. The consumers these days turn to the Internet whenever they seek information. This information could be about products they are about to purchase, reviews on certain services or simply a business’ address or contact number. Hence being online is one of the most important assets for any business; not just to share information, but also to build credibility. Otherwise in words of a consumer- “if that company detail does not show up on google; it definitely isn’t worth”. The consumers are looking to connect with companies more than ever, and establishing an online presence through a website is the most credible way of fulfilling this desire.

And for everybody who think just creating a website is enough. It is time to wake up. Having a website is just a baby step towards reaching consumers. Keeping it up-to-date and aligned with the consumer needs means redesigning it now and again. Just as clothes go out of fashion; websites do too.

You realize that your website needs redesigning when:

1. The results are not as expected

The website exists to build up a good customer base, but if your website data shows the opposite then it is a matter of concern. It is basically finding out that visitors are navigating past your home page and there is a slowing trend in visitors coming to your site at all. This can be quantified by examining your site’s number of visits and conversion rates, if the former turns out to be much greater than the latter; you are definitely losing visitors which is not a good sign and you should either take a look at your home page to see if you can make it more enticing, or consider a complete redesign of your site to make visitors want to navigate further into your site and read what you have to say.

2. There is a change in the marketing objective

Short term objectives or long term marketing objectives; the objectives are bound to change over a period of time. The website must portray this change and ensure the message is delivered. A general rule of thumb should be to completely revamp your website every 2-3 years, and possibly the functionality every five years. Even though technology is changing really fast, it isn’t changing as fast as design trends on the Web.

3. The site isn’t loading

If your site takes longer than five seconds to load, then your site needs to be optimized. In this fast paced world the trend now is to make sites load faster and this is done by not downloading so much information. This is because there are Internet providers and smartphone carriers who are limiting the amount of data allowed. Hence, with these limits on the usage, visitors would become distressed if we make them download tons and tons of information in the form of imagery and scripts just to view our website which could costs them precious data.

4. There exist functions and features that are no longer used

As time passes, it becomes obvious that certain parts of the website are just not required or liked anymore and have become outdated. One can relate to this by comparing it to Facebook features which are not that used or looked at anymore. In the same way there must be a few things or features on your site that aren’t working anymore for your site’s purpose. If so then it may be time to either remove it or restructure it.

5. The competitors’ site starts looking more attractive

Now, we all know the saying keep your friends close; but your enemies closer. Hence, keeping a watch on the competitors’ websites enables you to be updated and in the trend. If you realize that your competitors’ website is meeting your goals far better than your own site leading to an improvement in their rankings and substantially pushing you down in the searches, then obviously it is time to make some alterations to your site. Maintaining an edge in search shouldn’t be your only goal, but if you’re not near the top of SERPs because competing business is keeping you from there, analyse what SEO adjustments you can make to your site.

6. Search engines fail to find you

If google cannot find you then who will? If you are virtually nowhere on search engines, then it is definitely time for a new website or redesigned website to help boost your SEO and search engine visits. Most people prefer searching for any website by typing in Google search instead of directly typing in your URL (for most websites). Thus maintaining healthy relations with search engines in order to be found in their results will go a long way with getting visitors to come to your site.

7. There is a content strategy in mind

Quality is much more important than quantity. Let the content on your website speak for itself. Having fantastic content on your site can improve everything from customer retention to SEO and with the continuously changing algorithms of search engines, implementation of a solid content plan would be a smart move. Now the best content on your website too can be rendered worthless if the visitors cannot find it. Hence a good content strategy through a web redesign would be wise. This would enable your great posts, eBooks, and other content to be easily found hence leading to a growth in the database.

8. Parts of your site do not function properly

If your website receives the unwanted frequent messages called the “404 not found”. Even though this is a simple fix, it should not be ignored completely as it could indicate a bigger problem of your site being disorganized or mishandled. Most often this is solved and prevented by using a content management system that manages your content so that you are not losing pictures or broken links to improper or accidental management of your site. But if you have observed way too many broken links, error messages, and missing images, then it is time to roll up your sleeves and consider a complete website redesign which would also include the installation and use of a content management system.

9. The copyright year in your footer displays a year long gone by

We often take for granted the little things in life. Similarly on the website too certain small insignificantly positioned information at the footer might make a huge difference. And yes ‘copyright statement is what is being referred to here. If the copyright statement in your footer has a year that cannot be called “previous year”, it clearly indicates that you haven’t updated your site in quite a long time. Hence your site is pretty stale and you are sending out a bad signal to your clients that you haven’t updated the site, and they will prefer not to look at outdated information and hence would leave. This is a good signal of needing a website redesign.

Now just because your website meets one or more of the points discussed above; it doesn’t necessarily indicate that your website needs an overhaul. You need to understand the requirements of your website and take a call accordingly. In the end, it is up to you whether your website needs a redesign or not.