website-redesigning

A website redesign is the process of changing and updating the content, structure, format, and navigation of your website to improve performance and convert more visitors. Many organizations opt to redesign their website to welcome more traffic as their business grows. Others invest in a website redesign as part of a larger rebranding initiative. Regardless of why your company is interested in a website redesign plan, the project itself is a massive undertaking, not to mention an important one to get right considering the critical role your website plays in your marketing and brand image.

In fact, new research has found that 50% of consumers think website design is crucial to a business’s overall brand. To many visitors, the website you publish is just as important as the products you sell.
How Often Should You Redesign Your Website?
According to Business 2 Community, the average lifespan for a website is 1.5 to 2.5 years. Because design trends change and technology advances, this is the average amount of time that a redesign will feel “fresh” and competitive. However, that timeframe is only a benchmark, so you will need to determine what works best for your unique organization.

The following factors can determine how often you should redesign your website:

How often your brand or goals change. When you’re itching for a new site, first ask yourself, “Does this website still represent who we are as a company?”
How much budget you allot to design and development. Ask yourself, “Can a site design wait, or do I have reasons to use the budget on our site now?”
How long your website stays functional and fast. Step into your customers’ shoes and see if you can navigate the site well and find everything you want to find without encountering errors or long page load times. Almost 50% of websites get between four and six page views per visit — all that browsing means that your site’s navigation and speed really do matter.
The performance of your website. Ask yourself, “Is this site converting a reasonable amount of traffic? Do people stay on the page for a reasonable amount of time, or do they bounce?” Changes in the industry. For example, when Google announced that it would be changing to mobile-first indexing, it necessitated that websites be mobile-friendly, or they’d lose organic traffic from Google. Your website is where visitors and customers go when they want to ask questions, read content, or purchase products or services. For that reason, it’s best to be extra prepared when committing to a website redesign.

You may spend more time building your website redesign plan than you will on the redesign itself. If you’re wondering what should go into your website redesign strategy, start with the steps below.

How to Redesign a Website

1 Benchmark your current performance metrics.
2 Determine your website redesign goals.
3 Define your branding and messaging.
4 Define your buyer persona(s).
5 Protect your search engine optimized pages.
6 Analyze the competition.
7 Take inventory of your high-performing assets.
8 Choose the right software.