A website redesign can be motivated by several different factors. Changes in technology, a branding change, new developments in your area of business, new products or services you plan to offer and changes in society are all potential factors that drive the need for a website change. While this list is not all encompassing, it includes some of the top factors for starting a website redesign.
Past changes in technology include the proliferation of mobile phones creating new screen sizes for website display and new compression methods for website images resulting in image formats like .WEBP and .SVG. If you have an older website that is not yet optimized for mobile sized screens, it is past time for a redesign. Some industries like restaurants can see as much as 90% of their overall website traffic coming from phones. Having your website look appealing and informative on a phone sized screen is a must.
If your website still uses older image formats like .JPG and .PNG, it may be time for a redesign. The newer compression methods result in considerable savings in file size. Smaller file size means faster load times. Faster load time leads to improved user experience. Load speed is also a major factor in Google’s ranking algorithm. Older images on your website are motivation to consider a redesign.
A branding change almost always includes a website redesign. New colors, new logos, new slogans and font changes all lead to a desire for new presentation on your website. Be sure to include your website as part of a branding change so you don’t leave your digital presence lagging behind your other marketing efforts.
New developments in your area of business can range from a new standard being released, new laws passed or new opportunities. Business changes often drive what potential customers will enter into the search engines. If your website does not talk about the new developments, your business will miss out on that search traffic.
New products and services can sometimes be handled by a website update, but can also be a good motivator for a full redesign. Especially if the new item helps drive new business to your company. A new home page coupled with new content pages can properly promote the new part of your business to maximize website impact and customer response.
One change in society that impacted the online world was COVID. As face to face interactions were limited, many organizations looked to their websites to help carry additional load. Online ordering systems increased, changes in hours or business behavior required new communication and websites played a major role in communication the response to the changes happening around us. Watch for other changes in society that may drive change in how your company communicates online.
The main question when considering a website redesign? Is your website still effective at communicating your message to your target market and driving the response you desire? If your website misses on one or all three parts of that question, let’s talk about redesigning your website.
Simple, Clear and Focused summarizes our design philosophy here at Convergent Design. When you work with us to build or update your website, this philosophy helps guide our decisions, advice and actions. What does this mean for you, our customer?
Simple – Simple refers to the navigation system of the website. We have seen websites where navigation systems change depending on which page of the website you view. Lack of consistency in navigation creates confusion and frustration. Not what you want your website visitors to feel when they visit your website. Simple navigation is consistent and makes it easier for visitors to find what they are after.
Clear – Clear is the overall messaging on the website. Are you a house painter? We want that to be incredibly obvious on the website. If the main point is communicated clearly, visitors are more likely to engage your content and look deeper for more information. If you are a painter and someone is looking for an electrician, we don’t want them to call you and waste your time. Clear messaging captures attention and leads to deeper engagement.
Focused – Focused revolves around what you want a visitor to do next when visiting your website. We work to identify your primary response and hammer that response through multiple calls to action throughout the content on your website. Your primary call to action may be potential clients completing a “Request a Free Estimate” form. We will place prominent “Free Estimate” buttons in the main menu system, at the bottom of the website, and woven throughout the content encouraging people to complete that form.
These three items: simple, clear and focused help us create websites that move your customers to the next step in your process.