Website Redesigns: Say This, Not That

A website redesign is often perceived by many as a time-consuming process with a big price tag attached. For those of us working in digital marketing, we know that nothing could be further from the truth. With a little bit…

A website redesign is often perceived by many as a time-consuming process with a big price tag attached. For those of us working in digital marketing, we know that nothing could be further from the truth. With a little bit of insider knowledge, and a shift from a fixed to a growth mindset, website redesigns can be easily accomplished.

In this post, I’ll share the most common concerns I hear from clients considering a redesign and reframe those misconceptions with a new statement grounded on evidence based design.

WHAT WE HEAR: “But our website works… doesn’t it?”
HOW TO REFRAME: “What’s going on behind the scenes with our website, and is it working for or against us?”

The “if it ain’t broke, don’t fix it” theory unfortunately does not always apply to web design. A website that has consistently “worked” in the past and performed well may require a tune-up – or overhaul – as technologies and digital trends evolve.

Ask: 

  • Is my technology current? Although a bit tricky to answer without some industry knowledge, it’s not too difficult to investigate if your current technology is working for or against you. Platforms and plugins should be current and running the latest versions. Forms should be tested and functionality confirmed. Your website should be secure with a security certificate and other measures if needed.
  • How is my website performing on mobile devices? Keep in mind over half your users are viewing your site on a tablet or smartphone. Responsiveness is key for the user experience and conversions.
  • How is my website performing in search engines like Google? Your site may look great and even function well, but if your customers and potential clients can’t find you, you’re missing the opportunity to use your website as a marketing tool. Do you have a solid SEO strategy in place?

WHAT WE HEAR: “We really like our current website.”
HOW TO REFRAME: “What do our users want and need to have a great experience on our site?”

Perhaps you know someone who has great affinity for a favorite old pair of sneakers, unsightly and smelly though they may be. When it comes to your website, a simple rule of thumb: don’t let that be you. The user experience ALWAYS trumps an emotional attachment to your site.

Ask:

  • Has your target audience or scope of services changed over the years, and does your website reflect these changes in its content and strategy?
  • How are your clients’ experiences with your website? Their subjective satisfaction is a key component of your site’s usability. Better yet, see what they really think by employing technologies like Google Analytics or Hotjar, which will provide useful information regarding things like bounce rate and user behavior patterns.

WHAT WE HEAR: “We are just too busy to tackle a website redesign right now.”
HOW TO REFRAME: “Investing time in a site redesign will save us time down the road.”

The day-to-day rigors of business ownership often push the possibility of tackling a website redesign to the bottom of the list. You can buy a bit of time with that approach, but eventually, the task will snowball into a larger endeavor. With the right professionals at the helm, a website redesign can be streamlined and produced with a process and timeline that meets your needs. Ask us – we’ve done this before.

Bonus: Keep in mind that marketing and content strategy, technologies like Google Analytics, and even use of a CRM will save valuable time in the long run.

WHAT WE HEAR: “Our site looks pretty good just the way it is.”
HOW TO REFRAME: “Let’s take a purposeful look at the visual components of our site and make our best digital first impression.”

Remember the sneaker analogy? Good design may be subjective, to a degree, but there are industry standards and best practices that guide how the aesthetic and layout of an effective site is constructed. We can think of things solely based on aesthetics, but purposeful designs takes what you see to a deeper level.

Ask:

  • Does your current site do a good job of visually representing your brand? Simply put, your website should tell your story in pictures and words. If your brand has evolved, make sure it’s reflected on your site.
  • What are the current trends in website design and in your field specifically? Have a peek at what your competitors are doing on their sites to see how your site compares.
  • Is information organized and presented so users can quickly retrieve what they are looking for, and engage with your site?

WHAT WE HEAR: “This is going to be really expensive.”
HOW TO REFRAME: “A website redesign is a solid investment in our company’s future.”

The list of cost savings resulting from a website redesign are many:

  • increased lead generation
  • improved conversions rates
  • the ability to take web site content updates or edits internally if desired
  • the ability to gather useful marketing data

When a redesign is necessary, the benefits always far outweigh the investment. And the investment may not be as big as you think.

Say this… not that.

With a little myth debunking, the prospect of a website redesign isn’t scary at all. Reach out to us for a free website audit – we can tell you if a redesign might be a good idea.

Christa Blackman

Christa Blackman is a Creative Director who has designed print and interactive communications for Fortune 500 companies for over twenty years. She studied Graphic Design and English at the undergraduate level, and completed a Master’s degree with a thesis focused on usability. She has a passion for visual storytelling built upon a strong design foundation.