Every business needs a website.
It is a must in 2024, even if you run a local business and only target a single country or city. It is a proven fact that 99% of customers use the internet to find information about local businesses, with 78% doing so more than once a week.
A website is your company’s digital face and key differentiator. So you can’t do without it these days. Furthermore, you cannot afford to have a laggy website that is not optimized for seamless use and is simply unappealing to potential customers.
Businesses that do not yet have a website should seriously consider creating one if they want to attract more customers and increase revenue. It’s clear. What about those who already have an online presence and see customers visiting their website?
It will not last forever.
Websites built ten years ago differ from those built today in terms of functionality, customer experience, and underlying technologies. Similarly, modern websites will be obsolete and ineffective in ten years’ time. Simply having a website isn’t enough. To keep your site running and fulfilling its purpose, you must upgrade it on a regular basis, just as you would your car.
What is a Website Redesign?
Let’s consult the Cambridge Dictionary. Redesign is defined as “the process of changing the way something looks, is made, or works.” So, when we say we’re redesigning a website, we mean rebuilding its structure, interface, and functionality.
So, how does this differ from designing a website from scratch?
It is not, in terms of both the procedure and the effort required. Nevertheless, the necessity for website redesign arises due to urgent problems that the current website is no longer capable of resolving. And this is the exact issue that influences which approach to redesign the team should take. It means that a website revamp is a fluid process. There are three design approaches:
Website Redesign
This one is similar to designing from scratch because it requires complete website restructuring and brand identity changes. Such a redesign is complex and expensive, but it is not always required. It makes sense when your business objectives have shifted dramatically, and you are entering the market with a new product or targeting an entirely different segment of users. Another example is reputational damage. Assume that your company has been involved in a high-profile scandal. As you pivot, you don’t want your new products to be associated with a tainted brand, so you choose a complete brand and website redesign.
Website Modernization
This approach is appropriate for websites that generally function as expected but have some bottlenecks that must be removed. For example, your website analytics show that new users leave quickly after registering. In this case, the design team will not ruin everything you’ve worked so hard to build. They will simply improve the original website by incorporating new design solutions to address this specific issue. Modernization is also used to improve the functionality of websites that require updates. As a result of the increased number of products or services you provide, you may decide to expand the capabilities and functionality of your website. It is no longer enough to simply add new items to the product page. The original page will most likely need to be redesigned to include categories, filters, and many other features.
Iterative design
This is what we frequently use in our work, whether it is the design, development, or digital transformation of your business. It is based on gradual updates to your website through short design experiments. Iterative redesign is best for multi-featured websites in the scaling stage.
For example, suppose you run a large eCommerce website with consistent revenue. Your current business goal is to broaden your existing customer base by attracting a younger demographic. You cannot afford to redesign a website in one go because you risk losing a large number of loyal customers who are accustomed to the way your site looks and functions. Based on user research and analytics, the team makes small design changes that are then tested with real users to see if they work well. Thus, after a number of iterations, you will have a revamped Ecommerce website design that attracts new customers while retaining existing ones.
Another example is when you require a complete redesign due to pivoting or another significant change, but you cannot afford to wait until every website element is redesigned. As a result, the revamp is carried out iteratively, starting with one set of functionalities and progressing to the next. This allows you to keep your business running while profiting from newly released features. This translates to a faster return on design investment.
Your website is intended to complete a specific task. Specifically, it assists a customer in discovering your company and progressing from the first visit to awareness, conversion, and return. A redesign should be initiated if there is a need to facilitate this journey at any of the points and make the customer complete their target action faster.
How Can You Determine if you Require a Website Revamp
Website redesign is seldom a top priority in a company’s strategic agenda. However, there are occasions when it is essential, and your responsibility is to identify it promptly.
Let’s look at some common reasons that drive businesses to revamp and see if each one is enough to justify a massive website redesign initiative or if it can be fixed without much effort.
Why Redesign Your Website? Common Reasons:
- My Sites Design is Outdated
- It’s hard to use my site
- There is no traffic or conversation on my site
- My Website Is Compatible with All Devices
- My website is rife with bugs and errors
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