When Should I Redesign My Website?
Redesigning your Website
A new website can range from hundreds to thousands of pounds for an SME, depending on site functionality, size and complexity. Whilst affordability is a major factor in agreeing the right time to get a redesign, there are some other key factors to consider when making your decision.
How often you should get your website redesigned really depends on your industry and the level of competition, but a fair estimate across the board would be every 2 years. Of course this also depends on an array of performance indicator, which will differ greatly from brand to brand.
Need a little help? Here are some questions you can relay back to the team:
How is your website performing?
If your website’s traffic has steadily decreased over time, it’s possible that your competitors are now stealing a greater slice of the pie, with websites that are outperforming yours. Assuming you are tracking your web statistics via Google Anaytics or similar, you can compare traffic volumes year-on-year, month-on-month and for custom date ranges. If organic statistics show a decline, then it may be time to have an overhaul or your website to improve things like functionality, site load speed, content and keyword – all of which have an impact on your SEO performance. It’s also worth looking at your goal conversions (contact pages, CTA buttons etc) to see if these are working.
Is your website optimised for mobile search?
With more people now using mobile to conduct a Google search than desktop, it’s imperative that your website is optimised for mobile. If you have not already embraced responsive web design, then your next web redesign project should incorporate this, so that the screen resolution adjusts for mobile users and gives a mobile-friendly user experience. By not having one, you risk the user bouncing off your site.
What do users say about your website?
This is a great indicator and worth heeding. Do you get feedback from customers about your website? Are they frustrated at the functionality? Do they get stuck on a particular action? User feedback is a great way of finding out how your website compares. You can explore this by conducting user testing, in exchange for something free, and then collate the feedback for you web project planning.
Does your website accurately reflect your brand value proposition?
A lot of the time brands just outgrow their website image and need a new one. Examples might include re-branding, new products or services and more technically advanced online services or functions (e.g. free mortgage calculators, financial planners, and interactive media, such as gaming, VR and AR.
Ultimately a website redesign is a fundamental part of your development. If your site is out of date then your performance is likely to suffer when up against more technologically advanced competitors. It’s about knowing your competitors, keeping up to date with their developments and ascertaining what you want your site to do, to meet the evolving demands of your customers.