Every website needs to be updated from time to time. The same design for years can bore the users and drive them away. You might be busy searching for the reason why your sales went down lately, but the reason might be right in front of your eyes. The trends in web design keep changing with time and it is necessary for every website to keep up with it to stand aground in the competition. Irrespective of the size of your company, you are required to keep the web design updated and see what falls short.
There are a few signs that will guide you in identifying that there is an issue with your website design and that it is the time for you to redo it.
- Does the design appear to be old compared to others?
- Have there been complaints about the user experience or design lately?
- Has the conversion rate and sales reduced abnormally?
Now that you are clear with when you need to redesign your website, let us take a look at some tips that will help you build a strong website redesign strategy.
Determine your current status
Before you dive deep into redesigning, having a path decided is necessary. For that, determine the performance metrics of current design to understand where your design falls short and work on those parts as high priorities. Use tools like Google Analytics for getting a detailed analysis of your website’s performance. Look for the number of monthly visits, bounce rates, sales generated, indexed pages, low-traffic pages, etc. This will give you a direction to work in.
Decide the goals you want to achieve from new design
An aimless journey will not lead you anywhere. So, decide on the goals that should be achieved by the new design. This will direct your efforts on a path that will lead you to the destination. While deciding the aims, remember that it is not just how your website looks that has brought this change but also how it functions. So, aim at a smoother functioning and navigation as well. A user should not get lost on the website. Prioritize the goals and work accordingly. This way you will know how much time to spend on what part and not end up wasting resources.
Define your branding and messaging
Now, before you get started with redesigning, this time define the message you want to convey to your users. Every visitor should be able to infer this message just by looking at the website. They should know what this website is about and how it is going to be beneficial to them. Also, be so crystal clear in portraying this message that the users do not even think of migrating to your competitors. While deciding on the branding, make sure that the changes reflect everywhere to maintain consistency. For example, if you have changed the logo, it should be visible everywhere and not leaving even a single instance of the old logo.
Who will be your buyers?
The website is very seldom about the seller. It is mostly about the buyers; about the customers or users. So, the content on the website should speak to them in their language. Try to imitate your buyer’s persona on your website to relate to them. Nothing can be sold these days if the buyer does not feel it relatable. If you think that along with the change in the design of the website, the audience that you target is also changing, then make sure that the new content aligns with them. This will give a very strong strategy for redesigning.
Preserve what is known to be working well
There can be certain pages that have been proven to do well as per the SEO standards. These are the pages that will ensure you have a top place in the SERPs (Search Engine Result Pages). So, keep them intact and unchanged. Instead of redoing them, see that you design the other pages in a similar way; that they too follow the SEO standards. Remember, even the new design will not help if you are not visible on the first or at the most second page of the search results. No one will go through pages to come to your website.
Analyze the competition
We do not advise obsessing over the competition. But, keeping an eye on how your competitors are dealing with is a smart action. You should work to better your website to at least hold the customers you already have let alone drawing new ones. So, look at your competitors’ websites and see where you stand back and try to improve on those parts. Create a list of where improvements are required to stand out.
Backup the known high-performing content
While we strongly agree that redesign is for making your website perform better, we do not advise taking your progress so far for granted. Anything can fail even for a teeny-tiny reason. So, take a backup of the content that is already known to perform extraordinarily. Do not compromise on this. This includes the pages that have high traffic, blogs that have been liked or shared the most, keywords, etc. Removing such pages from the website will have a huge impact on your SEO rank. Web designers would not really consider this step as they are not bothered mainly with the marketing. So, press on this step being followed religiously.
Choose the appropriate software
The final step in strategizing your website redesigning is choosing the right software to do so. Choose the right software to host the website as well. Technically, you need to select the right CMS (Content Management System) for your website. You might have relaxed on this before, but don’t do so this time. A CMS can make this entire process of redesigning the website very easy and less effortful. Based on your business requirements, you can go with certain CMS. Discussing the techniques to select a CMS is beyond the scope of this article, but you can find it on the internet very easily. So, choose wisely from the hundreds of options that are available.
These were the steps that will help you build an amazing and flawless strategy for your website redesigning. It is after these steps that you have to start the actual design.