Every website sooner or later becomes outdated due to the rapidly changing environment. Once in a while, your design and common features should be updated to keep the website fully functional and good looking. If you don’t remember the last time when you did a serious update, then you’ll probably need plan redesign.
The redesign means not only changing the cosmetic look. The first thing you need to do is to evaluate your website. What features are already working great and support your business? What features are required to be implemented How does your current design correspond to your branding? Does your website need to be restructured and optimized? How does your current design correspond to your branding? How has your business changed during the last years?
What should I evaluate before redesign?
There is a good advice, that works properly all the time. If something works, don’t touch it 🙂 So that, firstly you should take into account those elements of your website, that already do their work for the customers. Even after the new design is launched, your website should be recognizable to your loyal customers.
But, there some key features, that need will require immediate improvement:
- Mobile optimization is absent.
- Your website is invisible in the search results.
- The design is outdated.
- Your business has changed, but the website did not.
- The content is outdated.
- The website loading speed is more than 3 seconds.
Mobile optimization and responsiveness
Mobile devices are everywhere. For the past few years, the buzz around mobile responsiveness is louder than ever. The thing is, it doesn’t matter what kind of business you are into, more users are using their mobile devices to purchase, read search. So that it is strongly recommended to include responsive design in the first place of your redesign plan. Is your website easy to navigate on the smaller device? Do you need a loupe to read the text on it? Do all the design elements display correctly?
Google encourages websites that use mobile-first approach by lifting them up in the search results. And there also several tests like that one that helps to measure your website responsiveness. For more detailed information you can check our article about mobile optimization.
Your website is invisible in search results
Only the most stubborn ones have ever seen the 3 page of their Google search results. If your website doesn’t appear on the first two pages of the websites of your competitors, then you have to think about enhancing your SEO rankings. Think of SEO not only in terms of keywords. Content quality, inbound and outbound links, image optimization, broken links left from the past, all that requires improvement, if you don’t see on the first page of the search.
Do you feel that your website is a little bit old-fashioned in its design? If you haven’t been updating in for more then 2 or 3 years, perhaps it is old-fashioned. The best way to talk about the visual part of your website is actually to compare how it looks now with the general tendencies in the web design. We have already mentioned most trendy features of 2017 that you can check here.
Your business has changed, but the website did not
Your business expands and develops. And sometimes it is difficult to keep up with those changes just with constant updating of the content, branding, contact information and so on. Outdated information can’t compete with the regularly updated content. For you, as a website owner, it means loss of traffic and loyalty of your clients. For the users, it shows neglectful attitude to their time and attention.
The content is outdated
First of all, the content is the cornerstone of any website. Without constant updating, it loses its value. Secondary, it has a huge impact on your SEO. Both will make your website drown in the search results, decrease the number of leads and sales.
It is fairly irritating for the user to wait more than 3 seconds for the website to load completely. The same goes for every redirect from internal or external links. Have a look at the statistics by the kissmetrics.com and you will, that average user tends to wait not more than 4 seconds to leave the page. That means none of your beautiful design features or important content will be seen.
After the website is done, it normally has more graphic elements, or updated content takes more place than before. Consider contacting your host to upgrade the hardware. Practically it is all that is needed to handle the load.
Is that the only possible way?
If you already have a website doing its work for the customers and Google likes it (if your website corresponds the list above, scarcely it does), you won’t probably be eager to lose your rankings. Nevertheless, it brings a new horizon of possibilities for your business, clients and maybe even your staff. So that, the redesign can be compared to the process of designing the new website.
All the features mentioned above can be fixed by the hand of a masterful team. So that, redesign brings its pros and cons:
- Improved graphics & new design. The good-looking website attracts visitors and creates an impression of dynamically developing business.
- Your website will look pretty and feel better on the mobile devices. Plus, optimization for all kinds of browsers means a lot for the customers.
- Integration with social networks and new features would draw lots of attention to your content and improve the awareness about your website through the social networks share buttons and cross-sharing content.
- Better SEO. Your website will rise in search results, so that is your auditory would not lurk to find your website.
- Fixed navigation and sheer website structure will support your clients in finding whatever they need in 3 clicks.
- Quick loading speed and overall faster processing.
- Flexibility and freedom. Redesigning means creating new on the old basis. It is fairly difficult for designers and developers to implement new features with the visible difference, not ruining the old. Often, the code is easier to be fully overwritten, then changed. That is the case for the website owners, that postponed redesign for years.
- You may also experience such a scenario as the drop in SEO rankings, because the URL of your website may be changed, and the content would be overwritten in most cases.
The best time to plan redesign is before the launch of your website, of course. It is fairly difficult to create a website, that will be able to keep up with all the modern tendencies at least for 5 years. Constant update is a pill, that will prolong the life of your website, but the only thing it can’t deal with is the development of technologies.