The online presence of your company can be just as important as your product or service. Did you know that more than half of your website visitors will determine your credibility solely based on the look of your website?

If you haven’t given your website a second thought since you first launched five years ago, it’s time to blow the dust off that URL and do a little spring cleaning. It might seem like a big undertaking, but we’re breaking it down. We’ve compiled a list of 7 elements that will help prepare you for a website redesign for an already existing website.

If you haven’t launched your website yet, check out our blog on Website Design. Remember, we offer free consultations!

What exactly is a website redesign? 

A website redesign is a change or update in code, content, structure or the visuals of your current website. A redesign can boost revenue, increase traffic flow, improve user experience and increase conversion rates. 

Determine your goals

Why is a redesign necessary? What do you want to accomplish? It’s better to focus on the results rather than your preference of the design. 

A redesign is commonly used to generate higher traffic flow and more loyal customers. You may have noticed a decrease in sales or user complaints. Your website may be outdated or overly complex.

Because technology changes and advances over time, a general rule of thumb is to redesign every two to three years. Following this rule keeps your website updated with the latest tech trends, provides a fresh look to your audience and a seamless user-friendly experience. 

Make a plan

Once you’ve determined your goals, it’s time to make a plan of action. There are generally two ways of completing a website redesign. 

The first method is to make slow changes over a period of time. Your customers will hardly notice a difference and it may be easier to navigate any risks involved in changing the layout or design of your website. However, it is a slow process and may take you longer to accomplish the goals for your company.

The second method is to make all your changes at once or in a very short amount of time. The amount of restructuring you plan to do will determine the reaction you get from your visitors. Drastic changes may leave your current visitors feeling shocked and confused in the beginning. However, your changes will happen fast, reaching your goals quicker. 

Define your branding and messaging

Some businesses use a website redesign as part of a rebranding initiative. Even if you’re not rebranding, define your brand and make sure your website and message communicate that to your customers. 

Your visitors should immediately understand what your business offers, how your product or services can benefit them, and why they should choose your company above others. 

Communicate your brand and message with:

• A mobile friendly website – Easily viewable on a desktop, laptop, phone, and tablet. 
• Social media integration – Add links to share or follow your company on social media.
• Color themes – Convey the purpose, mood, and attractiveness of your website.

Keep your users engaged by clearly communicating your goal with clean aesthetics and an organized layout design. Visitors won’t linger very long if they can’t quickly navigate their way around. 

Track your current performance metrics

Find a way to track your current website performance metrics. You need to know where your website stands and what exactly needs improvement. As you begin to redesign, you will continue to track the performance so you can see the success rates. 

A few important measurements include:

• Number of visits and visitors
• Bounce rate
• Time a user spends on your site
• Top performing keywords
• Total new leads acquired
• Total sales

Know your most valuable current pages 

Thoroughly examine and map out what’s doing well and determine what needs to be readjusted or rebuilt. Your performance metrics will help you determine these decisions. 

Similar to a house remodel, you wouldn’t start swinging the hammer and knocking down walls before examining exactly what needs to change and what should stay the same.

Pages that already receive high traffic and high conversion rates should stay mostly, if not exactly the same. There’s no need to redo something that’s already working well!

Know WHO is visiting your website

Approach the redesign with the customers in mind. Learn all you can about your visitors so you can shape your website strategy to those that matter most to you. 

It might be helpful to come up with a few different customer personas that would likely visit your website. For instance, if you are a ranch and farm real estate agent, you might target farmers, ranchers, or people looking to buy or sell land. 

You want to make sure that every inch of your website attracts your ideal customers. Everything from colors to graphics to wording should immediately propel your visitors to use your service or product.  

Measure the success of your website redesign

After you begin the process of your website redesign, you want to continue tracking the success of your redesign. Compare these performance metrics to the metrics you tracked on your original website. 

These measurements will help you visually see the success rates of your website and see if the changes are increasing your traffic flow and sales. 

Keep track of your website so you can stay on top of the changes and provide the best service for your customers.

Pro-Tip: Website redesign is never really done. Create an ongoing content strategy because customer preferences and technology will continue to change. 

Need a little extra help? Don’t hesitate to reach out. We’d love to walk you through the process of carrying out a successful redesign.