Did you know that your website should be your best salesperson?
Think about it. Your website should describe everything about your business and promote all of your current products, services, and pricing. Prospects should be able to find answers to all questions about the company on the website.
You will need your website to convert prospects into leads, just as you would with any salesperson.
In the same way that you train and invest in your salespeople year after year, you need to measure the performance of your website over time and make any necessary changes and updates to make sure visitors are converted successfully over time.
When you analyze your site, you may identify specific issues that require a redesign. Your e-commerce site may be seeing more shoppers abandon their carts. Mobile devices might have higher bounce rates than desktops. Here are a few reasons for redesigning your website.
Our next section will discuss more reasons to consider investing time, resources, and budget into a redesign.
Why your website needs a Redesign?
There are many reasons to redesign a website, depending on the specific marketing goals of your business. In most cases, the reasons for re-branding your site are to increase traffic, generate more leads, and add functionality to improve the user experience.
The scale of your website redesign will depend on your business goals. In the case of a brand change, your site may need a refresh: change the color scheme, swap out some images, and you're done. If you've completely overhauled your marketing strategy, then you'll need to move to a content management system that offers the functionality and customization options needed to completely redesign your site.
Read these 4 Most Important point about Redesign:
Here are the top redesign goals and what it will take to achieve them in order to help you better envision the redesign process.
1. You want to Rebrand your site
Having a consistent look and feel across your entire website is crucial. The visitor may be confused or even concerned that they were taken to a malicious site if he or she clicks on a link on your homepage and is taken to a page that looks completely different. A visitor may be frustrated even by seemingly innocuous differences between pages - like having different navigation menus.
It is not uncommon for sites to have design inconsistencies such as these, especially if they have added more authors over time and merged with other microsites. As your site has grown over the past few years, it may be time to review your brand guidelines and styles and implement them so that your site has a cohesive design. The design process includes choosing the right colors, fonts, iconography, button styles, and more.
Mailchimp is an example of a consistent brand website. This email software company recently redesigned its website, unveiling a new logo, an updated typeface, and more of its eye-catching brand color. Check out the changes below!
A before-and-after look at Mailchimp's website redesign
References
You need a website builder that is easy to use as well as flexible if you're planning to rebrand your website like Mailchimp did. Look for a platform that offers drag-and-drop editing capabilities and lets you start from scratch or customize pre-designed templates.
2. You want to drive more traffic to your site
The design of your website won't matter if no one visits it. Your website must be optimized for search to drive traffic.
Blogs are a great way to do this. Blog-featured websites have a 434% greater possibility of being ranked highly in search engines.
In order to develop your blog strategy, you need to research what are the specific keywords and phrases people are using in their Google searches. Include those in your titles, headers, body copy, meta descriptions, and URLs.
Whenever you create a new blog post, you can link it to related posts and pages. By doing so, you will be helping search engine bots and visitors understand the relevance, value, and relationships among the content on your site.
Your website may first have been built on a publishing platform or using a website builder and then require migration to a CMS with advanced content management features. You can even use SEO tools built into some platforms such as CMS Hub by HubSpot to help optimize your content. Without it, you'll need to integrate a third-party tool like Google Webmaster Tools or SEMRush.
3. You want to convert more visitors into leads
When you're driving traffic to your site, you need to design it around a clear conversion strategy so that those visitors can turn into leads.
You should explain who you are, what you do, and who your target audience is on your site. Then you should encourage visitors to become customers.
Let’s look at Rev as an example. The audio transcription website had a carousel on its homepage before redesign. The company's three value propositions were represented by three icons - a rocket ship, a dial, and a phone.
4. You want to add functionality to your site
Websites must be easy to use, easy to understand, and easy to navigate for visitors on the front end and marketing teams on the back end.
The more traffic and users you have on your site, the more functionality you'll likely need to add to meet the changing expectations and needs of both back-end users and visitors. Adding live chat to your website, adding a multilingual content to your site, and running A/B tests directly from your dashboard are all things you might want to consider adding to your business.
It was our goal to improve navigability and personalization in May 2020 when HubSpot redesigned its Academy site. We wanted to make sure visitors could find what they're looking for as quickly and easily as possible. On top of other changes, we simplified the navigation system as well as added smart content filters to help visitors have an easy time navigating the site.
Top comments (1)
Nice post, helpful! This article gapsystudio.com/blog/why-redesign-... also mentions other reasons that indicate the need for website redesign, I recommend reading it.