Why and when should you redesign your website?

Having a website is almost a necessity to be visible online.

It allows you to present your company, your offerings/services, showcase your expertise, and reassure potential clients with testimonials…

Through your website, you can speak to your ideal client, showing them that you have the solutions to their problems. In short, it’s an essential showcase for all businesses.

However, having a website doesn’t mean just putting it online and leaving it there. It’s important to keep it alive and evolve over time.
Over the years, a redesign becomes almost inevitable.

Do you know what a redesign involves?

When should you redesign it?

When I talk about a redesign, I’m often asked when it should be done or how often it should happen.
Well, there’s no specific timeframe or rule for this.

To know when to launch a redesign, it’s important to track your website’s traffic, incoming leads, etc. These elements will give you insights into how your site is perceived and performing with your visitors, and therefore with your target users.

A redesign can take place at various key moments in the life of your business, such as:

Redesigning your company’s visual identity
Adding a new service, offering, or feature
A decline in sales on an e-commerce site
An increase in cart abandonment in the sales funnel of an e-commerce site
A decrease in website visitors
A drop in incoming leads
An increase in bounce rate
A strategic repositioning of the company

So, it’s up to you to identify indicators to determine when a redesign of your site becomes essential.

Also read: The 8 key points to succeed in your website design

What does that mean?

Now, let’s get to the heart of the matter 😊.

Redesigning your website is not just about giving it a fresh coat of paint, changing an image, or adding a button.

It’s something that needs to be thought through.

Defining the objectives of the redesign is the very first step. Then, we’ll conduct an analysis and an audit* of the site.
An audit is an analysis of your site based on key points such as: is the navigation smooth? Is the vocabulary used on the site consistent with my target audience? This helps identify strengths and pain point. It thus provides a roadmap for the next steps in the redesign process.

At the same time, it’s interesting to gather user feedback. This helps understand what they think of your site, what they feel is missing, or what elements are unclear.

The redesign can impact all or part of the following elements:

User journey
Site structure (architecture)
Page layout
Content
Design (images, colors, typography…)

Once you’ve analyzed your site, you’ll have an overview of the work to be done. A schedule will be created, and the production phase of the project can begin. This means designing the different screens of your site, followed by design and integration.
In the end, this follows the same major steps as creating your site.

*In my article, I’m only referring to an ergonomic audit.

Conclusion

As you can see, redesigning your website is a strategic project that goes far beyond a simple and quick makeover.
It’s a full-fledged project, just like the initial design of your website. It will require time and investment. It goes through an analysis and audit phase to identify areas for improvement, followed by a design and integration work phase.

As for the timing, any key moment in the life of your company can trigger the need for a redesign.

Would you like to discuss your redesign project? Click here to tell me about it.