As a business owner, you know that you need an effective website if you want people to find you online. But you should also know that simply having a website isn’t enough. Your website needs to be up-to-date in order to serve your customers. Your website may look fine to you… even if it’s been a few years. So why do you need a website redesign, and how often should you do it?
Why Should You Redesign Your Website
Look current. Have you ever been to an estate sale where the owners had lived in their home for 30 years or more? You may have been shocked to see outdated avocado appliances and an orange shag carpet. For the homeowners, these elements probably felt comfortable and homey, but potential homebuyers will see them as dated, funny-looking, even ugly. The same goes for websites. It’s very easy to get comfortable with the way your site looks and ignore current design trends in favor of your classic design elements. However, a dated format and clumsy navigation doesn’t feel homey to your visitors. It will turn them away before they’ve even seen your products or read your content.
Work well with mobile devices. Did you know that 77% of Americans own a smartphone? People are constantly using smartphones, tablets, or other mobile devices to access the internet. In fact, many consumers use their mobile device as their primary method of internet access. If your old website design isn’t responsive, mobile users are not engaging with your site and you’re missing out on a huge slice of the market.
Keep Google happy. Another reason you need a responsive design: you’re actually being punished by Google if your site isn’t mobile-friendly. The engine changed its search algorithm in 2015, favoring mobile-friendly websites. Back then, they called it the mobile apocalypse – as everyone scrambled to optimize their website for mobile before Google’s deadline. Now, almost everyone has a mobile-friendly website, which means that if you don’t, you are behind.
Keep up with the competition. When it comes to marketing, perception is reality. Your site may look great to you and function perfectly well. But if your competitor launches a new, bright, interactive website, you may suddenly look outdated. Periodic updates can avoid your company looking dated in comparison to the competition.
Improve functionality of third-party tools. If you rely on third-party tools, such as a shopping cart function, it’s important to realize that they are likely being updated regularly. If your site is outdated, your tools may not work as well as they should. You certainly don’t want your customer getting all the way to check-out and then giving up because of a functionality issue.
How Often Should a Website Redesign be Completed?
Picture this: you’ve recently undergone a website redesign. You’ve spent the time, energy, and money to make your site look modern and fit your brand identity. But you’re smart; you know that trends are going to change and sooner or later your website will look outdated again. So when can you expect to undergo another massive redesign?
Well, in theory… never again. We know it’s frustrating to go through a whole website redesign, only to realize soon after that your new website is now outdated. As website companies have started to realize that this project-based system isn’t working, there’s been a shift in the way websites are built and maintained.
With Growth-Driven Design (GDD), the old method of website redesign (and redesign, and redesign…) has become obsolete. Why would you undergo a huge project, launch it, then wait for another huge problem to come up before you launch a new one? GDD comes from the idea that website design should not be reactive. It should be able to change quickly when or before a problem comes up.
With GDD, instead of paying a company each time you undergo a redesign, you work with an agency continuously on a retainer model. Once your initial site is launched, your agency will collect data about how people are using your site and use that data to make changes in real time. And when trends change, your agency will be there to help your website stay on top of them – without the headache of a total site redesign.
GDD is a more efficient and cost-effective approach to website redesign. Are you ready to update your website without the stress of a traditional redesign? At New Perspective, we value continuous improvement. We can help you create a stylish, effective website that will never require another traditional redesign. Let’s get started!