All businesses need to embrace digital marketing, and a website is the beating heart of such a campaign. Just like you will periodically refresh and renew your advertising campaigns to reflect contemporary trends and audience interests, you should also update your website accordingly.
- Why should you redesign your business website?
- Website redesign services – what options are available?
- Website redesign companies – how should you choose a website redesign company?
- Website redesign cost
- What are the business risks when redesigning a website?
- Website redesign checklist – how to make sure your new website design will deliver ROI
- How to redesign a website – website redesign process
Why should you redesign your business website?
Sometimes, a website update is non-negotiable. If you have upgraded your corporate branding, such as designing a new logo or changing your colour scheme, your website must reflect this. Failure to make these adjustments will lead to marketplace confusion and cost your business dearly.
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Perhaps more importantly, your website may no longer be performing as it should. An effective website is hugely valuable, but one no longer fit for purpose becomes an expensive burden. Common drivers to redesign a website include:
|Design is tired or outdated, especially when compared to your industry competitors|
|Lack of mobile optimisation|
|Navigation and UX on the website is substandard or confusing|
|Page loading speed is dropping below acceptable levels|
|Content is outdated or irrelevant, and your site is directing visitors to dead links|
|New applications and features are required, but they will not fit the existing design|
|Visitors are bouncing, suggesting that your website is not holding their interest|
Even if your website performs admirably and your brand messaging remains consistent, a change is still as good as a rest. A periodic redesign keeps consumers interested and shows that you are interested in engaging. As a rule of thumb, do not let a website sit for longer than three years without a redesign.
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What’s more, a website refresh is a great hook for a marketing campaign if you do not have a particular product or service on which to hang your hat. Driving traffic to a newly redesigned website will improve your Google quality score ahead of your next big sales push.
Website redesign services – what options are available?
You have two primary options when it comes to a website redesign – evolution or revolution.
|Revolution involves tearing your website down and starting again from scratch. You’ll have new branding, new calls to action, new navigation options, entirely new copy … you’ll be starting again from scratch. That can be a positive, but only if your existing site is underperforming in every way.|
|We recommend a steady evolution. If your website attracts visitors but falls short in certain areas, opt for a little tweaking rather than wholesale changes. Regular users will draw comfort from a measure of familiarity, and your improvements will win over new customers.|
Website redesign companies – how should you choose a website redesign company?
Entrusting your website redesign to a third party is like hiring a babysitter. It’s not a decision to rush into, as it will have long-term repercussions for your business. If you get your website redesign right, you’ll see tangible results for a long time. Any mistakes, however, will impact your bottom line almost immediately.
Research different website redesign agencies and ask for meetings. Some of the core questions that you should be asking of an agency are:
- What do they think of your current website? At a glance, what additions or amendments would they make? Are there any glaring problems that require immediate intervention?
- Will the agency perform an audit on your existing website? You could do this yourself, but it’s preferable to get the redesign agency involved
- What experience does the agency have with your industry and niche? Do they have a fundamental understanding of your target audience – what they will be looking for and how they behave online?
- Will the agency also aid with content, such as providing SEO packages and digital marketing consultancy? A full-service agency may cost more, but you’ll have a clear and consistent approach
- Does the agency utilise any rare or unique features or software? How will they make your website stand apart from competitors, and what changes will they make to justify the financial outlay of the web design?
- How long will the redesign take, and what hours will the agency work? It’s not uncommon for a website redesign to take as long as four months from start to finish. You will not want your site down for maintenance during this entire period. Ensure the agency will work on the site directly at times that will offer the least disruption to your business
It can be tough to find the ideal web redesign agency. If you’d like to start your search by discussing your needs with Creative.onl, we’re waiting to hear from you.
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Website redesign cost
The cost of redesigning a website is comparable to building a new site from scratch. In many respects, that what your redesigner will be doing unless the changes are primarily aesthetic. Such minor changes are closer to a website refresh than a redesign, though.
Budget for a website fresh no less than every 18 months. With luck, you won’t need to redesign your website this often. Many businesses can get away with waiting three years before this step is necessary. It’s better to have the fund available and not need them than the opposite, though.
When considering the budget for a website refresh, consider the following potential expenses.
|Cost element||Indicative price|
|New domain name |
|Variable – could be as little as £10 per year, could be well into three figures|
|Hosting fees||You will already be paying hosting fees, so you may not need to consider this cost. If you are moving your website to a different server, though, expenses may increase|
|Renewed SSL certificate||Nobody will trust a website without an SSL certificate. Ensure you have one that applies to your redesign|
|Content renewal||Content is where costs can start to mount. Consider how much copywriting and design will be required from external sources, such as freelancers. You may want to consider hiring an agency that includes these services in their quote|
|SEO packages||If the content and design of your website are updated, you’ll also need to work on your SEO. Your copy needs to retain relevance. Again, ask if an agency will manage this for you|
|Design||OK, now we’re talking the big bucks. Web designers come in all shapes, sizes and price points. You’ll need to find a web designer that meets your financial needs and delivers quality work|
|New apps and features||If you are redesigning your website to change focus (adding ecommerce sensibilities, for example), you’ll need to pay for a plethora of new apps and plugins|
|Testing||Will you need to incentivise users to trial and test your new website and provide feedback before you launch? If so, factor this into your balance sheet|
The final cost of redesigning your website will depend upon the workload and complexity of the task. Feel free to contact Creative.onl for a quote.
What are the business risks when redesigning a website?
No change comes without risk. Redesigning a business website is no exception. Alas, reluctance to move with the times leaves you at risk of stagnation. It’s vital to embrace evolution while also minimising potential hazards.
The most considerable risk you’ll face in redesigning a website is commissioning the task to the wrong people. Always do your due diligence, ensuring that the agency or freelancer understands your business model, target audience and industry.
Another common risk is generating a new website that is not better – just different. If the same problems plague the website as before, you have essentially placed a sticking plaster on an amputation wound. A website redesign can be an expensive process. Do not waste your money by only completing half the job.
Finally, you’ll need to avoid any SEO catastrophes. If you change your URL as part of the website redesign, ensure that Google is aware or you’ll lose your ranking. Check that all internal links remain live and valid, and review your copy carefully. If you have rewritten and redesigned the website, you’ll need to check that your content is still relevant to a user search.
Website redesign checklist – how to make sure your new website design will deliver ROI
As crucial as redesigning a website can be, do not fall into the trap of making changes for the sake of change. You should have a clear idea of what you are looking to achieve through your website redesign.
Make a list of your priorities attached to the website redesign process – and potential mistakes you need to avoid. When embarking on a website redesign, give particular focus to the following:
- Schedule your website redesign for the least disruptive time possible. Downtime means lost sales
- Start with a thorough audit of your website and tailor your redesign accordingly
- Factor any user feedback into your changes and improvements
- Check the online presence of your competitors, ensuring that your website still improves upon that of your rivals
- Complete a list of measurable goals that you aim to achieve from your website redesign (more traffic, more interactions, more conversions, etc.)
- Focus on improving user experience just as much as – if not more than – visual appeal
- Speed up the website and ensure that it’s completely compatible with a smaller screen, such as a smartphone or tablet
- Improve and enhance your content, including SEO – that’s just as important as loading speed and design
Most importantly, ensure that somebody with experience and expertise in this field completes your website redesign. Tinkering under the hood of a website can do a lot more harm than good. Leave this task in the hands of professionals.
How to redesign a website – website redesign process
When the time comes to launch your website redesign, follow this ten-step process to ensure a smooth experience.
How to redesign a website
- Draw up a brief as though you are creating a new website from scratch
Research your competitors and write down everything you are hoping to achieve and how you propose to go about it
- Audit your existing site, noting what works and what does not
Replicate pages that attract high levels of traffic of conversions as closely as possible. Completely rejig those that do not
- Consider user experience and how you can improve this
Streamline your website where possible, ensuring that visitors get where they need to without fuss or confusion
- Review all the content on your website…
…noting any improvements that you could make to enhance SEO performance
- Start the search for a professional website redesigner
Discuss your aims and ambitions, and ask how the designer will meet these targets
- Do not take everything the designer says at face value – push back if necessary
Do bear in mind that you are hiring a professional that understands your industry and audience, though
- Schedule the website redesign for a mutually convenient time
It may take months to complete the task. If this is the case, break down the workload into shorter shifts, ideally overnight when visitors are less likely to be attempting to access the site
- Back up…
…everything on your existing website before you start the redesign!
- Test the website once the redesign is complete, ensuring that it meets your needs and expectations
Ensure that all links are live and indexed with Google. A website redesign will be DOA if users are confronted by 404 pages when they visit for the first time
- Announce your website redesign to the world!
There is little point in going to all this trouble and expense if your target audience is unaware of your efforts. A website relaunch campaign could be part of your marketing plan.
Creative.onl are always on hand to discuss your website redesign needs. If you’d like to see how our friendly and experienced team can help, please do not hesitate to get in touch.
The expense of redesigning a website is similar to the cost of building a site from scratch. A freelance web designer can redesign a basic site with few changes for as little as £200. However, if you have any significant needs, expect the charge to run into four figures and beyond through a professional agency.
If a website performs as it should, you should still redesign and update it every two or three years. These fresh licks of paint will improve your Google quality score and keep visitors engaged. If your website has any performance issues, treated a redesign as a priority.
A website redesign should always be managed by a professional. Draw up a brief as though you are creating a new website from scratch and hire an agency to manage the redesign process.
Redesigning a website is a great chance to take stock of performance, improving user experience where necessary. It can also make a great marketing campaign, in addition to bolstering traffic and SEO performance.
Find a web design agency that you trust and feel comfortable with and enter a partnership with them. While website redesign is a complex process that professionals must manage, you still need to be involved to ensure the project meets your expectations.
How long a website redesign takes depends upon the complexity of the undertaking. We recommend setting aside at least four months, though. If an agency can complete the project faster, so much the better.
SEO is a critical part of a website redesign and must not be ignored or forgotten. Ensure that all your URLs remain live – a raft of 404 pages will devastate your redesign – and check that they are all indexed by Google. Work on your copy, too, ensuring that it is still relevant following the redesign.
Plan your website design well in advance, based upon an audit of your existing online presence. You should be looking to retain your website elements that see results and improve upon those that do not.
Web design can take months, and you will not want your existing online presence to disappear for this entire time. A live website should be redesigned behind the scenes using a development site. The switchover can then happen overnight when the bulk of your target audience is not online.
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19 July 2021 • Marketing