When is it time to redesign your website? The answer to that question depends on a number of things. For instance, it could be that you're losing mobile users. It's a clear sign that your website is not optimized for mobile devices and that it's high time that you invest in a solid redesign.
If you're doing fine when it comes to mobile users, you might want to look to site performance. Does your website take ages to load? Is it skipped over by search engines? Does its UX leave users confused and frustrated? In that case, a redesign is definitely in order.
In case you're not convinced, read on for a list of signs that your website needs a redesign! In addition, we're going to touch upon a few practical issues related to website redesign, such as how often it should take place.
How do I know if I need a new website?
As we've already mentioned, there are plenty of things that are clear signs that you're in need of a website redesign. It could be that your website is underperforming. It could also be that your business strategy is undergoing some major changes and the old website simply doesn't align with your vision anymore. We're going to elaborate on these things and more down below!
Your site's performance is lacking.
Nobody wants a website that's slow, doesn't convert, and isn't optimized for search engine results, right? If your website doesn't aid you in your lead generation efforts and doesn't align with your business goals, what's the point of having it?
#1 - Your website doesn't meet your business needs.
To begin with, think about what your business goals are and what they were when you were launching your website. Have they remained the same? If you launched your website ages ago, then probably not. To illustrate, imagine that you've just changed your target audience. You used to target mature adults. Because of that, you decided to opt for a website design that's characterized by toned-down colors and sophisticated typography. That's what a mature adult would probably find appealing.
Read also: A guide to interface design for older adults
However, you've just decided to start targeting younger folk instead. The elegant and sophisticated design you went with is no longer effective, as a younger audience is likely to find it boring and bland. So, it's safe to say that your website doesn't align with your business needs anymore. It should appeal to your potential customers and make your offering as enticing and interesting as possible. In such a scenario, a website redesign should definitely help you get back on the right track.
#2 - You're receiving negative feedback from customers.
During conversations with clients, pay attention to what they're saying about your website. Have they ever mentioned not being able to find something on there? Maybe they've said that your website takes ages to load? Either way, you might want to start keeping track of these comments. In case negative feedback starts piling up, it's a clear sign that there's something wrong with your website and that a full revamp might be in order.
If you're not sure whether the comments you've already received are worth your time, gather more information on the topic. You could, for instance, equip your website with a widget in which visitors are able to send you a direct message about your website's performance. Sending out surveys to your current customers is also a viable option.
#3 - You want greater control over your website.
Think about the degree of control you have over your website. Does it work with some new tools you've been meaning to try? Is changing the entire website's design possible, or are you only given access to a set number of boring templates? Obviously, such things can be addressed during a website redesign. Sometimes, it's a matter of switching to a different content management system.
Going for content management software (CMS) that's more user-friendly and open to customization has plenty of potential benefits. Most importantly, you're going to be able implement any changes you deem fit, from very specific design choices to using a niche tool for usability testing.
#4 - You're not satisfied with your website's current speed and performance.
Page speed has a huge impact on conversion rate. According to Portent, when a page loads in one second, its average conversion rate is almost 40 percent. At a two-second load time, it drops to 34 percent. At three seconds, the conversion rate begins to level off at 29 percent. Then, it reaches its lowest at a six-second load time. To put it simply, additional load time could cause you to lose out on huge amounts of money.
Read more: Understanding website speed and its importance in e-commerce
Luckily, a website redesign always involves looking into its performance. If the website you're currently using loads at a snail's pace, an experienced web developer should get to the bottom of it in no time! In most cases, it's as simple as getting rid of redundant code or using smaller, faster-loading images instead of very big ones. In case you'd like to learn more about page speed, be sure to check out our website optimization e-book.
#5 - Your website isn't optimized for search engines.
It's likely that your marketing team wants to be able to generate more leads and increase traffic using search engine optimization (SEO). Unfortunately, not everyone knows the ins and outs of how a search engine works. As a result, numerous companies invest in search engine optimization efforts based on outdated knowledge and lucky guesses. As you can probably tell, it doesn't bring them the results they need.
That's where a redesign might prove to be beneficial. The key here is to choose a web design agency that offers search engine optimization services. On top of taking care of the visuals on your site and the user experience it provides, they will do their best to ensure that Google loves it.
#6 - Your website is not scalable.
At launch, your website might have had very few users. It might have very few users right now. What if that changes, though? Are you ready to quickly adapt to a large number of users? If you feel like you wouldn't be able to do it, it's a clear sign that you need a website redesign.
Scalability is not something that you're going to achieve overnight. Instead, it takes plenty of time and effort. It could entail a wide range of things, from optimizing the website's code after it's been rewritten by numerous developers to implementing a website traffic monitoring tool. Still, the end result in the form of superior user experience regardless of website traffic is definitely worth it.
#7 - Your website is not secure.
Nowadays, no matter whether you're a bank or a small arts and crafts store, it's extremely important that you protect your users' data. If it gets in the wrong hands, it might cause you to end up dealing with serious legal trouble. In case you've recently dealt with a security breach or hadn't updated your website's security in a while, a website redesign is definitely worth considering.
During a redesign, developers are going to check whether your website is sufficiently secure. If not, they're going to eliminate its vulnerabilities. Aside from that, they're going to ensure that the software that keeps it running isn't going to be exploited by any malicious third party.
#8 - Your website is built on outdated technology.
It might be that your website is powered by outdated technology. For example, it might've been created two decades ago. Back then, the most popular programming languages used to create websites were not the same as the ones we use today. As a consequence, the entire website might've accumulated a huge amount of technical debt that's proving increasingly difficult to deal with.
That's an extreme example, but you get the point. Technology progresses at a very rapid pace, and a website that used to be powered by the latest technologies a few years back might no longer be that efficient. So, if you hadn't been updating the code and software that keeps your website running, you might want to look into having it redesigned as soon as possible. Remember, a website redesign isn't only about the way a website looks, but also the way it works. For that reason, it's a pretty effective way to get rid of technical debt.
#9 - Your current website is not accessible.
In general, online accessibility is about ensuring that a website can be navigated using just a keyboard and that its contents are comprehensible to someone who's using a screen reader. It has become a top priority for many business owners around the world, and for good reason. First, it makes you appear more inclusive. Second, it prevents you from having to deal with hefty fines.
If you aren't sure whether your website is accessible, a redesign might be able to help you figure it out. It might sound excessive, but could be just what you need if the accessibility issues you are facing are deeply rooted in your website's information architecture and its interface design.
#10 - You would like to increase your conversion rate.
A low conversion rate is yet another reason why many business owners decide to go ahead with a website redesign. It's definitely the right path to take. A company's inability to increase conversions is a complicated problem. It's intertwined with a number of things, such as page speed, user experience design inconsistencies, and broken links.
For example, if an entire website is structured in a confusing way, a potential customer in search of a very specific product is going to have no idea where to find it. As a result, they're very unlikely to convert. They're just going to visit a competitor's site instead. You might be able to eliminate this problem altogether if you redesign your website with the help of an experienced user experience designer. They will do their best to improve its functionality, create a logical navigation structure, and provide your users with a pleasant and seamless experience.
We helped design a website for SENECA, a clothing brand from New York. Just a month after the website went live, SENECA more than doubled their conversion rate.
Your business is pivoting to a new venture.
Pivoting to a new venture isn't a rare occurence in the world of business. Sometimes, it's a necessity caused by changing customer demands and emerging business opportunities. If you're planning on pivoting or have already done so, make sure that your website reflects that!
#11 - You're launching new products or services.
If you're planning on launching a new product or service, it's likely that your website isn't ready for it. Suppose that you're about to launch a physical product and you've never sold such a product before. As a consequence, your website might not be equipped with necessary e-commerce functionalities. It could also be that you don't have attractive product pages at the ready, which might result in a lower conversion rate at product launch.
Redesigning your website at such a time is guaranteed to pay dividends. Notably, it should help you make the entire product launch more successful. It can do so by providing potential customers with a superb user experience, as well as by making the entire product line more memorable through the use of eye-catching colors and typography.
Read also: Values not aesthetics: the crucial aspects of good design
#12 - You're adding new features to existing products.
Since we've already mentioned product pages, let's suppose that you're about to add new features to existing products. Is your website built in such a way so as to make people pay attention to these features? Does it allow for the creation of attractive and functional product pages? If that's not the case, a redesign might be just what you need to get these features the exposure they need.
When redesigning a website, a website design agency will task user experience designers and user interface specialists with ensuring that its layout is logical and intuitive. That includes creating structurally sound product pages and eye-catching landing pages. Both of these things are key to making your website visitors buy your products.
#13 - You're expanding into different markets.
Are you planning on expanding into different markets? If so, a redesign might be just what you need to make the entire venture succeed. To begin with, think about the language of the potential customers in the market you're about to enter. It would be great if you ensured that the said customers are provided with a website version in their native language.
Other practical tips include making sure that your website loads quickly for users from different parts of the world. As we have already mentioned, page speed is key if you want to improve functionality and increase sales. If your website takes ages to load for your newfound target audience, it's going to make them hesitant to stay around and become your customers.
#14 - You're rebranding.
Rebranding is no easy task. You end up having to scrap your previous brand identity and having to build it from the ground up. However, you can increase the likelihood of the entire initiative being successful by investing in a redesign.
The key to successful rebranding lies in coming up with a brand identity that is actually memorable and suitable for a given target audience. With that in mind, redesign your website with the help of an agency that can also take care of branding. They will provide you with not only a functional and intuitive website, but also with a color scheme, logo, and typography that will leave its mark on your customer's minds.
Read also: Why your business needs consistent branding
#15 - You've just launched a new marketing strategy.
Implementing a new marketing strategy might entail focusing on areas that you've never focused on before. These could be search engine optimization or content marketing. It's likely that your website simply doesn't have the infrastructure you need to support these efforts. To give an example, it might not have a blog section, which is the cornerstone of any content strategy.
If you want to do something about it, you could have a website design agency redesign your website. Soon enough, they would provide your brand with a new site design that actually matches your marketing strategy and generates more traffic.
#16 - Your website doesn't reflect your company's vision and mission.
Many people buy from very specific brands because of their vision and mission. This could be fighting climate change or manufacturing products with ethically sourced materials. It could also be something much simpler, such as being inclusive, friendly, and approachable. With that in mind, think about your company values and its mission. Does your website actually show that these are your values and that you have this company mission to fulfill?
Sometimes, making a customer take note of such things is about changing typography and going with a different color scheme. In other cases, it could be about changing the information architecture of a website to make a certain section stand out. If you're not sure whether your website accurately reflects what your company is about, investing in such changes is highly recommended.
#17 - Your website is outdated compared to the latest design trends.
Does your website look old compared to your competitors' websites? It's a clear sign that you've fallen behind the latest design trends. The best way to do something about it is to come up with a new design. And what's a better way to do it than to invest in a solid website revamp?
If you end up working with talented web designers, they will analyze your website and compare it against what your competition has to offer. Then, using their insights and industry experience, they will provide your website with exactly what it needs to look unique and modern.
The third-party tools you're using need updating.
Most website owners are heavily reliant on third-party tools. Some allow for monitoring who's visiting your website and which parts of your website are attracting visitors. Others might be able to help speed it up and monitor its performance. If you're no longer able to get the tools you've enjoyed using to work, it might be a sign that your website is in a dire need of a redesign.
#18 - You are no longer able to use the latest plugins.
You can equip your website with a wide range of plugins, and each one could do something different than the other ones. Their functions can range from code optimization to customer support. Nevertheless, no matter how useful they are, they aren't going to work on every website. They have very specific compatibility requirements that, in most cases, can't simply be bypassed.
If it's getting more and more difficult to find plugins that work with your website, it's a clear sign that it needs a redesign. Sure, it might look great, but the technology stack it was built on might not be as effective and up-to-date as you would like it to be.
#19 - You can't find a payment service provider.
Does your website come with e-commerce functionalities? These things require a payment service provider to work. Without them, you're not going to be able to have your customers pay for the products or services they purchased. Consequently, not being able to find a suitable payment service provider for your website might prove to be quite problematic.
Again, the problem here might be an outdated technology stack or something about the backend of your website that's working against you. Just like with the problems listed above, a redesign with an emphasis on software development should be able to help you out in no time.
You're not taking mobile devices into account.
Last but not least, it might be that you simply aren't taking mobile devices into account. Keep in mind that quite a few people access the internet using a mobile device. Ignoring their needs is an easy way to lower your conversion rate and lose out on thousands of dollars of potential profits. Fortunately, a redesign should be able to help you address this issue!
#20 - Your website isn't mobile-friendly.
Are you losing mobile visitors? If so, try opening your website on a mobile device and try to see what they see. Does everything load quickly and the way it was meant to load? Are field and button styles easy to click on? These things can really drive people away from your website, resulting in a high bounce rate and low customer satisfaction.
As you can probably guess, a website redesign could help you get to the bottom of such a problem and aid you in fixing it. A user interface designer and user experience specialist could come up with a responsive website design that both looks good on a regular computer screen and on a mobile phone. With such a design, you will certainly be able to attract and retain a large number of mobile visitors.
In 2023, the number of unique mobile internet users stood at more than five billion, indicating that over sixty percent of the global population uses a mobile device to go online. By using responsive design, you ensure that each one of these users is able to browse your website without any issues.
Creating a website redesign strategy
You need to have a general idea of the things surrounding a website redesign to make it successful. In the section below, we answer a few frequently asked questions related to redesigning websites. With that knowledge, you should find it easier to navigate the entire redesign process.
How often should I redesign my website?
In general, you should do is as often as you need. If your industry demands it, if your competitors are upgrading their websites, or if your company pivoted to a new venture, a website redesign is definitely going to be needed.
The key here is to not change the client-facing side of the website too often, particularly when it comes to major design changes. It's likely to cause your loyal customers to feel confused. In addition, it might cause certain potential customers to feel like you're not worth working with.
To give an example, imagine that you've just redesigned your website for the fourth time this year. What's more, every single one of these designs is wildly different from the others. If potential clients can tell that your website's design has already changed four times, they might perceive you to be indecisive and unprofessional.
How long does it take to redesign a website? How much is it going to cost?
It depends on three things. The first one is the complexity of the website redesign project you're about to undertake. If you're a large corporation that owns an online store with thousands of product pages and a number of complicated features, the entire project is likely to end up being expensive and take many months to complete. On the other hand, if you're a small company with a rather simple website and a smaller budget, you might be able to take care of it in just a few weeks.
The second thing is the quality of work you're expecting. If you want your website to be great, don't expect it to be done in a day or two and for just a few hundred bucks. A solid website revamp is going to involve many hours spent on a wide range of things, from coming up with design ideas and creating wireframes to copywriting and optimizing the entire website for search engines. The experts who are going to be taking care of these things for you have to get paid. It's not something that you can sort out in one afternoon, either.
Read more: What are UX/UI wireframes and why do we make them?
The last thing you should take into account is who you're working with. An engineering student looking to make a quick buck might be able to come up with something in just a day or two. Conversely, an agency in which there are plenty of seasoned experts might take a few months. They're also going to ask you for a significant amount of money, and for good reason. They want to provide you with a high-quality product, and they need the time and money to make it happen.
What happens if a website is not updated frequently?
You're unlikely to see the impact of your website's state immediately. Instead, the consequences are going to come into view slowly and gradually. Your conversion rates might start decreasing. Your customers might start mentioning that your website's loading speed leaves much to be desired. Your site's ranking in search results might start dropping.
While these things might not be that troublesome right now, they are bound to have a negative impact on your business in the long run.
What should be included in a website redesign?
If your website is lacking both when it comes to its performance and the way it looks, it might be best to start with branding. Think about your website's color scheme, its typography, and the way you address your customers. You might also want to work on the icons and pictures that are on there. The more appealing they are to your target audience, the better.
Once you're done with that, work on user experience and interface design. In other words, figure out how to make using your website as pleasant and intuitive as possible. Does the order in which different product categories are displayed make sense? Are functionalities related to contacting customer support easy to find?
Aside from that, you should take a closer look at your website's backend and verify whether its code and images are optimized. Moreover, you should think about the content management system that you're using. If you find it to be lacking in any way, switching to a different one is always a viable option.
It's also worth mentioning that your website should look great on mobile devices. To achieve that goal, look into responsive design and its principles. To put it simply, it's an approach to web design that focuses on making a website display correctly on a wide range of devices and window screen sizes, ranging from small mobile devices to desktop computers.
Last but not least, ensure that your new website is optimized for SEO. You could also spend some time designing a solid content strategy and doing your best to make the content that your website features engaging and grammatically correct. The last thing you want to see on a company's main page or in its latest blog post is a bunch of typos. It's going to make potential customers think that you're unprofessional.
How do you start the process of redesigning a website?
It's likely that you feel at least a tiny bit overwhelmed. Redesigning a website is no easy task. Fortunately, you don't have to do it on your own. You could always partner with a web design agency and have them take care of everything for you. That's where Adchitects come in!
We can help you with anything you might need to redesign your website. From making your brand more recognizable with a snazzier logo and more eye-catching colors to optimizing your website's code, we're here to lend you a hand. Get in touch with us today, and let's turn your ideas for a beautiful website into reality!