Your website is your online storefront, and just like a physical store, it needs to be inviting, easy to navigate, and up-to-date to attract customers. This post dives into the world of website redesign, answering all your questions about why and how to give your website a refresh that brings results.
What exactly is a website redesign?
Many people think of a website redesign as a simple makeover, and that’s partly true. However, a redesign can involve changes at various levels, from user navigation to visual design and search engine optimization (SEO). The specific changes needed will depend on your website’s current state and goals. Here’s a breakdown of the different types of website redesigns and how each one impacts your website:
- UI Redesign: Focuses solely on the website’s visual style, without altering how users interact with it. This might involve changes to colors, logos, fonts, and other elements that affect the appearance of existing features.
- UX Redesign: Revamp the user experience (UX) by modifying navigation paths but keeping the visual style intact. During a UX redesign, you might change the page layout, and information hierarchy, or add some functionalities, while maintaining the overall look and feel.
- Tech Redesign: Concentrates on the technical aspects of your website, such as upgrading technology, enriching content, or improving performance. This type of redesign doesn’t involve changes to the visual interface or user navigation, but it optimizes the website’s behind-the-scenes workings.
- Complete Redesign: Encompasses changes to all three aspects— UI, UX, and the technical side of your website.
Each type of redesign addresses specific goals, tackle unique business challenges, and requires a particular execution plan. This guide will help you determine the type of redesign you need and walk you through the steps involved in the process.
Why Redesign Your Website?
While a website redesign offers numerous advantages, it’s crucial to weigh the reasons carefully. You should have a clear objective or justification for revamping your website. Here are some common reasons to consider a website redesign, along with the types of redesign that might be suitable:
Rebranding Your Business
One of the main reasons for a website redesign is rebranding. If you’re updating your brand identity, values, or positioning, your website needs to reflect these changes. Similarly, if your current website doesn’t effectively communicate your brand message, a redesign is necessary. Ensure visual design consistency throughout the user journey to maintain brand recognition. When updating your logo, adjust all brand visuals, including those on your website, TV ads, and brochures. Type of redesign: UI redesign
Outdated or Unappealing Design
Design trends and best practices evolve quickly, and a website designed a decade ago may appear outdated today. If your site looks unattractive to users or if you want to stay current with design trends, consider a redesign. Type of redesign: UI redesign
Adding or Changing Services
If your business has added new services or discontinued others, your website needs to reflect these changes. This might involve adding or removing pages or functionality, affecting the user flow. To ensure intuitive navigation and a seamless customer experience, a redesign is advisable. Type of redesign: UX redesign
Lack of Business Results
If your website isn’t driving business results, it’s time to rethink its design. Analyze its performance: Are users converting into customers? Do they return to your site? Are you capturing potential customers’ contact information? If the answer is no, changes are needed. Visitors leaving quickly without taking action indicates your site may be inconvenient or unconvincing. Clearly communicate who you are, why your product or service is valuable, and the next steps for the user. Ensure the website offers a flawless experience to encourage repeat visits and purchases. Type of redesign: UX redesign
Non-Responsive Design
In 2021, over half of global consumers made purchases using their mobile phones. If your website isn’t responsive to different screen sizes and resolutions, it can be challenging for users to navigate or read its content. This could result in losing more than half of your potential customers. To prevent this, ensure your site is mobile-responsive. You can either create a mobile version of your existing site or adopt a responsive design. Type of redesign: Tech redesign
If you identify any of these factors necessitating a website redesign, it’s essential to consider updating your site. You can mix different types of redesigns as needed or opt for a comprehensive overhaul if all the mentioned issues apply. As for how frequently you should redesign your website, the rule of thumb is straightforward: redesign whenever any of these issues arise.
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Website Redesign Process
We’ve compiled a comprehensive guide detailing every step necessary for a complete website redesign. Adjust the process according to your specific needs.
Audit Your Website
Applicable for: UX redesign, Tech redesign
Firstly, assess your current website status. You can either conduct the audit yourself or engage professionals, like 42Works, to perform a thorough evaluation.
Performance Audit
Evaluate your website’s performance by examining its current sitemap (if not available, create one) and analyzing each page individually. Assess metrics such as traffic, conversions, bounce rate, time on page, and page depth.
Identify pages that underperform and require attention, as well as those performing well but needing minor enhancements.
SEO Audit
Conduct an SEO audit to review your website’s page rankings and the factors affecting them. Issues with SEO could stem from insufficient keywords, subpar content quality, slow page loading times, or other technical concerns.
Identify necessary technical and content improvements to enhance your site’s ranking and attract more relevant traffic.
Explore the Current User Journey
Applicable for: UX redesign
Understand the actual user journey, which may differ from the initially planned path due to implementation changes or user behavior. Identify any gaps in the journey and address them by gathering customer feedback or conducting user testing.
Analyzing the current user journey reveals areas for enhancement, forming the foundation of your redesign strategy.
Set Clear Goals
Applicable for: All types of redesign
Once you understand what’s not working on your website and why, you can set clear goals for the redesign. Identify the problems to solve and the specific outcomes you aim to achieve, such as:
- Changing how your brand is perceived
- Enhancing user experience
- Increasing conversion rates
- Reducing bounce rates
- Driving more traffic
- Improving user retention
These goals should align with the primary objectives of your website and address current issues.
Build a Redesign Strategy
Applicable for: All types of redesign
With defined goals in mind, develop a strategy to achieve them effectively. Depending on the type of redesign you’re undertaking, consider:
- Creating a new sitemap to streamline user experience
- Developing a messaging strategy that clearly communicates your company’s values
- Improving user flow based on identified issues or creating a new flow and testing it with real users
- Crafting an SEO optimization strategy through keyword research and structural adjustments to drive organic traffic
Having a clear strategy ensures your redesign stays focused and aligned with your goals, facilitating smoother implementation.
Find Specialists for Your Redesign
Applicable for: All types of redesign
Redesigning a website involves various stages like UX design, UI design, and front-end development, which can be challenging to handle alone. Partnering with a reputable website design agency, such as 42Works, can streamline the process.
Consider these tips when selecting an agency:
- Use rating platforms like Clutch, Trustpilot, and GoodFirms to read customer reviews and find agencies that match your needs.
- Review portfolios to find agencies experienced in projects similar to yours, with successful case studies.
- Evaluate an agency’s workflow to ensure efficient and high-quality redesign processes.
- Inquire about design systems that promote consistency and speed in creating standard design elements.
- Look for agencies that share their expertise, indicating a depth of experience and commitment to industry standards.
Choose an agency that not only redesigns your website but also offers audit, research, and strategy services. For those without an internal development team, prioritize agencies offering comprehensive design and development solutions.
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Examples of Successful Website Redesigns
Walmart
In 2018, Walmart revamped its main website, focusing on aesthetics and functionality. The redesign introduced a vibrant, modern look with personalized features tailored to regional preferences. The new design emphasized clarity, a streamlined UI, and improved typography, enhancing the overall shopping experience.
HubSpot
A few years ago, HubSpot recognized the need for a website redesign with the primary goals of enhancing conversions and improving overall user experience.
To achieve a comprehensive transformation, HubSpot’s developers and designers embraced unconventional ideas, even those diverging from their established style guide. They overhauled everything from illustrations and animations to the tone of voice and calls-to-action (CTAs). This strategic approach proved successful. Through thorough preliminary research and innovative design solutions, HubSpot achieved the following outcomes post-redesign:
- Doubled their conversion rate
- Increased sales chat volume by 38%
- Boosted product signups by 27%
- Saw a 35% increase in demo requests
Slack
In 2017, Slack redesigned its website to ensure a consistent user experience globally, enhance accessibility, and improve performance. The update included a new responsive grid, impactful illustrations, improved navigation, and enhanced color contrast, leading to higher user satisfaction and improved usability metrics.
Summing It Up!
If you’re contemplating a redesign but need clarity on your website’s issues and potential solutions, consider a professional audit. This audit can serve as the foundation for your redesign strategy, guiding you through stages such as website analysis, goal setting, strategy building, and finding expert support.
To successfully conduct a redesign, you need to follow these stages:
- Assess your website through an audit.
- Analyze the user journey thoroughly.
- Define clear goals for the redesign.
- Develop a strategic plan.
- Engage specialists to execute the redesign.
After the redesign, expect improvements such as increased conversions, sales, and user retention, along with a smoother user experience and a more modern and attractive interface
Enhance Your Website with 42Works
Transform your website with our expert website design services. Whether you’re aiming to increase conversions, improve user experience, or create a more appealing interface, 42Works is here to help.
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FAQ
How frequently should you redesign your website?
Typically, aiming for a redesign every two years is a good rule of thumb, but flexibility is key. The primary driver for a redesign should be improving your website’s performance. If your site is performing well and doesn’t require additional features, sticking with the current design is feasible. However, if there are performance issues, changes in branding, or new functionalities to integrate, considering a redesign—even if your current design is less than a year old—is advisable.
What are the reasons to redesign your website?
There are five main reasons to consider a website redesign:
- Business rebranding
- Changes in functionality requirements
- Lack of business results from the current website
- Need for a mobile-friendly version
- Need for search engine optimization
If any of these apply to your business and website, it may be time for a redesign. If you’re uncertain, our website audit services can help you make an informed decision.
How can I prepare for a website redesign?
Before embarking on a website redesign, it’s crucial to assess your current website’s status. The most effective method is to conduct a website audit, which can be done either independently or through professional services.
Once you have audit results, establish clear goals for your redesign and devise a strategy to achieve them.
Finally, find a reputable website development, and UI/UX Design agency like 42Works that can execute your website redesign effectively.
