A website redesign takes a lot of work. You need to update the look and feel of your online space without compromising brand recognition. You may need to update content but preserve current search engine rankings. SonicSEO.com can help you determine when to consider redesign and when to leave well enough alone.
You Might Need a Website Redesign If…
Because website redesign is such a significant undertaking, you want to be sure it’s really necessary. In some cases, it is, such as:
- Your memory fails you
If no one in your company remembers the last time your website was updated, chances are good that your website is ready for a facelift…or an overhaul. With the speed at which technology changes and the ease with which consumers can get a hold of and acclimated to new devices, features and functions, redesigns should be done between every one and four years (depending on the industry).
- Your website is “broken”
If multiple links go nowhere (“nowhere” being a 404 Not Found error), online tools like calculators or contact forms don’t work and/or animated images and/or videos do not “play,” then it’s likely time you need a redesign. Many functionality issues are the result of outdated architecture and/or coding that just doesn’t “jive” with today’s browsers.
- Your website design is outdated
If your home page (or any page on your site, for that matter) prompts you to reminisce to the days you first used Netscape Navigator to work on a research project, you know your design needs updating. If your website is not mobile-friendly and/or is not integrated with your social media, you need a redesign.
- Your web analytics are tanking
No one piece of analytics data alone should be the determining factor for a redesign. However, taken together, a number of analytics data points can make a more compelling case. A redesign may be your best course of action if overall, you see:
- Decreasing search engine rankings
- Decreasing website traffic
- High bounce rates for multiple pages
If website analytics show a high number of visitors leaving your site from multiple pages, the design may be the problem. (Conversely, if bounce rate is high for one or few isolated pages, then the page content or layout is likely the issue, not the design.)
- Viewer feedback is negative
If website viewers leave comments about your website’s look or performance, whether on your website or on social media channels linked to your business, you should pay attention to what they’re saying. Internet viewers are busy people; if they’re taking the time to actually create content to inform you that your website needs work, you need to make changes ASAP.
Of course, your website doesn’t have to cost you business before getting a redesign. If your company has undergone significant changes in leadership, culture, sales focus, etc., a redesign is an essential part of rebranding.
When to Avoid Website Redesign
A website redesign will impact your SEO performance. Significant changes signal search engines to re-index your pages, and while that’s great if your SEO has been lackluster, it’s a step in the wrong direction if your site has been performing well overall.
To make sure that you get solid data that can reliably be used to determine if (another) redesign is necessary, any design should be allowed to “sit” for at least one year.
SonicSEO.com clients rarely have to worry about redesigns. Because we track your website’s performance, we make recommendations for website changes that will boost or maintain performance. You can count on us to let you know when a complete redesign is your company’s best interest or when freshening up select existing pages is all that’s needed to get some search engine attention.