So… you want to redesign your website. Maybe you just finished a brand overhaul or your product was recently updated. Whatever your reason, a redesign can be a huge success — or a total flop. It can also be a long and tedious undertaking, which is why every redesign needs to start with a clear vision and/or problem to solve.
Whether you’re working with an agency, redesigning your site in-house, or proposing a redesign to company stakeholders, this guide will help you strategize your website redesign and ensure it turns out to be a huge success — not a total flop.
A website redesign is the process of changing and updating the content, structure, format, and navigation of your website to improve performance and convert more visitors.
Many organizations opt to redesign their website to welcome more traffic as their business grows and scales; others invest in a website redesign as part of a larger rebranding initiative. Regardless of why your company is interested in a website redesign, the project itself is a massive undertaking. Not to mention an important one to get right considering the critical role your website plays in your marketing and brand image.
In fact, 80% of consumers say the experience your company provides is as important as the products or services you sell — including the experience they have with your website.
How Often Should You Redesign Your Website?
According to Business 2 Community, the average lifespan for a website is 1.5 to 2.5 years. Because design trends change and technology advances, this is the average amount of time that a redesign will feel “fresh” and competitive. However, that time frame is only a benchmark, so you will need to determine what works best for your organization.
The following factors will determine how often you should redesign your website:
- How often your brand or goals change. When you’re itching for a new site, first ask yourself, “Does this website still represent who we are as a company?”
- How much budget you allot to design and development. Ask yourself, “Can a site design wait, or do I have reasons to use the budget on our site now?”
- How long your website stays functional and fast. Step into your customers’ shoes and see if you can navigate the site well and find everything you want to find without encountering errors or long page load times.
- The performance of your website. Ask yourself, “Is this site converting a reasonable amount of traffic? Do people stay on the page for a reasonable amount of time, or do they bounce?”
- Changes in the industry. For example, when Google announced that it would be changing to mobile-first indexing, it necessitated that sites be mobile-friendly, or they’d lose organic traffic from Google.
Your website is where visitors and customers go when they want to ask questions, read content, or purchase products or services. For that reason, it’s best to be extra prepared when committing to a website redesign.