Here are the most common reasons companies redesign their website:
The truth is most redesign projects will only update the look and feel of a site. A typical redesign will do little to significantly increase leads, sales, search engine rankings, or conversion rates.
Of course, you can try to incorporate incremental improvements in a new design, which may help. However, if your core objectives are listed above, talking to your creative team about a redesign needs to wait until you've created the proper plan to achieve your underlying business objectives.
Before you redesign your site for the wrong reasons, make sure your existing site passes this pre-op exam:
[ Y = 5, N = 0 ]
If score is 20 or less:
Recommendation:Recommendation:The design of your site is a great candidate for an update. Be sure to have key requirements from the start that specify that the design will be responsive and all pages will load in under 2 seconds. It's important that before you look at look and feel or branding, you work with an IA (information architecture) or UX (user experience) expert to map out simple and intuitive site navigation. This will help make your site not only beautiful on all devices, functional and easy to use as well. However, before you dive into the redesign, make sure you don't score any red flags in the questions below.
If score is 20 or more:
Is design really the right investment? You may wish to divert your design dollars towards marketing objectives. Only redesign if you're seeking to maintain a top shelf website design.
[Y = 5, N = 0 ]
If score is 22 or less:
POSTPONE REDESIGN. We suggest you first update your content strategy before redesigning your website. Suggested read: Conquering the Inbound Marketing Mountain.
If score is 23 or more:
If you scored as needing a redesign in the design exam, your content is up to the task. Remember to include your content team as a stakeholder in the redesign process.
[pitching =0, helpful =1 | Y = 1, N = 0 ] If score is 3 or less:
POSTPONE REDESIGN. We suggest you first update your marketing strategy before redesigning your website. Suggested read: Conquering the Inbound Marketing Mountain.
If score is 4:
If you scored as needing a redesign in the design exam, your marketing team is up to the task and should be considered a key stakeholder in the redesign process.
If your pre-op exam suggests your content or marketing strategy is not healthy enough for redesign surgery, there are strategic alternatives to simply proceeding to redesign your site and hoping for the best.
Reach out to internet marketers and ask them if they feel the site needs a redesign. Lean Labs' founder, Kevin Barber, offers free, 30 minute consultations. HubSpot offers free marketing assessments as well. If you're not amped about talking to someone yet, start by reading, 7 Ugly Truths a Pretty Website Can't Hide.
Google Analytics is a wealth of knowledge and direction, if you know how to read the tea leaves. Review the following metrics and honestly ask yourself, "will a better looking layout resolve the underlying problems with my website?"
We could go on in analytics all day. What's most important is to measure what's working and what's not before you seek to improve your site. It helps ensure you're working on the right problem.
What's often overlooked today is asking customers how they feel about your company and whether they'd recommend you to a friend or colleague. By asking customers the following question, you'll get great insights into how they view your company:
"On a scale of 0-10 (10 being extremely likely, 0 being not at all likely), how likely would you be to recommend [COMPANY NAME] to a friend or colleague?"
Then, ask the most important question: "Why?"
Most customers will speak plainly and transparently about their experience with your company if you just ask them. You may uncover key findings that need incorporated into your redesign plans.
If you're convinced that an updated design will improve your underlying metrics and help you achieve your objectives, why not start with a maximum of two key pages and confirm that the improved design actually moves the needle before you revamp your entire site?
I recently launched a "minimum viable product" website, a 4 page website that replaced hundreds of pages, which had not produced a single sales qualified lead in a year. We launched it in 45 days, including a total revamp of content and direction. This four page website had higher engagement, longer session visits, lower bounce rate, higher pages per visit (shocking with just 4 pages), and generated over 20 leads in 30 days.
Needless to say we proceeded with the redesign. However it's worth noting, not only did we validate that it was the right move, we also learned quite a bit about what engaged customers in just a few weeks. That learning helped shape the rest of the design and content of the site. For more information on how we design and launch websites using a Lean Startup methodology, grab our ebook " 10 Steps to a Lean Launch."
We believe that almost any objective is possible if you fully commit to continuous improvement. To get bigger, all you need to do is get better. This can be your content, your brand experience, your sales funnel, or your ongoing marketing efforts.
Our company is founded and grounded in the lean methodology of "Build - Measure - Learn," delivering on our clients' business objectives through short, but continuous, improvement cycles driven by accurate customer feedback loops. We believe our service to many in this objective leads to our own greatness. If we can be of assistance in helping you improve, please consider engaging Lean Labs in a conversation.
Great designs are really simple, and that's what makes building them so complex.Kevin Barber, Founder - Lean Labs