Website redesign can be a risky proposition and unless you’ve got endless cash flow, it’s a good idea to consider whether redesigning your website is absolutely necessary.
The reason to perform a website makeover shouldn’t be the same as updating a wardrobe.
Customers may actually be getting used to finding their way around your current website, much like you get used to seeing your boss in the usual attire. However, just like a pair of cuff links and a new style of tie can spiff up a business suit, you can make important changes to a website that will improve the visitor’s experience on your site. An improved experience can impact trust. Being more trustworthy directly impacts leads.
Good Reasons to Redesign a Website:
- To generate more leads that can turn into customers.
- To get the most out of a new product launch or marketing campaign.
- To help the search engines, and your potential customers, find your business.
- Make it easy to navigate from one page to the next.
- To better guide customers through the sales cycle.
- Branding is a good reason to do a website redesign, but only if it supports the goals above.
Bad Reasons for a Website Redesign:
- The folks over in marketing want it done.
- You’re tired of how this one looks and feels.
- You feel you need to comply with a new corporate look and feel. See #6 in ‘good reasons’ if this has you a bit confused.
- You’re trying to impress the boss.
While fancy websites can be nice to look at, your website should be more than just a pretty face. Web technology has advanced to a point where a website should be considered far more than a digital billboard. Websites can be engaging, lead-generating vehicles that can turn queries into customers.
What we’re talking about here is offering a website experience that meets the visitor’s need for good information, that is timely & easy to engage with. Mix with that some sales & marketing 101 and your website could be a lead-generating machine!