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Blog: article

How often should you redesign your website?

12 2013

by Nigel Harding

Conventional wisdom suggests that most website owners consider redesigning their website every 2-3 years, the main reasons being:

  • To keep the business looking fresh
  • To keep pace with emerging marketing trends (Social Media/Blog)
  • To take advantage of higher resolution display screens
  • To adapt to smaller display screens (mobile phones, tablets)
  • Because business objectives have changed
  • To make management of the website easier
  • Because the design is no longer competitive (i.e. it looks ugly)
  • To generate more leads or more business
  • Because your competitor’s websites seem to be beating yours

Do any of these seem familiar to you? They are all valid considerations. The challenge for the business owner is that budgets are finite so there are usually constraints upon the company purse. So what is the best way to manage this without seemingly throwing away the previous 2 years of effort?

1. Don’t throw the baby out with the bath water

When we work with our clients we try to be honest and work with business cases to justify everything we suggest. So, unless there is a benefit to be gained by changing your website we won’t suggest it. We won’t suggest throwing away your existing website unless we think you need to and we would have some heart-to-heart discussions about that. If there is something useful in place that is working for you it is better to work with that and build upon it.

2. Evolution rather than revolution

The most effective websites are often build up stage by stage and adapt or evolve to support the business. We have been through a 2 year process with one of our clients, Metal Supplies, to re-brand (because we really needed to), to build up visitors using SEO, to add support for mobile phones and to get ready to move towards an ecommerce store. This has all been done stage by stage, responding to the business requirements.

3. Marketing budget, your website is dynamic

Consider that your website is not like a printed brochure where you would expect a one time cost to generate an unchanging document. Your website should be dynamic and changing so it is best to think of the marketing spend for your website in these terms. Consider that the Search Engines and your human visitors like to see changing content, visitors like the interactivity of new images or new video content, static websites lose interest over time. Some of these features require an investment of time, some may incur cost. If you only spend a chunk of money every 2-3 years on your website without being prepared to maintain and evolve the site you will get a website that will probably work very well for 6 or so months and then will start to stagnate and lose traction

Some recommendations:

  • Make an objective review of your website every 6 months. Does the branding and design still support your business objectives?
  • Check on the number of visitors to your site. Is the number of visitors increasing or decreasing? What do the traffic sources tell you about what people are looking for?
  • Is your website converting as well as you think it should? (Leads, sales, enquiries, downloads… what goals are being measured?)

Do contact us if you’d like us to help you review your website