By Digital marketing is evolving rapidly. Today, the website is no longer just the showcase of your activity but a tool to stand out from the competition and generate online business opportunities.
What is the point of keeping a site that is poorly referenced on search engines and that no longer corresponds to the identity of the brand and its marketing objectives?
Wondering if you need a redesign for your site? It’s a natural question if you’re changing your branding or struggling to rank on Google. Whether they relate to design, technical or marketing considerations, there are many reasons for redesigning your website.
Here we list the 4 main reasons to redesign your website:
WHAT DOES A WEBSITE REDESIGN REALLY CONSIST OF?
Website redesign consists of improving the design, navigation and functionality. In order to respond to the digital or marketing evolutions of the company and the expectations of users.
There are 2 types of redesign:
- The visual redesign: we focus on improving and modernizing the design of the existing website. To do this, the visual identity (name, graphic charter, values, ethics, etc.) will be reworked, as will navigation, user experience (UX) and the performance of your site.
- The structural overhaul: we then work on the tree structure and functionalities of the site. This type of redesign can also lead to a change of CMS (Content Management System). Analyzing the behavior of your visitors can help you identify the CMS that best suits your goals. (SEO) of your website.
Going into the redesign of your site can quickly become a tedious project and spread over several months. Before you start, it is essential to write a specification, detailing the expectations of this overhaul.
4 REASONS TO REDESIGN YOUR WEBSITE
Difficulties of use, change of your brand image, traffic and conversion rate drop… are all good reasons to start redesigning your site.
YOUR SITE DESIGN IS OUTDATED
Digital is a very competitive and constantly evolving sector, whether technically or graphically. If you haven’t touched your site for more than 4 years, every time it no longer responds to the latest web trends.
This “old-fashioned” appearance generally impacts the number of visits and interactions on your site. Why ? It’s just stupid, the majority of Internet users trust a recent and designer site more than a site that is a little less modern.
To address this problem, a visual overhaul is needed in order to make the user experience as pleasant as possible and therefore trigger greater conversion.
YOUR SITE IS TECHNICALLY OUTDATED
Mobile browsing is starting to take a big turn because it now exceeds desktop browsing: 54% of internet browsing is done today from a smartphone
Faced with this, the observation is clear: your site must be responsive, that is to say adaptable to mobiles, tablets and other supports…
We can therefore say that a site whose mobile navigation is not optimal, loses a significant proportion of potential prospects. A redesign will allow you to become “mobile-friendly”. It is also a real plus for the optimization of your natural referencing !
The importance of download time should not be overlooked either, it is a real problem if your website takes too long to download. According to Dareboost a site that loads in more than 5 seconds with a bounce rate twice as high as a site that loads in 1 second. It is therefore imperative to lighten websites (reduce the weight of images, set up lazyloading, simplify the tree structure, etc.) to ensure that we obtain leads and additional sales.
Do your teams have trouble updating your website easily? This complicates their work and makes them waste time with each modification. A website must be ergonomic and easy to use for visitors but also for the teams in charge of its management and updating. In order to make everyone’s life easier, it’s time to start redesigning your site.
THE SEO OF YOUR SITE LOOKS GRAY
The existence of a website loses all its meaning if it is invisible to Internet users, hence the importance of working on the natural referencing of your site. Search engines are constantly evolving and with them SEO optimization techniques . A site created a few years ago will no longer respond optimally to the current requirements of search engines, hence the interest of an overhaul.
And once found, you have to know how to keep the user on the site and accompany him through a conversion tunnel. The User Experience then comes into play,
Content also plays an important role in SEO. It is therefore necessary to regularly add new content to your site to improve its visibility and legitimacy with Google and Internet users. If adding content can be done relatively easily on recent sites, for older ones the task can quickly become complicated. In this case, the redesign is the best way to easily add content and / or functionality to your website.
YOUR BRAND IMAGE AND / OR YOUR OFFER HAVE EVOLVED
All businesses undergo transformation in their lifetimes. You can decide to change your positioning and therefore your targets, change your name or even your logo. Your website must imperatively be consistent with the brand of your company.
Remember, a new branding isn’t just about your colors and logo. It also includes the content and the language used on your site. It is not in your best interest for people to navigate to a page that does not look like your company’s promise at all.
WEBSITE REDESIGN: THE 3 ADVANTAGES FOR YOUR BUSINESS
IMPROVE THE VISIBILITY OF YOUR SITE ON SEARCH ENGINES
The redesign of your website is an opportunity to review the technical aspects but also the ergonomics, the semantic field, the content strategy and the marketing, which will bring an optimization of your natural referencing and therefore a better visibility.
With better ranking on search engines, easier navigation and an attractive site. You can easily attract new Internet users and therefore increase your number of visits and therefore your conversion rate.
As mentioned, the web evolves very quickly and with it, the technologies used. The older your site, the more the technologies used will become obsolete.
By using optimized ergonomics and an impactful graphic charter. You will mark the minds of Internet users, and therefore set yourself apart from your competitors. By simplifying the user experience and developing the conversion elements you improve your branding image.
DEVELOP FUNCTIONALITIES
As your business evolves, it’s not uncommon for your marketing and business goals to transform too. Today, a large majority of websites use third-party tools, allowing to add new functionalities to the sites (especially on WordPress).
There are tons of tools out there but the most widely used are ecommerce plugins, scripts to integrate feeds from different social networks, and exit pop-ups. These tools add value to your site and help achieve your marketing goals.
ADJUST YOUR WEBSITE TO YOUR MARKETING OBJECTIVES
With the rise of Inbound Marketing, it is essential for all Marketing departments to be able to update their content independently. Just like adding features because they are constantly evolving. Content strategies have become essential, and they allow you to improve your ranking with search engines.
Beyond content strategies, websites are integrating more and more Marketing Automation solutions. It is a more than valuable tool for sending newsletters automatically, or for setting up automated and personalized conversions with your prospects.
80% of marketers who use marketing automation software generate more leads (Hubspot).
And finally you will increase your conversion rate if your site is technically up to standard, well referenced and with a good content strategy. Without forgetting to optimize your landing page and your CTA (Call-to-action) in order to support your prospects in the sales funnel.
A well-designed and regularly updated website is one of the most effective marketing tools available to you. Remember that your website is working 24/7 for you. If you can relate to some of the cases listed above then it may be time to embark on a redesign project.
Have you made up your mind? Come and find out in our new article How to succeed in your migration every time?
