Website redesign: when is it needed and what does it give to business
A technically flawless website does not necessarily mean that it can solve all required business tasks. After all, user behavior and the number of incoming inquiries can change dramatically due to outdated design, poor navigation, slow page loading speed, or problems with the mobile version.
However, there is no need to rush into creating a new website from scratch, as sometimes a website redesign is enough. This allows you to preserve the working foundation of the project while adapting the website to changing user and business requirements.
What is a website redesign
A website redesign is the optimization of the entire website in terms of appearance, usability, efficiency, and logical structure.
Such a comprehensive update includes:
- changing the overall visual style of pages;
- reworking the structure of some or all pages;
- fixing major technical and UX issues;
- increasing page loading speed;
- changing navigation;
- simplifying feedback forms;
- creating a well-designed new interface;
- optimizing product and service pages;
- adapting the website for mobile devices (smartphones, tablets);
- improving user scenarios;
- preparing the website for planned SEO promotion.
However, high-quality web design depends on the quality of the work performed by the professional team that created or updated it. Therefore, before starting any work, it is necessary to answer one important question: why has the website stopped meeting the needs of the business?
For example, if the problems are related only to the visual part, large-scale changes may not be necessary. If the website fails to convert users into potential customers, more extensive work should be carried out, as design changes alone will not be enough.
When a website needs a redesign
There is no universal timeframe for when a business website may need a redesign. One project may lose its previous effectiveness after just a few years, while another may remain effective for much longer. Therefore, the main reference point is not the "age" of a particular website, but its actual condition and performance results.
Outdated design
Web design does not stand still and is constantly evolving. This is connected with new approaches to graphics, composition, and navigation, requirements for displaying content, as well as the specifics of user interaction with the interface.
The trust of potential customers depends on the visual style of the website. Up-to-date design is especially important for businesses in competitive niches, where staying current is necessary in order not to lose previous positions.
The task of an updated interface is to help users understand the offer much faster and quickly perform the required action.
Inconvenient mobile version
Today, having a mobile version of a website is considered a mandatory requirement for the proper operation of an online business, regardless of the specific niche. Too many small elements on the page, a complicated menu, and the inability to quickly read the text can all become reasons for changing the interface.
In some cases, the mobile version requires not just the adaptation of certain elements, but the complete design of the user journey from scratch.
More useful information about responsive design can be found in the article: «What is responsive website design and why an online store does not sell without it: 5 common mistakes».
Users cannot find the necessary information
If a user does not understand where to click to get an answer to their question, even a beautiful and attractive design will not solve the problem.
The likelihood that a user will immediately close the tab increases when the following problems are present:
- a complicated menu;
- an illogical structure of the product and/or service catalog;
- overloaded pages;
- a lack of clear calls to action.
A well-planned website redesign makes it possible to completely review the information architecture and build a logical user journey: from the first introduction to the company to purchasing a product or ordering a service.
Decrease in conversion rate
Another key and objective signal is a noticeable decline in business performance. For example, with stable website traffic, the number of inquiries or orders may decrease significantly. The reason for such results is often related to design, loading speed, page structure, or changes in the behavior of the target audience.
Therefore, when planning a redesign, the first step is to review analytics in order to understand at which stage most users leave the website.
What a business gets from a high-quality redesign
A high-quality business website redesign should solve a specific set of tasks. After all, an updated website appearance cannot provide a 100% guarantee of increased sales — a comprehensive approach is required.
Increased trust in the brand
A website is the first thing a user sees when getting acquainted with a company. Therefore, the user immediately pays attention to several basic aspects:
- how accessible and understandable the information on the website is;
- how convenient it is to use the website functionality;
- how professional the website looks.
A modern interface helps create the right first impression while visually emphasizing the brand positioning.
Improved user experience
UX indicates how easily a user can interact with a website. Buttons and forms, structure and navigation — all of these elements should be as clear as possible and follow appropriate logic. A redesign makes it possible to eliminate unnecessary actions, making the user journey simple and short.
Increased conversion rate
Another important goal of a redesign is to make the website more effective in terms of target actions.
However, increasing the number of additional buttons is not enough to improve conversion rates. First of all, it is necessary to understand user motivation, identify their questions and key objections, and then present useful information on the page correctly.
Implementation of new features
A redesign is often considered a good opportunity for further technical development of the website.
As a result, it is possible to add such useful elements as:
- a personal account;
- product/service filtering;
- online payment;
- additional forms;
- CRM integration and more.
If the existing CMS allows the technical foundation to be preserved, this option can be much more cost-effective and convenient compared to developing a completely new website.
Improvement of the mobile version
A full redesign is an opportunity to design the interface with different devices and screen sizes in mind.
It is not enough to offer users a reduced desktop version. It is necessary to understand which elements are a priority for users who prefer mobile versions of websites.
Redesign as an investment in business development
A website redesign is an improvement of a modern business's digital tool. A properly designed website allows users to obtain the necessary information much faster, increases user trust, and creates favorable conditions for conversion growth. However, to achieve strong results, redesign should be approached comprehensively: analysis of business tasks, structure and user scenarios, prototype development, and design.
