Redesigning your website doesn’t necessarily mean starting from scratch; often it is about integrating new technology, trends and tactics to improve the site’s effectiveness and ensure it works right for your business.
There are many motives for redesigning some elements of your business website. Here are a few key ones to consider:
1. Your website does not complement your brand
First off the rank is nucleo’s own reason for redesigning: with our new brand identity came the need for a new website.
There are plenty of reasons why a business may overhaul their identity, but the general idea behind rebranding is to express an awareness of the growth and change that a company will inevitably undergo during its lifetime. Over the past several years, nucleo has transformed from a simple software company to a leading full-service marketing agency. We rebranded to convey these values, and the design, aesthetics, and functionality of our website was a direct reflection of this.
It is essential that your website is reflective of your business, and that it communicates your brand story to your customers. If your brand changes significantly, it is best that your website is redesigned to portray those changes.
2. Your website isn’t working as it should
Your website is your salesperson, and it must work hard and work right for your business. Functionality is a major factor in website design, so consider the following points:
Is your website responsive? In other words, does it offer a seamless experience, regardless of whether it is accessed on a computer, a tablet, or a mobile? Between 15 and 30 per cent of website visits come from mobile devices, so it is vital that your site is optimised for all platforms.
Can people navigate your site easily? Generally, it should take less than four clicks to reach any of your content, and basic information — such as your contact details — should be clearly accessible.
Is your CMS up-to-date? The technology of Content Management Systems is constantly progressing. If your website isn’t supported by recents updates, your editing capabilities, site security, and visual design may be compromised.
If you answered ‘no’ to any of these questions, the chances are you are losing leads, and a website redesign is overdue.
3. Your website is not supporting your marketing strategy
One of the most powerful marketing tools you have is, indeed, your website. Redesigning a website should involve consideration of your sales and marketing goals. For most companies, these goals are progressive, so it is a good idea to check that your site remains aligned with your marketing plans.
Pinpoint your strategy — are you trying to increase your traffic to specific webpages? Do you want more people to read and subscribe to your blog? Are you aiming for more social engagement, or a measurable growth in sales, or an increase in email sign-ups?
Once you have determined your marketing strategy, you will have a better idea about how your website should be redesigned to support these goals, attract new customers, and show off your business.
4. Your website isn’t optimised for search engines
The haven that all website strive for is Page 1 of a search engine results page. This is where the majority of internet users will look; in fact, less than 10% of people click through to Page 2.
But getting to the top of search engine rankings is no easy feat. Good rankings are the collective result of a strong marketing strategy, professional website development, and ongoing SEO (search engine optimisation) efforts over time. You may have plans to implement a new content strategy, add new online features, or give the site a visual makeover, but if search engines cannot find and index your business, potential customers are unlikely to benefit.
A redesign is the perfect opportunity to optimise your website for search engines, add important details like meta descriptions, and achieve better rankings.
5. The aim of your website has changed
Your business and your website are active and evolving entities. When you experience internal changes in your business, your website should improve and change accordingly.
Internal changes can encompass many things. Perhaps your company itself has changed — you could be under new management, or offering different products or services, or making use of improved technology in the industry. Similarly, your audience may have evolved — your target market may have grown, or become more focussed on specific demographics, or begun connecting with your business in different ways (through social media, with online review sites, on different devices, and so forth).
As a business owner, you need to remain aware of changes in your company, industry, and audience. Your business is in a constant state of improvement and integration; your website should outfit these changes accordingly.
Your website is a window into the worth of your company. It is imperative that you have a site that seamlessly supports your goals, and grows alongside your business. Did any of these reasons resonate with your business? It may be time to redesign your website.
Get in touch with our team of talented software developers, graphic designers, and marketing specialists. We’re ready to collaborate with you to redesign your website, improve its effectiveness, and generate new leads for your business.