We are very well aware of the popular phrase “if it isn’t broke, don’t fix it”. However, while these words may be true for many endeavors today, business owners with websites would do well to totally avoid this pattern of thinking. While there are no hard and fast rules concerning how you should redesign your website, considering certain factors would help you make a good decision on how often you should redesign your website. Your business goals and objectives play a major role in this decision.
It is the desire of every business owner to continue to remain relevant in their industry niche and what better way to do that than ensuring regular redesign of your website! Your online presence is a huge determining factor in the success of your business, and to compete fairly with those in your niche, you must continue to improve on your online presence. But how often should your website be redesigned? In some cases, a newer website of about two years may be in need of a redesign than a website of 5 years. This means that it generally hinges around few factors worth considering.
This is how Impulse Impressions looked back in 2015. There have been around 4 redesigns done since it first looked like this.
Existing Company Branding and Values
The company’s identity and brand could undergo adjustments and changes over time and so should your website. If the company has changed its identity or feels there should be adjustments in the previously adopted branding approach, the website should be redesigned to conform with these new changes. If this redesign is not done, the company would only count their losses as visitors would be confused if they are at the right place or not when they visit your website.
In a competitive industry, redesigning your website to constantly capture the interest of potential customers is a no brainer! This may imply that you have to redesign the website every year or between a year and 3 years as the case may be. However, you must be conscious about leaving very long gaps as there is also need to adjust to the trends and advancements of technology and search engines.in this case, you may restructure the backend without engaging in a drastic appearance changes in order to ensure your website is up to speed.
Compatibility with current browser design
Web browsers constantly undergo changes and updates to address new security threats and concerns and to remain in line with technological advancements. New browsers are also being developed regularly, so sites that are up to 12-24 months old would be missing out a lot on the current trends and advancements in technology that could enhance the handling and user experience of your website. When your website does not function optimally with these websites, it could affect the user experience and eventually force potential visitors to look elsewhere.
Search Engine Optimisation
Search engines regularly tweak the algorithms that function as their “spine”. These tweaks and modifications would affect the ranking of your website in search engine results. To maintain or ensure a great ranking position for your website, there would be need for a redesign to avoid missing the opportunities that could arise from staying high up.
Target Audience Optimisation
The longer you are in business, the more confident and aware you will become on who exactly is your target market. By knowing who your target market is, you will have a clear understanding of what their problems and chalenges are and knowing exactly how your products or services will solve them. All of this information needs to be conveyed through your website. If your potential customers are coming to your website but aren’t clearly finding the solution to their problems, they are just going to move on, losing you important business. A website redesign will give you the opportunity to examine your ideal customer and ensure that every page created is optimised at converting them into leads or paying customers.
So… How Often So I Redesign my Website?
These factors are important and should be considered so you can make the right decision on when – and how your website should undergo necessary modifications.
We here at Impulse Impressions seem to update the look and feel of our website every 6 months or so. We review our website traffic analytics to find out what is working and what isn’t. We also update to improve user experience (UX) and to keep up with modern design practices and to stay fresh in the highly competitive web development field. Typically our clients tend to redesign their websites every 2 years on average.
If you would like to have a chat about your business website and a possible redesign to attract more customers, Impulse Impressions can assist you to achieve the best possible outcomes. Give Amy a call on 0478 819 978 or fill out our Website Worksheet to really get the ball moving on growing your business.