Website Redesign for All the Right Reasons (Part One)
If you’ve had a website for a few years, you may now be wondering if it is time for a website redesign. If you have been successful creating website traffic, a cautious and well planned approach with solid goals are necessary for your next website redesign project. If your website is not generating traffic, you have even more good reasons for a redesign.
Regardless of your reasons to redesign your website, your first goal should be protecting the website assets you have already created. Website traffic is expensive to buy, so taking the time to inventory and transfer your current website assets will help preserve the traffic you’ve already created. These assets include the most popular pages of your website, ranking keyword phrases that are generating the most organic traffic, your inbound links and the page URLs these links are connected to.
There are many good and bad reasons to pursue a website redesign, so it is important to establish redesign goals that will provide a high enough ROI so your redesign becomes a good business decision as quickly as possible. If you are pursuing your redesign for the wrong reasons, your new design cost and time will be wasted and if the original website assets are also lost, your website redesign will be a complete failure regardless of how great you think the new version looks.
Examples of bad reasons to redesign your website include:
- Everyone is tired of our current website. We need something new.
- It’s time for a redesign since we usually create a new site every year
- The business owner wants a new website
- It’s in our marketing budget plus we want to impress the boss
- Our competitor just redesigned their site, so we should too
- We created a sweet new logo and we want a new website to match it
- We want to use the latest technology for a cutting edge website
If your reason for a website redesign includes one or more of these bad reasons, you might as well save your money and time for something else. However, if you also have some good reasons for a site redesign, you can satisfy most of these bad reasons plus have a successful website that creates traffic, generates leads and new customers.
Key takeaway is to always establish some solid goals for your website redesign that include protecting the assets of your current website. Make the most of your website redesign by focusing on good reasons to do so, and rethink your need for a redesign if your reason is included in the “bad reasons” list above.
So what are the good reasons for a website redesign? I have broken up a large list of good reasons to redesign a website into the following categories:
Part two of this two part series will dive deeper into the right reasons for a website redesign.
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