How Often Should You Redesign Your Website?
Nothing is more exciting and nerve-wracking than redesigning a website. It offers you an opportunity to reinvigorate your brand’s expression, and it is one of the first things potential clients will see. By redesigning your website, current users and potential customers will have something beautiful and functional to understand who you are and what you are about.
There are some businesses that redesign their websites a few times yearly, in an effort to find the perfect look. Oftentimes, an unfortunate reality is that solo designers are no longer available, and they are forced to start from scratch. This is not a position you want to find yourself in. Essentially, a website is a living and breathing thing, it takes effort, and consistent work to best display who you are at any given period. So, how often should a website get redesigned?
A One-Size-Fits-All Approach Can’t Work
There can never be a one-size-fits-all approach toward redesigning websites. Nonetheless, the general rule of the thumb is that websites should get redesigned every two to three years. In the digital world, a three-year-old website is outdated, old, and stodgy… It needs an overhaul! What may have been cutting-edge at that time, may look stale in comparison by today’s standards.
An additional consideration is that your website has built upon a framework, and that framework may or may not be the best solution. If the framework your website was built upon is still a viable solution, it may be possible to update to the latest version in order to take advantage of the newest features and create other relatively minor updates to affect real change to the site. Alternatively, if it is not the best available, no amount of development will make it great. Its best to drop it completely and start again fresh.
This doesn’t even touch the surface of the site’s functionality, which will undoubtedly be outdated after years without any changes. You probably remember when mobile versions of websites had different web addresses. These memories are still painful! There are countless reasons why you should regularly refresh or, better yet, redesign your website.
Why Should You Redesign a Website?
Is your site in need of a redesign? Here are some indicators to take into consideration.
1. It Isn’t Mobile-Friendly
This is arguably the biggest reason to redesign a website. As a business, most of your web traffic comes from mobile users. In 2017, mobile users accounted for a whopping 77% of Internet usage in the US alone. The number has gone up in recent years. If you are yet to optimize your site for mobile, or you aren’t happy with the current result, you have a lot of catching up to do. And it all starts with a website redesign.
2. High Traffic but Low Conversion Rates
Is your web traffic high, but very few people take action? Does it have an abnormally high bounce rate? Do visitors spend little time on your web pages? This means that you are making it easy for users to find you. Nonetheless, your site doesn’t offer what they are looking for. Your website should accomplish a goal, whether it’s getting visitors to buy, read your posts, or make inquiries. If any of this doesn’t happen, something needs to be changed because the website isn’t converting.
3. You Don’t Get Any Traffic
If your website doesn’t attract any traffic, it has no use, and something could be off. It may be a matter of a lack of optimized content, or you are doing something that upsets Google. If you have not closely monitored the content added to your site, you are likely being penalized and don’t know it.
Whenever you do decide to redevelop your website, one thing should be kept in mind; regular maintenance is very important. Those minor improvements that you overlook in favor of significant overhauls might be the difference between the success and failure of your site. Ensuring that all aspects of the site are up to date, the WordPress version is at its newest, is a best practice that cannot be overstated. We have seen countless instances of websites left unattended for months, even years, without proper attention, and the results are never good.
As your business evolves, so should your website. All changes that you make in your operational setup and branding also need to be reflected on the website. Likewise, you should stay abreast of changes that Google makes to its algorithm and put your company on a content marketing plan that sets you up for the best possible results.