How Often Should I Redesign My Website?

When is a good time to redesign your Website? It’s a good question without a real concrete answer because there are a lot of factors to take into consideration, but in this article we will give you some of the biggest reasons why you would want to change your website.

If your website is already breaking any of these rules then there is a good chance that your website needs a redesign.

Existing Branding

The first reason to redesign your website is if it doesn’t conform to your businesses branding. Your business website should reflect your identity and your brand, if your business has adopted a new identity or is pursuing a new branding approach then your website will want to reflect these business changes.

We see it all the time, a company will use their business colours on a website and think that it reflects their brand, when the messages and imagery on the website couldn’t be further away from the image that they want to portray.

Your Competition

In a competitive market things are going to move quicker. In the web design and development market that we are in we have to make changes to our website all the time in order to compete. We have redesigned our website twice this year. In a competitive market you should be looking to redesign your website at least once every 12-18 months.

Less competitive markets can get away with 2-3 years per redesign, but having said that you will still need to make sure that your website is up to current standards. For example the mobilegeddon roll out by Google meant that non-responsive websites would be penalised in the search engines.  If your website is getting peanilsed because it’s not responsive or your search engine optimisation isn’t very good then talk to us, we can help.

A good rule of thumb is to check your competitors, if their sites are getting changed on the regular and look better than yours then you are probably going to need a redesign. If your competitors are old on the other hand you could still take this as an incentive to change your site up and become a leader in your industry through your website.

Current Standards

As we mentioned above if your website doesn’t meet current browsing standards then it would be time for a redesign. Websites that don’t work on mobile devices (mobile responsive) are punished in the search engines, that means your visitors will see your competitors websites before yours if theirs works on phones.

One of our clients had a website that didn’t work on phones or any other mobile device and they were hovering around the 5th page on Google before we met them.

After developing their website with the current standards and optimising their site through our SEO packages they hit the very first page, for a competitive keyword, this alone added at least £10,000 to their bottom line this year.

Why don’t people redesign their websites?

We see it all the time, very successful businesses who leave their websites rot online. They simply don’t keep their website updated because they see no value in having a website. This is understandable, if you have neglected your website then there is a good chance that your visitors don’t even find it online, if they do they probably don’t trust you to do business with. An old website is off putting, if your website is old its time for a redesign.

We have found that websites are neglected because businesses think of them as a onetime investment, but the truth is websites should be updated constantly, whether this is through new content or a new design.

If you have a business you should be budgeting for a new web design the same as you budget for office equipment, machinery or transport. Your website is by far your most important sales tool, you wouldn’t let your companies top sales man wear a ripped suit, smell of body odour and have last weeks food stuck between their teeth, so don’t let your website look neglected.

Conclusion

To conclude and to keep it short you should aim to redesign your website:

• 12 – 18 months in a competitive market.
• 24 – 36 months in a non competitive market.
• When your competitors do.
• When technology changes.

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