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Why Should I Redesign My Website?

June 16, 2015Will Leffert,

First, some housekeeping: With work, new projects, and more piling up, WSIW will become a bi-weekly feature. Now, without further ado..

Why should I redesign my website? It's a simple question, and, with a little luck, I'll be able to explain why for a number of scenarios that many of you finding this blog will be able to identify with.

Case number one is a common one that I've consulted on in the industry: A website designed 10 or more years ago (or something avoiding standards newer than 10 years in use). While you may say, "It works fine for me", you're not the audience. You may even argue that you've polled your existing business, and they say they have no problem with the website.

The issue is, you need to grow new business. Your existing clientele won't be around forever; grabbing younger, newer, or different demographics ensures viability in the market for you; even potential growth! So, going with a modern responsive website (that also has great, SEO-friendly content). This means people will find you on ALL devices, rather than just one, and will be able to easily find you through simple searches.

The second case is a little more murky, but still applicable. You've got a great site, but your branding has changed, and you've lost consistency between your online presence and your brick & mortar.

In this situation, you need to remember that brand recognition can be as important for the smaller businesses, as well as the large. McDonald's is an iconic brand, for better or for worse. In history, certain symbols were used to denote business types. The barber pole for barber shops. Scales for law offices. Recognizable links to businesses maintain a relevance, today especially, with stiff and ever-increasing competition. Having consistency means your brand sticks with your customers, both new and old, helping you continue to grow and keep business.

Finally, a case that is ambiguous, but still important when arguing for a website redesign. When you started your business, and your website, you may have done just a few simple things. As the years went by, you've expanded. Adding new facilities. New services. New products.

Your old website was designed around your content (hopefully), so when you expand your business, your content expands with it. At certain points, it is smart to redesign your website to accommodate that new content. A simple contact form becomes a "Find a location near you" page. A page describing your primary and secondary services breaks down into SEO-friendly sub-pages that provide more critical detail about what you offer. Your products, which were only available in-store before, should become available online to a growing market that could include the entire world.

With those points, hopefully you'll be able to understand the importance of regular redesign with a growing business.