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How To Redesign A Website That Stands Out

This guide will help you strategize your website redesign and make it a huge success.

Natasha Paja

UI/UX Designer

How To Redesign A Website That Stands Out

So you’ve decided to start a website redesign. You may have recently completed a brand refresh or updated your product. Whatever the reason, a redesign can be a huge success — or a huge failure. It can also be a time-consuming and tedious process, so every redesign must begin with a clear vision and/or problem to solve.

 

The better you define that vision from the start, the more successful your redesign will be — and how more straightforward the entire process will be. Whether you’re working with an agency, redesigning your site internally, or suggesting a redesign to company stakeholders, this guide will help you strategize your website redesign and make it a huge success.

What Is A Website Redesign?

A website redesign is when you make big changes to your website to make it better. You can change the words, how they look, and how you move around on them. This helps your website work better and makes more people become your customers. Some companies do this when they want more people to visit their website because their business is growing. Others do it when they want to change how they look as a company. No matter why you want to change your website, it’s a big job.

 

It’s important because your website is very important for your marketing and how people see your company. Actually, research shows that 50% of customers think how your website looks is very important for your company’s image. To many people, your website is just as important as the things you sell.

Comparing Redesign to Refresh

You can think of a website redesign like completely rebuilding a house, where you only keep the basement and walls and start fresh with everything else. It’s a big, comprehensive change. On the other hand, a website refresh is more like repainting a bedroom – you just need paint and brushes, and it’s a smaller job.

 

A website redesign involves significant changes to the website’s structure, functionality, appearance, and content. It’s like tearing down and rebuilding parts of the house.

 

In contrast, a website refresh focuses on minor updates. For example, you might want to change the colors or fonts to give the website a new look and feel. Or, if you did a UX audit and decided to alter the shape and color of your call-to-action buttons and improve the contrast between text and background for better user experience, that would be considered a website refresh.

How Often Should You Redesign Your Website?

How often you should redesign your website depends on several factors. On average, websites tend to stay fresh and competitive for about 1.5 to 2.5 years. This is because design trends change and technology keeps advancing. However, this is just a general guideline, and you should figure out what’s best for your specific organization.

 

Here are some factors to consider when deciding how often to redesign your website:

 

Changes in Your Brand or Goals: Ask yourself if your current website still reflects your company’s identity and goals. If not, it might be time for a redesign.

 

Budget: Think about how much money you can allocate for website design and development. Is it the right time to invest in a website redesign, or are there more urgent budget priorities?

 

Website Functionality and Speed: Put yourself in your customers’ shoes and check if your website works well and loads quickly. A smooth user experience is crucial. If your site has navigation issues or slow loading times, it might be time for an update.

 

Performance: Evaluate whether your website is converting enough traffic and if visitors are spending a reasonable amount of time on your site. If not, a redesign could help improve these metrics.

 

Industry Changes: Stay aware of industry developments. For instance, if Google announces a shift to mobile-first indexing, your site should be mobile-friendly to maintain organic traffic.

 

Your website is where visitors and customers interact with your company, so it’s important to be well-prepared and thoughtful when considering a website redesign.

Considerations When Redesigning a Website

To ensure that your website redesign is as effective as possible, it’s essential to ask yourself some key questions before you begin the process:

1

Identify Important Pages

Determine which pages on your website are the most crucial. You can do this by analyzing how traffic and conversions are related.

 

  • High Conversion, High Traffic Pages: These are your most valuable pages. Be cautious when making changes here, as unsuccessful alterations can harm both traffic and conversions.

 

  • High Conversion, Low Traffic Pages: Even though traffic is not high, these pages are performing well in terms of conversions. They also require careful handling.

 

  • High Traffic, Low Conversion Pages: Experimenting with these pages carries less risk since the conversion rate is already low.

 

  • Low Traffic, Low Conversion Pages: These pages have little to lose, so you can make significant modifications.

 

This exercise helps you understand which pages are bringing valuable traffic and conversions.

2

Identify User Experience Bottlenecks

Before redesigning, pinpoint obstacles that users encounter when interacting with your website.

  • Where are the usability issues?
  • What do users like or dislike about your product?
  • Is there a notable difference in performance between the web and mobile versions?
  • Are users having trouble with desired actions, such as non-responsive CTA buttons?
  • What fears, uncertainties, and doubts (FUDs) are preventing leads from converting?

 

Valuable insights can come from website analytics tools like Google Analytics, as well as user behavior analysis tools. You can also gather data from user session recordings and on-site surveys.

3

Determine Website Performance Indicators

Ensure that any design changes align with your business objectives. Define key metrics that will indicate improvements in business performance after the website overhaul. Key metrics might include:

  • Monthly recurring revenue (MRR)
  • Average order value (AOV)
  • Conversion rate
  • Churn rate
  • Customer lifetime value (LTV)

Additionally, gather customer satisfaction metrics to assess the impact of the redesign, such as Customer Satisfaction Score (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES). Keeping track of these essential customer success KPIs will allow you to accurately measure the effectiveness of your redesign efforts and identify areas for improvement.

4

Test Elements

Before implementing major structural and design changes, conduct A/B testing on individual elements to gauge their impact compared to the current version. Test elements like:

  • Logo, colors, and fonts
  • Product page design and content
  • Home page layout and flow
  • Images, icons, and infographics
  • Contact forms and checkout process
  • Design of links and buttons

 

By addressing these considerations, you can plan and execute a website redesign that aligns with your goals and enhances the user experience.

Prioritize Strategy Over Planning

Before embarking on the task of redesigning your website, it is crucial to deeply contemplate the reasons behind your decision to do so.

 

Begin by identifying the objectives you aim to achieve with this redesign, such as:

  • Enhancing visitor retention rates.
  • Improving accessibility to your library of downloadable content.
  • Enhancing the informativeness of your web pages.
  • Aligning the website’s visual aesthetics with your brand identity.
  • Enhancing navigation to increase the average number of pages viewed per visit.
  • Improving on-site SEO performance.

 

Clearly define your objectives and arrange them in a numbered list. Attach concrete data and metrics to each goal. For instance, if your primary objective is to boost the conversion rate, break it down on a page-by-page basis, specifying something like: ‘Enhance the conversion rate of the mobile game development landing page from X% to Y%.’

 

For each strategic objective, create a detailed plan, preferably in a spreadsheet format, outlining the steps necessary to achieve these goals. Integrate these individual plans into a comprehensive, step-by-step strategy that will guide you through the entire process of achieving your objectives and transforming your website into a standout success.

Documenting All Current Data

When embarking on a website redesign project, one of the first and most critical steps is to gather and record all the relevant data about your current website’s performance. This step involves creating a comprehensive spreadsheet that serves as a repository for this data.

 

  • Segmentation: To make this data more manageable, it’s advisable to divide your spreadsheet into multiple pages, each page corresponding to an individual webpage on your current site. This organization helps prevent confusion, especially if your website has a large number of pages. Additionally, if your website is extensive, consider creating separate documents for different subsections or categories. This way, you can keep everything neatly organized.

 

  • Data Points: The minimum data points to include in this spreadsheet are crucial for understanding how your website is currently performing. These include the bounce rate, the average time visitors spend on each page, and the sources of your website traffic (primary, secondary, and tertiary). Also, include the conversion rate, which tells you how effective your site is at turning visitors into customers or achieving other desired actions.

 

  • Value of Documentation: These documents are not just for record-keeping; they are the foundation for your redesign strategy. By understanding your current performance metrics, you can identify areas that need improvement. For instance, if you have a high bounce rate on a specific page, it signals a problem that needs to be addressed in your redesign.

 

  • Content Inventory: Beyond metrics, it’s essential to take stock of all the content you currently have on your website. This includes written content on web pages, videos, blog posts, downloadable reports, white papers, and any other content assets. This inventory is invaluable because it helps you determine what can be reused or updated during the redesign. It saves you time and resources, as you won’t have to start from scratch with every piece of content.

Time and Money: Your Most Precious Resources

Understanding your available resources is fundamental to a successful website redesign project. Here’s a more detailed breakdown:

 

  • Resource Assessment: At the beginning of your project, conduct a thorough assessment of your internal resources. This includes evaluating the size and expertise of your team. Knowing who is available and what skills they bring to the table is crucial. Additionally, assess your financial resources to determine the budget you can allocate to the project.

 

  • Time Allocation: Once you understand your available workforce and financial resources, you can create a timeline for the project. Determine how much time you can dedicate to each phase, from planning and design to development and testing. Effective time management ensures that you meet your project’s milestones and deadlines.

 

  • Budget Planning: Allocate portions of your monetary and time budgets to each step of the process. This includes not only the actual redesign work but also any associated costs, such as software or third-party services. It’s vital to have a clear financial plan to avoid overspending and to ensure that you have the necessary resources for every aspect of the project.

 

  • Proactive Problem-Solving: Planning the budget for the entire project upfront allows you to identify potential challenges early on. If you foresee a resource shortage or budget constraints in a particular phase, you can adjust your strategy or seek additional resources before it becomes a critical issue.

Steps Of A Website Redesign Project Plan

Let’s unpack the most important website redesign tips to consider when planning and completing your redesign. You can add or remove steps based on your ultimate business goals; they are not rigid. Simply use them as a reminder of what else you can do to ensure the success of your website redesign project.

4 Steps to Create a Commercial Website

Creating a commercial website can be a daunting task, especially for those with little experience in web development. If you’re unsure where to start, here are four essential steps to guide you:

Before initiating a website redesign, it’s essential to have a clear picture of what your stakeholders expect. This includes understanding the goals and objectives they aim to achieve through the redesign. Stakeholders can be clients, executives, or even yourself if you’re overseeing the project. By aligning the project with these expectations, you ensure that everyone is on the same page, reducing the likelihood of misunderstandings down the road.

Analyzing your current website’s performance is like taking stock of your starting point. It involves evaluating various metrics like the number of visitors, the time they spend on your site (dwell time), bounce rates, keywords that drive traffic, the number of leads generated, SEO rankings, and domain authority. This data provides a baseline for measuring the impact of your redesign efforts later on.

Documenting current metrics is a crucial step for ensuring you have a clear record of your website’s performance before the redesign. Creating a spreadsheet to track these metrics on a per-page basis can be immensely helpful. Additionally, taking a backup of your existing website is a smart precautionary measure. This safeguard ensures that you won’t lose valuable SEO content during the redesign process.

Setting specific, measurable goals is the foundation of any successful website redesign. Your goals should align with your business objectives and address key areas such as:

 

Refresh Website Look & Feel : 

Consider whether you need a minor update to your site’s appearance or a complete overhaul. Trends in web design change rapidly, and an outdated look can deter users.

 

Enhance User Experience : 

High bounce rates and low conversions may signal UX issues. A thorough UX audit, either conducted in-house or by third-party experts, helps identify and address these issues.

 

Increase Traffic : 

Boosting website traffic requires a robust SEO strategy and high-quality content. The redesign may involve embedding essential keywords into new content to improve SEO.

 

Improve Conversions : 

If users are dropping off your sales funnel, enhancing the customer journey should be a primary goal. This can lead to increased conversions.

Budgeting is a practical consideration that ensures you don’t overspend on your website redesign project. While it can be challenging to estimate the exact cost, setting a budgetary baseline helps keep expenses in check and prevents surprises that may frustrate stakeholders.

Understanding your target audience is critical. Creating detailed buyer personas based on psychographic data and their intent when visiting your site (whether they want to know, go, do, or buy) helps tailor your content and design to their needs. This ensures a more personalized and effective user experience.

Content is a fundamental element of your website, and it should align seamlessly with the design. You don’t want to attract ideal leads to your site only to find that you lack relevant case studies or materials to demonstrate your expertise in their industry. Therefore, preparing and organizing content before the redesign is essential to avoid a “content gap.”

Identifying and incorporating relevant keywords into your new content is vital for maintaining or improving your SEO rankings. Additionally, protecting the traffic and link value of your current pages through 301 redirects ensures a smooth transition during the redesign.

A logical website hierarchy is akin to a roadmap for your users. It helps them navigate your site effortlessly, find what they need, and stay engaged. A well-structured sitemap is critical for ensuring visitors have a positive experience on your website.

Once you’ve established the site’s structure through the sitemap, it’s time to create a wireframe. This wireframe serves as a blueprint, visually illustrating where each webpage element (such as text, images, and forms) will be placed. It guides the design process.

The website layout encompasses elements such as typography, color schemes, and textures. These elements collectively form your brand identity and contribute to a unique user experience. Color choices, for instance, can significantly impact user behavior and conversion rates.

In the final step, designers take the lead to bring your vision to life. They create the visual elements and aesthetics of the website, ensuring it aligns with your brand and goals. Subsequently, the development team steps in to build the functional components and make the website operational.

The ultimate goal of your website is to drive conversions, particularly purchases. To achieve this, it’s essential to make the buying process as straightforward as possible. Design your commercial website with a user-friendly checkout process, allowing customers to make purchases with minimal steps and page transitions. Implement features like one-click product additions and hover-over product information to enhance the shopping experience. Simplifying the purchasing process increases the likelihood of conversions for your business.

Final Thoughts

Website redesign is a complex but essential endeavor that demands meticulous planning and execution. Your website serves as a critical touchpoint between your business and potential customers, making it imperative that it not only looks appealing but also functions seamlessly and aligns with your brand identity.

 

Remember that a successful website redesign goes beyond aesthetics; it entails optimizing user experience, adhering to stakeholder expectations, and achieving specific business objectives. Whether you’re considering a complete overhaul or minor improvements, conducting thorough research, analyzing current metrics, and setting clear goals are essential steps.

 

By adopting a strategic approach and effectively managing your resources, you can ensure that your website redesign not only stands out but also drives growth and bolsters your company’s digital presence in the ever-competitive online landscape.

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