Today I read an article on 10 terrible reasons to redesign your website by HubSpot. If you haven’t read it already, check it out.
HubSpot outlines 10 extremely common occurrences and reasons companies want to redesign their website. Unfortunately these are all the wrong reasons! According to HubSpot’s 2013 Website Redesign Report (coming soon) most companies redesign their website every 6 months to 2 years. You might be thinking “Cha-Ching!” if your a web designer. But as a business, the redesign of your website should be done with a specific purpose, not the 10 reasons they outline! Here they are;
The 10 Terrible Reasons
- “It’s Been 8 Months Since My Last Redesign”
- “Because the CEO said So”
- “My Website Lacks Flare”
- “It’s Not Pixel-Perfect”
- “I Want It to Look Like Apple”
- “The Competition Just Updated Theirs”
- “We Need to Improve Our SEO”
- “My Site Needs More Product Information”
- “I Want to Look ‘Bigger’”
- “Because It’s a Major Announcement”
As ridiculous as some of these reasons sound, they are all too common. I see variations of #1 – #6 all the time. These essentially are all “Just Because”. Just because you want something flashy, just because your competitor updated theirs, or just because it doesn’t look “just-right”. The unfortunate reality is that redesigning your website “Just Because” may not have any impact on your businesses bottom line.
“More than 1/3 of marketers don’t know if their site metrics improved after their site redesign…” – HubSpot
First off, your website may already perform well. Do you know? Are your tracking the proper metrics? If not, you don’t know if your current website works and your definitely won’t know if your new website works “better”, you could even make this worse.
To speak to #3 directly. I have seen many websites that may not “look” the best but are extremely successfully. Just some food for thought. How a website works or functions may not be directly correlated to how it looks.
#7 – #10 usually can all be accomplished without a full website re-design, saving the business a lot of money. We recently took a website that looked extremely outdated and spent roughly 15-30 minutes tweaking the stylesheet and made it look updated, cleaner and more usable to it’s audience. We saved them the cost of a full website redesign.
Small changes can be extremely effective (and cost-effective). For example, if you run an online-store and want to generate more sales. Your first thought may be to redesign your website. Well let’s stop and address the situation. First, make sure you are properly tracking your sales funnel. This allows you to analyze where your trouble spots are. Maybe your customers are having a difficult time finding product information, or maybe they are dropping off on the payment page, etc.
Data is extremely useful. You may realize you can redesign/test the product page, to make the call to action better. Possibly add in testimonials or reviews of happy customers. Or try shortening the order form, possibly putting it on 1 page vs. 2 so less people drop off.
Considering a Redesign?
If your considering a redesign, I challenge you. First, make sure your properly tracking the performance on your current website. Second, analyze what your goals are. Do you simply want a new website because you don’t quite like the look since you look at it 15 times a day, or are you looking for accomplish a specific goal such as getting more newsletter subscribers?
I hope this allows you to make a smarter decision next time your considering redesigning your website.