Website redesigns are key in keeping your business up to date and in optimising the performance of your online campaigns, but they need to be done right. There are several factors you should keep in mind when planning your new redesign that’ll help you to maintain focus on what’s really important for your business – and to block out some of the things that really aren’t!
Here are seven website redesign mistakes you need to avoid in order to make it a worthwhile venture for your business.
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Don’t Start Without Establishing The Reason Behind Your Redesign
There are many reasons your website might need a redesign, but establishing which reasons apply to you will help you set clear goals, achieve what you need to with the new build, and measure its success once you put it into action.
For example, is it just that your website’s design is outdated and needs to be modernised for today’s consumers? Or, is it clunky and slow, with poor mobile functionality? It could also be that your current site just isn’t generating any leads and visitors aren’t engaging with the content. Whatever it is, make sure you know this before planning your new website.
Contact UsDon’t Do Anything Without Setting Goals
It sometimes seems like a good idea to launch into a redesign thinking you know what your target outcomes are, but have you actually defined these as specific, measurable goals?
Failing to set the clear goals of your redesign beforehand could cause you to lose focus on what’s most important, and will make it significantly harder to tell if the project was a success or not. Set out exactly what you want your new website to achieve and within which time frame before you do anything else!
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Don’t Forget To Benchmark Your Old / Existing Website
In line with creating goals, it’s also important to measure what your current or old website was doing for your business. Failing to do so will make it much harder to track improvements and will make setting initial goals hard to do, as you won’t know where you’re starting from.
Create a report detailing as much as you can, from the number of leads it generates each month, to the number of users, page visits, conversion rates, engagement rates, average session duration, and more! The more you know about your existing website performance, the more you can focus on doing the right things to improve it.
Contact UsDon’t Forget About Your Content
When redesigning a website it’s often a priority to focus on the design, layout, and usability. Whilst they’re all extremely important, those focuses shouldn’t be at the expense of the content going onto the new website, as the content itself is extremely important in engaging your users and driving conversions.
Avoid leaving your content until the last minute and keep it mind throughout the entire redesign process. After all, your content could actually dictate the layout of your website rather than the other way around.
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Don’t Just Copy Your Competition
An easy trap to fall into is looking at what your competitors are doing with their websites, and asking for your redesign to copy it. After all, if it works for them, it must work for you too right? Unfortunately it’s not quite that straightforward, which is why it’s a good idea to avoid doing this.
First of all, you don’t actually know that their website is successful. You don’t have access to their conversion metrics or performance data so you can’t actually tell how successful it is for them, let alone how well the same tactic might do for you. Secondly, you don’t want to copy exactly what someone else is doing because they’re a different business, with their own set of unique offerings and goals. You’re better off focusing on a bespoke, unique design that represents your brand, your products and services, and why you are the best choice.
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Don’t Ignore Your Customers
It’s a common mistake to put yourself and your team at the forefront of the design. It’s great to truly enjoy your own website, but that’s not what really matters at the end of the day. It’s about what your customers think.
Always keep this in mind, even if there are certain elements that you don’t fall in love with, it’s still more than worthwhile if your customers can get more use from it. Ensuring that your redesign is focused on your target customers rather than you or your team will help your business to drive better results and grow more effectively.
Contact UsDon’t Forget The Final Checks
Finally, you absolutely shouldn’t forget to complete a final test of the entire website. It’s all too easy to skim over the new website, think “it’s great! Let’s get it live as soon as possible!”, and publish it, only to come across small errors later on.
Take the time to go through every last part of your website – read the content, click the links, and use every element. Even small errors can be enough to put someone off your business, so it’s crucial to make sure there aren’t any when your new design goes live!
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