Lately, we have been receiving a lot of website redesign projects. More and more clients are rethinking their old websites based on the current visitor behavior. With the myriad web analytics tools at hand, they find that their website is ailing and needs “fresh” eyes and a makeover.
Like the jovial physicians, we sat down with our clients to figure out the symptoms of their ailing websites and the reasons why they need a redesign.
The top 7 reasons were:
1.Mobile – Friendliness and Speed: Smartphones are increasingly becoming the devices of choice for viewing websites. About 50% of the local searches are started on a smartphone. The smaller screens are the norm now and the website design and content placement must be aligned to that. Speed is the other facet of mobile viewing and it applies equally to the desktop version too. A website must load under 3s to maximize conversions. This is a sum total of the time taken to ping the website and load the images and content. When you redesign a website with a lot of image content, use image optimization to minimize load time. Speed is especially important to smartphones because these are multipurpose devices and users might have to toggle back to important apps before the page loads.
2. SEO: Many of the older websites are not Search Engine Optimized. They simply cannot compete with the newer websites that sometimes use sly tricks to get to the top of Google results. Since more than 90% online viewing begins with search engines, your content should be revamped according to the current SEO trends for greater visibility.
3. Outdated Design: The web design techniques have evolved drastically in the past few years. Whatever you were doing in 2012 is yesterday’s news. It’s time to redesign your website if it simply looks old and outdated. A new website with bold, new-age aesthetics will tell your audience that you are adaptable to the latest trends. It also gives the impression that you are improving with time instead of pushing the same old values.
4. Rebranding: Has your brand had a metamorphosis in the recent years? Has it changed your brand positioning, your identity, your core values or your scale of business? Are you thinking global instead of national now? These are all good reasons for you to redesign the website. Your website is the online face of your brand. And when your brand emerges anew, the online face should make a change too.
5. Flash: The single biggest reason why old websites annoy people now. Flash is outdated and no longer supported by the search engines and web browsers. Facebook doesn’t want it, Mozilla will hear no more of it and iPhones are done with it. A bunch of other platforms like HTML5 and CSS3 have replaced it and its time we bid adieu to this resource-hogging, unsecure platform.
6. Visitor’s discontent: The user behavior on the website is telling of whether it’s time to redesign your website. With any web analytics tool, you can tell how well visitors convert. If they bounce off right from the Home Page, you know you have an issue. It could be the content, the navigation or the information structure.
We should analyze the new dynamics of the target audience as the first step of redesigning a website. The new site should focus on creating an invaluable user-experience for them.
7. Your discontent: Is your website so bogged down by the old design that it can’t accommodate the new changes? When you try to add more information, image or links, if your website resists or gets more complicated to navigate, it might be time to redesign the whole thing.
If one or more of these symptoms persist, we recommend a consultation with the uber-cool people from our website design team. They will give your website the face lift it needs.