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Marketing Tips, Insights, and Trends

Website Redesign Strategy & Planning Tips

Author: Kristen Carter Category: Web Design Date: February 7, 2019

Website design planning sketch

Did you know that the average age of a business is 10 years, according to the researchers at Santa Fe Institute in New Mexico? 10 years is a long time, especially when it relates to the ever-changing world of marketing and specifically internet marketing. In 10 years, how much have you learned? Our guess is probably a lot, you have grown through those learned lessons and so has your business. Where your business was 10 years is likely a very different place than where your business is now. Are your marketing materials and strategies working cohesively together to effectively communicate your brand to your current and potential customers? As your business grows and changes, so must your marketing tools. Especially your website, as it is the foundation of all of your marketing channels. If your website is not up to date with your current brand and marketing strategy, it might be time to think about implementing a website redesign strategy.  

How do you know if your site meets the criteria for a website redesign strategy plan? To see if your website qualifies for a redesign, take a look at your current website. Ask yourself the following questions:

  1. Does your website contain old branding materials; such as old value propositions, mission statements, team members, or maybe even old company logos?
  2. Does your website look/feel outdated?
  3. Do I have duplicate content throughout my website?

If you answered “YES” to these questions, it might be time to start website redesign planning. What are your website redesign costs? How will budget affect which website redesign services and strategies you are able to implement to redesign your existing website? Understanding your marketing budget is the first step in understanding your website redesign objectives. here are steps you can implement that can affect your website redesign strategy without breaking the budget. In order effectively redesign your existing website without breaking the budget, you will want to first set a budget for your website and additional marketing strategies you plan to implement throughout the year and then you will need a detailed understanding the functionality and updates needed to execute an effective website redesign strategy.

Once you have crunched the numbers, it is time to understand what website redesign requirements need to be made to your current site that will help your website be a strong foundation for your brand.

4 Website Redesign Tips for Implementing a Website Redesign Plan

1. Simplify Your Navigation

Having content that is easily available to your audience is extremely important. If potential customers/clients are able to readily find information that is important to them, not only will they have a more positive attitude towards your brand, but it will also decrease the “bounce rate”.

By addressing confusing navigation in your website redesign strategy, potential customers are able to find the right information easily. This means that those once potential customers are one conversion step closer to becoming actual customers.

2. Keep Your Brand Consistent

Does your brand have a logo? Are you in the process of rebranding? Do you have colors that you use in other marketing materials for your brand? These are all marketing elements that must be consistent. Having a consistent tone, message and look will help develop trust among your potential customers. To keep your look and colors consistent throughout your website, think about pulling colors and complementary colors from your company’s logo or brand guidelines. To keep a consistent tone and message throughout your site, look at how each individual page of copy ties into your brand’s mission and value propositions. Everything you say to your audience should have the same tonality and message no matter what page of the website a user is viewing. Brand consistency leads to brand recognition which will help develop brand loyalty and trust among your consumers and clientele. Use graphics and visual elements that reinforce your brand’s message and colors. In addition to color scheme and graphics, make sure that the text style used throughout your site matches that of your brand and how you want your brand to be perceived. For example, a daycare company for children is going to have a very different color scheme and font type than an accounting firm might have. When implementing a website design strategy, make sure that all of the brand elements being used throughout your site are consistent with how you want users to view your brand.

3. Have Clear and Easy to Understand Content

Now that you have simplified the navigation structure, is the copy throughout your website easy for your customers to understand? Having clear and concise content will help make you the “go to” resource for all of your customer’s questions.

When redesigning your website, content must be a top priority. Write the content so that it is directly speaking to your target market. Address any questions that a potential customer may have about your business and the services you provide in the site content. You will also want to make sure that any duplicate content is removed as it will negatively impact your SEO (Search Engine Optimization) scores. When looking at each page of your website, make sure that each page is giving the users unique, concise and easy to understand content that matches the tonality of your brand.

4. Have Clear Call to Actions & Make Yourself Available to All Users

Throughout your site, make it easy for users to contact you to get more information about your business. This does not mean just having your phone number in the footer of the website. Each page of your site should have a call to action so that it is easy for your prospects to contact you with questions. It is also a good idea to have an easy to find newsletter sign up so that customers can sign up for more information. Not only will this allow you to capture customer contact information but it will also help you build trust with customers over time.

Planning to redesign your website, can be very overwhelming and stressful at first glance. However, by taking your website redesign plan and breaking it down into a step by step process, this overwhelming obstacle becomes simplified and easy to navigate website redesign timeline outlining each step of the process. We are also here to help. We have a variety of resources and team members to help answer all of your website redesign planning strategy questions to get you started down the right path towards increased brand recognition and customer conversions.

If you have any questions about your current website and how to best implement a website redesign strategy, please contact Kristen Carter at kcarter@paradigm-md.com or call us at 973-250-4995.

 

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