The 6 Most Common Website Redesign Mistakes
Get your website refresh done right!
Unlike monuments, set in stone, websites are due for redesigns from time to time. Sometimes this is because of changing trends, outdated content or the need to add enhanced search engine optimisation to the site. At other times, as companies go through re-branding, they decide to refresh their website as well. One of the best reasons for a re-brand is to create a site that’s more user-friendly, with enhanced functionalities for new devices that are on the market.
While redesigns can give your brand a much needed update, there are a few things to keep in mind to make sure it all goes off without a hitch. Keep these six missteps in mind as you undergo this major marketing change.
- Not understanding your end user and the reason for the redesign
Sometimes, in redesigning, companies lose sight of the end user of the site. As the designer, marketing manager and departmental heads gather in the room, it can be easy to misjudge the people who’ll actually surf the pages for information. A good practice is to make a list of the end users who will potentially use the site and browse the site from their perspective. It will give you a good measure of success.
- Not understanding the analytics of your current site
Without understanding how your current site is being used, it’s possible you can eliminate popular pages and fail to place information that’s commonly searched for in prominent places. Before going out with the old and coming in with the new, take a look at your current site’s statistics, so you know what to keep and what to get rid of. While a redesign may be in order, it’s likely that there were several successful elements in the original website. Before dismissing the old site, take an audit of those elements that are successful that you’d like to incorporate into your new site.
3. Changing the design but not worrying about changing the content
When chasing website trends, it’s easy to get caught up on the design of the site and forget about content. Considering content is a huge task that requires the involvement of all of the departments throughout the organisation, speak to those experts in your company and get their opinion on the key points before your content writer starts putting it altogether. The website redesign runs the risk of happening in a vacuum if only the marketing manager and web designer are involved. Determine the needs of all of the departments prior to diving in and try scheduling meetings with each department to understand how their pages on the site are used internally and externally.
- Not factoring in SEO
A website redesign should take search engine optimisation (SEO) into account. What are some of the key terms your company would like to rank for? Make sure the site is built to not only be easy on the eyes but also to be easily found. Have conversations with your web designer about ways in which you can bolster your SEO.
5. Focusing on beauty without functionality
In an effort to create something beautiful, sometimes functionality is forgotten. This relates to mistake number one. While beauty is appreciated, aim for something that’s useful as well. Again, use the site as a user would and look for things that might trip them up. Don’t forget to be clear on who your company is and what it stands for. As you undergo the exercise of the redesign, maintain a firm grip on your brand voice and identity. Make sure that it’s still heard loud and clear when the dust settles on the redesign.
- Worrying so much about trends you lose track of functionality
Every few years, trends in websites change due to advancing devices and user preferences. At one point, websites were encouraged to stay ‘above the fold’ on screen. Due to the increased use of tablets and smart phones, sites are now using continuous scroll. This is a direct contradiction of what web design used to advocate, so in the effort to keep up with trends, don’t lose sight of functionality.
Is your website due for a refresh? To ensure you avoid these common mistakes, get SponsoredLinX to steer you in the right direction. Call us on 1300 859 600.