How often to redesign a website?
This answer to this is really subjective, however in most cases its somewhere between 2-3 years.
Keeping your website up to date in regard to both its content and software is essential for user engagement and search engine optimization.
In some cases a website tune-up is all that is needed. Run your website through Auana's free instant diagnostic tool on the Website Tune-ups page Here
Reasons and objectives for a website redesign
Your site is broken
It goes without saying that technology evolves at a break-neck speed. Without updates and regular maintenance, software can quickly become outdated and even obsolete. Outdated software can become unstable and insecure, causing vulnerabilities, conflicts and even site crashes. This can affect your user’s web experience and effect your search engine ranking.
If you have sensitive data stored on your webserver, obsolete sofware could lead to a data breach and become a legal issue.
In most cases a website overhaul will allow you to upgrade the software that your site runs on to the latest versions, ensuring both safety and efficiency.
Compared to your competition’s site, yours looks outdated
First impressions matter! Does your site look and feel modern? When a potential customer visits your site, your window of opportunity is very small.
Users generally scan the page looking for the information they came to find. A quick swipe of the thumb or scroll of the mouse and if they can’t find it, they’re gone. Clean layouts, easy to find navigation and fast responsive pages help users find what they came for quickly, and it keeps them coming back time and time again.
Your site isn’t aligned with your current marketing goals
Say you recently came a across a new revenue stream that has big potential. Your business has started advertising it as one of the main products or services that you offer. The problem is that your site is highlighting another product or service. Perhaps you’ve noticed a change in the customer demographic that’s purchasing your products or services and would like to have your website cater more to them. Re-aligning your website and its content to reflect these changes is key to reaching your marketing goals. Not only for the sake of customer engagement and brand awareness, but for SEO (search engine optimization) purposes. Your customers won’t find you if your site isn’t showing up in search results for the products they’re looking for.
You’ve updated your brand, but your site doesn’t reflect it
Consistent branding is paramount to brand awareness. If you’ve recently changed your logo, your company colours or anything else that is recognisable to your brand, your website should reflect it. This could range from a minor fix, such as changing the logo in your header to a full redesign of your website.
People aren’t finding you on google
Redesign for seo. Search engines are constantly getting better at figuring out what the searcher is searching for. Showing
relevant results to searchers, after all is its main job. In the past, website owners could “stuff”
keywords into their website's pages and meta descriptions to fool engines like Google based
on the prevalence of certain words. Do this now and you’ll have your rankings penalized. SEO or search engine
optimization has become more important than ever, and in many ways much more complex.
Websites that weren’t designed for modern SEO practices, naturally aren’t going to satisfy todays standards. Using updated software, image compression and best practices for page structures can have a significant impact on SEO, even if the wording of the site's content remains the same.
These design changes can make your site run much faster and search engines will be able to crawl it much more efficiently. Search also engines rank sites based on their ability to be used on mobile devices, this includes the actual amount of data used to download and view the page's content. If your site is not optimized for mobile, it's not search engine friendly.
You’re unable to maintain and update software or plugins
CMS software such as WordPress can be a lifesaver when it comes to simplifying tasks such as content updates, blogs and adding other rich features to your website. This is great, however there can come a point when the software that powers these features becomes dependant on old or conflicting software. Plugins can be abandoned by their developer, making updates not possible, and some versions of software updates can have “breaking” or non-backwards compatibility with other software. This creates software conflicts, instability and insecurities. This is a concrete sign that your site needs to be overhauled.
Your site is too slow
There are many reasons that a site can be slow or prone to freezing. Some of the most common include outdated software, errors, improperly sized images, lack of caching and too many http requests. A good developer should be able to resolve many of these issues, however depending on the scope of repairs, a full website upgrade may be in order.
Your site lacks functionality
The list of tools that can be incorporated into your website is long, very long. Some of the most useful include content management software such as WordPress, analytics tools to help you understand where your users come from and how they consume your site and email marketing systems that enable you to sign up customers for news letters etc. Whatever your marketing goals are, there is likely a tool to help you achieve it.
Redesign vs a new website. Redesigning without loosing seo?
It comes down to a few key factors, most importantly, how your website is ranking in search results and its internet reputation. The answers to these can be found with a simple SEO analysis.
Search engines crawl you site looking for keywords that help them understand what your pages are about, if your site is ranking favorably for some of these words, you’ll want to make sure they remain in the content of the new pages. Another example, if other sites on the internet are linking to certain pages of your website, you may want to keep the structure and build on the content of these pages to maintain the positive effects of backlinking.
Sometimes it makes sense to start from scratch with a new approach to both design and content, while in others the design is completely revamped while retaining most of the original content, and then building onto it.
Like a fresh coat of paint, a redesign can breathe new life into your website. First impressions matter, but so do second, third etc. And if we’re not maintaining our online presence, it shows. An old, dated website isn’t necessarily better than not having one at all. In fact, it could be negatively affecting how potential customers view your business and offerings.
Outdated software can be a liability when it comes to security and cause our pages to load slowly and use unnecessary amounts of our customers cellular data. All of these issues can hurt our reputation with customers and search engines.
The price of overhauling a website can be significantly less expensive than a new website depending on its current status. The more frequently we monitor our site for updates and revisions, the more likely we are to stay on top of the current standards for the web.
Checkout the Website Tune-ups page Here for a free instant diagnostics of your site, and get an idea of how your site is currently functioning.
If we want to stay on top, we can’t afford not to keep our website up to date.