We are in the age of no-movement days , social distancing and zoom meetings for everything. This pandemic has pushed most of our activities online. So the first impression your brand will make on potential customers or partners will more than likely be via your website.
Your future customers and partners will want to invest their time and money in something that feels fresh and cutting edge, not outdated and out of touch. That’s why a website redesign isn’t something you should push to the side, because first impressions last. So make that first impression count with a website that is up to standard.
One of the most important digital assets your business will own is your website. It’s your 24/7 customer service and sales representative, and if your current site isn’t delivering quality leads like it should then it’s time to consider a redesign.
Why You May Want To Consider A Website Redesign
The only thing constant is change, and that also applies to the internet. As time progresses what was once considered best practice in web design will become outdated. Not upgrading your site will result in slowed functionality and a less than great user experience. Periodically redesigning your website gives you a chance to maintain flawless functionality and a user experience that your customers will love.
Typically you should look into redesigning your website every 2-3 years. That way it’s always up-to-date with current design trends and web functionality enabling you to better convert leads into customers.
A winning website redesign will give you an increase in visitors to your site, time duration spent on your site and leads acquired through your site plus an overall improvement in your site’s conversion rate.
Goals You Should Keep In Mind While Redesigning Your Website
If you fail to plan, you plan to fail. You should have a clear set of goals in mind that you want your website to achieve that will align with your overall business objectives. We’ll take a look at 4 areas of your business and how a website can assist in achieving business goals for each.
Marketing – In terms of marketing, your team will want your website to help with bringing in new leads and prospects to your sales funnel as well as properly represent your brand image and story.
- Goals: drive traffic, engage prospects, generate leads and re-engage existing customers
Sales – If your website will be directly selling products then your sales team will 100% be focused on generating as many e-commerce sales as possible via your website, if you don’t sell directly to your customer online then your sales team will want your website to support their communication efforts as they guide leads down your sales funnel.
- Goals: e-commerce sales, help close sales by validating and supporting sales team communications
Customer Support – If you’ll be using your website to handle customer support via tools like a ticketing system, a chatbot or a basic form for customer queries. Your customer support team will want these tools to reduce the time it takes a customer to get the help they need and to improve the overall customer experience.
- Goals: improve customer satisfaction through better service
Integration & Maintenance – Websites built on weak platforms will pose security issues, constantly go offline and will be difficult to mesh with other technologies in your software stack (Read more on API integrations here). All hell for your in-house IT department or developer to maintain. A system built on a substandard platform to save money upfront will cost you a whole lot more in the future for maintenance and additional development. Your IT team will want your site to achieve the following;
- Goals: integrate with other systems; meet security, performance and scalability requirements.
A website redesign can be both a challenging and daunting task to undertake. But the pros of taking on this challenge outweigh the cons by a longshot. So it’s best to revamp your site earlier than later to experience the positive impact it will bring. Your future customers / partners and in turn your business will be thankful.