Why Marketers Should Consider Website Redesign

    Why Marketers Should Consider Website Redesign

    A website is a brand’s digital face. Website Redesign is a comprehensive approach that aims to upgrade a brand’s online presence and ensures it meets the latest user expectations and technological standards. It also aligns the online presence of the brand with current business objectives.

    A well-designed website plays a critical role in the ever-evolving digital identification of a brand. It plays an important role in shaping the brand’s perception. However, with changing market dynamics, technological advancements, and evolving customer expectations, there comes a point when merely having a website is not enough. This is when website redesigning can help in shaping a brand’s perception.

    This article delves into why marketers should consider website redesigning, the difference between a redesign and a refresh, and the strategic reasons behind opting for a redesign.

    What is a Website Redesign?

    A website redesign is a detailed process of changing and updating a site’s layout, content, structure, and visual design for improved performance and user experience (UX). It may also focus on –

    • Reevaluating and updating the site’s navigation to make it more intuitive,
    • Refreshing the graphic design to make it more modern and appealing,
    • Optimizing the site for better SEO,
    • Ensuring the site is mobile-friendly

    From a technical perspective, a website redesign would focus on font, logo, color scheme, button placement, button colors, etc. From a coding aspect, it would be on coding language, content management system, etc.

    The reasons for website redesign are varied – to better meet the needs of the current user base, attract new visitors, or achieve a brand’s objectives more effectively.

    Also read: Web Design Trends to Look for in 2024

    Website Redesign Vs Website Refresh

    A redesign focuses on both the aesthetic and functional aspects. This may involve changes to the site’s coding language, content management system, and more.

    While in a website refresh, no major changes are made to the core functions and structure of a site. It is less extensive than a redesign

    A refresh might include updating the font, logo, color scheme, and button styles. A website refresh focuses on keep the site looking current and engaging for its audience without the need for deep structural changes. It is chosen to improve the UI and UX without the time and resource investment needed for a full redesign.

    When do Marketers Consider Website Redesigning

    1. Rebranding or Repositioning

    Rebranding refers to the strategic approach of changing a brand’s public perception and image for various business reasons.

    This strategy is particularly important to make a brand stand apart in a crowded marketplace. The need for rebranding may arise due to several reasons –

    • To target a new audience segment,
    • Drive growth,
    • Refresh an outdated website appearance,
    • Restore a lost brand identity,
    • Adapt to new or modified products and services
    • Establish a distinctive brand voice

    A website is one of the primary touchpoints for a brand’s interaction with its customers. It acts as a digital storefront that conveys the brand’s identity, values, and offerings.

    Hence, when a brand undergoes rebranding or repositioning, its website must reflect these changes. A redesign can ensure that the site aligns with the new brand identity and messaging. This creates a cohesive experience across all brand touchpoints. This alignment is vital for maintaining consistency, as it helps build trust and recognition among the target audience.

    Moreover, a website redesign in the context of rebranding or repositioning helps to re-engage existing customers and attract new ones.

    A brand updating the design, functionality, and content of the site, the brand can better showcase its new version and what it stands for. This leads to increased engagement, improved customer satisfaction, and higher conversion rates.

    1. Launch of a New Product or Service

    Launching a new product or service presents an opportunity to match the website’s look and feel with the latest offering. This ensures that the branding is consistent across all products and services. It creates a cohesive brand identity that customers can easily recognize and relate to.

    Moreover, a new product or service might target a different audience segment. It might also seek to expand the brand’s reach into new markets. In such cases, a website redesign allows for the integration of –

    • Tailored content,
    • Navigation,
    • UX/UI designs

    These integrations cater specifically to the needs and preferences of this new target audience. This strategic alignment helps effectively communicate the value proposition of the latest offering.

    Additionally, launching a new product or service helps revive a brand’s image and attract attention from existing and potential customers. A website redesign, along with the launch, shows that the brand is innovating and evolving.

    From a technical view, new products or services might require the incorporation of new functionalities or features on the website. These include e-commerce capabilities, interactive product demonstrations, or customer support chatbots.

    A redesign provides the perfect opportunity to seamlessly integrate these elements into the website’s architecture.

    1. To Update a Static Site to a Responsive Web Design

    Responsive web design ensures that a website is accessible and user-friendly across various devices. These include desktops, laptops, tablets, and smartphones. It automatically adjusts a site to match the screen size and orientation of the device used to view it.

    Search engines prefer mobile-friendly websites. A site not optimized for a smooth viewing experience might get penalized. This makes it less visible. Redesigning can improve its SEO, increasing its visibility.

    Before Responsive Design was introduced, brands maintained separate versions of their websites for desktop and mobile users. This was both costly and time-consuming. Website redesigning can help brands manage a single site suited to all user types. This reduces maintenance and development costs.

    As per Statista’s report, “Share of mobile internet traffic in global regions“,

    In January 2024 mobile devices excluding tablets accounted for nearly 60 percent of web page views worldwide

    1. Need for SEO Improvements

    Search Engines continually update their algorithms to provide users with the most relevant search results. A site that ranks well might not retain its position if it fails to keep up with new updates. Website redesigning with the latest SEO best practices can help brands regain or improve search engine rankings.

    Good SEO includes high-quality, relevant content. Website Redesign gives brands the opportunity to reevaluate their content strategy. This ensures that a site is up to date with the latest information. Moreover, the content structure can be optimized for SEO through the use of keywords, headings, and meta tags.

    Site speed is another SEO ranking factor, as fast-loading sites offer better UX. With time, sites can become overcrowded with content. Outdated plugins, large images, and inefficient code can also slow down a site’s performance. Website Redesign can optimize the site’s backend and frontend features to improve loading times.

    SEO rankings also consider a website’s security. Website redesigning can mean implementing the latest security measures. For instance, migrating to HTTPS protects the site and its users and positively impacts search engine rankings.

    Conclusion

    Website redesigning is a comprehensive approach to restoring a brand’s online presence, aligning it with current objectives. It ensures it meets the latest user expectations and technological standards.

    A well-thought-out redesign can greatly impact a brand’s ability to engage with its audience, improve user experience, and drive growth.

    In the fast-paced digital world, staying relevant and competitive means staying updated, and a website redesign can be a pivotal step in that direction.

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    Swagata Ray
    Swagata Ray is a Content Writer at Ondot Media. She has done her master's in Mass Communication. Being from a creative background, she has a flair for tech and has worked as a journalist for a leading Indian newspaper (tech column). Swagata specializes in MarTech, Digital Customer Experience Technologies, CRM tools. Possessing a keen eye for research, her articles provide in-depth research content and easy-to-understand language. She is excited to delve deeper into the world of technology and gain a more comprehensive understanding of its intricacies.