How often should I redesign my website?
There are no hard and fast rules about how often you should redesign your website. According to research by Orbit Media, the average lifespan of a website is 2.66 years.
Some sites will need to be redesigned more frequently than that, others less so. The decision to redesign your site will be influenced by a number of factors.
When should I redesign my website?
1. WHEN TECHNOLOGY MOVES ON
In July 2017, Adobe announced plans to stop supporting Flash at the end of 2020. This means no more updates to Flash Player beyond that date and the end of support on the major browsers such as Chrome, Internet Explorer and Firefox. According to Google, 17% of all sites still use Flash. Developers of those sites must now consider making the transition to faster and more powerful open web technologies.
2. IF YOU’RE NOT USING A CONTENT MANAGEMENT SYSTEM
The web templates provided by Content Management Systems (CMS) such as WordPress, Joomla or Drupal are responsive, modern, user-friendly and make updating your site easy and quick. CMS platforms are also open-source meaning the software is continually refined by a community of technical experts to ensure it operates as efficiently as possible. If you’re not already using a CMS to update your website, we recommend switching to one.
3. WHEN WEB DESIGN EVOLVES
Web design continually evolves and your site will very quickly look dated if you don’t keep up. Current trends include minimalistic, uncluttered design with plenty of white space between text and images. This provides a good User Experience (UX) as it give the user’s eyes a chance to rest between different content sections on your site.
Dynamic page elements such as widgets that integrate your social media feeds or video and animation to explain your product are other popular design trends. Similarly, highly visual web design with full width images and prominent calls to action are growing in popularity. Providing a good mix of these rich content elements will meet user needs and enhance your image as a modern company that cares about the latest web trends.
4. IF YOUR SITE ISN’T MOBILE FRIENDLY
80% of internet users own a smartphone (SmartInsights) so having a responsive website that is easy to read on smaller screens is a necessity. Mobile-friendliness is also now a Google ranking signal.
Why not take responsiveness a step further by publishing your pages in the open-source AMP (Accelerated Mobile Pages) format? Initiated by Google to create a seamless web browsing experience on mobile screens, AMP-enabled pages mean that rich content such as videos, animation and graphics will load faster.
Given that 53% of mobile site visits are abandoned if pages take longer than 3 seconds to load, it’s essential that your content is delivered within that short time frame otherwise you risk losing users to competitor sites.
5. IF YOUR SITE IS UNDERPERFORMING
Reviewing your performance in Google Analytics is a useful way to assess the current state of your website. It will help you identify underperforming pages and issues with your site structure so that you can redesign your navigation and make it easier for users to find your most useful content.
It’s also a good opportunity to review your bounce rate (the number of people who visit a single page without browsing any further) and whether the content of those pages needs to be rewritten in a more informative and user-friendly way.
6. WHEN YOUR BUSINESS PRIORITIES CHANGE
If your company has grown and you’ve expanded your product range or the business has changed direction and diversified its offering, it’s important to mirror these changes in your site structure. Failing to do so could run the risk of you losing business or damaging your credibility by not providing users with the most relevant information about your company.
The need for a major redesign of your site can be influenced by many factors. A full redesign is a major undertaking but you can make small, iterative improvements to your site between the major redesigns. Consider your site as an evolving piece of marketing that should be constantly reviewed and tweaked to ensure it meets user needs.
Implementing a full redesign every few years will stop your site going stale and will help to position you as a company that cares about providing the best content and online experience for your customers.
Need help bringing your site up-to-date? Contact us for more information on how to implement changes or redesign your site so you can start to grow your business.