Website redesigns are sexy, exciting and tantalizing.

They’re also often seen as relatively straightforward propositions. All it takes is a fresh coat of paint to create a new and compelling digital presence. I mean, how hard is a new design in a world teeming with designers?!

The reality, however, is Website redesigns are complex creatures. They can be expensive, time-consuming, soul-sucking, and frustrating. Sadly, I have learned this lesson the hard way in tackling Website redesigns that went pear-shaped.

Website redesigns are multi-faceted, which makes them challenging. First, design is subjective. Everyone has different tastes and biases. What you may love, other people may hate. For entrepreneurs with a strong product vision, Website design is highly personal. Unless an entrepreneur can clearly articulate their design preferences, discovering the right design can take a long, long time.

Another important consideration is that design is only the pretty exterior. Behind the scenes, however, there’s a lot happening. For example, a Website requires content that engages, educates, and nurtures. This involves compelling copy, videos, photos, and calls to action. A Website may need to integrate with other technologies such as e-commerce, marketing automation, and CRM systems.

In other words, there’s a lot to think about when considering a redesign.

So, here’s my advice to B2B companies looking at a redesign:

  1. Think long and hard about why a redesign is needed. Is the Website under-performing? Does it fail to drive conversions or sales?
  2. How does your Website compare with industry peers? Is it antiquated and reflect badly on the brand?
  3. Putting aside design, what’s your content like? Is it meeting the needs of customers and prospects?
  4. Is the Website’s design damaging your brand?

As a first step, I would recommend you focus on how the Website can be improved. There’s probably a lot of low-hanging fruit – e.g. better, bolder CTAs, more direct and compelling content, and improved visuals and navigation. These are quick fixes with solid ROI…and far less expensive than a redesign.

From experience, I would suggest that a Website redesign occur after a lot of talk and exploration. Make sure there is pragmatism and clarity about the work, cost, and time involved. If at all possible, I would avoid a full-blown redesign. Instead, apply a fresh coat of paint rather than gutting a house.

For more insight about redesigning a B2B Website, check out this post – 9 Signs You Need a B2B Website Redesign – by Articulate Marketing.

I work with B2B technology companies looking to generate more high-quality leads. Through strategic planning and tactical services, I help clients drive brand awareness and customer engagement.

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