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