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5 Situations When A Website Redesign Could Do More Harm Than Good

by | Oct 7, 2013 | Articles, Web Design, Web Development | 0 comments

Irrespective of whether your goal is to increase the website’s effectiveness or functionality, to launch a new product, to prepare a mobile version of the site or a corporate rebranding, there are plenty of reasons why redesigning a website makes sense. In fact, not only is your decision completely justified, but it also a great way of breathing new life into your online presence.

Even though a site redesign is viewed as a necessity by most webmasters, the sad reality that is most are completely dissatisfied with the results. Moreover, some webmasters even stated that they have yet to notice an improvement in the website’s performance following the makeover. A few marketers have launched an interesting hypothesis on the matter, namely that the dissatisfaction is directly linked to the fact that the redesign has been done for the wrong reasons. Let’s explore these reasons, shall we?

The site doesn’t include the latest web design innovations

Although it’s been a while since you tweaked your website and it lacks the latest advances in the field, this doesn’t justify a complete site redesign. While you might be captivated by the beautiful sliders, rotating images or the scrolling logos you see on other websites, keep in mind  that flashier in not always better, particularly when it doesn’t bring any value to the visitors. Redesigning just so you can add some cool complex graphics could prevent users from finding what they are searching for. To put it simply, while they may look amazing, visitors don’t go to your site for your flashy graphics and slides, but are rather more interested in the content featured there.

You are obsessed about making the site pixel-perfect

Granted, your website should be fine-tuned up to the very detail, while the elements should inspire quality and good taste. However, this doesn’t mean you should focus all your energy on making it pixel-perfect. Even though more than a third of the webmasters can’t figure out whether the site metrics have improved after a redesign, they forget that the greatness of the design doesn’t reside in how the site looks, but in its functionality and effectiveness. On a side note, in every niche there are certain design factors that seem to do the trick. However, never introduce them into your design unless they actually serve a purpose, as otherwise they won’t deliver the expected positive results.

Your competition has a brand new site, so you must have one too

Since a steep competition is a natural consequence of the free market, it is only normal that you keep an eye on your “rivals”. However, you should not obsess over them or plan your company strategy according to their business scheme. Instead of performing a website redesign because your competition recently had one, you will gain more leads and fans by investing your resources into valuable content. In other words, don’t waste your resources replicating your competitors’ steps; make your company stand out by doing something your niche colleagues are not doing.

You can’t improve your SEO without a complete revamp

Wesbite Redesign 2

It may sound ridiculous, but many webmasters – especially those new to the industry – falsely believe that a site redesign is a good way of generation more traffic and the afferent leads and sales. Without denying the importance of high traffic, it is perfectly futile unless you can transform visitors into subscribers and customers. True, you will see an improvement in ranking if you launch a search-optimized website. However, you are also very likely to drop just as quickly if you don’t add valuable content on a regular basis. Besides, visitors and Google bots are less interested in seeing the latest graphics and prefer fresh and valuable content any day.

Redesigning is a direct order from your CEO

Even though there are numerous experienced executives out there, the truth is that very few of them actually have in-depth knowledge of online marketing or know what it takes to make a website tick. These are essentially the professionals who only see the company website from the branding point of view. Without denying the important role branding plays here, it is important to note that the flashy pics and bold statements you mean to introduce are not guaranteed to bring the desired revenues. Therefore, next time you’re in the position of having the last word in this matter, make sure you do your homework and choose a design that brings better performance.

The author of this post Jack White, is an employee at Web Firm, specialists in online social media marketing. Jack loves to blog about marketing tips and watch horror movies.

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