UX is the very thing you don’t pay attention to when it’s perfect. When a website has poor design you can’t help but notice it. If you see that you are not getting enough leads or their number significantly decreased, if your website doesn’t match your brand or looks outdated, it’s time to start the website redesign process.
Website redesign doesn’t mean you will have to replace old buttons with new ones and change color palette - it’s much more than that. A website redesign requires much time, effort and - what is even more important - good strategy. Before you go forward with actual redesign, you need to carefully research and plan everything.
In this article we are going to give you a 7-step website redesign checklist to help you successfully redesign your website.
1. Get to Know Your Users
You may have perfect taste and know what is good, but still your website is for users, not for you. If users don’t like your website, they will never turn into your customers. What you should do is to research your target audience and their preferences. Once you have this data, you will be able to meet your visitors’ requirements and linkings. However, there are some requirements that are common for all websites. These include easy-to-use navigation, nice colors and stylish design. So, stick to usability and giving users what they need.
2. Define a Purpose
Once you know your audience, you can proceed with defining a purpose of the website redesign. Why would you want to redesign your website? If you’ve got a generic answer like “more leads” or “marketing”, it’s not gonna work. The answers are correct but they are not specific. Follow the rule of setting SMART goals (S - specific, M - measurable, A - achievable, R - results-focused, and T- time-bound).You can go with setting short-term goals, but it’s recommended to set long-term goals and break the plan into several stages. As soon as you have a goal, it will be clear to you what strategy and tools will work the best.
3. Functionality Goes First
When thinking about how to redesign a website, many business owners dive into all the exciting things such as colors, fonts, animation and videos. Well, yes. All of this is certainly important, but... The first thing to consider and start working on is functionality. Launching a survey among your users is a great tool that will help you to see if there is anything in the functionality of your website that needs to be changed. Once you see the whole picture, you know where to go: website navigation, buttons and links, contact details, content - these are the basic elements to start with. Why? Even the best-looking website can become a great failure if it has poor basic structure. Such websites do attract users, but for how long?
4. Work on a Homepage
Homepage is the very first thing users see when they come to your website. Homepage makes the first impression about your company, and it engages visitors. It doesn’t have to include all the information about your company and services/ products you offer. Homepage is the main point that has website navigation tips for users. It also displays the most important information and messages that you want to show your potential customers.
5. Content Is the King
Usually there are controversial opinions about importance of the content: some experts think it’s the first thing after homepage to pay attention to, and others believe its importance is overrated. Well, it’s always up to you to decide, but in our opinion high-quality content is a must. We also believe that it goes right after the homepage in website redesign process. Poor language, misspells and grammatical mistakes will not make your company look reputable and reliable. Try to fill your website with simple and easy-to-read yet interesting content. It’s not easy, but it will not be a problem for a skilled copywriter. What users want today is to get as much information as possible for the shortest period of time. If you provide eye-catching content that is easy to scan and get the main idea of the message, you will certainly win.
6. Remember about SEO
Along with website redesign checklist, you should also have website redesign SEO checklist. Sometimes business owners get carried away with website redesign so much, that they totally forget about Google, its algorithms and influence on future of the website. Focusing on new SEO tactics helps to redesign website without losing SEO. However, try not to go too far and make it all about SEO and only SEO. Try to keep balance between SEO for users, SEO for Google and overall website redesign.
7. Track the Results
The most important part of a website redesign process is results. The three main metrics include number of visitors, leads and sales. You should set up several points when you will check the results (the best option would be once a month as it allows to see the progress and make necessary changes in case you are not satisfied with the results).
You can use such common metric systems such as Google Analytics, CrazyEgg, Semrush etc. Tracking your sales and income is also an important thing to track the results.
There is no final step for when it’s about website redesign. No matter how great your website is, there will always be different adjustments to make. Everything changes. There will always be new trends and new rules in web design. However, if you find your own special THING that will become your hallmark, be sure it will be a win for you.
Be sure to check back every week for great new NIKLEX blog articles.