Why Redesign Your Website? 5 Questions to Find Out if You Need A Website Refresh
Is it time for a revamped website?
Table of Contents Show
1. How Often Should You Redesign Your Website?
Welcome to your digital reckoning. Maybe staring at your website kinda feels like finding your high-school yearbook photo plastered on a highway billboard: it's a cringe-worthy blast from the past that's publicly declaring you haven't changed your hairstyle (or updated your content) in a decade.
Remember when you first launched your website? The pride you felt was akin to the first day of middle school, when you carefully and excitedly laid your new outfit on the bed the night before.
Even though it might have been the no-brand knock-off version, you were thrilled to announce your new personality to the whole school.
But just like kids, businesses grow up, and suddenly, that website you once adored is rolling its eyes at you and slamming its bedroom door.
Before you start pulling out your hair or your wallet, let's ask some probing questions to see if your digital sidekick still slaps or if it's time for a new site. And don't worry, we're not talking about slathering on a Sephora-style makeover and calling it a day. We're digging deep to see if your site is truly meeting your business goals.
Is Your Website a Time Capsule? If your site is a throwback to your offerings from the days when you first started, it might be time to ask yourself, "How often should a website be redesigned?" Hint: If it's old enough to vote, it's too old.
Brand Alignment Check: Does your website still echo your brand's voice, or has it gone rogue? If your brand has matured but your website is stuck in its awkward preteen phase, it's time for a little heart-to-heart.
Functionality Over Fashion: Do site visitors get lost on your website, and not in a “lost-in-the-beauty-of-your-eyes” kind of way? If the navigation and user journey isn’t clear, it's time for a redesign that prioritizes functionality.
The Conversion Conversation: Is your website converting visitors, or is it just loitering on the internet, taking up cyberspace? A website that doesn't convert is like a salesperson who can't close – time to let go.
SEO Savvy: If your website is playing hide and seek with search engines (and losing), it's time to consider a website redesign and SEO that brings you out of the witness protection program.
If you're nodding along, feeling that twinge of website embarrassment, or giving me side eye, maybe I’ve hit a nerve.
Stick around: I’ll walk you through 4 questions to ask to see if you need a true website redesign. One that goes beyond aesthetics and into the nitty-gritty of functionality, conversion, and yes, even a bit of SEO magic.
Remember, this isn't about splurging on digital vanity; it's about smartening up your online act so your website doesn't just sit there looking pretty – it hustles hard, just like you.
Before we get into the questions, let’s define our terms:
2. Website Refresh vs Redesign
Refresh or redesign? It's like deciding between a new lip gloss or cutting off 6 inches of split ends. Does your site need a Mini Makeover or the Full Fab Five Experience?
Here’s the lowdown on each:
Website Refresh
This is like a mini makeover for your site. It's about surface-level changes that don't mess with the core structure or functionality.
Think of it as updating your site's wardrobe with a new color scheme and font styles, or tweaking the layout of your current content to enhance user experience. It's quick, cost-effective, and can often be just what's needed to keep your site feeling modern and engaging.
However, if your site isn’t bringing in leads; its navigation or UX is confusing; or your site is woefully outdated, it might not be enough.
Refresh = mini makeover
Redesign = the full deal
Website Redesign
A full website redesign is the equivalent of the makeover show’s season finale. We're talking about a complete transformation here, where your site sheds its old skin like a snake that's decided it's time to be a butterfly. (Hey, anything is possible).
A redesign can be a significant investment of time and resources, but it's worth it if your website needs to be fundamentally updated to meet your business's evolving goals and customer needs.
This isn't just slapping on a new set of false eyelashes and calling it a day. It's a top-to-bottom website revamp where your pages get a conversion facelift, your information architecture hits the gym, and you might even shack up with a shiny new CMS (aka website platform) – while still retaining your SEO of course. I
t's the whole shebang, going live with a whole family dinner party that would make Jonathan, Bobby, Antony, Tan, and Kwame cry happy tears.
Deciding between a refresh and a redesign comes down to your website's current state and your business objectives.
Let’s get into question #1:
3. Digital Identity Crisis: Who Are You?
Do you feel confident sharing your website address with prospective clients?
Does your current brand accurately reflect you or your business?
If not, or you're not particularly excited to hand out your URL, your business has probably grown up and your visual messaging hasn't experienced the same glow up. Yet.
How Often Should a Website Be Redesigned: Is Your Site a Vintage Classic or Just Old?
Has your key messaging changed?
If the core message of your brand has done a full 180 since your website's last update, it's a glaring neon sign.
Your website's key messaging and copy should be a mirror reflection of your current brand ethos, not a dusty archive of who you used to be. If your elevator pitch has changed floors, it's high time your website caught up.
Has your visual branding changed?
Peering at your website shouldn't feel like you're staring at a stranger's LinkedIn profile. If every click through your pages prompts the creeping suspicion that you've accidentally hacked into someone else's domain, that’s a red flag. Your website should feel like a “Hell yes!”, not an identity crisis.
When your site's visual branding feels like it belongs to someone else's business, it's not just a case for a website refresh vs redesign; it's an urgent call for a brand realignment. Because let's face it, if your online presence doesn't scream "you," it might as well be whispering "who?"
Website Redesign Goals: Does Your Site Reflect Your Ambitions?
Does it still resonate with your core target audience?
Ever had that moment when you realize your trusty old pair of skinny jeans don’t look quite as good as they used to? Or with the style of boots you’re rocking these days?
That's your website when your target audience shifts.
You've pivoted, they've changed, and suddenly, your site's messaging feels about as relevant as a Blockbuster membership card. If your digital spiel still caters to your ideal audience of yesterday, it's no wonder your new dream clients click away faster than you can say "website redesign goals."
It's not just a facelift you’re looking at; it's a strategic move to stop your ideal audience from giving your site the same bewildered look a Gen Z'er gives that VHS tape.
So, if your site's copy is waving at the people you used to serve instead of the ones you're itching to wow, it's high time for a revamped website that speaks their language, captures their imagination, and turns that quick exit into a long-term engagement.
Revamped Website: Is Your Online Presence Still Wearing Last Season's Trends?
Is it woefully outdated?
Gold foil design?
Tiny type?
Gradients?
Not mobile-responsive?
Too many navigation tabs?
Stumbling upon your website and finding it's as outdated as a flip phone at a smartphone party isn't just a minor flinch; it's a full-on cringefest.
If your site says 'dial-up era' louder than a modem logging onto AOL, it's begging for a website redesign.
While chasing trends is like running on a hamster wheel (exhausting and getting you nowhere), keeping your site in the same decade as your audience is crucial—unless you're targeting time travelers, then as you were.
Usability and Navigation: Can Your Visitors Find Their Way, or Do They Need a Map?
Is it easy to use?
If navigating your website feels like a struggle, it's time to simplify.
A user-friendly website is like a beloved doorman: it greets your visitors, takes their coat, and points them exactly where they need to go—no labyrinthine corridors or cryptic signs in sight.
If users need a map and compass to find your contact form, it's a clear sign your site needs a redesign to make it welcoming and straightforward before they nope on out of there.
Do you have a clear call to action?
A website without a clear call to action is like a salesperson who forgets to ask for the sale. It's nice to look at, sure, but it won't keep the lights on.
Your call to action should be as impossible to ignore and as streamlined as a neon sign. If your site's call to action is as vague as a politician's promises, it's redesign time.
Do you lead your visitors on an intentional journey throughout your site, one with a thoughtfully-built link architecture?
When your site visitors get to the bottom of every page, where do they go next? If there is not a clear sign to the next stop on the tour, they're likely to wander off and find another attraction.
A well-structured website guides visitors from one page to the next,with a specific journey in mind, culminating in a grand finale that leaves them wowed—and more importantly, ready to convert. Missing that? It's time to sketch out a new blueprint.
Do site visitors know what you do and how to reach you?
If visitors leave your website more confused about what you offer than when they arrived, that's a problem.
Your website should be a billboard, not a riddle. It needs to broadcast your services loud and clear, the process involved, and a direct line of sight to how to take the next step. If there's any ambiguity, it's akin to having a shop with no sign, no door, and no checkout—ineffective at best, and at worst, a digital ghost town.
A redesign can turn that whisper of a web presence into a confident, clear voice that gets your message across.
Remember, your website isn't just a digital business card; it's your hardest working team member, on the clock 24/7. If it's not up to the task, it's not just a facelift you need—it's a new hire. And that's where a strategic redesign – with a focus on functionality and client experience – comes into play.
Question #2:
4. Showcasing Your Evolution: Are Your Website's Offerings Up-to-Date?
Does it represent your current offerings?
As your business has evolved, of course your services have grown with it.
It's not enough to tack on new services to your site like post-it notes on a bulletin board; your offerings should be showcased with the finesse of a gallery curator. A haphazard menu of services confuses clients more than a peanut M&M in a bag of Skittles.
They need clarity, a seamless way to understand and choose their path to your expertise. If your website isn't making it crystal clear how clients can benefit from your full spectrum of services, or how your offers are differentiated from one another, then it's not just a facelift you need—it's a strategic overhaul to ensure your online presence is as organized and compelling as your business deserves.
A well-structured services page isn't just nice to have; it's a conversion powerhouse, turning browsers into buyers, and confusion into bookings.
How to Refresh a Website: Keeping Your Content as Fresh as Your Coffee
new sales page
Sometimes rather than an entire redesign, you just need a new sales page to update your content. A sales page would be if you are looking to add and focus in on one service in particular. It only talks about one service, speaks to one audience, and has one call to action. A Sales Page is the espresso shot of your website: strong, focused, and not messing around.
complete website redesign
Sometimes you need a complete redesign to keep in line with a full suite of offers. This would be a full redo of your services page, and likely other pages as well. It can also link to sales pages, which is my recommendation.
switching website platforms
Lastly, if you are doing a full redesign and switching platforms (or CMS/content management systems), make sure you choose a platform that is easy to use and update, so you can make minor edits and tweaks to your offerings until it's time for another redesign (many years down the road). Otherwise, you’ll be taking on this process over and over again.
Remember, whether it's a targeted tweak or a full-blown transformation, keeping your website aligned with your evolving business is like updating your playlist—no one wants to get stuck on repeat with last decade’s hits. Keep it fresh, keep it functional, and let that digital presence of yours sing.
On to Question #3:
5. The Trusted, Silent Sales Team: Is Your Website Redesign Paying Off in Conversions?
Picture this: one Girl Scout sets up her booth, plasters on a hopeful smile, and waits for the world to notice her pile of Thin Mints. That's your brochure website—passive and hopeful.
Now, imagine her competitor across the street: she's got spreadsheets, a whiteboard, and a no-nonsense pitch that could convince a dentist to invest in Do-si-dos. That's the website you want—one that's proactive, strategic, and doesn't just wait for clicks but goes after them.
If your site is still sitting quietly on the sidewalk, it's time to channel your inner cookie mogul, swap hope for strategy, and turn those digital window-peepers into repeat clients.
Is Your Site Working?
Are your links dead?
Have you changed your site at all, and your previously-active links now go to Nowheresville? This is the sign of a business owner who has taken their eyes off the ball, and will lead site visitors astray instead of becoming clients.
Are your Opt-Ons still Relevant?
If you’re using lead generating opt-ins, but they no longer speak to your audience, it’s unlikely that you’re generating any conversions from them.
It’s time to reinvest in your opt-in strategy – and potentially the entire funnel.It's your round-the-clock networking guru, your tireless marketing ally, and your tech-savvy security guard all in one sleek package.
Are you booking clients? Are your conversions increasing or decreasing?
You might think you've got a handle on this because your inbox pings now and then, but let's swap guesswork for hard data. Time to play detective with Google Analytics.
Cast an eye over your visitor stats from the past year or two—pick a chunky timeframe, like a quarter, for a good measure.
Now, zero in on what counts: your main conversion goal. Is it snagging appointments? Getting contact forms filled out?
Whatever your golden goose is, track those clicks and see if they're turning into gold. Compare the then and now.
If your numbers are falling, it's a sign for a redesign. Your site's not just failing to chat up your audience; it's probably giving them the cold shoulder.
Finally, Question #4:
6. Lead Generation: Is Your Website a Networking Pro or a Wallflower?
Is your site the hardest working member of your team?
Is your website getting the word out or just lingering in the background? Are you swamped with déjà vu client questions? Stuck in too many “when can you….?” emails about appointments? If so, it's time your website picked up some of the slack in the lead generation aspect of your business.
Add to your site with a savvy FAQ section, clarify your services with crystal-clear copy, and let a streamlined scheduling integration cut the back-and-forth. It's about turning your digital space from a wallflower to a networking whiz, effortlessly connecting the dots for your clients.
Are Websites Necessary Anymore?: In the Age of Social Media, Why Are Sites Even Important?
You might think, can’t my instagram account just handle all of this?
In the digital arena where social media is the loud, bustling marketplace, your website is your own space—designed to your specs, open 24/7, without the cacophony. It's where FAQs live, not to just answer the odd late-night query, but to preemptively strike against any hesitations that might be lurking in the minds of your would-be clients.
With sleek scheduling functionality embedded right into the fabric of your site (think Calendly integration or Squarespace’s built-in Acuity Scheduling), your clients can slide from 'just browsing' to 'booked and busy' with you, without the back-and-forth of annoying DMs.
And let's not forget the most important piece: a cohesive showcase of your services. Your website corrals your offers into one digestible space, making it crystal clear how your business can transform a client's day from 'meh' to 'marvelous'.
So, while social media might flirt with your audience, it's your website that pops the question, "Shall we make this official?" And in the world of lead generation, that's the proposal you're aiming for.
Website Redesign and SEO: Thinking About Lead Generation in a New Way
Your website redesign is the perfect time to reimagine what SEO can do for you, even with just minimal attention. If you’ve been shouting into the void of the social media vacuum, on-page SEO and SEO copywriting can generate leads for you for longer than the 24-hour cycle that reel stays fresh on the feed.
On-Page SEO
On-page SEO strategically sprinkles relevant keywords throughout your site, plus optimizes your site’s SEO settings and focuses on your site’s useability. This makes it appealing to Google, which boosts your visibility to those who are actively searching for your services.
Another way to think about it: if your site isn’t search engine optimized, then it’s pushing you down in rankings.
SEO Copywriting
SEO copywriting then ensures that once visitors land on your page, the content is compelling and resonates with their needs, nudging them towards becoming leads. Together, they're a powerhouse duo that not only attracts your ideal clients but also keeps them engaged and ready to take action.
Now that you’ve figured out if you need a redesign….
7. Websites that Need to Redesign
How Long Does a Website Redesign Take?
When figuring out how long a website refresh takes, it can be a pretty quick job – anywhere from a few weeks to a month. However, when determining how long a website redesign takes, it can be anywhere from a few weeks to over 6 months.
Depending on how long your site has been active and how much traffic it gets, agencies will want to do data analysis or install a heat map.
From there, a new palette and typography might be chosen, and a new brand direction might be applied. Then, a website wireframe will be built. Finally, the website itself will have to be built, and the feedback rounds will begin.
It’s important to remember that a website redesign is more like building a new site from scratch. After all, a new coat of paint won’t help you meet any real business goals.
Full redesign in two weeks?
SmallBiz Sidekick offers a full website redesign (with brand, copy, SEO and your site) with a 14-day turnaround.
Not too good to be true. Just the right amount of perfection.
How Much Should a Website Redesign Cost?
The cost of a website redesign can vary widely depending on several factors, including the size of your website, the complexity of the changes, the rates of the professionals you hire, and the geographic location. It also matters if we’re talking about the cost of a website refresh or the cost of a website redesign:
DIY Refresh
If you're tech-savvy and using a platform like WordPress, Squarespace, or Wix, you might only need to invest in a new theme or some plugins, which can range from $0 to a few hundred dollars.
Professional Refresh
Hiring a designer for simply aesthetic updates, like new colors, fonts, or layout adjustments, can range from $500 to $5,000, depending on the extent of the changes and the designer's rates.
Content Updates
If you need to rewrite website copy or create new content, professional copywriters might charge anywhere from $0.10 to $1.00 per word, or they may have flat rates for web pages, which can be anywhere from $50 to $1,000+ per page.
Technical Improvements
For backend improvements, such as speeding up the site, making it mobile-friendly, or improving SEO, you can likely use a developer (not designer). Rates can vary from $50 to $150 per hour, with total costs ranging from a few hundred to several thousand dollars.
Full Redesign Package
Some small studios, agencies or freelancers offer full redesign packages that include design, content, and functional improvements. These can range from $2,000 to $10,000+.
It's also important to consider the return on investment; a well-executed redesign can improve user experience, strengthen your brand, and ultimately lead to more conversions and sales. Get it right, and it’s like the Fab 5 sprinkled their magic all over your site. You’ll have visitors galore who don’t just want to stop by, they’ll request standing appointments.
Website Redesign Checklist
Let's be real: a site that's not snagging leads or showcasing your latest and greatest is about as useful as a decaf espresso.
Before your site needs a defibrillator, snag my free guide to 6 Things High-Converting Websites Get Right.
This website redesign checklist is the no-nonsense way to see how your site actually measures up – instead of guessing – and kick-start your journey to a web presence that's as on-point as your business game.
