Did you know that poor web design can hurt conversions and sales? An unattractive site deserves a website redesign.
No matter what your company size or industry is, though, it’s crucial that you take a strategic approach to your website redesign. Know what isn’t working, what does currently work, and what goals you wish to achieve.
Otherwise, how will you take advantage of your existing web traffic? Worse, what happens if your web design is causing people to avoid visiting your site at all?
Let’s look at some of my favorite techniques for creating a website redesign strategy and implementing it for maximum ROI.
How Do You Know if Your Website Needs a Redesign?
I answer three questions when deciding whether or not to redesign a website:
Does the design look outdated?
Are my conversions/sales decreasing?
Have I received complaints about user experience or design-related issues?
If I answer yes to any of those questions, a website redesign is necessary.
It's also important to consider automation. For instance, your patient wants to book online for an office visit or video session, an online booking platform that has it all is key, so you won't have to be all over the place. All these bookings are well organized and you or the Clinician assigned on a specific specialty or location will be notified via email.
How to Redesign an Existing Website
When you already have a website, redesigning it can seem like an overwhelming challenge. You have to consider all the content you’ve already created.
To make the process easier and more effective, follow these strategies.
Research and competitive analysis
Carefully evaluate your top 10 competitors. What do their websites look like? What strategies are they using that you could co-opt? What do you think they’re doing wrong?
Use competitive analysis to make your website better than the competition. Redesign your website so it loads faster, offers more intuitive navigation, and present better offers.
Building the wireframe and mockups
Wireframes and markups allow you to visualize your site before it goes live. When you use a wireframe, you can place each element precisely on the page.
Grid-style websites have become the norm. The human eye appreciates uniformity and balance. Your web designer can create wireframes and mockups for you to evaluate.
Starting the new design
Take your website redesign one element at a time. Figure out what elements will extend across all pages — excluding, perhaps, your landing pages — and which are specific to individual pages.
Don’t neglect your blog pages. CTA placement, image sizing, and other visual elements deserve careful consideration.
7 Steps to Launch Your Website Redesign
I’m a firm believer in beginning with data. If you have concrete information with which to begin a website redesign, you’re more likely to achieve your goals.
1. Analyze the “old” website
Start by looking critically at your current design — the “old” website. What’s working? What’s not?
More than likely, you’ve already identified specific problems. Maybe you’re experiencing frequently unbooked appointments on your website, for instance. In that case, you might need to revamp and redesign the booking process to encourage follow-through.
2. Identify your priorities
A website redesign shouldn’t just change the overall look of your website. It should enhance the ways in which it functions, especially when it comes to sales and conversions.
What metrics do you want to improve with your website redesign? Maybe you want to collect more email addresses, sell more of a flagship service, or encourage customers to buy bundle deals.
Knowing your goals upfront allows you to focus on achieving specific results with your redesign.
3. Define and update the website’s target audience
Target audiences evolve over time. As you add new products or services to your website or expand into new markets, you must update your messaging to the people who are most able and willing to buy from you.
Create buyer personas for each of your target demographics (sets of individual characteristics for consumers) or firmographics (information about B2B clients).
Knowing how to appeal to those target audience members will help you make smart decisions as you recalibrate your website redesign. For instance, if you’re now targeting Millennials, you might want to create a more youthful, colorful site than if you were just marketing to middle-aged professionals.
4. Find out what is working on the current website
You don’t have to change everything during a website redesign. In fact, you shouldn’t.
Some aspects of your site probably work very well. For instance, if you’re happy with your current logo and it’s received widespread brand recognition, you probably won’t want to change it.
The same might go for the site’s color palette, font choices, or photographs.
5. Create a list of desired design changes
Think of this step as a wish list. Write down every feature you want to add to your website, whether it’s a color change or a new tool for your audience.
Make note of any structural changes you might prefer for your site. For instance, I often recommend removing the date from blog posts. Instead of a URL that looks like this:
You might be better off with a shorter, cleaner URL:
Do you want to add or remove anything from your navigation lists or sidebar? Are you interested in creating new landing pages? Add those to your list.
6. Define the new goals
Each of the items on your wishlist should have a reason behind it. Do you want a more complex top navigation bar? Maybe your users have trouble finding the content they need, so you need to give them ways to locate information faster.
Some of the items on your list might not have an associated goal or reason. Put a question mark next to them so you’ll know to test them against variations.
I always recommend data-based changes because you get more mileage after your website redesign and you don’t have to redesign your site as frequently.
7. Start building the website redesign plan
Whether you’re redesigning your site yourself or hiring a professional design team, you need a timeline. Figure out when each element of the redesign will occur and whether or not you will test those changes against variations.
If you’re hiring a third party or working with an in-house designer, appoint someone to approve all changes systematically. For third-party contracts, make sure you spell out all expectations in the contract and know exactly what you’re getting, such as a number of free revisions and the cost of adding extras later on.
There's a lot more to consider when redesigning a website, such as:
strong visual features and elements
building a Blog site (if you still haven't)
adding new landing pages focused on converting users
optimizing the entire website for SEO
making sure all pages are mobile responsive
Redesigning a website can boost conversion and sales when done correctly. With BIGLINKHEALTH, we provide a FREE website redesign to local businesses here in New York. You can choose to do-it-yourself, we do-it-for-you for FREE. Aside from a FREE website redesign, we also have FREE online marketing tools to improve online presence and generate new clients online.
We believe creativity and connection will help us heal and grow stronger together through this COVID-19 Pandemic. In an effort to help businesses stay connected and use this time to improve their business to prepare for the brighter days ahead, these FREE services and marketing tools will help businesses stay connected and engaged with their customers. It's FREE, we're just here to help.