“Most companies redesign their websites every 3 years”
You have probably read this commonly repeated notion somewhere. Let us tell you – there are no studies or evidence to back these claims. So, no – we cannot conclusively say that all companies should redesign their websites every 3 years.
Plus, why should companies redesign their websites so frequently? Is there a link between routinely redesigning a business website and business growth? Yes, there is.
Website Redesigns and Business Growth
- As user expectations evolve with time, websites must get redesigned to meet these new standards
- Basic, data-based redesigns can instantly make ‘outdated’ websites feel fresh and user-centric
- A primary and direct benefit of a website redesign is the instant enhancement of the site’s user experience (UX)
The upfront cost of a website redesign may seem daunting. But, if we view it as an investment into your site’s UX, the costs feel like nothing. That is because this investment can trigger a range of lucrative benefits:
- Let us say a strategic redesign of your site helps increase its conversion rate from 2.5% to 5%
- That is basically doubling your monthly revenue simply by redesigning certain aspects of your website
- Let us say the redesign also reduces the average buying cycle on your site from three months to two months
- The shift can drastically enhance your site’s revenue generation capacity
Are these scenarios probable? Yes:
- Research from McKinsey has repeatedly claimed that companies prioritizing user-centric design see significantly better financial performance compared to companies that do not
- Every dollar invested in improving a website’s UI/UX design has the potential to secure at least $100 in return
- 80% of users claim that they will willingly pay more for better user experiences on websites
All of these statistics point to one overarching fact –
Redesigning a website = Improving its UX quality = Greater business growth
It is not the only way a website redesign can lead to business growth. Let us review the other business benefits of redesigning a website.
Enhanced Brand Image and Credibility
- An updated website design reflects the company’s commitment to quality and professionalism
- A freshly redesigned website also helps differentiate a business from its immediate competitors
- This form of brand differentiation can help attract new customers and retain existing ones
Better Search Engine Optimization (SEO)
- Website redesigns always include updates that improve the site’s SEO status:
- A redesign usually involves reevaluating and revising the site’s structure and navigation
- A clearer, more optimized information hierarchy makes it easier for search engines to crawl the site, index its content, and give it an apt ranking
- A redesign also allows refreshing all title tags, meta descriptions, header tags, content, and metadata on the site
- Regularly updating content signals to search engines that your site is active, relevant, and worthy of higher rankings
By delivering more engaging and intuitive user experiences, you can also reduce your site’s bounce rates and increase dwell time – both of which are super-positive indicators for SEO performance.
Higher Conversion Rates
- A well-optimized site attracts visitors (via search engines) who are genuinely interested in the products or services offered
- A redesign also allows site admins to re-evaluate and optimize all CTAs on the site for more effectiveness
- Simplifying the site’s navigation structure will also make it easier for users to find what they are searching quickly
- Subtle factors like this directly translate to higher conversion rates
Mobile-First Design
- Over 60% of global web traffic comes from mobile users
- Over 70% of global eCommerce sales will happen on mobile devices in 2024
- That is why making websites ‘mobile-first’ is an essential aspect of modern-day redesign projects
Here’s how a redesign can make a website mobile-first and the subsequent business benefits that can arise from this strategy:
Prioritizing Mobile Usability
- A mobile-first redesign starts by designing for the smallest screen first
- This includes simplifying navigation for phone screens, optimizing content to make it accessible on phones, and ensuring that buttons are large enough for touch interactions
Business Benefit:
- 74% of users are likelier to return to mobile-friendly sites
- 61% of users are likelier to make purchases from mobile-friendly sites
- A redesign focused on enhancing a site’s mobile usability can significantly boost its conversion prospects
Faster Load Times
- Mobile-first designs often prioritize load speed by optimizing code, compressing images, and utilizing efficient caching techniques
- This directly results in faster loading times
Business Benefit:
- A 1-second delay in page load time can cause a 7% reduction in conversions and 11% loss in page views
- Improving load times (especially on phones) can directly contribute to increased sales and revenue
Competitive Advantage
- A mobile-first redesign will position your business as forward-thinking and customer-centric
Business Benefit
- Companies that invest in modernizing their online presence differentiate themselves from competitors with outdated sites
- These companies end up securing more brand loyalty and market share in the long run
Enhanced User-Centric Focus
Regular redesigns will make your website more user-centric. Here’s how:
- Every redesign project starts by listing all user complaints and issues
- This strong focus on identifying and eliminating all user problems and preferences makes the redesigned website more user-centric
- Improved designs lead to more meaningful interactions with customers
If your website visitors are facing usability issues, getting a timely redesign will remind them that you always care for their needs.
Adaptability to Market Changes
- Regular updates ensure your website reflects current business goals and market trends.
- An agile website can quickly respond to changes in consumer behavior or technology.
- Adaptability keeps your brand relevant in a competitive landscape.
- Investing in timely redesigns will also reduce the ongoing maintenance costs associated with outdated sites
Improved Accessibility
- Regular redesigns help websites meet the latest Web Content Accessibility Guidelines (WCAG)
- This ensures that all users, including those with disabilities, can navigate your site easily
- By complying with guidelines like WCAG, you enhance your brand’s reputation and reach a broader audience
Simplify and Scale Content Management
A redesign can streamline how your team manages web content, making it faster and easier to update:
- Instead of coding by page, use components that can be reused across the site
- Organize content with clear taxonomies and intuitive filtering
- These types of changes will make your website content more appealing to users
- It will also allow your marketing team to make changes to your site’s content strategy without constantly needing assistance from developers
Conclusion
We have clarified all the major business benefits of redesigning your website. Now, the question is how frequently should you redesign your website to make the most of these benefits.
That answer lies with you and your web design team. All professional website redesign specialists start with in-depth assessments of the existing site. So you should do the same.
- Are there any major technological advancements or web design techniques your site needs to desperately have?
- Are high bounce rates, low conversion rates, or other similar issues bothering your site?
- Do any major changes in your brand or staff need to be updated on your site?
Answer these questions on a monthly basis to determine if your site is ready to be redesigned. As soon as too many issues start piling up – pull the trigger and go for the redesign.
As we have already demonstrated in this article – the ROI from a timely website redesign is almost always positive.
