How often should you should redesign your website? Well, depends on who you ask. Some articles and experts will say a site should be redesigned every two years and others will say every five.
Truth is that it’s really hard to define a rule-of-thumb for that question. Technology changes quickly, design trends come and go and businesses can pivot on a dime. Because of that you can have a perfectly up to date website today and by next quarter it can feel outdated.
Rather than adhere to an arbitrary rule dictating when you need to update your site, we recommend looking at how your site is performing and the overall state of the business and deciding based on those factors.
That said, here are four reasons that a tech company should redesign their website:
You’re not getting results anymore (or never have)
What good is a website if it is not getting you results? Maybe you have a super creative website but if it’s not converting for you then it’s not doing it’s job.
Your website should be driving leads to your marketing and sales teams to nurture and close. If a visitor checks out your site but leaves without converting, you've missed an opportunity. There are a few reasons that your site could be performing poorly:
- You have a confusing site structure
- Your messaging is weak
- There is no defined call-to-action
- The information is outdated
If your site traffic is dropping and conversions are tanking, it’s probably time for a redesign.
Your site isn’t built to support content marketing
Social Media Examiner reports that 45% of marketers say that blogging is the most important piece of their content strategy. Content marketing is a critical component of modern search optimization and marketing overall. If you’re unable to publish content easily on your site, it is time to redesign and redevelop your website.
Beyond just having a blog, a website built to support content marketing should have the ability to have gated content, simple conversion points and have features like social sharing to extend the reach of your content.
Your website is vulnerable to hacks and security issues
It goes without saying that it's in your best interest to keep your website secure, but sometimes things happen that can leave your website vulnerable to hacks or other security issues.
There are a bunch of reasons your site may be vulnerable but here are a couple to be mindful of:
Outdated or unsupported CMS
If your website is managed by an old content management system or a proprietary system you may be at risk of a hack. Most vulnerabilities are found in outdated software, so keeping it up to date is super important.
Plugins or website extensions are common sources of a hack - specifically when they are left unmaintained. Attackers can find a vulnerability with a plugin and identify sites using that plugin to attack.
Tip: Use the free website security scanning tool by WordFence to know where you stand.
Why redesign your website after a rebrand? It’s the perfect time to rethink your messaging and content hierarchy as well as your visual style on your website.
Whether your rebrand includes your visual identity or is more focused on the positioning, messaging, and strategy of your company, you’ll want to revisit your site and make sure that everything is aligned.
Getting ready to embark on a website redesign project? Make sure that you brush up on your branding skills and put them to work on your new site! Check out our free eBook and create a killer brand for your technology business: The 7 Deadly Sins of Designing for a B2B Technology Brand.