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When you’re undertaking a website redesign it can be tempting to rush in with the excitement of new possibilities, but it’s important to consider the key aspects of a redesign, both aesthetically and from a business perspective. In order for the process to be successful these two must be aligned if the new website is to provide a high return on investment.
Preparing a content audit is an excellent place to start, which means taking stock of current assets such as web pages, articles, videos, images, files, FAQ’s and so on. Once you have this done, look for what information is missing and also what needs to be reworked. It’s also important to analyze which pages most visitors are landing on, and ensuring that these are updated to convert and drive revenue or impact.
2. Customer driven design
Visitors often judge how a website looks before evaluating its content. If they immediately don’t like your design or are confused by it, they will leave, so design plays a huge role in people’s perception of your business and it’s credibility. In order for your redesign to be successful you first need to look at your current site and investigate thoroughly what’s working, what isn’t, what goals it’s fulfilling and where significant improvements can be made. Clearly defining your audience will also help you make grounded design decisions.
With mobile device usage continuing to rise, it is more important than ever to optimize your website for all platforms, in order to attract the largest number of visitors possible. Responsive design means a website is built to ensure it’s content and structure scale well on all devices, providing a better user experience. Taking a responsive approach (or Mobile first) to your redesign has long-term benefits, as it negates the need for a separate mobile site, and makes managing content quicker and easier.
4. Speed and performance
Speed is no longer an afterthought when it comes to designing a website, it’s now a prominent feature. Simply re-using your current structure isn’t enough, performance should be factored in from the start of the planning phase. A slow loading website means your losing visitors on a regular basis, turning away potential clients and negatively affecting your search engine ranking. A redesign means brand new code, possibly a new CMS platform, and an opportunity to implement a structure that will provide flexibility as you grow. Instead of simply shoe horning in tools, assets and plugins from your existing website, investigate new solutions in a bid to serve a more streamlined experience to your users.