12 Warming Indications That Your Website Redesign Will End In Disaster
Many people who embark on a journey to redesign their website are not aware how much disappointment and hardness will arise throughout the process while planning cheerfully. The initial excitement could turn into fear and confusion when the previous amazing idea is put into practice. It takes on somehow a different form far from the reality you imagined and begins to resemble a failed construction. Finally, you are completely lost in the details, searching for options, and making wrong decisions. Yet there are warning signs when it’s better to rethink the whole web redesign avoiding agony.
1. Unclear strategy
As with a construction site previously mentioned, if the plan is murky, the result is doubtful. And the most unpleasant part is, that you often don't even notice that there's a problem until the work is done and the web designer left. So, in order for your website to have commercial value, it must be designed/redesigned based on your goals. Of course, the primary goal is always to earn more money, however if that's the only plan, you might create a nice website sketch, but it won't advance your company's success in the slightest, even though it will have all the elements designed to suit your vision. Strategic directions are not easy to create, but the bottom line is that every redesign should focus on achieving business goals. So, firstly make a list of goals you want to achieve. It's important to clarify why you want to achieve the goals on your list. Probably, if you think carefully about your list over time, certain concepts will be replaced with other notions which will lead to better results. In any case, look at your website as a tool that actively helps you achieve your sales and marketing goals, and not just a nicely crafted publication that is completely useless at the same time.
2. Focus only on the search engine
There are lot of people who can create websites, but in most cases, they pay way too much time to display it on the first page of Google. While attracting visitors is very important and optimizing SEO highly recommended, it’s necessary to look at it from a wider perspective. Today, Google takes more than 200 factors into account when ranking websites, and no one can promise you the first page visibility for some search terms. Rather, you should focus on making the website user-friendly and offer solutions to their problems. The content of the website should clearly communicate to people what you recommend and how you can help them. Your website has to target customers with surgical precision and demonstrate knowledge to solve their questions.
3. Lack of understanding of redesign
By default, a web designer, and a programmer fulfills the web page work. The designer is responsible for making your website beautiful while the developer makes it work. And this is only the basic case when creating a good website, as it may be necessary to cooperate even more specifically. Nevertheless, there are people/clients who want to solve complete website creation or redesign with one person. Who, of course, only knows one area and not the other! That is, if you really want to make the most of your website in terms of both web design and development – while staying within your budget – then you need to think about working with professionals. And you might also need help when you need to balance features, looks, and budgets.
4. Setting unrealistic deadline
To get something done swiftly, you have to cut corners. To understand it better, if someone promises you a quick design or website, it's probably only a temporary solution with low quality. A website created in a short period and in rush is actually a waste of money, since to put together a page requires research, development, and planning. Ideally, the person who manages your project will first assess your needs for the type of website, and only then will he/she make promises if any about deadline. You should have fair discussion to set deadlines, but it all comes down to what you really need and want.
5. Who to involve in the process
Firstly, if fewer people make verdicts and rulings how the website should look or perform is better, but on the other hand more ideas could lead to more opportunities and concepts even though it could put a project on a blind track when too many people have to make decisions on a given issue. As with all things in life, the golden middle ground is the best option. It is important that people who are directly involved with the business are included in the planning, development, and implementation to avoid any important things left out of the website. Ideally, the person responsible for creating your website is aware of your business goals, and involves the right departments like marketing, sales and customer service, as well as your most important customers to make it clear what is needed on your website.
6. The goals and tasks are ill-defined
You might heard it before, that if things are not described or perhaps depicted, it could open a new way to endless creativity and continuous improvement. However, this "let things be/evolve" mentality can cause a great deal of trouble without setting expectations, prices, and deadlines. Mainly because it gives a very different ideas to the parties about what the goal is. All this could be precluded if the goals are on paper even before the work begins. In reputable companies, despite the mandatory paperwork, sufficient flexibility is maintained so as not to stifle creativity. A written definition of goals and tasks is especially important if the developments are carried out by an external company in addition to internal specialists. In this case, it is necessary to clarify exactly who is doing what work, because this is the only way to prevent slipping and pointing at each other.
7. Website analysis
Many people who don't really know what to look out for in the analytics of a website often neglect data. However, if you don't analyze your current website correctly, chances are you'll make the same mistakes on your new website. If you can't analyze the data, you'll need to find someone to do it for you. Because you have to be aware of basic numbers such as how many visitors come to your website each month, how long they stay on the site, how many new visitors and how many returnees, etc. This data will help you to point out errors and shortcomings. Examining the previous performance is the key to eliminating errors in the redesign.
8. Importance of UX design
In general, website owners want to impress visitors on their site. However, this approach often misses what people really want, what they expect and what the user experience should be. Pages that surprise users have opposite effect as their owners originally intended. They could slow down the user in the process of accessing the content they came for. The goal should be to make it quick and easy as possible to get what they after.
9. Use of CMS
If you're creating a website that doesn't have a content management system, or CMS, you won’t be able to edit your content yourself, only the developers. Therefore, there are different CMS systems designed to allow anyone without programming knowledge to change basic content on the website. Also, if only the developer has the option to update your page, you'll have to wait for your turn even when ordering the smallest changes, and you'll have to pay for every little change. For that reason, it is better to choose a system that allows minor modifications or continuous content development.
10. Stay up to date with redesign
Today, it is quite common for a small to mid-size company websites to carry out a small/large-scale redesign every few years. At the time of the redesign, a lot of attention, time and money are invested in the website, which then is left it alone for years, up until you have to start thinking about the new redesign. In the newer approach, however, the website is constantly adapted to the changing environment and functions as a living part of the marketing work. In reality, a major redesign will take time and great effort, and by the time is sharpened it’s already partially outdated. It is worth paying constant attention to the website, making it part of the marketing activities, of course, depending on the financial framework and the development of the company.
11. Quick redesign by a friend or amateur
These so called “quick fix or free” website redesigns can cause serious damage to your company when they are finally created. At first, of course, you feel like you're saving serious money, but in the long run, you're going to lose a fortune because of missed opportunities, technical features, illustration etc. The money you're trying to save today with a free or cheap remaking of the website is much less, than it's going to cost you in the long run.
12. Comprehensive strategy for lead generation
In the past, the website design was about to involve everyone in the website creation project from coming up with all sorts of ideas to technicalities, which was liked by everyone. Today, however, the websites created for companies act as an inbound marketing channel, with the appropriate call to action assigned to it, that guides the user nicely in the conversion funnel. The ideas put together are not enough anymore, websites have to be synchronized to create leads. All in all, it’s fair to say that in order for a company to be successful today, their website must act as a control center for inbound marketing efforts, that has slightly more to do than to have an internet bulletin board, which sometimes draws people's attention to itself. To achieve that, you have to take all 12 points seriously and define your business goals, gather the right people and resources to build a website that will work as an integral part of your business! Think of your website as a daily source of lead generation and sales. With this approach, you avoid disappointments because your website will be a transparent and measurably return-on-investment tool.
Website redesign or evolutionary web design?
Anyone who has embarked on a major website redesign knows that a radical transformation is a risky thing as there is no clear understanding to how the visitors will react to it. No matter how good the professionals make the completely renewed site, you can't be sure of the success, and very often the performance of the new page falls short of the previous one. What's worse is that you don't know what needs to be replaced and why, what could be improved etc. From there, the owner of the site is forced to move on the forced path and can only hope for the situation to improve or turn out well. This is typically the way websites are modernized: their owners do not even touch the website for years, and then, after a few years of development, they force the change, they create a completely new website, paying attention to new technologies and modern aesthetics. However, you don't have to go into giant redesigns every 2-3 years, but you can choose evolutionary redesign instead, which has much less shocks. It’s a smart way of making design changes throughout a website’s life cycle that includes a process of testing what works and what doesn’t.