Rob Timmermann

Improve or Redesign a Website: Understanding Which is Right for Your Business

Your website is your online storefront, digital first impression, and 24/7 salesperson. A well-designed website can increase your online presence, drive traffic, and ultimately lead to more conversions. However, as time goes by, your entire website may need to evolve and adapt to meet changing customer needs and technological advancements.

So, when it comes to improving your website, the question is: should you redesign or refresh it?

Either through your own analysis or with the help of experienced web designers at the Timmermann Group, you can determine when it may be time for a website update or a complete redesign of your existing website.

Table of Contents:

Website Redesign vs Website Refresh: What’s the Difference?

First, let’s define the difference between a website redesign and a refresh. A website redesign involves a complete overhaul of your website, including the design, functionality, and structure. This can include changes to the layout, color scheme, typography, user interface, and more. On the other hand, a website refresh is more of a facelift for your website. It involves updating certain website elements, such as images, content, or user experience, without making any major structural changes.

Now, back to the original question: Should you improve or redesign your website? The answer depends on a few factors.

Leveraging Analytics to Guide Your Decision

Before deciding whether to refresh or redesign your site, analyzing how users interact with your current website is essential. Tools like Google Analytics, heatmaps, and session recordings can provide valuable insights into user behavior. Evaluate metrics like bounce rate, time on page, and conversion rates to identify pain points and areas for improvement.

As you examine various metrics, ask yourself:

  • Are website visitors dropping off on critical website pages?
  • Are conversions lower than expected despite consistent traffic?
  • Do heatmaps show users struggling to navigate or engage with content?

Using real data to drive your decisions will ensure you choose the most effective approach to meet your business goals.

The Benefits of Undergoing a Website Refresh or Redesign Project

Whether you choose a website refresh or a complete redesign, the benefits can significantly impact your business. A well-executed project can lead to improved user experience, stronger SEO performance, and increased conversions.

Enhanced User Experience (UX)

A refreshed or redesigned site improves navigation, page load times, and mobile responsiveness, which leads to better engagement and retention. Intuitive design and streamlined functionality ensure visitors can easily find what they need.

Boosted Brand Perception

A modern, visually appealing website reflects positively on your brand, giving potential clients and customers confidence in your professionalism and services. A redesign can also align with your site with recent branding updates, ensuring consistency across platforms.

Increased Conversions and Customer Retention

An optimized website with clear calls-to-action (CTAs), well-placed forms, and user-centric design elements makes it easier for visitors to take desired actions. An improved UX leads to higher conversion rates and customer retention.

Better Security and Compliance

Website redesigns allow you to integrate the latest security protocols and ensure compliance with industry standards. Protecting user data and adhering to regulations such as GDPR improves trust and minimizes potential legal risks.

Improved Search Engine Optimization

The website redesign process offers an opportunity to fix underlying technical SEO issues, improve URL structures, and optimize on-page elements.

When SEO is prioritized and properly implemented, your website may see improved crawlability and indexing by search engines, faster page load times, and better internal linking and content hierarchy.

Even if your website is already performing well from a search results standpoint, a refresh can maintain your search rankings by keeping content fresh and aligned with search algorithms. Keeping your site up-to-date ensures it remains relevant and optimized for user intent.

SEO is a multi-faceted strategy that takes a lot of insight and information to do well, and the capacity to maintain over time. Work with an experienced SEO agency that understands when and where ideal updates should be made for the best improvement results.

Scalability for Future Growth

A website refresh or redesign positions your business for growth by ensuring your site can accommodate future expansions, additional features, and evolving customer needs.

When to Make Website Improvements

A refresh can breathe new life into your website without the cost and time investment of a full redesign. There are several ways your existing site may need improvement. Conducting audits will help indicate when it may be time for improvements.

Below are the most common indications you’re due for a website update.

When Content is Outdated

Your website’s content is one of the most critical elements of your online presence, and it’s important to keep it up-to-date. Outdated content can damage your business’s reputation, reduce your site’s visibility in search results, and ultimately lead to lost revenue. For instance, if your site lists services or products you no longer offer, this will mislead visitors and potentially frustrate them.

Similarly, using outdated language and images can make your site appear old-fashioned and out of touch with current trends. Regularly updating your website’s content ensures visitors have the most current and accurate information about your business.

Broken Citations or Missing Business Information

Mistakes are bound to happen during the website design process. It’s easy to overlook important details or forget to include essential information. When you notice that your website is missing crucial information, such as your business’s address or contact information, updating it as soon as possible is vital. This will ensure visitors can easily find the information they need to contact you.

Additionally, broken citations, such as links that lead to a 404 error page or other broken links, can harm your site’s search engine ranking and make it more difficult for visitors to navigate.

There’s a Bug in the Code

Technical issues can range from minor glitches to more severe problems that affect your site’s functionality and security. For instance, a bug in your site’s code can cause your site to crash, display incorrect information, or compromise user data. Similarly, viruses and other types of malware can damage your site and potentially harm your visitors. It’s crucial to have a technical specialist regularly scan your site for potential issues and address them promptly.

A website refresh can help keep your site relevant and up-to-date, and there are several common indications that it’s time to make improvements. Regularly auditing your website for outdated content, broken citations, and technical issues can help you identify areas that need improvement and ensure that your site is functioning at its best. By staying on top of website improvements, you can provide visitors with a positive user experience and ultimately drive more conversions.

Improving Core Web Vitals for Search Engine Optimization

Search engines prioritize websites that meet Core Web Vitals metrics, which assess page speed, visual stability, and interactivity. If your site fails to meet these standards, it can negatively impact your search rankings and user experience. When considering your Core Web Vitals, aim to:

  • Optimize images to reduce web page load time
  • Minimize render-blocking resources
  • Ensure fast mobile responsiveness

Addressing technical elements during a website refresh can help maintain and even improve SEO ranking.

When to Redesign Your Website

Updating a website is great in the short term, but having to perform constant updates is unsustainable and will put you behind your competitors. Sometimes it is better to make the difficult decision and opt for a complete website redesign. Below are some reasons to start from scratch and redesign your website.

Your Website is Not Mobile Optimized

The global popularity of smartphones has necessitated that businesses optimize their websites for mobile devices. Search engines prioritize mobile-optimized sites, meaning your business has minimal to zero chance of appearing organically in a user’s search. If users navigate to your site manually on their smartphones, you’ll likely see a decrease in conversions and an increase in bounce rate, as users will be frustrated and look elsewhere for what they need.

Your Business Has Undergone a Brand Evolution

Evolutions are expected in the business environment, and it is only natural for your website to be redesigned to reflect that rebranding. While it’s important that all aspects of your business be updated to your new branding, a website redesign should be a priority as that is the gateway for a large number of new and existing customers.

Your Website Lacks Essential Features

As your business grows, you may need to add new features to your website to meet customer demands. For instance, if you are selling products online, customers may need access to more information on products, customer reviews, or a way to track their orders. If your website is not currently equipped to handle these demands, you may need to redesign your site to integrate these features seamlessly.

Website Traffic is Less Than Desirable, and There are Low Conversions

The most obvious sign you should redesign your website is if there are fewer conversions and reduced traffic. It suggests that users are finding better options elsewhere, and the best course of action is to create a better website. Using data from your existing website, you can determine specific pain points, areas that need the most help, and more, ensuring your new website will help reach your traffic and conversion goals.

Building Your Website Redesign Strategy

A successful website redesign requires more than just a fresh appearance. You must approach the redesign process with a well-defined strategy that aligns with your business goals and user needs. Without a clear plan, you risk losing valuable traffic, diminishing SEO performance, and confusing your audience. Approaching your redesign with a strategy-first mindset ensures a seamless transition, maintains search visibility, and creates a website that drives meaningful results.

The following are essential steps to help guide your website redesign project:

Conducting a Competitor Audit Before a Website Redesign Project

Understanding what your competitors are doing can help you identify gaps in your current site and ensure your redesign positions you ahead of the competition. Conduct a thorough audit to compare:

  • Design trends and UX improvements
  • Feature enhancements and functionalities
  • SEO strategies and content offerings

Analyzing competitor websites can reveal opportunities to enhance your site’s usability and overall performance.

Prioritize UX, Accessibility, and Compliance

When redesigning a website, it’s essential to prioritize user experience (UX) and accessibility. Ensuring your site complies with Web Content Accessibility Guidelines (WCAG) makes it more inclusive and protects your business from potential legal issues. Tips to ensure UX and ADA compliance include:

  • Ensure mobile responsiveness and intuitive navigation
  • Optimize forms and buttons for ease of use
  • Implement ADA compliance measures for visually and hearing-impaired users

Develop a Content Strategy and Migration Plan

A redesign or refresh is an excellent time to audit your existing content and develop a new content strategy aligned with your business goals. Here are some steps to follow:

  • Audit existing content for relevancy and accuracy
  • Map out 301 redirects to maintain SEO value
  • Identify opportunities for new keyword-rich content

Create a Website with an Experienced Partner That Will Get Results

When looking to improve or redesign a website, you should not go it alone. At the Timmermann Group, our team is experienced with website redesign, offering you a knowledgeable partner who will help you create a website that meets your needs and provides an unmatched return on your investment.

Schedule a conversation with TG today for expert analysis to determine whether your website would get the best results from an update or complete website redesign.

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