Website redesign: when, why, how?

Website redesign: when, why, how?

In the context of web marketing, you must always make your website profitable in order to optimize its positioning on the SERPs, to attract the most visitors and therefore to improve the user experience. For this, a website redesign is required.

Redoing a website means reworking or modifying its design and / or structure. There are a thousand and one reasons to redesign your website. Some of these reasons will be discussed in this article.

Knowing why to revamp your site is one thing, knowing how to do it is another kettle of fish. Thus, we will also list and explain in this article the steps to follow for a successful redesign of a website.

It remains to know that a website redesign can be total or partial and it depends on your expectations and those of your targets, and especially on Google's SEO constraints.

The two types of website redesign

Redesigning a website involves reworking its design and / or structure. It therefore distinguishes itself in two: the graphic redesign and the structural redesign.

The graphic redesign

Of course, a graphic redesign involves changing the visual appearance of a website. With the visual overhaul, you need to change certain elements of your design: mockup, user interface, signature or logo. Changing the colors of these elements is also part of the graphic redesign In a way, this step is limited to what relates to the visual appearance of your website.

The structural overhaul

As for the structural overhaul, it requires reworking the tree structure of your website. This step may also take into account optimizing the load time of your site. As part of your structural overhaul, you can even go so far as to change your site's CMS. For example, if you've used WordPress before, you have the opportunity to upgrade to Joomla.

The 3 reasons to redesign your website

The purpose of your site is surely to have the most visitors and customers and to please Google. Overview of the 3 good reasons to redesign your website:

Customer needs are changing

If you use the best marketing techniques, you probably know that the term “ambassadors” is used in sales, too.

Your buyer persona first becomes the visitor to your site. If he is in the phase where he hesitates between buying or not your product or service, he is taxed as a "potential customer".

When he contacts you and makes a purchase or makes a sale with you, he is truly your customer. In the event that he is involved in the promotion and advertising of your product or service, he is called an "ambassador".

Do not stay in your laurels. Your company's "ambassador" should always be retained by whatever means. Its needs are indeed changing. Hence the interest in revamping your website.

Improving the user experience

UX (User Experience) is defined by the experience of the user in a given context: when, for example, he is browsing your site by visiting different pages at the same time.
The user experience is built around three layers including:

  • UX design
  • Service design
  • And design thinking

These three layers have one thing in common: working on design in order to better attract visitors.

A well-designed user experience allows the visitor to feel comfortable and easy to use with regard to your site. The satisfaction of your visitors highlights your brand image and your values with them. What can push these visitors to become customers or even “ambassadors” of your company.

Reducing the bounce rate

Simply put, bounce rate refers to the rate of visitors who leave your site very quickly without even browsing other pages. This phenomenon is alarming and can therefore lead to a drop in your traffic.

The faster visitors leave your site, the more Google thinks it is of poor quality and does not provide good information. This will start Google's relevancy algorithm downgrading your website in its search results.

A very low bounce rate allows your site to benefit from the good positioning so desired by your competitors. The better you appear in the top 3 positions, the better you monopolize market share.

The reflexes to adopt to successfully redesign your website

It is you who should know when to redesign your site. Also, you are the first to know the areas for improvement in your site and to do this, an audit of your site is essential. In a way, you need to make up your mind to choose between a partial overhaul or a complete overhaul. Here are a few things you often need to adopt to successfully redesign a website:

Redefining your buyer persona

Your buyer persona today is probably quite different than 3 years ago. Their needs may vary over time. You must therefore identify them in order to better meet their expectations. To do this, it's in your best interest to bring your teams together and discuss with them what seems to be your ideal buyer persona or customer. Several questions automatically arise: "Is your buyer persona mainly made up of men or women?", "What is the dominant age group (middle age)?", "Where does he live (urban or rural)?", Etc.

You can also identify your target via social networks. Some of your target customers may ask questions related to your industry on social media and discussion forums.

Optimize the ergonomics of its website

Ergonomics remains one of the important criteria. It is necessary to ensure that Internet users can easily navigate on your site. To do this, you owe it to yourself to keep your site simple.

A simple site is devoid of many menus and colors. Apart from that, you also have to think about the accessibility level of your pages. There are sites that have pages that are only accessible after 4 clicks. What scares visitors away.

Correct SEO errors

It is very likely that you have worked on the SEO of your site. Google is constantly improving its ranking and relevance algorithms. So, if you've been practicing any type of SEO abuse, you need to make the necessary corrections.

To illustrate this point, let's take a few examples. You have used identical main keywords for some of your pages. This practice is the subject of SEO cannibalization. To do this, you need to make the necessary corrections, making sure to use a different target keyword for each of your pages.

If you have indulged in content spinning and spamdexing practices, you owe it to yourself to make your texts more natural and thus avoid keyword stuffing or keyword stuffing.

Wrapping up

If you need help to redesign you website, feel free to contact us.We'll be glad to answer your questions and to be by your side along this project.

Daniel Dubois

Daniel Dubois

Passionné par le Web depuis 2007, Daniel défend la veuve et l'orphelin du web en créant des sites respectueux du W3C. Fort d'une expérience de plusieurs années, il partage ses connaissances dans un état d'esprit open source.
Très impliqué dans la communauté Joomla depuis 2014, il est actif au sein de plusieurs projets, conférencier et fondateur du JUG Breizh.