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Website design — or web design — plays a critical role in SEO. It comes down to so much more than just appearance. Loading speed, accessibility, mobile capabilities, navigation, quality information, and branding are just some of the many other aspects of web design that affect how your site performs. If you’re looking to increase site engagement and improve your search engine rankings for more exposure to potential leads, it may be worth taking a good, hard look at your site to see where/if improvements can be made. Some web design providers can even do it for you with a free site audit.
As a marketing agency with a thick portfolio of functional websites that drive conversions, we’ve provided you with a thorough guide for choosing the best course of action for your business. Below, find the pros and cons of redesigning your website.
A website redesign should make your site easier to use and more enjoyable for visitors. When people can find what they need easily, they’re more likely to hang around and view more pages. Clear menus, easy-to-read text, and buttons help guide visitors through your site to the content they are looking for. This leads to less traffic loss and higher content engagement. When visitors have a good experience, they’re more likely to become customers.
An outdated website can lead visitors to think less of your business. “Within the first few seconds of seeing your site, potential customers will decide whether you are worth it or not,” states Forbes. A fresh, modern design creates a professional, lasting first impression that builds trust with new visitors and shows that you stay on top of current trends, but you must balance form with function. When your site looks current and well-maintained, people assume your business operates the same way. This applies to how people view your products or services.
Redesigning gives you a chance to improve your ranking on search engines like Google. You can:
These improvements help more people find your business when searching online for the products or services you offer.
As your business grows and changes, your website should accurately reflect the most current state of your company. A redesign lets you align the two. Updating your logo, colors, images, and messaging to match all your other marketing materials creates a consistent brand image that is both strong and recognizable. This consistency helps establish trust and familiarity with potential customers.
Making your website accessible means more people can use it, regardless of disabilities or limitations. A website optimized for accessibility includes:
These features are often required by law and help everyone use your site, showing that you value all potential customers.
According to Search Engine Journal, “Mobile traffic accounts for nearly half of all web traffic, globally.” A website that properly adapts to mobile use should:
When your site works well on mobile devices, you won’t lose customers who are browsing on their phones. A consistent experience across all devices keeps users engaged no matter how they access your site.
People expect a website to load quickly, and they’ll likely leave if it doesn’t. A redesign allows you to:
Each second you shave off loading time means more visitors will stay on your site rather than giving up and going elsewhere. This improvement is especially important for mobile users who might have slower connections.
A redesign is the perfect time to refresh what your website actually says. You can remove outdated information and add new services or products you’re offering. It’s also a chance to update pricing and policies and improve how you describe your business. “Your goal is to keep customers on your website by presenting high-quality, engaging content while establishing your company as an expert in its field and generating goodwill,” states Business.com. Accurate and helpful content helps visitors understand exactly what you offer and why they should choose you. Writing in a more engaging way that connects with today’s customers can also strengthen your relationship with your audience.
A redesign done strategically can guide visitors toward taking action, like contacting you or requesting a quote. This includes placing contact forms and buttons where they’re easy to find and creating clear pathways toward making a purchase. Making forms simpler to complete and adding trust signals like testimonials near decision points can increase conversion rates. These changes turn more of your website visitors into actual leads and customers, improving your return on investment for your website.
Redesigning lets you add newer features that can set you apart from competitors. This might include chat features for instant customer support or interactive tools that help customers make decisions. Better integration with your other business systems can make your operations more efficient. Modern payment options and video content can enhance the user experience. These updates not only impress visitors but can make doing business with you easier and more convenient than working with competitors.
Website redesigns can be a budget concern depending on how much you’re changing and what features you’re implementing. It’s important to factor in the cost of hiring designers, developers, or SEO experts if you decide to choose that route. Also, new sites often need ongoing costs like updates, plugin fees, and staff training.
It’s important while budgeting for a redesign to remember that while it is likely to boost leads, it usually takes months before you start seeing more customers or sales from your investment.
Solution: Break down the redesign into stages instead of changing everything at once. Start with the most important parts first. Make a detailed budget that includes a cushion for unexpected costs and focus on features that will bring in new customers.
Big website changes can confuse loyal customers who are used to your current site:
Solution: If your redesign was aimed at improving navigation and user experience, this shouldn’t be too big of an issue — at least not for long. As a temporary solution, make a short how-to video showing where familiar features have moved on the new site.
A redesign changes everything from code to layout, creating many technical problems:
Solution: Test the new site on a practice server before making it public. Use testing tools that automatically check for problems across different devices and browsers early in the project. If you’re not confident in your skills in this area, it may be worth the cost to bring on a web developer to join the project.
Website redesigns need a lot of attention from your team, which can hurt your main business:
Solution: Hire a web designer to help specifically with the redesign project. If you prefer to handle it on your own, split the project into smaller chunks with realistic deadlines to keep it from growing out of control.
Even short periods when your website doesn’t work can hurt your business:
Solution: Launch the new site during your slowest business time, ideally overnight. Put up a temporary “under construction” page that collects visitor contact information so you can follow up when the site is working.
A website redesign can hurt how well you show up in Google searches for a while:
Solution: Work with an SEO expert during your redesign. Make sure old pages redirect to new ones, keep your important keywords, and watch your rankings after launch so you can fix problems quickly. If you change your main URL, implementing a 301 redirect on the old link will ensure that users and search engines are directed to the correct page.
New website layouts force users to change their browsing habits:
Solution: Create a clear “Quick Links” section with the most popular pages from your old site. Add extra customer service staff during the first month after launch to handle the increase in questions.
A website redesign makes all your marketing materials outdated:
Solution: Update online marketing materials first, then replace printed materials as they run out. Set up redirects for all old website addresses so visitors still reach the right pages on your new site.
Redesigning your website brings both advantages and challenges. A new design can improve user experience, make a positive first impression, boost SEO, and increase conversions. However, there are potential issues to consider: Costs, technical issues, and possible confusion for existing users. With careful planning and a proactive mindset, you can avoid problems while still reaping the many benefits. A well-done website redesign is a smart investment that can strengthen your online presence and help grow your business.
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