Did you get the chance to read our post “Why Should I Redesign My Website?”
If you did, then you already know that website redesign is a powerful marketing tool. A few minor changes, such as:
- Decreasing page load time
- Improving the site architecture
- Ensuring your website is mobile optimized
- Updating the color scheme and graphic design
… can drastically reduce bounce rate, enhance user experience for your visitors, and boost your lead generation and conversion rates.
These are good things that create what we all want, more sales.
Here’s the thing, though.
Website design matters — but it’s not the be-all and end-all. At least, not always.
Certain website issues do not necessarily require a full (or even a partial) makeover — and sometimes doing so might do more harm than good.
That’s right. Before you jump headfirst into redoing your company website, let me play devil’s advocate.
Here are six surprising reasons to NOT redesign your company’s website:
1. You Only Want To Boost Your Web Traffic
If your goal is just to increase the number of website visitors (not to be confused with reducing a high bounce rate), a new design is probably not what you need.
What’s more, a botched or prolonged website makeover could result in even less traffic than you had before.
And you know what lower traffic means? Less sales.
Instead, your chief priority should be to ramp up your inbound marketing strategy. That means investing in:
- Posting quality content
- Search engine optimization
- Email marketing
- Building a solid social media presence
- Facebook and Google ads
2. You Want to Rank Higher in Google Search Results
Okay, let’s get one thing clear.
Nine times out of ten, the single most effective way to improve your SERP rankings is through a targeted SEO and content marketing — from blogging and podcasting to eBooks, videos, infographics, and more.
That is how you reach your target audience, and that gets you those valuable leads.
There are only two exceptions to this rule:
- Older sites built on out-of-date systems, which might not be search engine-friendly.
- Websites that aren’t responsive, meaning they’re not mobile device-optimized.
If that’s your case, then you’d need to redesign your site to improve its SERP score.
3. You Don’t Know What Exactly Is Wrong with Your Site
How can you solve a problem if you don’t know what it is?
Hint: you can’t.
So, don’t try to guess your way out of the problem, and don’t redesign your website just because that seems like the most obvious solution.
Instead, get familiar with Google analytics and Google Search Console, install some heatmapping software, and dig into the visitor data.
Find out how much web traffic you’re attracting. Check your bounce rate. What areas are driving clicks on your site? What areas aren’t getting the attention they deserve? See which keywords you’re ranking for and where your content ranks in the search results.
Your website traffic metrics should give you an idea of whether you are having issues with, say, your site speed or user experience, which can be addressed through a website redesign. However, the problem may very well be something entirely different.
4. Your Competitor Has Redesigned Their Website
So, one of your main competitors has a new, fresh website — and, if you have to be honest, it’s looking fine.
Let us guess: you are dying to redesign yours, too.
We get it. But don’t fall into the comparison trap.
Just because their site has a fresh look doesn’t necessarily mean it’s performing better than before.
Plus, if you already have a successful website that you are happy with, why would you want to tamper with it? If it ain’t broke, don’t fix it — especially if your company is a small business with a limited budget.
Our advice? Do yourself a favor and redirect your focus (and your budget) to your inbound marketing instead.
5. You Don’t Like Your Website
If it’s only a matter of taste or aesthetics, rather than performance, let your website be. Don’t waste a ton of money — to say nothing of the time and effort — simply because you hate the font, contact form, or color scheme of the landing page.
Plus, you are not your target audience, are you? It’s your potential customers that need to like your site. You just need it to work.
6. You Think Your Website Does Not Look Trendy
While it’s not a bad idea to stay up to speed on the latest fashions in web design, that doesn’t mean you should follow them blindly.
Current trends may not suit your branding, and your customers may really like your current website or certain visual elements.
Bottom Line: Is your company’s website driving sales?
Now you know when NOT to redesign your website.
However, if none of the reasons above apply to you (and your leads, conversions, and sales numbers are still in the gutter) your site probably could do with a little refurbishing.
If that’s the case, check out our blog post on the “12 Signs You Should Redesign Your Site ASAP.”