“Sometimes, change is what we need.”-unknown
Change is inevitable. Technology and design move quickly. It’s no surprise that companies, even when they are innovative, have a tough time keeping up. Most business owners or Marketing Directors have gone through at least one web redesign project. Many have gone through at least two or more redesign projects. Even when taking the proper precautions, this trend of designing and redesigning isn’t likely to ease. Why not? Simply put, it’s because a website has to take technology, user experience, company mission and initiatives, as well as branding and messaging to task. These and many other facets of the business are pulled together under the “website umbrella”. These factors ebb and flow- or pivot altogether; thus instigating a redesign.
For many years, we’ve been hearing websites last between 2-5 years. That’s a pretty large span. According to Orbit Media’s Strategic Director, Andy Crestodina and his latest research, it’s 2 years 6 months. Like any average, there are companies on both sides of the spectrum. Most of the clients I find myself working with have updated about every 3 years.
When your competitors are outranking you. Have they redesigned recently? If they are soaring and you are snoring, a redesign might be just what you need to shake things up. Keep in mind that a redesign isn’t just about design, but also technology, messaging and conversion.
In other words, if you’ve said these things… it’s time for a redesign:
We live in a digital world, that moves quickly. Businesses who plan to thrive have to keep up on the web. As your business and your visitors change, so too must your website. Your business has to keep the pulse on its customer base and remain in sync. As soon as it’s missing the mark, embrace the necessary change.
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