About this Episode
There are plenty of reasons businesses buy new websites. Maybe it’s part of a rebranding effort — or because the new CMO claims it’s a necessity. Sometimes they buy a new site just because the old site feels stale.
If you’re in one of these boats and are about to call up an agency and write a big check, slow down. According to Mary Brown, lead website strategist here at IMPACT, many businesses invest in a full website redesign when they really don’t need to.
Mary says that conversion rate optimization and strategic improvements often yield better results than complete overhauls.
And a simple refresh of imagery, fonts, and design elements can go a long way to making your old site feel new.
"There are really two situations in which our team will say, you absolutely need a website right now,” she says.
- You can’t update your site: If a company cannot update its website on its own — meaning it must rely on an agency or freelancers to make changes — it’s time for a new site. An outdated website is a liability, and working with outsiders is expensive and inefficient.
- Your site doesn’t meet technical standards: If a website does not meet current technological standards set by search engines, it won't perform well in search rankings. This includes things like site speed and mobile responsiveness. If your current site can’t meet these thresholds, a refresh will not solve the problem.
The most important thing, says Mary, is to not rush into a website redesign. Agencies will line up around the block to sell you a site you don’t need, and it’s easy to end up with the exact same marketing problems after you drop $75K on a shiny new site.
Instead, think carefully about what challenges you’re trying to solve. Business leaders should “try to understand whether they have real pressing reasons why they need a new website,” says Mary,” or whether they’re just seeing symptoms of a different problem.”
Although the promise of a new website is exciting, the last thing you want is to make a hasty decision you regret six months later.
Connect with Mary
Mary Brown is the lead website strategist at IMPACT, and she has lent her expertise to website projects in dozens of industries.
Get to know Mary
Connect with Mary on LinkedIn
Learn more about how IMPACT’s team delivers the website your customers want
Keep Learning
- Learn: How Much Does a Website Redesign Cost in 2024?
- Read: Do You Need a New Website? Maybe Not
- Test your site: Free Website Performance Assessment
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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