If your website has critical design flaws that don't work in modern browsers, is not up to date with information or has multiple broken links, there is no question that an overhaul is in order. Otherwise, redesigning your website might seen frivolous. However, if done thoughtfully, a website makeover can invigorate your user base as well as earning new users. Think about it in terms of fashion. An outfit with stains and holes obviously needs to be replaced. However, even if your 80's style power suit with big shoulder pads is immaculate, you give the impression of being uncontemporary and a bit out of touch. First impressions are just as important on the internet where technology is rapidly changing and trends coming and go as quickly as skinny jeans vs. cargo pants. Users are going to always choose the website with the newest information as well as the most efficent design that follows current design trends.
Your redesign could be solely behind the scenes as you increase browser accessibility or implement a content management system to make maintenance easier and more cost efficient. Other redesigns can be more of a facelift as you move to existing content to a more modern and/or clean aesthetic. Websites that need to be updated in content as well as design often require a complete overhaul. A full redesign is a time (and financial) investment but if it substantially increases both new and repeat visitors, it might just be necessary. So how do you know if it is time for a redesign... and what kind of makeover you need? To understand this, you need to make an assessment of your current aesthetic concerns, technology and traffic statistics.
If your current website looks old and clunky even when all of the information is up to date, consider transitioning to a newer design that makes your content more accessibile to time pressed internet users. This may just require refreshing the external stylesheet and graphics but if if your website was built with old markup (such as tables rather than external stylesheets) you may need to actually rebuild the code from the ground up to take advantage of the flexibility and technology of current browsers.
If your website uses a lot of free clipart graphics and an old logo that was designed in Word rather than a proper design program, believe me, it shows. If you haven't invested in a unique branding of your site (and business), how can you expect potential clients to invest in you? If your code is clean and content is current, swapping out your photography, graphics and logo can be a major upgrade to your website's traffic and user retention.
If you aren't getting enough web traffic, you may need to edit your content or clean up your backend code (or both) to make it more accessible to search engines. If users are finding your site but aren't staying there, this may reflect poor site functionality or a lack of relevant content. If you have good content, you may need to add or change your navigational system so users can move around your site more easily and find the good content.
If you want to be able to update your website more easily, this may call for a content management system to help your organize and edit content. Sometimes, adding a CMS doesn't do anything to the aesthetic of the site but it will allow you to keep your content current without having to hire someone each time you need to change your site's information. Depending on your content needs, you may also need to add a new section to your site such as a blog or calendar. Adding something like a blog to your site will require both design and technological work but it will give you a way to efficiently add new content to your site. This will not only encourage visitors to return more regularly but also improve your ranking with search engines who prioritize sites with frequent updates.
Other reasons you made need to redesign part or all of your site can include creating a mobile version of your site, formatting for print or adding an online store. Each of these new features will provide more reasons and more ways for visitors to visit and use your site. All of this being said, repeat visitors don't want to have to learn a new website every time they visit. New content doesn't necessarily require a new design unless your current design doesn't work with it. When you do choose to redesign your website, it is prudent to think about what you might need long term so you can seamlessly expand your website to fit your future needs.
