Been a while since you've updated your website? Not seeing the same level of results as you did a few years ago? Don't worry; a bad website isn't the end of the world. It simply means that it's time for an update, whether via a website redesign or refresh.
Are you unsure what a bad website looks like? Check out our blog on the 9 Signs You Have a Bad Website where we give examples of different types of website flaws and how they could be hurting your website performance.
Once you've decided you have a bad website, now it's time to decide how to fix it. Does it need a simple website refresh with minor updates here and there, or will it require a more in-depth website redesign?
To answer that question, let's first define both options.
What is a Website Refresh?
A website refresh involves minor changes to the look and functionality of your website. It may also include updating the messaging and calls-to-action to improve lead generating opportunities.
An example of a website refresh may also include adding your new logo, changing the color scheme and updating outdated images. These minor website updates don't usually require much coding, if any at all. They should be quick fixes to improve your website and the results you gain from it.
Web platforms like Hubspot, make it easy for you update your website content for any new services you offer or adding new company photos to your team page.
To properly refresh your website and keep it updated, make sure to look for opportunities at least once per month. Additionally, we suggest to conduct a full audit on your site every three to five years. Having a clear process like this will help you stay proactive and strategic in your updates and prevent your website from moving back into the "bad" category. A full site audit will also make you aware of any potential issues your site might have that could be hurting your SEO or keyword ranking performance. This could include broken links, missing titles and metas, or duplicate headers.
What is a Website Redesign?
A full website redesign is a full overhaul of your website. So, if you're looking to give your bad website a total makeover and change the look and functionality, a website redesign is the way to go. During our website redesign process we utilize your company goals to help you achieve a better user experience while creating wireframes mockups that are aimed at increasing conversions.
Ultimately, websites become outdated quickly over the years and need to be redesigned to remain competitive. After all, who wants to work with a company who has a bad website? Answer - no one. This is especially true for B2C companies like home renovation, construction, retail, etc. who are trying to make a great first impression through their site (like an online portfolio).
And here's the thing - design trends change, font styles go out of style, and inbound marketing best practices can become bad practices. That's why redesigning your website eventually becomes a necessity that should be at the top of your priority list.
In comparison to a website refresh, a redesign is a much more involved project for your website design company partner. Therefore, a website redesign will require a bigger budget and take more time to complete. The cost and time of the project will also vary depending on the size of your website and the vendor that you choose to complete the work.
Website Redesign or Refresh?
Now that we've covered the difference between a website redesign and refresh project, let's go through some scenarios to help you decide which one is needed to fix your bad website.
- Look at the functionality, usability and design of your site. If you notice that it's hard to use and confusing for the end user, you should consider a full website redesign. A low conversion rate would be a good indicator to look out for. In this case, we would also suggest adding strategic calls-to-action (CTAs) as part of your redesign process.
- If your website is performing well (aka your visitors are converting to leads), a refresh might be all you need to give your site an updated look, and maybe some new messaging (or website copy) as well.
- If your website has a high bounce rate (a metric that can be found via Google Analytics), you should consider a full website redesign. This can be a sign of multiple issues, mostly pointing to a poor user experience.
- If the pages on your site have a low bounce rate, it might be best to leave the functionality alone, but refresh it with some design changes.
Things To Keep In Mind During The Website Design Process
Whether you choose a website redesign or refresh to fix your bad website, there are some things to keep in mind as you start the process.
Website Projects Take Time
Depending on how extensively your website needs to be updated, the project timeline can vary. More intensive website designs could take upwards of twelve weeks or more depending on the website design company you partner with.
Like we mentioned above, a refresh project won't take quite as long as a full website redesign. But the important thing to keep in mind is not to rush the process. If you do, you risk the chance of having an updated version of a bad website, and not seeing the results you were hoping for.
Website Average Cost
The average cost of a website project really depends on a number of factors. For instance, where is your website hosted? Are you using a template via an online website builder like Wix.com or SquareSpace.com? Templates limit the amount of customization you can actually do, so the cost of a website redesign would most likely be less expensive.
However, the problem with that goes back to the limited customization. That makes it a lot harder to tailor your site to the user journey. So, we don't usually suggest these templated website builders for our clients.
The average cost will also vary depending on the number of pages on your website. The more pages you have that need to be refreshed or redesigned, the higher the cost.
As an average, website redesign projects typically cost at least $8,000, but that is at the low end of the spectrum. The more complex the website design is, combined with the experience of your design agency could affect the overall price. As with any service, you will pay a premium to have an eye-catching custom website design. According to a blog by HubSpot, a large website redesign could cost as much as $25,000.
Results Won't Happen Overnight
Wouldn't it be awesome if you could just snap your fingers, update your website and instantly start seeing more traffic, an increase in leads and your bounce rate decrease? Unfortunately, that isn't reality.
After your website redesign or refresh project, the average amount of time it takes to see results is at least a year. And that's if you're also blogging and adding content (like landing pages and content offers) to your site regularly. If you're not adding content, it will take longer to see results.
The fact of the matter is you can't update your website, then leave it alone and hope for the best. Results not only take time, they also require ongoing effort as well.
Ready to Get Started With Your New Website Design?
We've now covered what a website refresh and redesign entail, how to decide which option you need to fix your bad website, and some key things to keep in mind as you begin your website update. If you have additional questions, or you're ready get started, we'd be happy to help! Click the link below to learn more about our website design services that help businesses increase traffic and reach their business goals.
At LAIRE, we specialize in crafting unique websites aimed at increasing online conversions. Our Hubspot website design team can work with you to design a well-ranking website that not only increases user experience, but enhances your digital marketing efforts. Learn more about our website design agency based out of Charlotte, NC today!
If you're not quite ready to get started with your website update, that's okay! We have something you should definitely take a look at in the meantime - our free Website Audit. Check it out!
Editor's Note: This blog was originally published in 2019 and has been updated in Spring 2020.