It’s 2016, and while everyone is making New Year’s resolutions, it might be time for you to make a new site resolution.
In cyberspace, things age fast. Every year, there are new trends and technologies that effect the performance, look and feel of websites. Which means that if it’s been more than three years since you designed your current web site, you need to start thinking of the next iteration.
Old is Outdated
Failure to update your website every few years will begin to impact your site engagement and conversions. And while every site should be going through a constant state of improvement, most of those improvements are on old systems and old designs. They may be helping, but eventually things start to break down, if not in performance in perceptions. It’s like vacuuming the carpet. Sure, each time you vacuum it looks better than it did a minute ago, but eventually the carpet just has to be replaced.
And in web years, that time from new to replacement happens a whole lot faster.
Your site is often the first impression your visitors get of your business. What they see will impact their perceptions and your site performance.
Starting the ProcessMost businesses wait until their site starts breaking down before thinking about a redesign. Huge mistake.
By waiting, they then have to rush through the development process. Most websites are designed in a few months and don’t perform as they should. If you really want a site to perform, it’s worth taking time to do it right. It may sound excessive, but give yourself a good 12 months or more to plan and execute a new website.
This will give you time to start with a stronger marketing foundation than you had previously. And instead of forcing your content and messaging into the design, you can spend time developing the new site content so you are able to design around that. This ensures better usability and increases your conversion prospects over all.
So when is the best time to start the process of thinking about a new site? Tough to say, but if the average website is outdated by year three, you need to start no later than at the end of year two. This gives you at least a year to work through the dev processes, setting scope, parameters and ensure you can get all the whistles and bells you want–all without being rushed. It also ensures you have enough time for troubleshooting and transitioning to the new site.
Most site developments go over time and over budget. That’s due to not having thought through the process to begin with, and rushing things that shouldn’t be. When I say time is of the essence, I don’t mean doing it quick. I mean that taking the time doing it right is essential!
If it’s been a year since your last build, start thinking of the next one. But take your time, find the right people who will do more than throw out a design, but will consider all of your marketing needs as well. That way, in the end, you get a better site that will give you more of what you–and your visitors–need.