When should a company redesign its website?

Posted by K.Singh-Kronik Media
October 5, 2008

A company should redesign their website for many reasons. For a company the decision to redesign a website may be more compelling than for a personal website or community website. A small company may have budgetary constraints that prevent a redesign of their website. However the increasing role played by online marketing on the success of a business will in most cases justify expenditure.

Some of the reasons a company should redesign their website are quite obvious when you visit the company’s website. Whist some of the reasons may not be as evident. A company that sells services to other businesses will have a different design and lay-out to a company that directly targets end consumers. As such different companies are guided by different factors.

Some of the reasons why a company should redesign their website are discussed below:

Outdated design

A company’s brand is affected by the design of their website. Like with any other things, a website’s design can become outdated with time. The design trends 5 years ago were different to the design trends now. A company with an outdated website will present the wrong image to its prospective e customers who visit the website. A company’s website should reflect a modern design in line with the present times in order to gain a competitive advantage.

The design does not represent your market

A company’s website plays an important role in establishing its brand. When users visit a company’s website they form an impression about the company and its values. If your company’s website does not portray the desired image for your company then it should be redesigned in a way that it does. The design of the website should be based on the expectations of its target audience. Different websites target different customers. The website of a business to business company is guided by different design objectives to a website that sells directly to customers. If your company’s website design does not reflect the needs of your specific market then it probably requires a redesign.

Updating content on the website is not easy

It is more important to update the content on your website today than it has ever been before. The market today is driven by information. It is important for a website to provide up to date information to its customers. It is a common practice today for a company to offer independent information on their website in addition to information about the company and its products. Building an online community around your customers is becoming increasingly important to the success of a website. Companies are increasingly using their website to provide additional information and services that provide added value to their customers and offer a reason to visit their website.

If your company’s website does not allow you to update content easily, then it is time to think seriously about redesigning the website in a way it can be updated with ease. Many powerful content management systems freely available today allow easy updating of websites along with many additional features that can add value to a company’s website.

Lack of interactivity and marketing opportunities

A company’s website should provide a marketing and public relation opportunity. A company’s website should allow the company to interact with existing customers as well as prospective ones. At a most basic level a company’s website should allow it to manage customer requests and also collect information on prospective customers.

Today a company has to rely increasingly on the internet in order to remain competitive. Commercially successful company websites often offer a range of features on their websites that allow them to interact with their customers in addition to information about their products. Companies have successfully used features on their website to encourage participation from customers. These include customer registration and login to access additional services; request a call back option, newsletters, email enquiry form, blog, and forum. Different businesses follow a different strategy based on the market they target.

In most cases the scope of static websites is fairly limited. In order to have a commercially successful website a company needs to adopt well thought of strategy for their website. If your company’s website lacks interactivity and does not present an effective marketing and PR opportunity for the company then it is missing out on opportunities. If the website is scalable then additional features could be integrated without a complete redesign. However if it a static website then the chances are that a complete overhaul and redesign will be required.

For more information please read the article ‘Top Tips for redesigning your company’s website’
http://www.kronikmedia.co.uk/blog/redesigning-your-companys-website-top-10-tips/138/

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Comments
Comment by Danny V on October 5, 2008 @ 10:45 pm

For me creative, professional aesthetics was the number 1 thing. We used a local company jtb studios ( http://www.jtbstudios.com.au ) extremely happy with the final outcome.

Comment by K.Singh-Kronik Media on October 25, 2008 @ 5:13 pm

Using a professional company certainly has advantages. Smaller companies can lack in-house expertise and the job is sometimes best to professionals. The internet is here to stay and is only increasing in importance to the success of any business, small or large. Any investment is well worth it and will add up in the end.

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