Your website is often the first impression potential customers have of your business. A well-designed, user-friendly site can set you apart from your competition, drive engagement, and boost conversions. According to tech expert Connor Brooke, the average lifespan for a website is just 1.5 to 2.5 years. If your website feels outdated, clunky, or doesn’t reflect your brand accurately, it might be time for a redesign. So, we’ve created this comprehensive checklist to guide you through the process.
Why should you redesign your website?
For starters, well-executed websites boost user engagement, conversion rates, and ultimately profits. That’s because design is very closely linked to human behaviour and emotional response. Studies show that 94% of first impressions on websites are design-based. There’s no doubt that an intuitive and beautiful website will naturally encourage more visitors to convert, but not everyone gets it right.
“We’re often approached by clients whose websites don’t convey what the business’s value proposition is quick enough, or sites that look pretty but don’t prompt any action (like capturing leads).” – Nathan George, Managing Director, Pixeld.
Businesses with outdated and dull sites won’t hold up against competitors who present themselves professionally and are making the effort to build a memorable and trustworthy image. Redesigning your website is not just about a visual refresh, it’s also a chance to make sure you’ve optimised your site to attract, engage and convert traffic. So, how do you do it?
Refreshing your web design
Refreshing your website is a delicate balance of form and function. You want it to look amazing, but at the same time, it needs to be structured and designed in such a way that the User Experience (UX) leads visitors directly to the information they’re looking for.
“The real trick to web design is making it super clear what you’re all about, and nudging users in the right direction. Be direct in pointing people where they need to go”, says Nathan.
So, let’s look at the visual side of website redesign –
Websites you can eat
Landing on a website is similar to eating at a restaurant. We eat with our eyes, and when that dish gets put down in front of us, our first impression makes all the difference. The same goes for web design. A visually appealing website can significantly impact user perception and engagement from the outset. So let’s look at all the ways you can make your redesigned website a feast for the eyes –
Your branding
Consistency in branding is key to reinforcing your brand identity and building a connection with your audience. To ensure your branding is consistent, make sure that your –
- Logo, brand colour and design elements are consistently used throughout the site.
- Typography (font) reflects your brand’s look and is easy to read.
- A consistent tone of voice is applied across your entire website. (This is a purposeful approach used to speak to your audience, which includes the mood and specific language/terms).
- Visual elements such as buttons and icons match your brand’s style.
- High-quality media: Use professional images, videos, and graphics that resonate with your audience.
Your layout
Many businesses use Content Management Systems (CMS) like WordPress and Wix to design their websites. A CMS provides pre-designed layouts and templates that help create a visually appealing site. It also organises content into easily manageable sections, making your website both attractive and user-friendly.
The ideal approach for any business is to combine a Content Management System (CMS) with the expertise of a web design team. A CMS provides modern templates that enhance your site’s visual appeal, while a web designer can customise these templates to align perfectly with your brand identity and maximise the effectiveness of your content. This combination ensures both an attractive and highly functional website.
Now, let’s look at the role strategic thinking plays in website redesign, and how your website can be as effective for conversions as it is visually pleasing.
Intuitive navigation
Good design can actually guide a user from one area to another through layout and the placement of certain elements. User-friendly navigation is important for a positive (and effective) user experience. You can streamline your website’s layout by:
- Simplifying menus, using clear, concise labels and a logical hierarchy.
- Incorporating a search bar, allowing users to quickly find what they’re looking for.
- Simplify your forms by keeping them short and only asking for essential information.
Strategic design
While simplification is a key part of layout design, another important factor is designing strategically. This will mean you’ll guide a visitor by strategically placing certain elements throughout your site to make them more easily accessible. These include –
- Using content blocks – these help organise your content in a way that’s easy to scan and digest
- Call-to-action buttons – position them prominently to guide users towards certain actions
- Contact information – make it well organised and easy to find
Optimised design
As we mentioned before, a website redesign is about balancing aesthetics with UX. While you’re trying to make it look as attractive as possible, you’re also trying to make your site load and run as efficiently as possible. Here are a few key ways you can ensure that your beautiful new website runs smoothly –
- Use image compression tools like TinyPNG or JPEGmini to reduce the size of your images without losing quality. This will make them load quicker.
- Choose the right format for your images. Use JPEG for photos, PNG for images with transparency, and SVG for icons and logos. Try using new formats like WebP or AVIF, which are smaller and faster than JPEG and PNG images.
- Use default system fonts wherever your brand guidelines allow. These fonts don’t need to be downloaded, which speeds up load times for your visitors. Many brands incorporate system fonts into their brand guidelines for this very reason.
- Reduce the number of font styles you use. Include only the necessary font weights and styles to minimise your design’s file size.
The ultimate goal is for the important content to load first. This content should also be placed where it is visible without a visitor having to scroll down.
Content Refresh
Updating your site’s look is the perfect opportunity to relook at your content. Fresh, relevant content keeps your audience engaged, plus it improves search engine rankings. So focus on:
- Rewriting outdated information and ensuring that all your content reflects your current offerings
- Optimise your content for readability. Use headings, bullet points, and short paragraphs to enhance your customers’ reading experience.
- Add new content – This may be a great time to post new blogs or update your news section or case studies to add value to your newly designed site.
SEO in design
It doesn’t matter how beautiful your site is if no one’s going to see it. This might be the perfect time to relook at your SEO to make sure it’s up to scratch. Use the checklist below to improve your search engine rankings and boost your domain authority.
- Make sure you’ve included compelling and keyword-rich titles and descriptions in your title tags and meta descriptions
- Make sure all your content has header tags: Use H1, H2, and H3 tags to structure content and highlight keywords to improve your search rankings
- Remember your alt text for all images – All text should be a description of your images with relevant keywords worked into those descriptions
- Regularly check for broken links, which could be holding you back from conversions
Redesigned and reinvigorated
Now that you know all the most important things to consider, you’re ready to embark on a website redesign for your business. Although a project like this can seem like a significant undertaking, a great website is the most important tool a business can have today and in the long run.
As an expert in web design, Pixeld has years of experience in redesigns, optimising both the website’s design and its content. “We were really happy with our recent website redesign for Too Hot To Handle’s service pages. They hold lots of helpful information, but it’s very obvious what we want the user to do next”, says Nathan.
