Let's say that you like the basic look of your website, but you're not getting the results you want. Do you need a new website, or can you just update it -- refresh it a bit, in other words, and keep going?
Ask yourself these questions:
- How's the structure? If your site was built recently with modern code, it's not using Flash and graphics where it should have text, and the navigation works well, then you may be fine without a redesign. If it was built a long time ago, or built recently but badly, then you'll have to have it rebuilt. Your choice then is to have it rebuilt with the same overall look, or to take the opportunity to have a fresh look as well as a well-built site. Even if you've gotten carried away with the Flash or you want to move elements around to improve the user experience, you can very likely just update if the basic structure is good.
- How's the design? The design of your website has to do with the main colors and where things like headers and navigation buttons are. With a well-made website, you may be able to add new elements, increase or decrease the number of words, and otherwise fool around with the site quite a bit without disturbing the design. If the design is poor, though, changing the pictures won't improve the usability.
- How's the content? This is what you can readily change -- assuming your website is built well to begin with. You can have completely new words and images for a fraction of the cost of a redesign.
The problem is, you have to be able to tell.
Often, site owners think that a new picture will fix their site, when they have a poor user experience or bad code. Equally often, owners delay making improvements because they don't realize that a content update (for a few hundred dollars, compared with a few thousand for a redesign) will keep their website working well for another year or two.
Use your end-of-year site checkup to decide how much of a revamping your website needs. I'll be happy to provide a diagnosis for you if you're not sure.
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