Restyling a website – How and when to do it

Why is a website important?

Your company’s website is its online identity. Regardless of the size of your business, a website is absolutely vital to any sort of organisation, especially if you wish to remain competitive.

The internet has been around for nearly three decades now (yes it’s been that long) and with everyone having access to it from their handheld devices, a website is the first real interaction customers and clients have with your company. It is very important to keep your website modern or you will run the risk of losing potential customers because no-one wants to navigate through something that belongs in an online museum.

Earlier this month, we had a massive overhaul of our website.

This is what our old website used to look like – practical, informative and to the point. We loved it, till we didn’t. We approached the idea of building a new website by first considering a few things and by asking ourselves some very important questions.

  1. We took a long hard look at our website: did we still think it was up to standard?
  2. We went through all of our products and information: is all of it still accurate?
  3. Would someone searching for our business find what they were looking for with ease?
  4. We thought of our goals, sales, plans and how we present ourselves online,is this what we are after?

If you answered “Yes” to every question up there, and you were honest and objective: congratulations! Your website is perfect: keep it updated and it will bring you great satisfaction.

However, if like us – you decided that the answers were mostly No to all of those questions – then you definitely need a new website.

This is our new homepage – As you can tell, a lot of things are different. We eliminated the grey background and instead adopted a dual colour scheme background with white and grey, creating an emphasis in the middle which highlights what we want our website to reflect – Our services.

How do you restyle your website

Now a lot of you reading this might be thinking – “You’re a software specialist company, making a new website is part of your day to day, you can do this with ease” And you’re absolutely right, we are a software company, but simply knowing HOW to create a website doesn’t MAKE a good website.

Consider your competition

Analysing what your competitors are doing can be a great way to get an idea of what you would like your website to look like. We don’t recommend you copy them, but you can always derive from what they are doing – for example : If you notice a certain feature that they use that provides ease of access for customers to view services; try adopting something similar. At the same time, if there is something that annoys you on their website, remove it from yours.

Consider your target audience

Your website is designed for the end user – keeping them in mind when designing your website will help you go far. It’s worth noting that stating advantages of using your product/services over competitors is always a better strategy than just listing your services. Your website is a platform to speak to your customers before they buy from you, use it well.

Evaluate your old website and consider what is worth keeping

Building a new website doesn’t mean you get rid of everything the old one had. A lot of the content can be recycled and used again with updated graphics and interface. Google analytics are a great way to determine what to keep on your website and what to discard. Number of visits and bounce rates are all pivotal when deciding this.

Creating your new design

The most important thing to consider when choosing a new design is its functionality. You do not want to sacrifice ease of access and functionality for aesthetics. There are a couple of fundamental points to consider before diving right into it all so let’s get started.

About us

This is one of the most important sections of your website. This is where you make your impression on the customer, tell them who you are and what your business is about. You don’t want it to be too long so that people lose interest while reading it, the ideal length is where you are able to keep the user’s attention while still presenting all relevant information about you and your business.

Images, Fonts, and Themes

The general aesthetic and vibe of your website should feel both welcoming and informative. These are the first things people notice, so high quality images that reflect your brand and mission should be considered here. Fonts are often underestimated but they are exceptionally important when it comes to your website’s overall theme and brand image. Fonts carry on through all your branding and become a unique way for customers to identify your business.

Call to Action (CTAs) – Or as we like to call it, the Right-Hook!

These identify the interactive parts of your website like “Buy Now” or “Follow us on LinkedIn”. The best way to develop impactful CTA’s is to just let your content do all the talking – If your content is well-written it should automatically flow in the direction of a CTA and customers can immediately identify what the button does and HOPEFULLY, press it!

Content and Responsiveness

We mentioned earlier that not everything has to be new – keeping that in mind, the majority of text on your website could do with a slight revamp in the sense that it is now optimised for SEO and readability. Good website copy should be easy to understand and satisfy Google at the same time.

Responsiveness

There is nothing worse than clicking on a link to a website and having to wait over 15 seconds for the page to load, then waiting another 15 seconds for all the high res images to load after that. Most people would just click away – there are many ways to optimise your website so it not only loads faster but is functional on both Desktop and Smartphones.

Redirects

Setting up redirects is a great way to make sure you don’t lose out on any existing traffic to your website. Pages you remove aren’t essentially gone, they still exist in search engines and eliminating them entirely will take some time – the solution to this is setting up 301 redirects.

This way you are able to maintain your organic traffic and avoid generating any 404 errors.

Conclusions and Final thoughts

Changing your website to keep up with the times is very important. A website can’t stay the same forever, there has to be updates, revamps or a complete overhaul eventually. How you go about it and what you change is entirely up to your business and its requirements.

Look at changing your website as a way to enhance your interaction with customers rather than a gruelling task that has to be done. If this article was helpful to you and you find yourself in need of a change, don’t hesitate to get in touch with us and book a FREE consultation. We specialise in all things software related and are in this business to help people.  Shoot us an email at info@localteam.com.au or call us on (07) 4599 7300 Mon-Fri :9am-4pm

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