• Emily Malone

5 reasons why your website redesign might fail

Feeling anxiety, stress and ultimately disappointment each time your website undergoes its once-in-a-blue-moon redesign?

Here are the 5 main reasons why most website redesigns fail, and tips on how to quickly launch and own a site that learns from past failures, attracts visitors, and improves conversion rates.

 You’re not using a Content Management System (CMS)

If your content can’t be edited or updated by your team, you need to get yourselves a nifty little CMS.  A CMS is a platform that can be used to build on your existing website and allow anyone on your team, regardless of programming experience, to make simple updates to your pages.

Relying on designers to control your updates means even the smallest changes such as a new Call-to-Action (CTA) can be a long, expensive process.

A CMS offers your website flexibility, and the opportunity to grow and change just as your business does.

Your website is limited to being updated only every few years

The most common way businesses update their site is to invest a lot of time, attention and money into it only once every few years. This can be really stressful, time-consuming, and means your site is susceptible to becoming a bit rubbish and out of date.

Your best bet is to create a detailed plan for growth which reflects the fluid, ever-changing nature of the business world.

Stop redesigning every couple of years only to wait forever for your site to launch. Instead, constantly edit and improve it with Growth-Driven Design (GDD).

This way, your website gets the constant love and attention it needs to help your business thrive.

You’re ignoring the data from your current website before designing the new one

You can risk repeating old mistakes if you don’t pay attention to the analytics of your current website. Start off with the basics by getting some average figures to show how many visitors come to your site each month, and see how long these visitors stay for.

Examining this past performance is key to fixing the problems your old site had, and getting your redesign to lead to future success instead of repeated failures.

 You’ve got a narrow focus of ranking on the first page of search engines

Supposedly there are now more than 200 factors which determine whether your webpage will appear on search results, so search terms shouldn’t be the only thing you focus on. To gain value, you need to think outside the box.

Instead, draw your attention to your ideal personas, and focus on using the specific language they use to research their problems.

Build content on your website that clearly states what you offer and how you can help. Tailor-make your content to attract your ideal customer by addressing their problems and demonstrating your knowledge of how to solve them.

You lack a lead generation strategy

Your pages should work together to generate marketing and sales qualified leads, so build them for this purpose. Guide your visitors through the buyer’s journey with CTAs and relevant offers.