The age-old adage of “if it ain’t broke, don’t fix it” does systematically not apply to your website. As websites basically begin to break the second it’s launched, in other words, it depreciates in value.
This is not a bleak take on it, it’s merely a state of operating your business in an increasingly digital world. Adjusting and polishing your website as frequently as possible is best practice, as dictated by design trends, tactics and most importantly, user experience.
The redesign and migration of the WSIWorld website, bearing the aforementioned reasoning in mind, and below are the reasons why it’s pivotal to adjust your website’s design and UX frequently:
Practice What You Preach
For us, redesigning our website and its UX was part of a company-wide dedication to “practice what we preach” or “drink our own champagne.” We say that we help businesses do better marketing, and in order to do that, we need to have our own ducks in a row.
As mentioned, it is pivotal to iterate your UX and design frequently. And bearing that in mind, that is what we have achieved – a complete revamp of our website and UX. Filled with pride at our new site, we humbly urge you to review and give us your thoughts and opinions!
Follow The Numbers
In the digital marketing world, numbers and data are hugely important. As soon as you any website, you also begin collecting data on it. And unless you’ve somehow built the perfect website, that data is immediately going to tell you that certain components of your site are not working optimally.
This could be due to various reasons, including: users are behaving in a manner different to what was dictated, or a design element adopted is not engaging to the level you assumed it would. Use the data once your site is live for a few months, and it’ll elucidate what list of things need work for the next iteration.
The Digital World Moves Fast
Perhaps the biggest reason not to let your website’s design and UX stagnate is the speed at which the digital landscape moves. We do business in a world that changes fast – faster than most of us can even keep up with – and with that comes the need to quickly adapt the tactics, strategies and tools that we use.
What worked in the digital world two years ago probably doesn’t work the same way today. So as good as your website looked and functioned two years ago, for all intents and purposes, in today’s digital world, it’s old.
Optimization, Optimization, Optimization!
Occasionally, it may not be possible to see all avenues and angles until after a project is launched. And often it’s critical to simply launch something marginally imperfect and iterate it, as opposed to tirelessly striving for perfection overnight.
During the process of curating the new WSIWorld, we conducted the following:
- Data from the legacy website was analyzed
- Modern design US trends were considered in analysis
- Content and SEO strategy was audited
- Customer personas were dedicatedly honed in on
The result was we curated a list elucidating some rules of thumb, which may be applicable to you if you want to redesign your own website.
Avoid “Greedy Marketer Syndrome”
Picture this: you’ve got a new website and you’re excited. You want to reap the benefits of all that hard work as soon as possible. You launch the site and can’t wait to get that first conversion. Sound familiar?
Though tricky, it is critical to avoid “greedy marketer syndrome”. Ultimately, you shouldn’t expect visitors to go right away for a bottom-of-the-funnel conversion immediately. Earning trust and leaving breathing space for decision making should be of paramount importance.
This is why, for example, we chose to go with “Talk To Us. We Can Help.” as our main CTA button text instead of something like “Book A Consultation Now!”
Conduct Post-Launch Analysis
We’ll conclude by reiterating how significant it is to conduct a post-launch analysis once the new site and UX has been rolled out.
If immediate data is available for use, why not use it? A/B tests and Heatmaps provide enormous insight in regards to how users engage and what they are inclined to click on – this will allow you to make adjustments right away.
Don’t Make Your Visitors Think
If you give your website visitors too many things to think about or too many places to look or click, it causes cognitive friction. When users are overwhelmed by a page on a website, what do they most often do? Click back and try something else – otherwise known as a bounce.
This is the reasoning as to why, on the homepage of your website, it is should be laid clear to your visitors: A) who you are, B) what it is you do and C) why they should place their trust in you.
It may seem challenging to do this in such a constrained space above the fold, but it truly is worth it to put the energy and time into optimizing the information.
Credit to Cheryl Baldwin from the WSI Network and you can follow WSI her twitter @wsiworld