When you are in charge of the Internet presence for a business., whether it is a small business or startup with just a few workers or a large company with many workers, it is important to step back every now and then and make sure the company website is performing adequately. If it is not, then it might be time to rebuild your website.
There are several reasons to do such a thing. For example, the old website might be so old and out of date that it can’t serve customers well anymore. The company might want to relaunch the site as part of a rebranding campaign. It might be the case that new features have become available and even though the old website is performing well, it could do better if it was rebuilt with those new features. This post will explain some of the best reasons to reboot the company website.
First of all, the obsolescence problem. Especially when businesses grow quickly, they can grow beyond the ability of their website to serve their customers’ needs. This might be because of a lack of bandwidth and hosting capacity or because the site was only designed to help customers with a few basic services, and now the business needs the site to do more. For example, the owners might need the website to be capable of handling online orders and sales without human intervention.
Updating a website because it is no longer adequate is a good reason for an upgrade, because it is a sign that the company is growing. It is also a solid investment in the company’s infrastructure. Such an upgrade demonstrates to customers and stakeholders that the business is expanding and that the owners are interested in further growth. A business with an old, broken-down website tells visitors that its owners don’t care and aren’t paying attention to the business’s Web presence.
As far as branding goes, because the company website is such an important source of visitors and customers, a new website launch combined with rebranding is much more effective than rebranding alone. Customers see the website frequently, so completely changing the design to reflect the new branding effort will be a powerful way to illustrate how the new brand is different. People sit up and take notice when a website that they visit frequently changes, and they are curious to learn why the changes happened.
A big redesign coupled with a prominent message about the rebranding campaign will reach many people. It is an opportunity to show how the rebranding will affect the customers’ relationship with the company. Ideally, you can combine this with some of the functionality upgrades described in the previous and next paragraphs so that users will associate the new brand with growth and positive change.
When the website is already doing well but the management wants to add some new tools or services as a quality of life upgrade, then a major site relaunch might be a good way to show users that these new tools are available and ready to use. Quietly adding such tools in the background might mean that people who could benefit from them won’t ever know that they are now a part of the company website.
On the other hand, adding in the new features while also making changes to the design and carrying out maintenance tasks like upgrading the server capacity all at once will make a big impact. It is a good idea to lump together big upgrades in function with big upgrades in design so that users will instantly see that something important has changed.
This information should tell you why you might want to redo your company website and under what circumstances that is a good idea. Remember that whenever you make a positive change, it is a good idea to publicize it as much as possible and draw visual attention to the new elements using design. You would hate for all of your work on new features to go to waste because nobody knows they exist. So redesign, rework, and reimagine whenever you feel that it is necessary to serve your customers.
Delan is planning to start his business in Australia. He is new to saving and investing, he has been learning a lot by reading the personal finance and business blog.
Disclosure of Material Connection: Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”
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