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You Know Your Website Needs a Redesign… but Where Do You Start?

By Meagan Simmons on September, 14 2015
Meagan Simmons

Meagan comes to Ren Scott Creative from the scorching hot desert of Arizona, but it's her cool demeanor and get-it-done attitude that keeps it all moving forward in the digital department. Speaking of moving, you may find her at your local gym teaching Zumba when she's not rockin' "the Google."

4.5 bag-heroDoes a website redesign have to be complicated? The short answer is yes, if you want to conscientiously gear your site toward getting your demographic to take action. Plus, websites aren’t all about conversion. Your site also represents your brand. It helps you continue to interact – often entirely through automation – with your customers in any situation, one reason responsive website design has become the standard. In many ways, your website is the center of your marketing strategy and a key business asset.

However, the various considerations to complete the overall – such as selecting tools that provide strong user experience for web design – can quickly become overwhelming. Let’s look at three major questions for redesign, along with some brief advice from nutraceutical company Lifes2Good’s e-commerce director Kaivan Dave.

Three questions for web redesign

What’s your objective?

As with any business project, the redesign of your website needs carefully described and elaborated goals, so you can make plans and check progress.

What design trends deserve your attention?

Chris Lake argues that “clean currently beats fancy.” Also, as mobile continues to grow, companies that fully embrace adaptive or responsive website design will be rewarded handsomely. Lake’s article of 2014 website design trends for E-consultancy provides 18 insights that could benefit your business.

What is the plan for your content architecture?

What is content architecture, and why should we care? According to Shelly Bowen of Pybop, content architecture is best understood in relationship to information architecture. Whereas the latter organizes your content so that it is easy to find and access (like someone organizing a garage into sports items, yard work items, etc.), the former helps you organize the pieces of your content to make it more usable (like someone organizing a garage into component pieces, such as bike seats and tires). Determining these two forms of architecture are fundamental in strengthening user experience for web design.

Quick redesign tips

Here are four suggestions from Kaivan Dave to assist in your site redesign:

  1. Use a banner with a strong call to action. Sliders have generally proven ineffective.
  2. Make your customer support prominent, and provide all types, including live chat.
  3. You can use a pop-up to gather email addresses, but get the timing right.
  4. Don’t send mixed or foggy messages. Keep your call to action steady throughout, a simplicity that should also be seen in navigability and general UX (user experience).

What website design trends matter?

One of the fundamental roles of a marketing company in the online era is to filter through the various web design trends, looking for value. In the end, though, our clients prioritize accountability and transparency over trendiness, so we make all our campaign tracking accessible in real time. Request a quote today.

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