Website Redesign Considerations

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Website Redesign Considerations

Some key considerations that led small and mid-sized companies in the US to redesign their websites include to communicate better brand value, to improve site usability, to improve site performance and SEO, and to boost the conversions.

WEBSITE REDESIGN CONSIDERATIONS

TO COMMUNICATE A BETTER BRAND VALUE

  • According to Sendible, which offers social media management tools, the company redesigned its website to communicate its brand value to customers more effectively, as the old design focused on the tools it provided. To achieve its redesign goal, Sendible rewrote site copy, keeping the value its services provided to users in mind.
  • SaaSOptics redesigned its website after they observed that the previous version failed to communicate all the value it provided to prospective clients. As per the company, they confirmed this by "listening to our customers and prospects and keeping an open mind about what language we use to describe our platform;" thus, in the redesign, the company focused on highlighting its holistic brand value by updating the messaging via a high-level overview.
  • As for WebFlow, the company redesigned its website because the old one did not always enable visitors to understand its brand value, which is to help solve problems people face in their everyday work.

IMPROVING WEBSITE USABILITY

  • According to WebFlow, its old website did not provide the rich visual navigation that enabled people to easily access the information they wanted it to promote, obstructing usability in the process and prompting the company to seek redesign.
  • Sendible wanted to make its website more welcoming and presentable to users like a brick and mortar store would do. Since the old site failed to offer these, the company redesigned to improve user journeys and site structure by focusing on telling a story, which connected with its unique selling points.
  • To improve usability, Idea Marketing redesigned its site so that it outrightly addressed questions pertinent to what their customers wanted, what prospective customers wanted to avoid or achieve, and to outline how they offered what site visitors wanted.
  • Sendible's attempt to improve usability with its site redesign involved adding new sections and making it easier for users to browse its library to register for product walkthroughs and webinars.

TO IMPROVE SITE PERFORMANCE AND SEO

  • One of the key considerations that led Sendible to redesign its site was to improve site performance and to attract inbound links for SEO (search engine optimization) purposes. The company's old site was tedious for search engine, as well as users, leading the company to analyze best-performing pages, which they used as the cornerstone for the new site structure.
  • For Idea Marketing, the company redesigned its site to make its online customer experience more effective, as well as to make it optimized for search engines. Some considerations that led to the redesign included addressing questions customers had and optimizing for how people found it online.
  • According to SaaSOptics, a significant reason for its site redesign was to make it align with new changes introduced by the Google search engine, which prioritized responsive web designs. The company embarked on its redesign to transform its old site into a responsive one and to ensure it offered a great user experience.
  • As per a survey of small business owners by Clutch, the most significant needs for small businesses regarding their websites include high-quality web content and increased mobility.

TO GET MORE QUALITY LEADS/CONVERSIONS

  • Davey & Krista, a small brand and online consulting company in the US, redesigned its website to get more conversions. Its old site required too many clicks before visitors got to the conversion page, leading the company to optimize for conversion by bringing the pages where visitors converted the most in front.
  • One of the considerations that led Sendible to redesign its website was to revamp its case studies section by introducing video tutorials and lead generation forms to capture more quality leads. The company reported that it made this consideration after using an A/B test tool, Optimizely, to identify what users wanted the most.
  • At WebFlow, the company considered a redesign of its site to make it appealing to the different people their company was targeting, which was to ultimately increase the chances of segmenting them, as well as improving the possibility of converting them into customers.

RESEARCH STRATEGY:

We began by researching industry-wide surveys or reports of small or mid-sized companies with insights into why they redesigned their websites. For this, we researched portals like Fits Small Business, Chron, Business Insider, and others. Unfortunately, there was no report or survey, which featured small or mid-sized businesses revealing the key considerations for redesigning their websites. Instead, we only found reports that listed reasons why small companies should redesign their websites. However, since insights from these reports did not come directly from small or mid-sized businesses, we did not include them in this research.

Therefore, we switched strategies to investigate the portals of small or mid-sized companies in the US with the hope of finding blogs or articles revealing recent website redesign projects undertaken by them. This time, we discovered reports by Sendible, WebFlow, SaaSOptics, Idea Marketing, and others, which had reports in the public domain, highlighting why they redesigned their sites, respectively. As per our investigation using company intelligence tools such as CrunchBase and LinkedIn, these companies had less than 100 employees, respectively, so we took them to the companies within the scope of this request. Hence, we examined these reports and selected the most recurring redesign considerations (those that appeared three or more times) and reported the same as a proxy for the key considerations why small and mid-sized companies redesigned their websites.

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