Introduction
Like all good things in life, websites too get old or outdated.
However, the good thing is that you can actually do a lot of things when a website loses its appeal.
Companies can consider a website redesign. Or, they can opt for a strategic refresh (a little change here and a little change there.)
However, it’s easier said than done.
Often, businesses fail to realize that their websites or digital presence needs a significant change. And even if they realize the need, they find it hard to make sense of all the terminologies that designers use, and what exactly they need to do to reengage their customers and drive their business forward.
In this blog, we’ll aim to help you understand the fundamentals of website design and website refresh, what these practices entail, the pros and cons of understanding a design or refresh initiative, and whether you should consider a design or refresh.
What is a website refresh?
A website refresh can be defined in multiple ways. However, the most practical definition of a website refresh would be that it entails a very specific and limited scope of work.
Under a website refresh project, designers and associated professionals might work on a few, specific parts of the website such as home-page navigation, the color palette of the website, or the images displayed on the top of website pages.
An important point to note about a website refresh approach is it does not comprise significant and time-consuming changes to a website. If it takes you months, it’s not a website refresh project.
However, what’s interesting about refreshing the website with minor changes is that it often leads to dramatic improvements in overall results, be it increased time on the website or more conversions.
What is a website redesign?
A website redesign is a full-fledged assignment wherein designers change the website beyond recognition.
A website redesign project might include updating the content, structure, design, and functionality of an existing website to improve its user experience, performance, and overall appeal, often including elements like navigation, visuals, and code.
Since the redesign project comprises significant research and development, it costs more than a website refresh exercise.
Additionally, a website redesign demands more effort and is very time-consuming. However, the returns on investment are quite impressive. You might build a website that looks great across devices and screens, helps you engage more customers, and achieve increased conversation rates.
Key differences between a website refresh and website redesign
A company can benefit from both a website refresh and a complete overhaul of the website. While a website refresh represents minor functional or visual enhancements to the website, a website redesign project is often long-term and comprises major changes to the website including its structure and functionality.
Website refresh | Website redesign | |
|---|---|---|
Scope | Limited and specific in nature | Broad and time-intensive |
Timeline | Shorter as a website refresh requires comparatively minor changes to the website | Longer, might require several months or more to complete the project |
Goals | Meeting specific challenges or improve specified areas such as the look and feel of the website (the aesthetics part) | Broader and more complex and strategic goals such as solving major usability issues |
Cost | Significantly lower than a website redesign project. | Involves significant investments both in terms of budget and technical expertise |
Technology used | A refresh rarely requires changes to the technology part of the website. | Often requires a shift or upgrade in the tech stack or platform used such as a new CMS (Content Managed System). |
Risk | Slight risk - minimal disruption to the customers and business operations | Risk is on a higher side - the website might face a temporary downtime causing disruption to the users and business |
When to consider | Website is in great shape - however, might get even better with little functional or visual updates | Website has not been updated for years and does not reflect the ever-changing market and customer needs |
Gaining a deeper understanding of what these design philosophies mean, decision-makers can make more informed decisions. Now that we have highlighted the key differences between a website refresh and a website redesign, let’s explore the key scenarios where a website refresh might be a better option.
When to opt for a website refresh
A website redesign is a great way to uplift the look and feel of a website without pouring in a lot of time, money, and effort. A strategic and specific update to a website is powerful enough to yield great returns. Here are a few scenarios where a website refresh is an ideal solution.
1. Brand consistency needs minor alignment changes
A website refresh is a more appropriate route to take if your company has recently made a subtle change to its messaging, tone, or visual identity such as a new tagline or a revised color scheme. In such a scenario, a few strategic tweaks here and there are more than enough to uplift and align the website to the new positioning of the company.
2. Minor usability issues
Nearly 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load. Therefore, successful brands and businesses take user experience (UX) very seriously. However, for these usability concerns, a complete redesign might not be a feasible solution. Sometimes, usability issues, such as slow page loading, confusing navigation and broken links, can be taken care of with a few strategic updates.
3. Repetitive design across pages
Maintaining brand consistency is one thing, and building a website that looks all the same across all the pages types and sections is a completely another thing. To reengage your visitors on a deeper level, you might want to incorporate some creativity and variations within your site. In that kind of scenario, a website refresh can be considered with confidence.
We just listed out a few scenarios where a low-cost refresh might suffice. However, please note that these are just a few of the scenarios that might require a refresh.
When to opt for a website redesign
A website redesign is a complete website rehaul. The entire process requires a long-term commitment and therefore, you should embark on this journey only after completely thinking through it. Let us share a couple of scenarios where a website redesign might be considered.
1. The website suffers from major usability issues
If your website was built years ago and no longer supports the needs and demands of modern website visitors, it’s time to think about a major redesign.
Poor navigation, unresponsive design, and slow load times are few examples where the visitors are sure to feel frustrated and leave your website in an instant. Again, your design team should analyze the work that needs to be done and determine whether a refresh or a complete overhaul would make more sense.
2. The company has evolved massively over the years
Say the company has taken on a new or a more evolved brand identity or has evolved in terms of its product portfolio. In such a scenario, a decade-old website won’t be able to reflect the new brand communication and messaging. Right from the front-end of the website to the back-end tech, you might have to consider a complete overhaul rather than a quick refresh.
3. Competitor benchmarking and scalability
Rebuilding your website from scratch becomes imperative if the websites of your competitors are significantly better than yours. To up your game while ensuring that you do not lose your customers to the competition, you must think about a redesign rather than a refresh. Additionally, to build a competitive advantage, your website must also be scalable enough to accommodate growing traffic and content. If it’s built on outdated tech and CMS, you might like to consider a website redesign.
So, we are just done with a few of the situations where you might like to update your website from scratch. However, to unleash the full potential of a strategic refresh or redesign, it is imperative to seek expert help and guidance. Here at Kellton, we have some of the best design talent on board. In the past, we have helped numerous brands and businesses lead with design. And we’d love to connect with you too on your design journey.
Final thoughts
A website fresh or a complete overhaul?
What you choose depends on what you are struggling with and what you want to achieve out of the whole design exercise.
The good thing is both design practices help companies accelerate customer engagement and conversions.
However, both approaches are different. To unlock the most out of your design investment, you must choose one which serves your website the most.
Expert help and guidance can go a long way in ensuring the best design experience. At Kellton, we are a design partner of some of the most innovative brands and businesses. To see how we can help you unlock new possibilities with next-gen design practices, connect with us.
