You’ve been checking your company’s website for years. You’re tired of this. But do you just redesign it to make it look more current or do you rebuild it? Here are the pros and cons of each. Plus, a series of questions you can use to determine which strategy you should undertake.
Advantages and disadvantages of website redesign
A website redesign keeps the fundamental elements of the site in place and simply changes the look. You can choose to do this when you have undergone a rebrand. Or it may require a more current appearance to avoid looking dated compared to competitors.
- Clearly communicates your company’s brand, values and mission
- Uses current design trends, demonstrating attention to target market requirements
- Increases visitor friendliness
- Introduces new products, services and industries in a new way
- Upgrades technology to increase site ranking
- Improves site reach for new visitors
- Costs less and requires a shorter lead time than a rebuild
- Poor content structure and organization will always exist
- SEO performance may not increase
- Another overhaul needed in a year or two
- Does not improve functionality, but may improve user experience
- Limited scope of the project
Advantages and disadvantages of website rebuilding
When rebuilding a site, you are not limited to appearance. This often requires a review of existing technology, databases, code, and user experience. If you were to redesign your website marketing strategy, would it be different from the one you have today? If so, a redesign is in the near future.
Paul Cookson’s quote sums it up: “Great web design without functionality is like a sports car without an engine.”
- Fixes the bad structure of the site
- Improves SEO performance and overall site ranking
- Improves user experience
- Applies current technology integration
- Reduces the need for an overhaul for a few years
- Improves technology to meet customer and industry needs
- Unlimited project scope
- Takes longer than a redesign
- Costs more than a redesign
- Increases chance of range slip and delayed launch
How to choose?
Consider these things to help you determine if you need a website redesign or rebuild. You can download the table for future reference.
|Content conversion rates are down.||√|
|Reduces sales and leads.||√|
|Mobile visitors leave the site quickly.||√|
|Google’s rankings have gone down, steadily.||√|
|Adding new site content is tedious.||√|
|In the past, the site attracted visitors, but less today.||√|
|The website design was last updated over two years ago.||√|
|We have a limited budget.||√|
|You haven’t updated the site for over a year.||√|
|Search engine optimization (SEO) needs have changed.||√|
|In the process of rebranding.||√||√|
|Competitors’ sites are more attractive and attract more customers.||√||√|
|There are technical issues such as 404, 500, or 300 errors.||√||√|
|The information architecture (organization of navigation and pages) is outdated.||√||√|
|The company has exceeded the current capabilities of the site.||√|
|Bounce rate and website analytics are below average.||√|
|You regularly get negative reviews on the site.||√|
|The marketing channels you use are incompatible.||√|
|Web server overload causes crashes, diverting visitors.||√|
|The site no longer supports marketing and sales strategy.||√|
|The site does not support current CMS and HTML5 integration.||√|
|Your site host is no longer able to support the site.||√|
|The current site no longer supports the technology you want to integrate, i.e. Zapier, CMS, SalesForce, Portals, etc.||√|
Looking for inspiration?
If you’re looking for website inspiration, Colorlib provides a list of “20 Outstanding Accountant Website Designs for Inspiration in 2022”. SiteBuilderReport also offers a list of “17 Examples of Great Accountant Websites”.
Remember to work with an experienced accounting website designer before taking a step in either direction. Not all designers understand the nuances of accounting websites, or their unique SEO and user needs. The Association for Accounting Marketing has several consulting members who specialize in this area.