Rethinking the Website Redo

December 18, 2018
- Thought Leadership
Author - Katherine Fox

Let’s begin with a simple set of questions with the assumption that your brand has a website. Because if you don’t, that’s a bigger problem we’re ready to solve. When was your website built? Does it do everything you want it to do? Have your business goals shifted since its creation? Is it telling the whole story of who you are? Think those over and move to the inevitable question number five.

Is it time for a website redo?

No matter how much you grimace or groan, the answer to that question is most likely a resounding yes. It’s a daunting thought for many of us—especially if you’re a bit new to the world of web creation or have experienced a painstakingly long process in the past.

But here’s the thing: your brand is not stagnant, which means your website shouldn’t be either. Not all things get better with age. This isn’t a wine. It’s a website and a direct reflection of your brand.

Whether it’s the people, the projects, or the larger business goals you’re aiming to reach, your brand evolves and your website should showcase that. And no, we’re not saying one must redo their website anytime you shift your positioning or add a new department into the mix. What we are saying is this: take a look at your website. Is it representing the best version of your brand? Is it reflective of both the present and future of who you are and what you want to do?

With evolving technology, shifting business needs, and general changes in the industry, a website realistically has a shelf life of three to five years.

Think back to five years ago. 2013 was a different world. So was 2015. Since then, Apple has bestowed upon us one innovation after another, politics have changed, WordPress has unveiled a new iteration, design languages are different, best practices on any front have taken new shape, and your industry has no doubt ventured into a new territory. Evolution is constant. Don’t let your site be left in the dust.

These days, your audience’s first impression of your business is based almost exclusively on your website; no matter the industry you work in, your website is your digital business card. You wouldn’t have a business card with the wrong name, old address, or aesthetic that dates back five years. It’s sort of like how we wouldn’t have business cards with Comic Sans on it. Your website should represent your brand in the most straightforward way—who you are, what you do, and how you can add value to others in whatever industry you are in. There is so much value and power in giving your website a new look; and this can mean changes that are big or small. What really matters is the strategy behind it and the way in which it utilizes the tools and capabilities of our digital-centric world.

There is one exception to the website redo argument and it is the wonderful Space Jam website. It’s a relic of the past that must never be changed for both posterity’s sake and the sheer fact that it’s entertaining.

But you’re not Space Jam. If your site looks anything like that, it’s time you call us up. But we’re going to assume that while your website may not feature an outdated version of Flash, it may be in need of a bit of a refresh.

Rather than looking at it as a big redo, why not rethink the word and focus on something that will best suit your strategic needs. Redesign, refresh, revamp. It can be something as simple as bringing new colors and copy to the website or overhauling outdated technology by designing a website that boasts the pinnacle of innovation. It’s a pendulum, and it’s a pendulum we love exploring with our clients.

Whether you’re not getting the results you’re looking for or want to venture into a new space, you need a website to do that. If you feel like your digital presence is a bit dusty or simply feel like it’s time to show the world the new and improved you, you need a website to do that.

There are so many facets to a website that offer up avenues for recreation and a bit of a refresh. Ready to make the leap? Hit us up. We’d be stoked to get your website to the place is deserves to be.