As a brand grows – whether it’s services change or products are added – updates to a website are necessary to reflect the most current and up-to-date information. Reflecting on these iterations to the customer-facing website is often one of the most critical steps to gaining conversion with the current user base. The main issue is that many sites don’t follow these main steps.

A Conversion Driven Prospect

Whether a website redesign is to communicate brand values or to provide valuable information for your customers – a company’s goals are constantly changing. What’s critical here is that you are clear on what you’re trying to achieve with the website. If your goal is lead generation, and new prospects are not coming in at the desired rate, then it’s time to look at the format and message of your website. Additionally, user journeys should be assessed to maximize user experience and drive demand.

Reaching Your Current Users

Has your market changed or expanded? Do you know your buyer personas? Are you speaking to the right audience and serving their wants and needs? Figuring out the answers to these questions is a big step forward in coming up with a strategy for a newly refreshed interface design. You’ll want to look at your analytics, run surveys, test different messages, and conduct market research to get solid data to build a site that adequately serves the target user. You want to serve your most profitable group of users which may not even make up the majority of your entire audience.

Mobility Is Essential

Regardless of what analytics reflect your users’ devices reporting, Google’s recent updates are using mobility as a ranking. For optimized SEO, sites across the industry need to be updated for mobile.

Sustainable Management Structure

From blog to social media integration, a site owner should be able to update their interface as regularly as possible. With information available at a constant pace, users expect the most up-to-date information at their fingertips. A Content Management System (CMS) that scales and fits the business it represents is essential to user engagement.

Though many approach a site refresh as a design project, it really focuses on the problems and goals a company is facing or wants to reach. With strategy and clear direction, the resources that are allocated to an interface redesign will experience a robust ROI.