So you want to redesign your website?
July 28th, 2009 by Richard
Change has been happening since the dawn of time. Natural evolution has kept things flowing and changing to keep up with ever evolving environments. And so too does the internet change and evolve. So why shouldn’t you change and evolve your website design to keep up with the changing times around you?
The answer is simple. Redesigning your website can be great news for your profits and your current client base. If, of course, your current web design is actually repelling prospects instead of luring them in. That means a redesign is necessary and a great idea. But if it works as it is and it isn’t broken, don’t try to fix it. Chances are you will not see a huge return on your redesign investment and it will essentially be a waste of money.
Alienating your customers
Go have a gander at what the most popular websites today looked like a couple of years ago. You will see that not much has changed at all. And why is that? They have not redesigned and they have not changed because of customer familiarity with their web design. People do not like change, even though it has been happening for billions of years.
Something about this natural occurrence seems unnatural to us and many don't like it – at first anyway. People are also creatures of habit.
If they like something the way it is, if they are used to it as it is and they don’t expect it to chance then you could be facing the prospect of alienating your current clients. In tough economic times the only thing you can afford to do is convert more prospects into loyal and paying customers.
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I agree with your point about it alienating loyal customers who want the “usual”, but re-designing a whole website is a lot of work – could your resources be plunged into something else like building upon your links program or article marketing or something.
Remember, you’ve already acquired your lead before they see the webpage. They don’t judge your page on how it looks until they’ve landed on it like when they click on a search result – in other words, they’ve already an interest in your website. If they were a truly qualified lead, then the aesthetics of your site (whilst important) would surely not matter so much?