Do you have an outdated website? Are you wondering what will be required to get it up to date? Sometimes it can be a simple makeover, but sometimes it will require a complete do-over.
Websites are often one of the most common marketing infrastructure purchases for a small business. They are high up there on the list, along with branding, outdoor signage, vehicle wraps and trade show setups. You make these large investments and hope they will last a while, but with a website, it can be harder to know when it’s time to start over versus just getting some updates. In addition to that challenge, every web developer you meet with wants to sell you a new website.
As a non-technical decision-maker, how are you supposed to weed through different website recommendations and estimates? This article is meant to shed some light on the different ways to evaluate a website to see if it just needs a makeover or a complete do-over.
When Your Website Only Needs a Makeover
Some things may make a website seem outdated, but they may be very simple to update. These should not be reasons to overhaul your website entirely:
Minor Brand Changes – Have you tweaked your logo or colors? Have you updated your fonts? Those are not usually reasons to overhaul a website. Most professionally designed websites use stylesheets that allow developers to quickly change fonts and colors on a global level.
Outdated Content – Words and images are really easy to update. If your website infrastructure is up to date, you just need to update your content.
Plugin Updates – Don’t be alarmed by a list of plugins that are out of date. This is a helpful way for your platform to inform you when something needs to be done. Plugins usually only control small aspects of a site and can be easily updated. If some are “no longer supported,” they can often be replaced by a different plugin. This is not usually a reason to start over on a website.
Theme Updates – Themes are like plugins in that they can usually be easily updated. These updates may cause conflicts with plugins and custom programming, but a skilled developer can usually find those conflicts and troubleshoot them. If a theme is no longer supported, that is another story (see below).
Platform Updates – Your website platform (WordPress, WooCommerce, Shopify, etc.) will need to be kept continuously up to date for security reasons. Sometimes, major version updates cause conflicts with plugins, themes and custom programming. This can cause things to “break,” but that still may not be a reason to start over. A skilled developer can often quickly troubleshoot those updates on a separate server. It may be worth allocating a modest, time-limited budget to attempt an update before throwing in the towel. The further out of date you let a website get, the more troubleshooting that will be required.
A New Marketing Team or Agency – Sometimes, the new teams may not be familiar with the technology. Additionally, new marketing teams and agencies are often eager to leave their mark. They may suggest a complete do-over is necessary, but it may be a costly activity that takes your website from happy to glad. Carefully examine the reasons for a complete redesign and see if there are other ways to accomplish the goals or provide training.
You Can’t Update Your Website Yourself – If you are frustrated by being locked out of the ability to update parts of your website, you may be able to get that access. In some cases, the “client-lock out” is a permanent feature of a theme or platform. But in other cases, the website wasn’t set up for client access, or the client simply wasn’t trained. Providing client access to update the site’s programming may be possible, and even very easy. This may not require a full site redesign.
Your Website Navigation Needs to be Updated – Even if there are pages and sections of your website that may need to move around significantly or be renamed, or if you want to change the look and feel of your navigation, this may or may not require a complete redesign. This will depend on your platform or theme and how significant the changes are. Some themes lock in the navigation styling. In that case, you should still be able to move pages and change page names. However, if your site allows you to change the style of the navigation, you should be able to redesign the look and feel of the navigation, including the mobile menu, and every page can be moved around and re-labeled.
Reasons to Redesign Your Website Entirely
There are definitely reasons you may consider significant a total do-over of your website, or even reasons that you may be forced into it. Here are some of the top reasons to create a new website from scratch:
Your Website is Broken and Can’t be Updated – Once a website is broken and platforms or themes cannot be updated (within a reasonable amount of time/effort – see above), a completely new website might be your only option. This can be embarrassing and lead to lost business. Hopefully it serves as a lesson to opt into regular web maintenance to keep a new website up to date.
Your Website is Working, but Can’t be Updated – When a website appears to be fine, clients hate to hear that their website theme or plugins are out-of-date or no longer supported. There is usually a period when a website is out of date but still appears to be fine on the surface. Behind the scenes, there are security issues, leaving them vulnerable to automated hacking attempts. These sites are also typically one step away from breaking as the hosting company platform or plugins continue with their updates. These websites are ticking time bombs and should be updated. Your web developer isn’t just trying to make a sale when you get this call or notification, so please take these seriously!
Website Functionality is Missing – If your website was built on a platform that limits what you can and want to do with it, it might be time for a new website. If the rest of your website is still reasonably up to date, check first to see if the functionality you desire can be added to your existing website.
Your Business has Changed Significantly – Sometimes a business evolves significantly, to the point where updating the website is not just adding or removing a person or a product. Here are some internal changes to a business that may trigger the need for a whole new website:
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- New Product Lines or Divisions – If you go through a significant reorganization of your business, your website infrastructure may not support the required changes. While sections and pages can typically be added and moved around, a major operational shift may change the functionality required on the site.
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- New Audiences or Markets – If you have a shift in focus to an entirely new audience or market, a redesign may be necessary to transform the marketing approach or the functionality of the site.
A Major Rebrand Usually Includes a New Website – If your entire brand has changed dramatically (the name, logo, colors, graphic elements, messaging, imagery, etc.) it may be easier to start a design from scratch than to work within an existing website. Stylesheets can be used to quickly update colors and fonts, but when the page layouts and content also need to be updated, it is often more efficient to start over.
If Your Structure is Out of Date (not mobile friendly, for example) – Themes and platforms need to evolve with the technology and some simply evolve better than others. If your theme or platform is running on the latest version, but still does not behave in a way that is up to date with current usability standards or meets search engine requirements, it might require a redesign to install a new theme or to change to a new platform.
The Size of Your Website May Affect Recommendations to Update or Start Over
The size of a website (in terms of the number of pages and amount of content) will have an impact on the decision to simply update versus starting over with a new site.
Very Small Sites – Very basic websites with 1-15 pages of static information might be faster to entirely redesign. This will depend on the extent of the desired changes.
Mid-Size – For websites with 15-25 pages, it’s usually worth exploring the possibility of just making updates instead of starting over. Don’t throw a website out if you don’t have to.
Large Sites – There are a few different reasons that a website might have a lot of content. It may be that a business has lots of products or services stored in a database. Or it may be that the company has lots of content in sections such as case studies, news, events or blogs. You may be able to make a huge impact with a redesign by simply updating sitewide page templates. However, any significant changes to these parts of the site can require a manual review and changes to every page or post (for example, if the size of the graphics changes or if you add a new field.) You may be able to migrate data to the new website, or find the opposite – that it cannot be easily migrated and will require manual upload. Whether this content can be updated in place or migrated to a new website will depend on how the site was set up initially.
A Website as Part of a Comprehensive Marketing Strategy
When I evaluate the current state of a website to determine whether it’s a complete redesign or just updates, I am running the decision-making through the framework listed above, but I am also considering how the website and the cost of the website fit into a business’s entire marketing strategy. I am evaluating the branding, the traction in the market and the advertising and sales strategies that a business is currently using and plans to use in the near future. In some cases, the website is the most important piece of marketing infrastructure that a company may need. In other cases, I might recommend getting the best web presence possible within a limited budget to allocate those marketing dollars to different projects or activities.
Let Me Know if I Can Help
Website decisions can be confusing, and the expense and time to build a website can be draining on a small business. If you would like help planning for your future website, please let me know. I am passionate about helping entrepreneurs and small businesses succeed.