Why Redesign Your Website
Monday, February 4, 2019
Posted by: Kaylin Berg
Clique Studios Team
Why Redesign Your Website
Maybe you’ve been putting it off for months. Maybe years. You know you need to redesign your website, but the thought of it makes you want to bury yourself under your desk.
How do you even begin? What’s the first step? And why is a redesign so important?
First, Adopt a Customer Centric Approach
When you focus on what your customers want, you will know how to redesign your website for the right audience -- the people who need your product or service the most.
Your company should be organized to easily communicate across teams to focus on the customer.
According to marketing operations management company Aprimo, to become a more customer centric company, you need to reverse engineer the customer experience by doing the following:
- Ask questions like: What business problems are you solving for customers? What will they need in the future?
- Streamline and automate operations such as planning, budgeting, and creation with a marketing operations platform.
- Realign marketing into customer experience teams to make sure everyone is consistent when it comes to plans, budgets, and expected outcomes. This way you can build brand experiences that are consistent across customer touchpoints.
Redesign for User Experience
You can create a positive user experience when you know your customer.
By definition, “user experience” encompasses all aspects of the end-users’ interaction with the company, its services, and its products.
Michael Facchinello, user experience director and head of Clique’s Denver office, says, “UX is a method of design focused on creating something with the user as the north star in decision making. UX is not inherently about designing interfaces or applications, but really the intended outcome we aim to achieve in doing so, a good and useful experience for the user.”
For example, the user experience includes how the user interacts with your website on all devices, including mobile. Just this past year in 2018, users spent an average of 3 hours and 35 minutes a day on their mobile devices.
To Focus on Color
Emma Foley, design lead at Clique Studios, says color on a website is a big component to what makes a company stand out in the eyes of the consumer.
“If you are seeing three different websites, it is natural to want to gravitate toward the one that stands out more rather than picking one of three that are the same thing,” she says.
“One of your website visitors might think, ‘They are using this hot pink in a world of traditional blue and that’s really interesting. I want to learn more about this company.’ Because color is such an immediate thing, you don’t have to read anything. You don’t have to spend a lot of time with it. It’s an immediate reaction.”
To Make Things Accessible for Everyone
Creating a new website is about including everyone in the thing you decide to create. It’s no different than making sure everyone can access a public museum -- or a Target.
It’s about making sure you are giving everyone the opportunity to use the website you’ve built. In the U.S., 1 in 5 people have a disability. That means a lot of people -- about 56.7 million -- need you to make your website accessible so they can use it.
Here’s an example: Imagine the director of marketing at a restaurant chain who is almost blind. She is looking for a new software for her team to use that’s just like yours. She’ll want to be able to use your website easily. Make sure she can.
To learn more about web accessibility, read Clique’s accessibility guide by content strategist, Natalie Gotko.
Your Website is a First Impression
Your website is the customer’s first impression of your brand. In those seconds when a customer is looking at your homepage, deciding whether or not they will keep clicking through your pages, you’ve got to make sure you engage them.
And engagement has to come fast -- it has to come before the customer clicks on another tab in their browser, or before the customer clicks the back button and finds your competitor’s website.