Some Advice On Nailing That Website Redesign You’ve Been Dreading

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Some legacy businesses might be able to get away without a fantastic website: but startups? Not so much. Websites are the lifeblood of every growing new business, and without them, there’s little hope of success.

As a result, entrepreneurs are having to continually update and upgrade their online offering. The problem is, doing so is a massive hassle, and it’s often hard to tell whether you’ve got it right. Here’s how to nail that website redesign you’ve been dreading.

Always Put Yourself In The Shoes Of The End User

What comprises an exceptional user interface do you think? “Usable,” “predictable” and “intuitive” are all words that immediately come to mind.

It’s a good idea, therefore, to avoid complexities in the user interface when redesigning a website. Instead, focus on innovations that make the whole experience easier and faster. One of the problems that used to dog old company websites were complicated menus with tiny writing coupled with endless sub-menus and non-obvious download buttons. Safe to say, this is something you want to avoid.

Don’t Overwhelm The User With Information

As any good digital marketing agency will tell you, one of the abiding tendencies of small businesses is to overload their customers with information. Their websites are packed with essay-length prose about their products, detailing all the features as if it were a review or an article in a journal. Businesses do this because they want to make sure that they are communicating all the benefits of their product. But all too often they vastly overestimate user attention span, especially online. Web site visitors on a company website are rarely in the mood to read a five-minute segment of all the features of a particular product. They just want to know if it’ll solve their problem.

According to Ashley Saddul, an executive at a large recruiting company, the key is to make sure that each page has a definite focus. Products should be arranged intuitively, and businesses should use the fewest words possible.

Make Small Improvements Over Time

Designers, developers and entrepreneurs often work closely together, to build websites, but often they do it all in one go. According to Dmitry Koltunov, this is a bad idea. One of the reasons for this is that it precludes the possibility of gradually developing a site that suits the tastes and preferences of users. Big businesses will routinely implement minor changes to their websites, and then use A/B split testing to find out whether those changes had the desired effect. They don’t just march in, change everything all at once, and then hope for the best. The best rarely happens.

It’s a good idea, says Koltunov, to make improvements incrementally. Get feedback he says, and each week aim to improve something about the site. It could be the colour scheme on the home page, the way you generate titles for your blog or the speed at which the website back end operates. Over the course of a year, your website will be transformed – just not all at once.

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