A common question we receive is whether a business should consider refresh or redesign their existing website. Fielding website design questions like these are always a little touchy because many companies have an attachment to their current website that likely took a long time to get it where it is today. Additionally, complete website redesigns typically connotate higher cost, however is sometimes not the best choice given the business’s ROI objectives.

As I put my consulting hat on when I get in these tight spots, I usually start by defining the difference between the two. I believe that there lies many varying opinions on the matter and that no two are the same. Generally speaking, I define a website refresh as a website needing new content or imagery that doesn’t significantly effect the main design. Websites that are usually 2 – 3 years old fall into this category for a variety of reasons such as dated content, new products or services are available, or the website requires some minor image enhancements. Companies that are considering refreshing their website should ask themselves the following questions:

1. Is the appearance of their website in keeping industry competitors?
2. Do the marketing messages remain consistent with the brands strength?
3. Is the website achieving a healthy ROI that could be enhanced by a website refresh?

If you answered “no” to any of the above questions, then a website redesign is likely in your future. Redesigns in contrast to website refresh’s encompass everything that is mentioned above with the addition of a complete new design. I would be inclined to guess that over 80% of the websites we encounter fall into this category as most of them are older than 2 – 3 years or significant industry competition has raised the bar enough to require continual innovative redesign. What seems like a potentially long costly project, is likely a blessing in disguise because a website redesign focuses attention to all of the variables that affect conversion (what your website will ultimately produce.) Moreover, a major component to the conversion equation is offering a perceived experience (by design) that is better than your competitors.

When you put it all together, consumers and businesses are savvy enough to formulate a “stereotype” of your business just by your websites appearance and content. Simply put, if your website doesn’t clearly communicate to its target market with these key variables in mind, then a website refresh or redesign will be likely required to achieve your business objectives.