Why do business leaders want to redesign their websites?
Some do because their website isn’t generating quality leads, which is related to messaging and content. That, in turn, is related to how well they know their customers, or not.
Others do so because their website looks outdated, which is related to aesthetics, which in turn is related to personal preference. This becomes self-evident when business people and marketers are “inspired” by a direct competitor’s website.
There’s a big difference between the two.
Making a poor website look better won’t solve a lead generation or business challenge. It may look nicer, sure. And making it look nicer can be exciting. Hopefully, the redesign process prompts business leaders and marketers to look closer at and refine messaging.
Unfortunately, a website redesign is often presented as a great reveal. Ta-da! Look at what we designed, which can be very exciting as well. It’s the smoke and mirrors pageantry of presentations (or pitches).
This approach is flawed because it places the success of the website on its visual appearance. Subjectively taking into account the perspective and tastes (and emotions) of the business leadership team over those of their ideal customer.
By contrast, taking the time to dig deeper and learn about your ideal client’s motivations behind purchasing products or services isn’t subjective at all. Interviews and testimonials from current and past customers offer incredibly valuable and useful data. Referencing those insights to craft better content and present it in a way that suits your prospective customer is smart.
Redesigns done right support messaging and present content in a way that’s accepted and appreciated by your ideal client and does not dominate the visitor experience.
Great redesigns take into consideration which part of the page is viewed by, and which message is delivered to, each visitor based on their intent. The most effective website designs/redesigns match the visitors’ intent.