Redesigning for All the Wrong Reasons

Among other things, I design websites. So of course it’s in my best interest to sell the idea of website redesigns. However, the truth is that if you ask me, I’m not always going to recommend a redesign. In fact, sometimes I may flat out say no.

Why? Because above all else, I am a builder of brands. And whatever I recommend, it will be in the best interest of your brand. That said, there are times that people come to me wanting to redesign for all the wrong reasons.

Here are a few instances in which I would try to dissuade you from redesigning your business’s website:

  • You are sick of your design. Look, we get tired of new stuff pretty quick. It’s human nature. Think about the last new car you bought. When you were shopping for it, you were all about it. And when you first bought it, you loved getting in it every morning. Going to work became a joy instead of a chore. But after a few months, you started hating your commute again and that new car lost its charm. Same idea with your site. Just remember, while you may be tired of your site, it’s still new to those new customers.
  • It’s been awhile since you have had a website overhaul. Again with the car analogy. Some people lease so they can get a new car every year. But that’s not a very good reason typically and they end up losing money. If you want to throw your money away on a new site every year, then go for it. But it’s a bad business decision.
  • Your designer wants to. Here’s a secret: your designer only makes money when he’s designing. So the odds are that he may try to push for design work even when none is really needed. So if he comes to you saying you need a redesign, get a second opinion. It just might be that your existing site is just fine.

Let’s remember what the purpose of your business should be—to get good leads. And moreover, to help convert these leads into paying customers. If and only if your website redesign will contribute to this goal—then go through with it.

But if you are considering a website overhaul just because people in your company are tired of your old one…don’t do it. You’ll end up wasting time, money, and maybe even doing some serious damage to your brand along the way.

About The Author

Brian Waraksa

Brian Waraksa, founder of Raxa Design in Houston, Texas has been in marketing and small business branding since 2002. He writes the Raxa Design blog on issues affecting small business marketing and corporate brands.

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