Your website is your brand’s window to the world. It’s an essential tool for new and old customers to find you, connect with you, learn from you, and buy your products and services. A website redesign is an opportunity to better represent your brand, your values, and your integrity.

A professionally designed website is the key to success in eCommerce. 

38% of people will stop engaging with a website if the content or layout is unattractive or confusing. A bad website design is something you simply cannot afford. You never get a second chance to make a great first impression.

Unfortunately, many people make mistakes when it comes to their website redesign. Let’s walk through a few common pitfalls to avoid when starting your marketing website design or website redesign project.

website redesign errors

Website Redesign Mistake No. 1: Going with the Cheapest Bid

We know you’ve got a budget to stick to and many more expenses than just your marketing website design. But skimping on your website redesign and choosing a web design firm solely because they have the lowest price will cost you much more in the long run.

When meeting with website designers, think of things beyond cost, such as their background, companies they’ve worked with, and previous work, and if their goals, ideas, and attitude align with yours. You want to choose a team that understands what you’re looking for and can execute your vision accurately, even if that means paying a bit more upfront. Trust us. You won’t regret it.

person in a skype interview

Website Redesign Mistake No. 2: Going with the Highest Bid

There is a common misconception that the highest bid is always the best. We haven’t found that to be true for web design. While price is undoubtedly a factor in decision-making, remember that the highest price isn’t always the best quality.

Many digital marketing agencies try to be all things to all people. Higher advertising, staffing, office space, and overhead can sometimes affect their pricing strategies.  Many agencies in this category operate much like a factory. Your project is handed off from person to person, multiple times throughout the process.

If you want a more personal working relationship with your web design agency, it pays to spend time interviewing them upfront. Trust your instincts. If you don’t feel a connection with the web design company or feel like you’re being treated just like a number, that may be a sign to look elsewhere.

Website Redesign Mistake No. 3: Not Connecting With the Right Web Design Agency for Your Brand

client working with agency

Speaking of personal working relationships … personal connections matter. Especially with your web design firm. If you hire an agency on a whim or without a thorough meeting to discuss what you’re looking for, you risk a major disconnect between your brand’s goals and the image and your website.

This is a partnership. You want to feel comfortable enough with the agency you choose to redesign your website so that you can fully trust them to create a site that’s going to capture your brand voice and image so that visitors get a grasp of who you are, what you stand for, what you offer, and your values from the very first second they log on to your site.

Website Redesign Mistake No. 4: Not Understanding Your Needs Before You Begin

Is your website going to be used for lead generation or sales? Is it an e-commerce platform? A portfolio? An online business card? What are your goals in terms of monthly visitors and conversions?

These are all questions you must have firm answers to before beginning your redesign. Otherwise, your design team will be “shooting in the dark,” and you’ll have no way to measure the success of your new website.

Another consideration is your website accessibility. In recent years, the accessibility of a website has become increasingly important. It’s now an essential consideration for all DTC (Direct to Consumer), and B2B website designs. Review your current level of accessibility, and be sure to consider updates to remain in compliance with federal ADA laws. To read more about Website Accessibility, check out our comprehensive guide here.

web design work session

Website Redesign Mistake No. 5: Going Too Niche/Templated

The market is becoming increasingly saturated and competitive. This means you need to stand out from the competition. The last thing you want is to get lost in the sea of competitors because your website looks identical to every other website in your niche. 

Avoid template websites that look just like every other website in your niche.

In a crowded market, a custom web design for your brand is important. It sets you apart and distinguishes you from the rest. Just because an agency has built hundreds of websites in your niche doesn’t necessarily make them the best choice for you. Set up a meeting and see how well the agency can create a website that captures your unique voice and brand. This will help you stand out in your industry instead of blending in and looking exactly like everyone else.

Website Redesign Mistake No. 6: Ignoring Copywriting, Images, Ongoing Content Needs, Website Maintenance, and SEO Updates

on going web content, seo and media

It is not enough to merely have a website. You must optimize your website so you can harness all the power it possesses. By constantly updating it, adding new content, custom images, and ensuring you’re keeping up with SEO and technology changes, you can ensure your website remains relevant year after year.

Recommended Updates for B2B and DTC Websites:

  • Modern, accessible, and mobile-friendly website design
  • Staying on top of SEO, and search engine algorithm changes
  • Publishing regular, helpful content that answers customers’ questions
  • Making the most of custom images, photographs, and videos

Design matters. But it isn’t everything. It doesn’t matter if you have the most beautifully designed website. If you’re not optimizing your website for SEO, you’re not going to reach your target customer. All of your design efforts will be for nothing.

SEO (Search Engine Optimization) is a critical factor in your website’s success. It’s worth hiring a web design team to ensure your site is at the forefront of SEO trends so you remain at the top of the search rankings. 

Updated apps, software, and plug-ins are essential. A website is not a set-it-and-forget type of deal. It needs regular updates and maintenance for it to run optimally.

Did you know that 95% of websites are running outdated and vulnerable software?

This opens you up to a slew of risks for malware and other cybersecurity issues. If a customer notices your website is out of date, not updated, or their browser won’t let them access it for security concerns, they’re going to leave your website and never look back! For these reasons, it’s imperative to have a team who can regularly oversee your website and perform updates as needed to keep your website in tip-top shape and keep your customers safe while they browse your site. 

broken mobile site with a crack on the screen

Publish regular, helpful content that answers customers’ questions.
You also must ensure your content is regularly updated. A lot of businesses benefit from regular blog posts on their website. This is a fantastic opportunity to answer your customers’ common questions and concerns. It also helps you establish yourself as a leader in the market.

Avoid this by hiring writers or a team of SEO specialists who can provide you with fresh daily, weekly, or monthly content. The newer and more helpful your content is, the more valuable it becomes. This increases the odds that visitors will share your content with their social networks, putting even more eyes on your website and growing your reach even further.

Final Thoughts

In this day and age, you simply cannot afford to put your website on the back burner. Websites are often a first impression and gateway to reach new customers. You want to make the best first impression possible so that you can start a long and loyal relationship with your customers.
If you’re ready to start a new website redesign project, or you need help optimizing your current website to generate more traffic, leads, and sales, let’s chat!

Gulo Solutions Can Help

Are you ready to make something spectacular that will leave your customers awe-struck? Gulo Soutions can help. We’re an experienced and trusted digital agency that specializes in web strategy, web design and development, digital marketing, and SEO and conversion optimization. Start a conversation — contact us today to learn more.

Written by

Jen Hanson

As a digital marketing professional, I thrive on problem-solving, continuous learning, growth, and challenging assumptions. I especially love sharing what I’ve learned with others in this ever-changing industry.  When I’m not reading, writing, or researching marketing trends, I’m having fun baking (especially sourdough loaves), watching baseball (Go Cubs Go!), mixing up cocktails, or hanging out with my three adult sons.