B a c k   T o   T h o u g h t s

Today, it’s hard for small and mid-sized businesses to compete with large companies with even larger budgets. The top dogs advertise and market across high-volume platforms – and put the smaller fish at a strong disadvantage. But even a small-scale business can stay competitive with a strategic and creative digital marketing campaign.

The primary goal of any digital marketing campaign is simple: drive users to the website. But once the user gets there, the key to closing the deal is the design. More than just visually appealing, successful websites quickly communicate what the business does. The best websites guide the visitor along the path to reach out, or even better – make a purchase.

The rules are simple. Do these things effectively and efficiently, and your website can be successful. Slack on any of these key design elements and you put the entire digital marketing campaign at risk.

Having second thoughts about your website? Perhaps it’s time for a new look and feel. Here’s a list of seven must-haves for any website redesign.

1. Responsive Design

It’s 2015. The iPhone has been around for nearly eight years and the iPad for almost five. Mobile now accounts for more than 60% of digital media time. If your website lacks a responsive design (or is at the very least mobile-optimized), then it’s time to consider a website redesign.

2. Simplified Site Architecture

Information architecture is one of the most overlooked aspects of a website redesign. At Bowen Media, our clients come to us with site maps closer to a labyrinth than a website. Before any website design can begin, a clear site map is mandatory. Generally speaking, when redesigning the site architecture, less is more. When you simplify the content and page architecture, you create a clear path to the content specific to an end user’s needs.

3. Clean UX/UI

When a visitor lands on your website, you have on average about 5 to 8 seconds to catch their attention. A cluttered and unorganized UX/UI design makes it hard for the user to quickly comprehend the information on the site. And that’s a huge problem. The website should immediately communicate what the business does in a simple, visually appealing way. Clean UX/UI is a major factor to a successful website redesign.

4. Conversion Optimization

The website also needs to incorporate strategically placed calls to action. These important messages guide users through paths specific to their end goals. All paths should be as short as possible and lead to a simple form, contact form or buy now button. The simpler the path, the more the website design will convert visitors to leads and sales.

5. Incorporate Video

Video is simply the fastest and most engaging way to communicate with website visitors. Video puts a face and personality to your business. It allows visitors to learn about your business without having to read a lot of text – which is great. Oh yeah, and search engines love it, too!

6. Fresh Content

The ability to keep content on the site constantly fresh and up to date is a definite must-have in a website redesign. Not only does fresh content provide an incentive for users to come back, but it also boosts your SEO. The search engines prefer sites that consistently put out content relevant to the business and its customers. Are you a business looking to start a full-fledged SEO campaign? Start with a website redesign that incorporates a blog, gallery, and/or news section.

7. Avoid Distractions or Interruptions

Just a few years ago, automatically scrolling text, pop-ups, flash and GIF animation were all popular in web design. However, users quickly learned these elements were extremely distracting. Rather than impress visitors, the flashy designs simply annoyed them. Distracting elements simply don’t work and will drive away more visitors than they impress. Interactivity with the site must be intuitive and non-disruptive. Most of all, it must be directly related to the needs of potential customers.

Bowen Media is an award-winning web design and digital marketing agency. When you’re ready for your website redesign, click here and tell us about your business, goals, expectations, and budget. We’ll reach out shortly and have a conversation with you about how to launch the perfect website redesign for your business or brand.


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