You’ve been in the market for some time and are now either pivoting or carefully transitioning into a new market, sector or business model. This can come with a need for your site to

• communicate a changing company structure and positioning
• reach and engage with a new audience
• set yourself apart from new competitors
• introduce a new type of product or service
• deliver a new value proposition
• reflect a new pricing strategy (e.g. if moving towards a more high end market).

Growth is always an exciting phase in a company’s evolution but it’s also a point in time where it’s wise to carefully strategize how your website will adapt to e.g.

• the introduction of new product lines or services
• new locations in foreign countries (think new languages and cultures)
• new divisions within the company 
• the increasing need to attract top talent 
• a merger with another firm. 

A great site is usually goes hand in hand with a strong brand. Consider re-evaluating your brand and its synergy with your website if it

• doesn’t clearly align with your company’s market positioning
• doesn’t accurately communicate your company’s or product’s value proposition 
• fails to distinctly differentiate yourself from the competition
• doesn’t connect with the right demographic (customers, readers, potential employees …)
• feels dated and inadequate for the times we live in
• feels convoluted as it has randomly grown over time
• has trouble establishing a clear system for mother brand and sub brands.

With the explosion of online interaction with our clients and customers, and the development of new technologies it’s become increasingly important to make sure that your site’s UX is not only user friendly but also precisely tailored to your audience. Your UX might need a makeover if your site

• doesn’t reach its KPI’s (sales, downloads, reads, subscriptions, comments…) 
• has a high bounce rate
• lacks focus on accessibility (think e.g. color-blind or otherwise handicapped users)
• doesn’t differentiate between mobile and desktop experience 
• hasn’t adapted to changing user behaviour – best practice is continually evolving. 

We live in times were technology is evolving faster than ever and this naturally also applies to the web. To make sure your site stays on top of the game consider a re-design if it

• experiences cross-browser problems
• is cumbersome to update
• doesn’t capitalise on mobile experience
• lacks in regards to security 
• is built on a dated or discontinued framework
• ranks low in SEO 
• lacks social media integration
• doesn’t give you insights into your customers behaviour
• doesn’t take advantage of data-based optimisation.