It's time for a new website! ... or is it?

Trying to connect with your audience through a website that doesn’t fit the bill can feel like playing table tennis in the dark. And if we are honest, most of us business owners deal with the reality of a site that has seen better days and could use some serious attention. So it only seems natural to full-heartedly jump into a website re-design as soon as the topic lands on the table. In this equation, a new site equals better everything. And who wouldn’t get excited about a re-design’s implied promise of rejuvenation and greener pastures? 

However, a website re-design that delivers on its promises is a complex and strategic endeavour which ideally should be undertaken for only the right reasons (hint: a new top executive wanting to “shake things up” doesn’t qualify).

At Today we crosscheck a number of reasons with our clients to determine whether it’s time for a re-design, and what focus points would have the most impact on their business. Find the list below – we hope it’ll be helpful to you too!


You are shifting

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).


You are growing

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. 


Your brand doesn't shine

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.


Your UX doesn't deliver

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. 


You don't capitalise on technology

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.

Does your company website tick some of the boxes? Did we miss something on the list? Have you recently re-designed your firm’s site and want to share your experience? Leave a comment on our LinkedIn article or get in touch at – we look forward to joining the conversation!