Common pitfalls while revamping your old website

Website revamping, also known as website redesign or website renovation, is the process of updating an existing website to improve its functionality, design, and content. Revamping a website is often necessary to keep up with changing business needs or to stay current with evolving web technologies. A revamped website can help your business attract more customers, increase brand awareness, and improve overall online performance. If your site is older than a few years, it’s definitely time to revamp it.

The Importance of Website Revamping

In today’s digital age, having a well-designed and effective website is crucial for any business that wants to succeed online. A poorly designed or outdated site can turn potential customers away before they even have a chance to explore your products or services. If your site has a date of the last update in the footer of the page, and if that year is not 2023, you are turning away potential customers – guaranteed!

Revamping your old website can give it a fresh look and feel that will attract new visitors and keep them engaged with your content. Moreover, revamping allows you to incorporate new features such as responsive design that makes the site mobile friendly which is important because most users today access the internet through mobile devices. Not to mention that Google prefers sites which are up to date and updated frequently. 

Brief Overview of Most Common Pitfalls

Although revamping an old website can be highly beneficial for businesses in enhancing their online presence, there are several common pitfalls that businesses must avoid during the process. These pitfalls include:

• 1. Ignoring the Purpose and Goals of the Website: not establishing clear goals or identifying what you want your site visitors to do on your page means they won’t do anything – defeating the purpose of having a site at all.
• 2. Failing to Analyze Your Current Website: understanding what worked—and what didn’t—on your previous site will inform any changes you make on your revamped one.
• 3. Not Considering User Experience: User experience refers to how easy it is for visitors to navigate around your site and how pleasant their experience is on your page. If they can’t find the information they need, they’ll likely leave.
• 4. Overcomplicating Design and Navigation: overcomplicating the design or making the website navigation too complicated may lead to visitors getting frustrated and giving up on your site.
• 5. Ignoring your Old Site’s URL Structure: Backlink (non)Preservation, avoiding any 404 errors or “shocking” google crawling bots to find something completely different where they expected certain content is a no no. 

In this article, we will dive deeper into each of these pitfalls to help you avoid them during your website revamp process.

Pitfall 1: Ignoring the Importance of Goals and Purpose

When revamping your old website, it is crucial to keep in mind the purpose and goals of the website. The purpose is the reason why you created the website in the first place, while goals are what you hope to achieve with it.

For example, a business may have a website to sell products or services online, while a blogger may have a website to share their thoughts and ideas with others. It’s essential to identify this purpose and set specific goals accordingly.

Without clearly defined goals, you risk creating a website that lacks direction and fails to meet the needs of its users. Ignoring your site’s original purpose can lead to problems such as confusing navigation, irrelevant content, slow page load times etc., which can ultimately hurt your business or brand. It is also possible that the site’s purpose changed over time. For example, it was originally created to improve your brands’ credibility, but the new version of the website will be focused on generating leads or selling products.

Examples of How Ignoring Goals Can Lead to Problems

Take the example of an e-commerce store that decides to revamp its website without properly analyzing its existing data or user behavior. In doing so, they may change their site’s layout and navigation structure in ways that do not align with their target audience’s preferences.

As a result, visitors will struggle to find what they’re looking for quickly leading them straight into their competitor’s sites which offer simpler navigation. Another example could be when business owners decide on design elements like fonts and colors without considering how they align with their brand image or target audience interests leading them into mismatched branding where visitors take time referencing competitor sites instead.

Tips for Avoiding This Mistake

To avoid this pitfall when revamping your old web design project make sure to do this:

• Identify clear goals for your site before starting any redesign plans;
• Analyze user behaviors on your current site using analytical tools like Google Analytics and Google Search Console;
• Consider audience demographics before making any significant design or content changes;
• Ensure that your website’s purpose and goals are clearly communicated throughout the site.

Pitfall 2: Failing to Analyze Your Current Website

Revamping a website is not an easy task and requires a lot of time, effort, and resources. However, before diving into the redesigning process, it’s essential to analyze your current website thoroughly.

Analyzing your website will give you a clear understanding of what works and what doesn’t work on your current site. Failure to analyze your current site can result in significant issues down the road. 

HOT TIP: When you decide to revamp your website, do not rush into it headfirst. Take some time to study your current site. I know you want your new site to be done “yesterday,” but rushing can negatively affect the performance of your new, shiny site, which could greatly impact your bottom line.

Why analyzing your current website is important

Analyzing your current website helps you understand various aspects of it, including traffic patterns, user behavior, conversion rates, and more. Without a clear understanding of these metrics and how they relate to each other, redesigning risks becoming directionless and ineffective. Analyzing the site also includes assessing its aesthetics and functionality.

Understanding how users interact with the design interface allows for clearer insight into what needs improvements or changes to make their experience better. Taking time analyzing the old website provides valuable information about its strengths as well as weaknesses that can be used moving forward.

Examples of what can go wrong if you don’t analyze your current website

One common mistake when revamping websites is jumping straight into a new design without properly analyzing the old one. This pitfall may lead to various issues such as creating similar problems that exist in the previous version or making common mistakes that cause new problems. For example, suppose you neglect analyzing critically how users currently navigate through pages because this aspect has not been flagged as problematic before.

In that case, you could end up losing valuable clients due to confusion in navigation after revamping. Another example is forgetting about unique aspects like SEO optimization on specific pages leading to negative impacts on traffic flow or keyword density throughout content resulting in lower rankings on SERPs (Search Engine Result Pages).

Tips for avoiding this error

Analyzing your current website can be overwhelming, especially if you don’t know what to focus on. Here are a few tips to help you avoid this pitfall:

1. Define the primary objective of the redesign before analyzing your site.
2. Use analytics tools like Google Analytics or SEMrush to gain insights about traffic patterns and user behavior.
3. Conduct surveys or focus groups to get feedback from users about their experience on the current website
4. Review SEO performance of keywords and traffic sources that have been successful in bringing in new visitors.

Remember that analyzing your website is crucial in determining what should be changed, updated, or improved upon during your redesign process. Taking time beforehand will ensure a more efficient design process while avoiding costly mistakes down the line. 

At this point you are probably wondering how long should you analyse your old site? It depends. If you have all the google analytics and google search console data, then it’s only a matter of days. But if you do not have access to it (and many of you don’t), then you will first need to install these analytical tools firs, and let them run for a few weeks to generate enough information about your site, before moving forward. 

Pitfall 3:  Not considering User Experience (UX)

User experience (UX) plays a crucial role in website design. It refers to the overall experience a user has with a website, including ease of navigation, visual appeal, and responsiveness. A positive user experience can lead to increased engagement and better conversion rates.

On the other hand, a poor user experience can drive users away from your website and harm your online reputation. To create an effective UX, it’s important to understand your target audience and their needs.

This involves research on their demographics, interests, behaviors, and goals. By taking these factors into consideration during the design process, you can create a website that not only meets their needs but also exceeds their expectations.

What Can Go Wrong If You Don’t Consider User Experience

If you fail to consider user experience during website revamping, several problems may arise. For instance:

– Poor Navigation: Users won’t be able to find what they’re looking for if your navigation is unclear or disorganized.

– Slow Load Times: Users won’t have the patience to wait for pages that are slow to load.

– Confusing Layout: Users will be frustrated if they can’t figure out how to use your site due to confusing layout or unfamiliar features.

– Inaccessible Content: Users with disabilities may not be able to access your content if it’s not designed with accessibility in mind. These issues can lead to high bounce rates and decreased engagement on your website.

How to Avoid This Pitfall

Here are some tips for avoiding the pitfall of ignoring user experience during website revamping:

– Conduct User Research: Gather feedback from users via surveys or focus groups before designing or redesigning your site.

– Optimize Navigation: Ensure that navigation is easy-to-use by organizing content hierarchically and clearly labeling each section.

– Improve Load Times: Compress images, minify code, and use a content delivery network to improve load times.

– Add Accessibility Features: Utilize features like alt-text for images, subtitles for videos, and keyboard shortcuts to improve accessibility. By prioritizing user experience during website revamping, you can create a site that is not only visually appealing but also easy to use and accessible for all users.

What will happen if you don’t

In my extensive experience of working on numerous website revamping projects, one common mistake I’ve seen businesses make time and again is not putting enough emphasis on User Experience (UX).

To put it super simply. UX is all about how easy it is for visitors to navigate around your site and how pleasant their experience is on your page. If they can’t find the information they need, they’re likely to leave.

Let me share an instance from my own professional journey to emphasize the importance of UX. I once worked with a client who wanted to revamp their e-commerce website. The original site had a complex navigation structure, and users often found it difficult to locate the products they were interested in. The bounce rates were high, and conversions were low. 

The Power of User Experience – A Real Case Study

When we started the revamp process, we decided to put a strong emphasis on improving the UX. We started by analyzing the user behavior on the current site using tools like Google Analytics. We studied the most visited pages, the paths users were taking through the site, and where they were dropping off.

We also conducted a series of user interviews and surveys to gather direct feedback about the problems they were facing. The insights we gained were invaluable. They showed us clearly that the site’s navigation was a major pain point and needed to be simplified.

In the new design, we created a streamlined navigation menu with clearly defined categories. We also added a robust search function that allowed users to find products quickly. Once the revamped site was launched, the client saw a significant drop in bounce rates and an increase in time spent on the site. The conversion rates also improved by 20% in the first quarter post-launch.

This experience reaffirmed my belief in the power of UX. It’s not just about making a site look good – it’s about understanding your users, their needs, and their behaviors, and then building a site that makes their journey as seamless and enjoyable as possible.

Expert Advice

As Steve Jobs once said, “Design is not just what it looks like and feels like. Design is how it works.” When revamping your website, always keep the end user in mind. Consider their needs, their preferences, and their behaviors. A website that is designed with the user at its heart is a website that will succeed.

Pitfall 4: Overcomplicating Design and Navigation

The problem with overcomplication

While it might be tempting to create a website with flashy images, intricate designs, and sophisticated navigation structures, it’s essential to keep things simple. One of the most common mistakes in website revamping is overcomplicating visual design and website navigation.

When websites have too many elements, it can lead to confusion among users. Overcomplicated designs can bog down page loading times and make it difficult for visitors to get the information they need.

Learn more about modern web design – read this: Best website design – how to create a modern and responsive website

Examples of what could go wrong

Overly complex designs also make it challenging for users who are not as tech-savvy as others. Users who struggle with technology may feel frustrated when navigating through pages that are overly complicated or visually overwhelming. They may decide to leave your site altogether if they find it challenging to locate essential information.

In terms of navigation, an over-complicated structure can lead users astray and cause them unintentionally to click away from your site before finding what they need. A convoluted menu structure can also lead to a high bounce rate on your homepage – which can harm your SEO ranking in search engine results pages.

Tips for avoiding this problem

There are various ways of avoding overly complex designs and complicated navigations. The first would be focusing on clarity as opposed to adding more features – clean design gives room for easy navigation and leaves an excellent first impression on visitors’ minds.

Secondly, organizing menu items in order of importance helps visitors understand the most essential pages on your website. Furthermore, create a clear and concise site hierarchy that outlines the different sections of your website so that users can easily navigate to relevant content.

Incorporating internal links to related content within your posts and products page reduces a visitor’s need to go back and forth between various pages. By following these tips, you can avoid overcomplicating design and navigation, thus ensuring a great user experience for your visitors.

What happens if you don’t

In the digital marketing world, we have a saying: “Keep it simple, keep it memorable.” This couldn’t be more true when it comes to website design and navigation. In my two decades of experience in web development and design, I have witnessed a wide range of design trends come and go. But the one constant has always been the need for simplicity and intuitiveness.

My Encounters with Overcomplicated Designs – A personal Experience

I recall one particular project where a client insisted on incorporating multiple cutting-edge features and interactive elements into their site. While these features were impressive in isolation, collectively they made the site confusing and overwhelming for users. The navigation was complex, the page loading times were slow due to heavy scripts, and the users were unable to find the information they were looking for amidst all the design clutter.

We worked with the client to simplify the design. We removed unnecessary elements, streamlined the navigation, and focused on making the site as user-friendly as possible. The result was a 35% decrease in bounce rate and a significant increase in session duration and conversions.

Expert Advice

My advice to anyone considering a website revamp is to avoid the temptation to overcomplicate your design. A clean, simple, and intuitive design not only appeals to your users but also helps with SEO. Google loves sites that offer an excellent user experience, and a big part of that is having a site that’s easy to navigate.

Pitfall 5: Not  Following the Old Site’s URL Structure and/or Creating a Redirect Map

When revamping your old website, one crucial aspect that often gets overlooked is maintaining the existing URL structure. The URL structure is the hierarchy and organization of the web addresses on your site. It plays a significant role in search engine optimization (SEO) and user experience. Here’s why it’s important to follow the old site’s URL structure and create a redirect map:

1. SEO Benefits: Search engines have already indexed your old website’s pages, and they associate certain URLs with specific content. When you revamp your site and change the URL structure without proper redirects, search engines may struggle to find and index your new pages effectively. This can result in a significant drop in organic search traffic and harm your SEO efforts. By following the old site’s URL structure and implementing redirects, you can preserve the SEO value of your existing pages and maintain search engine rankings.
2. User Experience: Users may have bookmarked or saved specific pages from your old website. If you change the URL structure without redirects, those bookmarks will lead to 404 errors, indicating that the page no longer exists. This can frustrate users and give them a negative impression of your revamped website. By implementing redirects, you ensure that users are seamlessly redirected to the corresponding pages on the new site, providing a positive user experience.
3. Backlink Preservation: Backlinks are links from other websites that point to your site. They are crucial for SEO and contribute to your website’s authority and visibility in search engine results. If you change the URL structure without redirects, the backlinks pointing to your old pages will lead to 404 errors. This can negatively impact your website’s backlink profile, as other sites may remove or replace the broken links. By creating a redirect map, you can preserve the backlink value and ensure that the links redirect to the appropriate pages on the revamped site.Learn more about backlinks – read this: Backlinks and their effect on SEO

Ignoring your old site’s URL structure or not creating a redirect map can seem like a minor detail, but it’s a mistake that could have a major impact on your site’s SEO and user experience.

The Importance of Redirects – A lesson Learned

Early in my career, I worked on a website revamp project where the client decided to completely overhaul their site’s URL structure without setting up proper redirects. The result was a disaster – the site’s traffic dropped by more than 50%, and their search engine rankings plummeted.

The problem was that the old URLs had been indexed by Google and other search engines, and they also had backlinks from other sites. When these URLs were changed without setting up redirects, these valuable SEO assets were lost.

We had to scramble to set up 301 redirects for all the old URLs to their new counterparts, but the damage had already been done. It took months for the site to recover its previous traffic levels and search engine rankings.

Expert Advice

The lesson I learned from this experience is that SEO considerations must be a part of your website revamp process from the very beginning. Before you change any URLs, make sure you have a plan in place for setting up redirects. This will preserve your SEO value and ensure a seamless transition for your users.

Other Common Pitfalls to Avoid

In addition to the pitfalls mentioned earlier, here are a few more common pitfalls to avoid while revamping your old website:

1. Lack of Content Strategy: Neglecting to develop a comprehensive content strategy can result in a disjointed and inconsistent website. Plan your content carefully to ensure it aligns with your business goals, target audience, and brand voice. Consider conducting a content audit to identify gaps and areas for improvement.
2. Poor Mobile Optimization: With the increasing use of mobile devices, having a mobile-friendly website is crucial. Failing to optimize your revamped website for mobile devices can lead to a poor user experience and lost opportunities. Ensure your site is responsive, loads quickly, and provides a seamless experience across different screen sizes.
3. Inadequate Testing: Launching your revamped website without thorough testing can lead to various issues, including broken links, dysfunctional features, and compatibility problems across different browsers and devices. Conduct comprehensive testing to identify and fix any issues before the site goes live.
4. Neglecting SEO Best Practices: While revamping your website, it’s important to consider SEO best practices. This includes optimizing page titles, meta descriptions, headings, and incorporating relevant keywords. Failing to pay attention to SEO can result in decreased organic visibility and traffic.

Our Journey: Gaining Expertise through Experience

As a seasoned digital marketing agency, we’ve had our fair share of website revamping projects. Each one taught us something new, refining our approach, and deepening our understanding of the intricate process.

One project that really stands out was when we were tasked with revamping a local e-commerce store’s website. The site was outdated and the owner was losing potential customers due to a poor user experience. We started by analyzing the existing website, digging into the analytics to understand user behavior. We noticed high bounce rates on product pages, indicating that users were leaving without making a purchase.

A Personal Touch: Our Approach to Revamping

When we begin a website revamping project, it feels personal. We put ourselves in the shoes of both the business owner and the potential customers. For the e-commerce store, we knew we had to enhance the user experience to decrease the bounce rate. Our team brainstormed, debated, and finally decided to simplify the navigation and make the purchase process more intuitive. It felt like a risk at the time, but it was one we were confident in taking.

Embracing Challenges: The Learning Curve

Every project comes with its unique challenges. For this e-commerce site, it was a complete revamp of the product pages. We were dealing with hundreds of pages. The process was painstaking, testing our patience and diligence. But every late night and every extra round of QA made us better at what we do. It’s not just about creating a new design, it’s about understanding the essence of a business and translating it into an online experience that works.

The Triumph: Seeing Results

After weeks of hard work, we were finally ready to launch the new website. We held our breath as the owner reviewed it – and exhaled in relief when he told us how much he loved it. But the real victory came later, when we started to see the bounce rate decrease and the sales increase. That’s the moment we strive for in every project: the moment when we can see our expertise and experience translate into real-world results.

Our Promise: Turning Lessons into Actions

Each website revamping project we undertake is a new opportunity to apply the lessons we’ve learned. It’s a promise we make to ourselves and to our clients. So, if you’re thinking about revamping your website, remember that it’s not just about avoiding pitfalls. It’s about finding a team with the experience, expertise, and passion to turn your vision into reality. And that’s exactly what we offer.

Conclusion

By addressing these additional pitfalls and following best practices, you can ensure a successful website revamp that improves user experience, preserves SEO value, and helps achieve your business goals.

Revamping your old website can be challenging, but it doesn’t have to be complicated. Keep in mind the common errors discussed above when beginning your redesign project, and you’ll be well on your way to creating an engaging website that meets the needs of your organization and its audience.

By avoiding these mistakes, you will have a chance to create a user-friendly website that maximizes engagement while meeting business objectives. Remember: simplicity is key!

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