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Website Restyling: When It's Necessary

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Website Restyling: When It's Necessary

What does "website redesign" mean? When should it be done? What are the aspects you need to evaluate before deciding to proceed with the redesign of your website?


You can find out in the video above, taken from the recording of one of our free marketing webinars, in this case held by Laura Molena .


Video Contents

Well, the aspects to evaluate are:

  • technology

  • graphics

  • content organization

  • content writing

  • communication strategies

In the video you can go into each aspect in more detail, discover the free tools to self-evaluate your website (they are also reported below in the article) and (towards the end of the video) watch the analysis of the websites of the webinar participants.


Here you can find the slides: download the slides .


Reasons to absolutely redesign your website:

Your site doesn't display on mobile

If your site doesn't display or displays poorly on mobile, it absolutely needs to be redone. Why?

  1. Mobile traffic data in Italy and around the world is growing rapidly and steadily, and not being reachable from mobile means losing visitors and potential customers.

  2. Google heavily penalizes sites that are not viewable from mobile, so not being responsive means not being reachable!

The tool to understand if your site is the mobile friendly test of Google .


Just enter your site (full URL) and get the report. Try to browse it often with your mobile phone.


Your site is slow

If your site has very long loading times this could negatively affect both traffic percentages and indexing:

  1. Your users don't have time: If the page they're looking for is too slow, they'll likely leave the page rather than wait for it to load. Even if they have the patience to wait, they'll be less likely to look for other content on your site.

  2. a fast site makes Google happy: pages that are too slow will be penalized in terms of indexing.

What could be the causes of a slow website?

  • Unoptimized images and videos: Often when you upload an image to your site you don't think about how heavy it is! The heavier an image is, the slower your site will be.

  • When using pre-packaged themes, they may be full of “useless” or unnecessarily heavy elements. Visual composers for example often negatively impact the performance of your site.

  • The server your site is hosted on and its performance are obviously part of the equation.

The ideal loading time for a site is 2-3 seconds (Google data) because 53% of users abandon the page if the time is greater than 3 seconds.


To find out the speed of your website you can use Google's website speed insights tool.


If your website is on Wix, use the dedicated tool instead.


Your site looks "dated"

If you are not an expert in the field, how do you understand if your site has an outdated graphic appearance? Some suggestions:

  1. look at the websites of companies perceived as “innovative” within your industry

  2. in general … look at and navigate mainly international sites

An interesting tool that designers use for their research is www.siteinspire.com where you can do searches based on visual style, industry type, etc.


Current trends in terms of website relevance:

  • Using illustrations

  • Using animations and transition effects

  • Asymmetrical layouts

  • Dark mode

  • Neuphormism

Are users finding the content they are looking for?

In jargon, in these cases we talk about usability or UX (user experience) problems. In this case, it is often not a question of little-used sites, but rather of very-used sites, of companies that over time have

changed and had to find a way to add content to a site that wasn't designed to accommodate them.


Problem 1: No element priority


example website with poor usability

  • Proliferation of elements in the side columns.

  • No visual organization: all elements are equal and no visual priority is given to any element.

  • The user has the impression of being in front of a WALL of content.

  • You are not guided in any way in exploring the contents.


Problem 2: Poor content organization


  • Has a navigation path been thought out for the user?

  • Text too uniform

  • There is no call to action (button): what is the purpose of the page, where do I want the user to click?


Problem 3: Lack of story telling

  • interesting content but the tone of voice is distant, he enunciates without expressing

  • non-expressive page layout

  • Lack of photographic images that can bring the user closer emotionally


But how can you understand how your website is navigated? For example, by recording the sessions of visits and with heat maps. The suggested tool for this is Hotjar (but know that the Yandex Metrica analytics system also does it for free.

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