Website modernization improves user experience and functionality by updating content, layout and design elements. It includes implementing the latest SEO technologies and practices to increase visibility and user engagement. Website modernization effectively helps you stay competitive in the digital marketplace and, if implemented well, brings real returns in the form of increased ROI. In the following article, we look at when it is necessary and what goes into website modernization activities.
Determining the need to update your website requires recognising several critical signals that indicate your digital presence is not meeting current standards. These include:
If adding new content or carrying out security updates is cumbersome, this indicates an ineffective content management system (CMS). A modern CMS can streamline these processes, saving time and improving security.
Regular interruptions not only frustrate users, but also damage a company’s reputation. A stable, reliable website is crucial to maintaining customer trust and engagement.
A website that does not adapt to different screen sizes risks losing customers. Responsive design ensures accessibility and usability on all devices.
A website that does not convert visitors into customers or potential customers is likely to lack clear navigation or attractive calls to action. A strategic approach to website modernisation can significantly improve the achievement of micro and macro conversions, especially through intuitive design.
Outdated or inconsistent visual design undermines brand identity and recognition. Therefore, it is important to regularly refresh the website design. Matching the appearance and style of the site to current branding strengthens market positioning.
If a website is not ranking well in search results, it indicates a lack of optimisation for SEO. A website upgrade can address these issues, improving visibility and attracting more organic traffic.
It is always good to have a plan and a strategy – why am I taking a particular action? how will I prepare for it? what do I need to know before I start working on a project? The website redesign process is no different. Let’s look at what you should know before you start.
When assessing the sense of a new project, the reasons should be well explained. If you answer, for example: ‘it’s been a while since the last website update’, this is not a sufficient argument. Remember that embarking on such a large project does not only depend on how you perceive the website. Talk about the goals behind the changes and how to measure this outcome. Outline the objectives of your company and your team.
Incorporating the right tools into your website upgrade process is key to capturing accurate data on user behaviour. Tools such as Hotjar and Crazy Egg offer heat map features that visualise where users click, scroll and spend time on pages. This provides clear insight into user interaction patterns, which is invaluable when taking an analytical approach to website redesign. Heatmaps can highlight areas of high engagement and, at the same time, potential problem areas that just might need redesigning.
Session recording tools, such as FullStory or Mouseflow, allow you to record and playback actual user interactions on your site. By watching these recordings, you can identify confusing navigational elements or other critical places that cause users to leave the site. These insights are particularly valuable for ‘catching’ what is not working on my site.
To optimise and validate new designs, A/B testing platforms such as analytics tools are essential to help redesign a website…: Optimizely. They allow you to test different versions of your site with live traffic and statistically analyse which variants perform better in terms of user engagement and conversion rates.
Documenting your current site analysis is very important as it gives you a good idea of where your current site is and what metrics can be improved. Analyse the monthly performance of your existing site in the following areas. Of course, the importance of each may vary depending on your website upgrade goals:
Perhaps you have an idea in your head or have written down on a piece of paper or on your computer sites that inspire you? If not, it’s worth looking around and searching for ideas that might be a hit. Remember not to limit yourself to the online world, you can think outside the box and get inspiration from graphic magazines or other offline venues.
Remember that it is important that your target audience can easily find your site using search engines such as Google. You may have already taken steps to optimise your SEO, but it’s worth reassessing this when updating your site. There are many SEO-related things to look out for, such as a simple and easy URL structure, good internal linking or properly optimised graphics. If you do not have access to paid SEO tools, it is worth using free ones that will give you a basic analysis of your site.
A key step in renewing your website is to choose the right content management system (CMS) to create, design and publish your website. A CMS is useful for both beginners and advanced users, making it easy to build an attractive and functional website with an intuitive interface. The choice should be tailored to your company’s needs and business goals. There are a number of CMS systems available on the market, including advanced solutions that combine a CMS with a CRM, which is worth considering when looking at the options and prices available. WordPress is one of the most popular CMS, if you are interested in this platform we encourage you to take a look at the WordPress website price list.
Developing a post-launch strategy is a key step in the website modernisation process that goes beyond the initial excitement of publishing a new site. It is about ensuring that the site continues to meet business objectives, engage users and stay ahead of technology trends. This strategy should include regular performance monitoring using tools such as Google Analytics to track visitor behaviour, conversion rates and content effectiveness. It also includes SEO optimisation to ensure the site is visible and ranks highly in search results. Engaging the audience through feedback mechanisms, conducting usability tests and regularly updating content to keep it fresh and relevant are also key elements. In addition, the post-launch strategy must include security updates and technical updates to prevent, for example: data breaches.
To revitalise a website, focus on improving UX i.e. user satisfaction. Consider best practices:
Use visuals: Incorporate eye-catching images, videos and graphics to refresh the look of your website. Custom visuals can significantly increase conversions and create a memorable website experience.
Brand personalisation: Customise the aesthetics of your site to reflect your brand identity. Use specific colours, fonts and images to create a unique presence.
Colours: Use contrasting colours to draw attention to key elements, increasing both appeal and navigation.
Content strategy: Implementing a blog provides additional value to your audience, increases traffic and improves SEO.
Conversion-focused design: Create dedicated landing pages for specific activities and services, and continuously optimise them based on analysis of your customers’ behaviour.
Modernising your website is crucial to remain competitive in the online marketplace. Here are some important reasons why you should consider updating your website:
New design: Outdated designs and technology can put users off. A fresh design with the latest features attracts audience attention.
Mobile optimisation: With the increasing use of mobile devices, responsive design is essential for user accessibility and UX.
Improved performance: Increasing site speed and functionality can significantly reduce rejection rates and improve visitor retention.
SEO and visibility: An updated site can better meet search engine guidelines, improving site visibility and organic reach.
Brand alignment: As the brand evolves, the site should also evolve, ensuring consistency in marketing message and visual identity.
More users means more customers and a higher return on investment. The rule of thumb is simple, if you have a site that makes users want to stay on it, while also inspiring trust – you can be sure that users will become your customers.
We have extensive experience in creating modern websites, web and ecommerce applications, as well as upgrading existing ones. The scope of our activities includes a comprehensive strategy from analysis of the current situation, market analysis, trends, competition, through a detailed action plan, implementation and post-implementation support. Our clients can count on our knowledge and experience at every stage of the project, including website redevelopment. We also encourage you to read our case studies and opinions of satisfied customers.
To redesign a website, start by assessing the performance of your current site and identifying your redesign goals. Then create wireframes and mock-ups to visualise the new design, focusing on improving usability and aesthetics. Implement the design with attention to SEO and mobile responsiveness, test thoroughly on all devices and browsers, then launch, closely monitoring any issues and gathering user feedback for further improvements.
The cost of a website upgrade can vary significantly depending on a number of factors, including the size of the site, the complexity of the project, specific features and functionality and whether you are working with freelancers or an agency. Here is a rough breakdown:
Small business websites: For smaller websites or basic modifications, costs can range from around £2,000 to £10,000. These types of upgrades usually involve simpler designs and less complex functionality.
Websites for medium-sized companies: The redesign of medium-sized websites can range from PLN 10,000 to PLN 50,000. These projects often include more custom elements, integrations with various systems and more complex content editors.
Large websites/online stores: For large companies or highly complex sites, upgrades can cost between PLN 50,000 and over PLN 100,000. Such projects often require extensive user research, custom features, high levels of interactivity and scalability issues.
To redesign a website without losing SEO, follow these steps:
Audit your existing SEO: Start by auditing your current site to understand its SEO strengths and weaknesses. Document key URLs, keyword rankings and inbound links.
Maintain URL structure: Where possible, keep the same URL structure. If changes are necessary, use 301 redirects to guide search engines and users from the old URLs to the new ones.
Optimise on-page elements: Make sure all pages have optimised title tags, meta descriptions, headings and content. Keep the keyword strategy aligned with the previous site, but also updated for the new SEO goals.
Update internal links: Carefully review and update internal links to ensure they point to the right pages and support the SEO structure.
Mobile responsiveness: Ensure the redesigned site is mobile-friendly, as this is crucial for SEO.
Speed optimisation: Ensure the new site loads quickly, introduce lazy loading where possible and improve server response times.
Post-launch testing: After launch, monitor the site for 404 errors, check redirect implementations and use tools such as Google Search Console to identify and resolve potential technical issues.
The duration of a website redesign can vary greatly depending on the size and complexity of the project. Here are some general guidelines:
A simple redesign for small websites can take between 1 and 2 months.
For medium-sized sites with more pages and features, a redesign can take 2 to 4 months.
Large or complex websites, can take 4 to 6 months or longer.
It is usually recommended that you consider updating your website every 2-3 years to keep up to date with web design trends, technological advances and changing user expectations. However, the frequency may vary depending on the rate of change in the industry and the effectiveness of the site in achieving business goals. Frequent minor updates e.g. when there is a significant change in business strategy can also be effective.
To effectively manage a website redesign project, start by defining clear goals and objectives, then create a detailed project plan, including timelines, responsibilities and milestones. Assemble a skilled team, ensure clear communication and regular updates to keep everyone informed of what is happening at each stage of the project. Finally, conduct thorough pre-launch testing and plan for ongoing post-launch monitoring and optimisation.
