The old page does not require an exchange just because the graphic trends have changed. Modernization makes sense when the current service restricts sales, hinders the update, loses visibility or is unable to develop safely. A good decision starts with an audit, not with a choice of the color of the new banner.
Signals visible to the user
If the text is hard to read on your phone, the form does not work, the menu needs to enlarge the screen, and important information is hidden, the page makes contact difficult. Similarly, there is a vague message on the first screen: the user does not know what the company does and what he should do next.
It is also worth examining the currentity of the content, photos, team, scope of services and contact details. Aesthetics is important, but modernisation should primarily reduce the way to information and decisions.
Technical and administrative signals
The problem is outdated libraries, lack of security updates, free charging and a system where any change requires programmer interference. The risk increases when the company does not know who has access to hosting, domains, analytics and backups.
The new CMS should facilitate content management rather than add another layer of complications. Before migration, we determine access owners, scope of data, export method and return plan in case of failure.
When evolution is enough and when a new page is needed
If the technology is supported, the structure of correct addresses, and the problems concern several views or content, often a step-by-step improvement is enough. You can start with navigation, performance and key subpages, and implement further elements after the measurement of effects.
Construction is wise again when the architecture does not match the current offer, the system blocks development, the service is not mobile or repair costs exceed the value of the old solution. It is important to justify the risk and business goal.
Modernisation without loss of visibility
First, a list of existing addresses, their traffic, links and functions is created. Then we design a new structure and a one-to-one redirection map. We preserve valuable content, fill in the shortcomings and avoid directing all old addresses to the main page.
Before publication, we check meta tags, canonicale, robots, sitemapa, structural data, HTTP statuses and internal links. After implementation, we observe indexing and errors, instead of considering the project closed on the day of launch.
How to establish the scope and order of work
First we repair critical elements: security, availability, forms, visibility and speed of the most important pages. Then we develop content, implementations, expert materials and automation. This approach allows you to control the budget and gain value in advance.
At BxM, we combine redesign with content and SEO cleaning. This way the new look does not cover old problems, but creates a basis for further development of the website.
Checklist
- Do inventory of addresses, traffic and conversion.
- Check mobile version, forms, speed and availability.
- Determine which content to preserve, develop or delete.
- Prepare a route map before changing addresses.
- Plan surveillance for the first weeks after publication.
Compare options on the same problem list
Prepare a list of problems with their effects. A difficult change in price list is a burden on the editor, the non-working form makes the contact difficult, and an uncomfortable directory hinders the recipients. Only to such list adjust the option of repair, partial reconstruction and replacement of the entire service.
For each variant, write down which problems it solves, what it does not cover and what it creates dependencies. A cheaper amendment can be reasonable if it removes the most important obstacle. It may also prove to be makeshift when in a few months you have to do the same work again. The evaluation requires reference to the company's plans, rather than just comparing initial amounts.
Select a representative fragment to sample
Before you approve a wide redesign, you can rebuild one typical process in the test environment. A good candidate is a service subpage along with a form or product card combined with a category. The sample should use actual content and include the editor's support.
- Save the time and difficulty of making a typical update.
- Check the recipient's path on your phone and computer.
- Rate the possibility of transferring existing materials.
- Note the elements that require interference with the rest of the system.
Do not treat the prototype as a promise of a ready-to-date term for the entire website. Its task is to reveal dependence and reduce uncertainty before further decision.
Include company-side work
The new page needs approved texts, current photos and decision-makers. If the team does not have time to prepare them, the faster programming process itself will not solve the delays. Split the materials into necessary for the first publication and possible to develop later.
The new entries and changes of the offer must be taken into account when transferring the data. Without such a arrangement, the ready version of the test may be obsolete on the day of launch. At the end, compare the improvements made with the initial list of problems. This is a clearer basis for redesign assessment than the question whether the new version looks modern.
The most common questions
Does redesign always improve SEO?
No. It can help if it improves the content and technology, but poorly conducted migration can result in loss of visibility.
Can you upgrade the website in stages?
Yes, if the current technology is safe and allows to separate further ranges.
What should we keep from the old side?
Valuable addresses, content that meets users' needs, links, analytical data and brand elements that still work.
Related BxM guides
