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Rational Reasons to Re-Design

Most businesses already know the importance of having a professional-looking web site that provides visitors with a positive impression of their company. Typically, business web sites offer their visitors something of value, which might be anything from simple company information to a completely interactive user experience.

With web technology changing all the time, it can be hard for small business owners to keep up with what’s new on the web, and even harder to know what’s really important as opposed to what’s simply “bells and whistles.”

But as the new, interactive features of Web 2.0 continue to gain widespread acceptance and implementation, many small businesses find that their existing web sites are quickly becoming outdated and are no longer leaving such a good impression on their customers and prospective customers.

So how do you know if your web site is ready for an update? Do you really need a blog, video, RSS feeds, or other interactive elements on your small business web site? How do you know when it’s time to re-design your web site?

The answer of course is different for each business, but here are some important factors to consider when thinking about a web site re-design:

1. A well-maintained, updated web site demonstrates a commitment to your business. If you want customers and potential customers to take you seriously, you have to provide them with a web site that is useful, informative, and up-to-date. What message does it send to your customers if you allow your site to become outdated, or if you don’t embrace new technology and changing web standards? (And what message does it send to your competitors?)

2. The cost of a web site re-design is often less than the cost of other marketing or advertising initiatives. It also typically reaches more people and lasts a lot longer, too. Of course, your overall marketing plan should consist of a variety of marketing activities across multiple channels, but a web re-design often gives you a lot of bang for your buck.

3. Your web site differentiates you from your competition, and can even be a deciding factor for customers evaluating your products and services. Studies in consumer behavior have shown that when people are presented with multiple options all at once, they often rely on “mental shortcuts” to help them make buying decisions. The way your web site looks and functions when compared with your competitors will have a great deal of influence on how customers perceive your company, your capability, and your credibility.

4. Decide which new web features are simply “bells and whistles” and which ones are solid, useful web site improvements. Don’t limit your idea of a “re-design” to include only things like Flash animation, new graphics, or a different color scheme. Instead, consider adding useful features such as a blog, an improved navigation system, upgraded content or articles, or even video and podcasts. Anything you can do to provide a better, more interactive, and more contemporary web experience for your customers is an excellent investment of marketing dollars.