68 percent of Marketers did a Web Site Redesign in the Last 12 months. Should you have been one of them?

Recent research conducted by Hubspot revealed that close to 70 percent of marketers nationwide were redesigning their web site. How often should you design your web site? The easy answer is, “more often than you think.” I tell clients to think of their web site as an ongoing process, not a product. You should constantly look for ways to improve the site and if something isn’t working, you need to revise it.

Even if you believe your site is just fine, Internet technology changes very quickly and outdated features or design can reflect badly on your product or brand. We suggest that you reevaluate your site design every three to six months. If it’s been a year since you’ve made major changes to your site, you’re past due for an evaluation. Remember we’re not just talking about a few graphics here and there. When you update your site, you need to rethink everything, including content, navigation, design, tools, search optimization and even the site’s goals and objectives. Hip Optimization Service provides a clear picture of site traffic volume, click paths through the site, what content users are most engaged with and what areas are becoming ghost towns. With these insights, we can develop an action plan that we know will bring the desired results.

As you can see, a web site redesign is not about tweaking what you already have. It involves a similar process as the initial design, but because of the historical usage data, it provides the opportunity to gain a higher return on investment. The goal should be to align the web site design with your business and marketing strategies while integrating the latest technologies. Web sites should be constantly optimized (and then evaluated) for the search engines and social networking. All web sites, at any point in time, should be easy to navigate, be functional and contain content that engages your ideal prospects and customers.

You should also consider as you plan your site renovation project, that social media and mobile are now the fastest growing online platforms. Make sure that your site takes full advantage of these sites as well. In fact, we’re prepared to help you do that.

Hip Brand Group is excited to announce a new division: Hip Social Spaces. Hip Social is dedicated to helping clients take full advantage of the growing online spaces: web, social media, mobile, digital advertising. Visit our microsite at hipsocialspaces.com to request a free online assessment.