Changing your website is a good thing. Generally speaking, you will be rewarded for making regular updates/improvements to your company’s website. Google likes a site where content is regularly updated, and will favor you for it.
That said, there needs to be a reason for your changes. Changing your website for the sake of changing it – because you’re tired of the way it looks or you have nothing better to do – is not a smart strategy.
Getting to the Why
The “why” will help you determine the “how”. The “why” is/are the underlying goal(s) you set for your redesign.
For example, you may be updating your website in order to convert more visitors into customers. Your “why” is conversion rate optimization.
Some other why’s include…
- Modernizing the brand
- Improving website navigation
- Improving SEO
- Adding products/services
- Appealing to a new target audience
Once you understand why you are changing your website, you can more easily communicate with the team making the changes. The designers and the developers will be able to see the larger picture, grasping the end goal before they start to work.
Without the “why”, you don’t have a strategy.