When decision is made to redesign an existing site, process is similar to creating a new one -- with latest technologies, design issues, and planning processes all taken into consideration. But there are pitfalls that can be avoided -- most of which I've experienced either through my own learning or observation. Keeping these things in mind will help ensure that you aren't thinking "redesign it again" even before last pixel has dried.

Redesigning for redesigns sake Ask yourself why, exactly, you need to do this, and come up with a legitimate list of improvements you wish to make. It's a known fact that web users get comfortable with a certain design and layout over time, even if a mess was what they had gotten used to. When you redesign, you will be shaking up a few change-resistant folks, and you might lose some of them. Don't let that fear stop you from redesigning, just ask question "will I alienate more visitors with redesign, than I might gain or keep by making changes I am considering?" If answer is yes, think carefully about what it is you hope to accomplish. menu

Not taking advantage of your current users

When you first created your site, chances are you weren't sure exactly what results would be or who your users would be, you just knew who you thought you wanted to reach and to serve. Now look at what you have going for -- an audience -- a resource that can be tapped into prior to creating new site. Don't underestimate power of user feedback prior to your redesign! If you have been collecting user information along way, now is time to go back and ask those users what they would like to see, what they don't like about your site, and how site might be improved. If you have been recipient of user feedback all along, set aside time to cull through all of it, looking for direction. Put a well thought out survey on your existing site for a month or two, to solicit specific answers and opinions to your redesign issues. Your visitors are your customers, and they are often quantifiable wealth of your site -- so listen to what they are saying. menu

Ignoring competition

Chances are if you have competition at all, they also have a web site. Planning for a redesign would be a really good time to evaluate those sites again. Ask your users about which other sites they consider to be good, and why, and survey people involved in redesign to see what they think. Spend time studying competition's sites to see what you might do even better, yourself. menu

Forgetting stats

Your accumulated traffic and browser statistics are an invaluable piece of information for planning your redesign. The first impulse when redesigning a site is to throw new bells and whistles into new site in order to be current and cutting edge. But before you do that, its important that you investigate whether your existing audience will actually appreciate, benefit from, or even be able to use your new site. Any pre-existing site should have a treasure trove of data for you to analyze, pertaining to operating systems, browsers and browser versions. Study this information and know what your audience can handle, before you make decisions on implementing newer technologies. menu

Not being visionary

Content is king.

That was mantra of all web masters for a long time. Just show your visitors some interesting stuff, give them a better deal – and your success is guaranteed. The truth is – it doesn’t work that way. The content alone cannot win you hearts and minds of your potential customers. It’s just a part - thought a very important one- of building your image on Internet. You can say whatever you want about yourself on your web site: that your company provides best services, best expertise, best…. whatever. But people won’t buy it until you LOOK right to them. That is you look trustworthy and professional enough to believe you. And that’s point where we come to importance of keeping your web site up to your customers’ expectations.

Numbers don’t lie

Your web site might not have changed for several years. But Internet has been changing. The latest surveys show that people's online expectations have skyrocketed over last few years and they're quick to reject any web site that doesn't keep up. Besides easy navigation and use, people want and expect a site to load quickly and to be visually appealing. If a web site doesn't meet their expectations, two-thirds of respondents say they don't return — now or ever. They'll visit you and leave and you'll never know. What it means? Having a bad web site means loosing customers- plain and simple. When people see your web site in bad shape they assume that you ever don’t care about your image or don’t have money and resources to maintain it.

What is an effective web site?

A good web site should provide your visitors and potential clients with a unique experience and leave them with a lasting impression. In many ways people react to that same way as meeting a person. Sometimes first impression makes all difference. Ask yourself- would you place an order via a web site that looks like its owners went out of business years ago? I guess you’ll think twice before doing that…

It takes a lot of things to make a web site effective but here are some basics:

First a good design. Nice clean layout, good graphics work, color coordination. Everything is supposed to be in place and, no less important, in balance. Your visitors should be able to see theme of your site, quickly identify its purpose and be enticed to stick around to find more about your company.