Transformation of Website Design Yields Tangible Advancements: Converting Aesthetic Makeover into Achievable Progress
In the world of digital design, a website redesign is often seen as an opportunity to refresh visuals and create a trendy new look. However, it's crucial to remember that a redesign is more than just a facelift; it's a brand recalibration that includes the entire user experience.
Goran Paun, Creative Director at ArtVersion, emphasises this point. He stresses the importance of setting clear goals beyond aesthetics for a website redesign. The focus should be on improving both the form and function of the site, ensuring it delivers an engaging and conversion-driven experience for visitors.
One area that is often overlooked in website redesigns is accessibility. A website should be accessible to all users, including those using screen readers, navigating by keyboard, or requiring high-contrast visuals. If accessibility isn't considered during the redesign, part of the audience may be excluded, and compliance issues might arise.
Mobile visitors expect touch-friendly buttons, readable text, and natural layouts on small screens, not compacted versions of the desktop site. Mobile layouts should be prioritised over desktop layouts during a website redesign.
Another overlooked aspect is the navigation hierarchy. Navigation menus should clearly signal the entire experience, and an unclear hierarchy can waste visitors' energy on figuring out where to go instead of engaging with content.
Before redesigning, it's essential to analyse the current website's usage through analytics, user feedback, and testing. This data can help identify bottlenecks and areas for improvement. Accessibility should be integrated from the wireframe stage of a website redesign.
Calls to action (CTAs) are a vital part of any website. They should be obvious without being pushy, and their placement, size, and timing are crucial for effectiveness. CTAs should guide users seamlessly through the site, encouraging engagement and conversions.
Testing the redesigned website with real users before launch is also crucial. This can help identify any usability issues and ensure the site delivers the intended user experience.
In conclusion, a successful website redesign is measured by post-launch metrics such as conversion rates, page load times, engagement levels, and accessibility scores. The best websites make finding what you need effortless, with intuitive navigation, easy-to-reach content, and a clear purpose in every interaction. By focusing on these aspects, a website redesign can truly transform a digital presence, improving traffic, conversions, and reducing bounce rates.
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