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Website Redesign: A Guide to User-Centric Redesign

Why do you need a website redesign and what kind of website redesign happens and how much does it cost?

Website Redesign: A Guide to User-Centric Redesign

Attracting and retaining more visitors is the main thing for which a website redesign is needed. Users love beautiful, clear, functional, and fast-loading resources, and to keep yours that way, it needs to be upgraded periodically.

Why you need a site redesign


If you are rebranding, introducing a new marketing strategy, or introducing a new product or line of offerings, especially for a different target audience, you need to redesign the site.
If your resource is more than 5 years old, is poorly indexed by search engines, and does not make a profit, a complete website redesign can make it modern and profitable.

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A website redesign is needed if it is inconvenient to use. Visitors do not understand how to perform the target action (buy, subscribe, call) and go to competitors. If the data from web analytics systems show a uniform decrease in conversion and pageview depth, this problem is corrected first.

What is a website redesign and how much does it cost

In practice, after the analytics, it will be clear where the problems of your site are located and what needs to be improved. We will evaluate the KPI (performance, efficiency, and risks) of each change. You will receive a comprehensive modernization strategy from the steps that you need because website redesign is the price of your image. In the case of such a task as website redesign, prices depend on how difficult the work needs to be. 3 types of redesign:
  • Visual
Change the color scheme, fill in new images and animations, change fonts and block layout, including in accordance with current web design trends - you can redesign your site inexpensively. Only “cosmetic” improvements will increase the conversion, attracting new customers and increasing the loyalty of regular ones. Visual redesign of a site in Ukraine works well, for example, for online stores and news portals, where there is already an extensive system of categories, filters, and other options, but outwardly the resource looks outdated.
  • Functional
Add new sections to the menu, write additional filters, systematize navigation, and connect plugins that expand capabilities, such as cards or payment systems - all this is also a redesign. This part of the task is necessary so that the resource is not only beautiful but also convenient. Functional website redesign in Kharkiv and not only is often carried out together with SEO optimization. It is impossible to increase the visibility of a resource in search engines if you do not fix internal logic errors in the code and improve usability.
  • Technical
Optimization and standardization of the program code are needed if the site is made with errors - it is buggy, loads slowly, and, in general, does not fulfill its task. If the problems are very serious, sometimes it is more profitable not to spend time and money on redesigning the site, but to order the development of a new one.

Save achievements


Website redesign is a service for owners of an existing online store, corporate or news portal, blog, or another resource who plan to develop their business by attracting more customers and improving interaction with them. Changes in the appearance and expansion of functionality in the future will lead to an increase in conversion but may cause the loss of some traffic at the implementation stage. In order to maintain your site's position in the search results and loyal customers by investing in a site redesign, it is important to understand where to start, what to monitor, and how to evaluate achievements.

Analytics and preparation

The first stage of modernization is comprehensive preparation: technical audit and UX analysis:
  • Before redesigning a website, its current version is checked by crawlers (programs that work like search robots in Google and other systems) to see the main errors that need to be fixed;
  • At the same stage, statistics are collected and stored - the visibility of the resource as a whole and for individual keys, as well as CTR (how many times users who saw an advertising banner or other link clicked on it);
  • Behavioral factors are another component of preparation. UX analysis will help you understand what elements on the site and in what order the visitor interacts in order to keep them in the same place in the new layout;
  • A heat map of clicks will show where guests look first and what they ignore in order to move or change less popular buttons and blocks.
As a result of the analysis, you will receive recommendations for improving the layout, as well as a list of links to pages that bring you the most traffic. The physical addresses of these pages on the server should be left unchanged so as not to lose visitors and positions in the issue, and also used to evaluate the results of improvements and changes.
In parallel with this, during site analytics for redesign, the features of its work are discussed with sales managers. They communicate with customers and help identify subtle difficulties that visitors face. In particular, managers can tell what information they get clarified most often, what features of the site cause difficulties for customers to use, and what their overall impression of the experience of buying a product or ordering services is. If you use this data during the redesign, you can make the site more user-friendly, understandable, and convenient, and also reduce the burden on managers.
Not a single website redesign in Kyiv or anywhere else is carried out without creating a backup.

User care

Redesigning a website is the price of attracting new customers, complicated by the risk of losing some of the regular ones. New features and unfamiliar designs, even created with behavioral factors in mind, can cause rejection. Sometimes, especially if you have changed not only the structure but even the brand colors or at least the familiar graphic style, users may begin to doubt that they got where they wanted to. In order for the redesign and rebranding of the site to pass without tangible losses, you need to make the transition comfortable:
  • incrementally updating sections and elements will help users adapt to changes and perceive them more positively;
  • tooltips and instructions will show guests where the features they are used to have moved to and how to interact with the new features.
For a large-scale site redesign, you can create a separate subdomain with a new version and invite users to try it, for example, in exchange for a bonus. This is convenient not only for clients but also for the business owner: you can observe user behavior, monitor their experience, and collect feedback to improve the new site at the development stage. The choice between versions will enable programmers and marketers to conduct A / B testing - showing customers two different interfaces and comparing how comfortable they are in different parameters.

Content and metadata

In the case of a project such as a website redesign, the price in Kyiv and any other city in Ukraine necessarily includes the work of not only designers, layout designers, and programmers, but also SEO specialists and content managers. Their task is to correctly transfer existing content and metadata to the new version of the site in order to maintain its position in the search results:
  1. Text. Text content is transferred along with the title and description tags (as well as design tags b, I, ul, etc.) to pages with the corresponding content. If during the redesign, important pages for promotion were changed or created, new headings are written. If you do not do this or make a mistake, search robots will very quickly find it, and your position in the search results will decrease.
  2. Pictures. Each new image on the redesigned site is given an alt-tag description, and old images are transferred along with their alt tags.
  3. Animation. Dynamic elements with slow scripts slow downloading, and also display incorrectly and interfere with users if they do not pass the responsiveness test. All objects animated with JavaScript are thoroughly tested before being launched.
  4. Redirect. A redirect map will help users and crawlers continue to rank highly for a site, even if its structure has changed. When redesigning, they try to keep as many page addresses as possible, especially if they bring traffic, but it is very rare to keep all of them. A 301 redirect will redirect users to new pages matching the same query as the old ones. If you are going to remove a page or an entire category in a redesign, you need to make sure that users who save the link in their browser or find it on a third-party resource get to your site, at least to the main page. Redirect 301 can be configured using plugins for CMS, as well as manually. The cost of redesigning the site also includes creating a page for a 404 error. It should tell the user that work is underway to improve the resource and contain links to popular sections.

Is it possible to change CMS during the redesign?

Very often, changing the CMS (content management system) during a redesign is the same as creating a site from scratch: the price of development services will be the same, if not more, and search robots will index all pages without redirects, like new ones. We can transfer your website to Magento, OpenCart, WordPress, and any other CMS, we will help you choose among them the one that best suits your business tasks - it will cope with the load, it will be easy to set up and administer, etc. The price of a redesign will be closely tied to the number of old URLs that need to be kept and the new ones that need 301 redirects and rel=canonical. The second option, if you really want to switch to another content management system (for example, to Bitrix, to facilitate the connection of CRM and 1C), or the existing site is morally outdated so much that updating it is more difficult than writing a new one - order the development of a new one. Leave the ability to switch between versions at the beginning and gradually accustom users to a more modern one.

Feedback

Once you've got your site fully configured and re-tested for errors with a new design, you can start tracking the change statistics. For example, ask users to share their impressions by creating a survey and offering a bonus for completing it. You can get feedback directly from customers on social networks if you have an active audience, and it is convenient to carry out technical monitoring in Google Search Console. If you have your own marketers and SEO specialists, or if you have ordered a promotion from us, they will be able to evaluate the visibility of the site, traffic changes, behavioral factors, and other parameters illustrating the KPI of the redesign.

We implement ideas

Redesigning a site, like creating it from scratch, is both a creative and technical work aimed at increasing conversions. As a rule, those who want to attract more visitors to the site and raise it in search results are looking for SEO specialists for optimization and advertisers: marketers for developing a strategy, targetologists for setting up contextual advertising, copywriters for writing content for the site, and e-mail newsletters. The redesign is sought by those who want to first of all change the appearance of the resource, and then start promoting it. Moreover, the more beautiful and convenient the site, the more potential customers will use its services without additional promotion. And vice versa: promoting an outdated non-responsive site with poor usability is difficult and inefficient.

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Why you need a unique design

According to statistics, a good first impression, for which design is responsible, is a 40% chance of a site visitor performing a targeted action. The user needs only 3 seconds to understand whether he wants to buy a product or service from you and decide to consider the offer in more detail. Opinion management is the main reason why a website redesign is needed. New trending skin for your online business:
  • attracts attention;
  • clearly and unobtrusively talks about your company, its offers, and benefits from cooperation;
  • simplifies the implementation of the target action (purchase, booking, subscription, etc.) and leads to it;
  • increases awareness and improves brand image.
It is a difficult task to develop a good, and therefore convenient, beautiful, and recognizable design, focused on solving the problems of a specific target audience. The designer needs to package your ideas into a convertible and functional system based on current trends and business objectives. Prices for redesign and creation of sites in Kyiv and not only are very different, for this reason.

Basic stages of visual redesign

The redesign of a corporate website, online store, blog, and other things begins with the development of a prototype. Preserving the structure is the main priority of the modernization work, which means that the designer will have to improve the existing layout. The placement of blocks and functional elements is selected based on analytics data. You, as the site owner or responsible person, will have to take part in the discussion of the redesigned prototype:
  • Approve Site Palette
The main color for the background and several contrasting colors for highlighting content, blocks, and functional elements are best chosen from the prepared shade compatibility tables. You can choose any colors or trust the designers - they will tell you how different shades affect the emotions of the consumer and stimulate certain desires in him.
  • Find a style
Even if you know exactly what style you like - minimalism, retro, vintage, brutalism, organic, futurism, etc. - find an example, or rather a few, and show the designer to make it easier for you to understand each other.
  • Choose font
Text content makes up a large part of most websites and is always one of the most important elements. Even if your redesign is about keeping words to a minimum and adding as many graphics as possible, having the right font, size, and leading will leave the visitor with the right impression.
  • Graphics and animation
Unique corporate images on the site, as well as “live” elements, are trends in web design that will not lose popularity for many years to come. Individuality and organicity are a direct path to good reviews from users and the first lines of the issue. Discuss with designers how to create unique infographics, photos, 3D images, videos, and, of course, animation of blocks and content inside them. Here it is important to keep usability in mind and consult with a UX specialist so that the effects lead to the target action, and not distract from it or prevent it from being completed. Most often, by the time a redesign is needed, the company already has a brand book with prescribed corporate colors, fonts, design elements, and a logo. If you don’t have it or want to carry out a large-scale rebranding of the site or business as a whole, our designers will help you with this. The price of redesigning a site, in any case, includes the creation of new graphic content, but updated text content is no less needed. Your new pages shouldn't have any non-original content, and fish text will hurt rankings just as much as stock photos. It is possible to draw infographics, write several sales texts and shoot a video or make an animation that will answer users' questions in order to gradually upload them to the site, simultaneously with technical optimization and finalization of the prototype.

Development of a prototype and compilation of tor

The development of a prototype is the second most important task of website redesign after complex analytics. The first layout you receive for editing will have already been created, taking into account the results of the internal audit and your ideas, as well as the assessment of competitors. We collect data not only about those who are in the top 3 in Ukraine or get on the first page for the most important queries for you but also about local companies, as well as world leaders. Competitor analytics helps you find features and ideas that can increase your site's conversion rate after a redesign. Our own extensive experience in the development and redesign of sites of various subjects is also important here. Our analysts and UX/UI designers follow the latest trends, and also check their effectiveness in practice, evaluating KPIs for various parameters using the example of those of our clients for whom we used them before. The layout for the site redesign looks the same as for the new resource. It consists of prototypes of the main pages, the appearance of which, in turn, is tied to the type of site. For example, for the redesign of an online store, this would be:
  • The main ones are Main, Category, Product card, Cart (Personal Account), Information (FAQ, blog, exchange, and return, etc.), and Contacts.
  • Additional - pages for promotions, a list of physical stores or points of issue, order tracking, and other things, if you have such functionality;
  • Order forms, pop-ups, etc
. The redesign is carried out for each of them separately, taking into account cross-cutting elements - the top block with a menu and the bottom one with navigation, as well as the search bar, catalog, log-in to your personal account, and comparison menu. A prototype is not only a few graphic files showing exactly where different blocks of the site will be located and how they will look after the redesign but also a technical specification describing what will happen when interacting with the elements. This is a very detailed document, where everything is written: from the size of the blocks to the shade they change color to, or the animation that starts when hovering over with the mouse. The font size for each case, pop-up options, up to rounded corners, the placement of dice, and much more are also described in the terms of reference. Some features may work differently or work only for registered users or those who come to the site for the first time.

Site redesign stages

  • Analytics and preparation
At this stage, we discuss your ideas and analyze the tasks in order to understand what exactly the site should be like after the redesign. Analytics will help us better understand your product, its regular and prospective users, competitors, and other important nuances in order to offer the best solution for current and future problems. We conduct a technical audit and UX analysis of an already existing site and discuss its work with you and your sales managers to find problems and a way to fix them.
  • Development of technical specifications and design
Analytics data is the basis for detailed technical documentation for the manager, developers, designers, testers, content specialists, SEO specialists, and other project participants who will work on the website redesign. We sign a contract and start creating a UI / UX site layout to test usability and show you the final result. When developing a prototype, analytics data is taken into account, in particular, the behavioral factors of the target audience and technical audit. We keep as much as possible from the structure of the site and the ways in which users move around the site in order to retain loyal customers. We supplement them with new features that increase the comfort and ease of use of the site, and new pages that increase conversion, and content. The prototype is tested and submitted to you for approval.
  • UI design
Redesigning a website is like building it from scratch. We keep the structure but create a completely new look that is personalized, and memorable and solves the problems that the project had before the redesign. Our designers use analytics data, knowledge of new trends, and experience to create a new vision for your corporate identity. The general concept of the site and its graphic, text, and video content will work for the overall result - to attract customers, tell them about the benefits of your offer and lead them to the target action.
  • Front-end and back-end development
The job of back-end programmers is to fix errors in the code, if any, write new pages with functionality that were not on the old version of the site, merge them into one with the old ones on the existing CMS, or completely rebuild the project on the new one. Front-end developers will write the HTML code for each page of the design layout, make sure that all the features described in the terms of reference work with the corresponding functions, and that the site itself in the browser looks exactly like on the prototype.
  • Testing
After the redesign, the site undergoes QA testing, which includes checking adaptability and cross-browser compatibility. Testing allows you to find and fix possible bugs so that you get a site that will not alienate users, but rather attract them and increase profits.

You get more with us

Brander has been developing unique and recognizable websites for over 10 years. During this time, we have successfully completed more than 700 successful projects for e-commerce. We are able to implement even the most daring projects and startups. Among our projects are websites and applications for banks, mobile operators, marketplaces, delivery services, and large online stores for industry leaders. Website redesign is always a challenge for us. Ideas that require a personalized and non-standard approach are our profile! We generously share our experience and use all our knowledge and skills to release an updated project that will effectively solve the problems of your business and its customers. The “Brander” team is not only experienced developers and UX / UI designers, whose work has received a worldwide calling, but also professional analysts. Careful comprehensive preparation is the secret of our success in all projects and especially in a website redesign. Work on the task begins with an assessment of your target audience, product, market, and competitors, as well as a comprehensive analysis of the existing site. We will learn everything about your regular customers and draw a portrait of potential ones, develop an optimal modernization strategy, and do not miss a single tag when transferring content so that the new site works quickly and stably, and most importantly, remains highly ranked. If you are interested in how we redesign the site, there are examples in our portfolio.

That depends on the cost of redesign

The price of a website redesign depends on the volume and complexity of the task: the more pages, complex design elements, content, and functions, the more specialists and time it will take to carry out the work, which means more expensive. The cost is tied to the current state of your site: the number of errors that need to be fixed, as well as the features of the CMS. The total price is calculated after the approval of the terms of reference. It specifies the obligations of the parties, as well as how many hours of work back-end and front-end developers, UI / UX designers, analysts, SEO specialists, and other Brander employees will need to implement your idea. A large team will work on your project, which will preserve and expand the site structure, implement non-standard functions, create new designs and content, fix errors, and optimize. Making a redesign is sometimes even harder than developing a new project from scratch. This is a complex task that requires a lot of your time and efforts of specialists, but is much more profitable in terms of brand image and work with the target audience than buying a ready-made site, the price of which will be less. After the redesign, you will receive a completely updated, stable, functional, and fast-working website that has retained its position in the search results and regular customers.