Steps for rebranding your outdated website
As your business website ages, you may find that its conversion rate is declining and that traffic is dropping. This is a sign that your website may be in need of a refresh.
As a business owner, you understand the importance of staying relevant in a competitive market. Your website is no exception. At some point, your website design may become outdated, which is why rebranding can be an effective way to keep it current.
In this article, we’ll explore the reasons for rebranding your website and provide simple tips to help you do so successfully.
What are the benefits of rebranding your website?
In general, rebranding is about revamping a company’s public image. Your website is a crucial aspect of this, as it is the platform where you present information about your business to potential customers.
Rebranding often involves updating the logo or brand name to give the company a fresh start in the market. However, it can also include expanding or pivoting the business.
A good way to begin the rebranding process is to research and consider profitable website ideas to determine your desired direction. But first, let’s examine some of the typical reasons why companies choose to rebrand their website.
#1 – To differentiate yourself from competitors
Starting a new company, it can be tempting to use generic design and logo templates. However, this can result in your website looking like every other business site on the internet, making it difficult to attract the attention of your target customers.
A key factor in successful online rebranding is to create a unique design that will remain relevant over time. This helps your site stand out from the competition and capture the attention of your target audience.
An excellent example of a rebrand is from the fast-fashion company Modström. They implemented the new “Breathe the Now” concept to showcase their brand identity. On their website, they utilized a minimalist design that showcases their products in bold, eye-catching images.
#2 – To aid in the expansion of your business.
As your business evolves, the name that once suited it may become limiting. In this case, rebranding may be necessary to support your company’s growth.
For example, Jumbo started out as an online lottery ticket retailer in Australia but later expanded to target a global audience. To reach the next level, rebranding was the strategy they chose.
Expanding your business does not always mean reaching a wider audience. It can also involve expanding your projects and product offerings. Rebranding allows you to communicate these changes to your audience and realign your focus.
#3 – To maintain the viability of your business
Businesses can experience challenges such as becoming outdated or acquiring a negative image. Rebranding offers a fresh start, enabling the company to turn things around.
This allows the target audience to view the brand in a new light and provides an opportunity for the company to rebuild its reputation.
CVS Pharmacy effectively gained the confidence of its customers. By highlighting its presence in the healthcare industry, CVS made a commitment to the well-being of its customers by removing cigarettes from its stores. The introduction of the “health heart logo” further reinforced this message and demonstrated its commitment to promoting health and wellness.
Tips When Rebranding a Website
If you identify with one or more of the reasons for rebranding your website, the following five tips can help guide your rebranding process. Keep reading!
#1 – Make a Backup
Backing up is often overlooked but is extremely important. During the update process, there is a possibility of encountering issues, and having a backup ensures that you can retrieve your old files if needed. Old content may be useful for evaluating what was effective and what wasn’t in order to make a more informed marketing strategy. It’s essential to have a copy of your website before launching the updated version. Additionally, it’s advisable to regularly back up your data, which can be easily done through automated plugins for daily or weekly backups.
#2 – Conduct Thorough Research for Your New Website Platform
If you believe your website design is hindering your growth, consider exploring different design options. Hiring a professional web designer can be expensive, with costs reaching up to $30,000. Instead, consider using a more budget-friendly option such as a CMS or web design agency such as 961.Digital.
Ensure the platform you choose offers a modern and sustainable design approach, so you don’t end up back where you started. Don’t settle for the first option you come across. Take the time to thoroughly research your chosen platforms to find the best fit for your website.
#3 – Analyze Your Target Audience
One of the main reasons for a poorly performing website is being out of touch with the target audience. To avoid this, it’s essential to conduct thorough research and analysis of your target demographic.
To understand your target audience better, create a customer persona that includes details such as their age, occupation, salary, interests, goals, needs, and pain points. You can also connect with potential customers through social media to gather insights into your business performance and learn about their preferences and behaviors.
With this information, choose a website design style that appeals to them and a marketing strategy that draws them closer to your brand.
#4 – Establishing a Clear Brand Strategy and Image
The image and initial impression of a company are crucial factors. Research shows that a person only takes 0.05 seconds to form an opinion about a website, and 94% of that first impression is based on design. To make a lasting impression, it’s important to keep your brand fresh and recognizable.
To achieve this, identify what makes your brand unique and better than competitors, clarify your brand positioning, and assess your company’s strengths and weaknesses. This will help you improve on your strengths and address areas for improvement.
When it comes to design, choose a mood and color scheme that accurately represents your brand. Ensure that the design is practical and user-friendly, with clear navigation and visual aids for easy use.
#5 – Revamp Your Social Media Platforms
Social media provides not only a platform for interaction with your customers but also a way to introduce your rebranded image. To ensure consistency across all marketing channels, it is crucial to update your social media profiles. If you have changed your brand name, start by updating your social media profiles and then spread the word through posts on your feed. To establish credibility in your rebranding efforts, make sure the design, tone, and voice of your social media content match that of your website.
The process of rebranding can be demanding, but it is crucial for companies to remain relevant to their target audience and stay competitive in their market. At some point in its life cycle, every business will have to go through the process of rebranding to keep its operations running smoothly.
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