In the digital marketing landscape, your online presence wields immense power. In fact, your website is often the first point of interaction for consumers, framing their perception of your business for good or ill.
Below, we will look at the impact a high-quality website rebranding can have and how it can be the impetus to igniting a remarkable brand transformation. Read on to learn more:
The digital world is in constant flux, with trends and technologies evolving rapidly. What once worked for your website might now be outdated. That’s where website rebranding comes into play, helping you stay competitive and relevant in today’s ultra-competitive market. Keep in mind that most websites today have a shelf life of only between 18 to 30 months. This means that if it has been longer than that time since you revitalized your website, then generally, you are likely overdue for an overhaul. Of course, some types of businesses can go longer than this timeframe, while others would be better off rebranding more often. However, this is a general guideline to keep in mind when considering if it’s time to rebrand.
The following information will look deeper at the reasons that rebranding will help to transform your online presence and why it's worth the effort:
You have likely heard the adage, “You don’t get a second chance on a first impression.” This saying, while likely talking about meeting face-to-face, could just as quickly be describing the importance of your brand’s first impression, your website. Your website is the initial encounter a potential customer has with your brand. Just as in real life, first impressions are crucial online. A sleek, user-friendly website can leave a lasting positive impact, while sadly, an outdated one can drive visitors away, even if your brand itself is awesome. Keep in mind it takes a mere 2.6 seconds for a visitor’s eyes to settle on your page.
Another important stat to note is that 39% of all site visitors will leave a website if it takes too long to load, another 38% will leave if the layout isn’t attractive, and some 74% of visitors are more apt to return to the site if it’s mobile-friendly. In other words, a good first impression is a must to encourage more or longer visits.
As your business grows, your online presence should evolve, too. If your website lags behind your brand’s evolution, it might not resonate with your current audience. Website rebranding showcases your branding journey, ensuring continued relevance. You always want your website to reflect where your brand is at the moment in terms of passion, mission, and more. Make sure that your website accurately reflects where your brand is today, not necessarily where it started.
Your competitors are continually enhancing their online presence. Therefore, refreshing your website as well can provide the edge you need to maintain competitiveness in your field. The saying, “If you aren’t moving forward, you’re moving backward,” should be kept in mind. If you don’t update and rebrand your site on a regular basis, you are most certainly falling behind.
Now that we have considered why it’s so important to periodically rebrand your website and the immense impact it can have on your online presence, it’s helpful to look at ways to begin this strategic process. Here are some keys to consider when you are beginning the process of website rebranding:
The first step when you set out to rebrand your website is first to define your goals. In other words, set clear objectives for your rebranding. Whether it’s boosting user engagement, improving SEO, or modernizing your look, defined goals help steer the process. It is also much easier to obtain a goal or to know you have achieved said goal if you define it from the outset instead of just being vague in your rebranding, such as stating that you want to make a change. Different isn’t always better if it’s not purposeful and meeting a goal.
Another important factor to consider when rebranding is audience insight. This means you need to understand your target audience and keep that in mind when redesigning. Tailor your website to meet your target audience's needs, preferences, and expectations. This requires you first to define your target persona and then to keep that customer in mind when designing your website.
Rebranding isn’t just about visuals; it includes content as well. Align your content with your new brand image and objectives. Make sure that your content is meeting the needs of your customer base. If they love how-tos, then make sure you are giving them that, if they prefer more article-style pieces that are authoritative, then give them that. Whatever style they prefer and whatever purpose of content they most enjoy, make sure you are keeping that in mind as part of your overall content strategy.
A modern, responsive design is essential to a website overhaul. Also, ensure easy navigation and mobile optimization for all modern websites, as this is no longer just a bonus but pretty much a requirement to serve today’s consumers properly. In fact, 76% of all consumers will look at a brand’s online presence or website before they visit in person.
Use the rebranding opportunity to boost your SEO efforts. In other words, while rebranding, optimize your new site for search engines to increase visibility. After all, having a fabulously designed website with lots of clever features will do you little good if no customers can find your site.