Just in case you were wondering, the saying "If it's not broke, don't fix it" shouldn't be applied to your website.
Here's why: your website essentially begins to break the moment you launch it. It's like driving a new car off the lot – the second you hit the highway, the car loses 20% of its value.
This isn't a pessimistic take or anything like that, it's simply the state of doing business in our increasingly digital world. Tactics, design trends and most significantly, user experience requirements dictate it's best practice to iterate your website and its design as frequently as you can.
We recently redesigned and migrated our WSIWorld website; with that decision in mind, here are the reasons why it's important to iterate your website's design and UX on a regular basis:
The Digital World Moves Fast
Perhaps the biggest reason not to let your website's design and UX stagnate is the speed at which the digital landscape moves. We do business in a world that changes fast – faster than most of us can even keep up with – and with that comes the need to quickly adapt the tactics, strategies and tools that we use. What worked in the digital world two years ago probably doesn't work the same way today. So as good as your website looked and functioned two years ago, for all intents and purposes, in today's digital world, it's old.
Practice What You Preach
For us, redesigning our website and its UX was part of a company-wide dedicaton to "practice what we preach" or "drink our own champagne." We say that we help businesses do better marketing, and in order to do that, we need to have our own ducks in a row. As we've discussed, in 2019 and beyond, it's important to iterate your website's design and UX on a regular basis. So that's what we've done: we've completely revamped our website and UX. We're really proud of the new site so please, have a look around and let us know what you think!
Follow The Numbers
In the digital marketing world, numbers and data are hugely important. As soon as you any website, you also begin collecting data on it. And unless you've somehow built the perfect website, that data is immediately going to tell you that certain components of your site are not working optimally. Whether that's because users are behaving differently than you thought or a design element isn't as engaging as you hoped doesn't really matter. Once your site has been live for a few months, dig into the data and you'll easily have a list of things to work on for the site's next iteration.
Optimization, Optimization, Optimization!
Sometimes, you just can't see all the angles until a project is launched. This is part of the reason why we'd rather ship something imperfect and iterate rather than waiting for perfection, but that's a post for another day.