Like any of our marketing materials, after a while a website begins to look stale. However, if the core functionality of your website is working desirably, you may not need a costly rebuild, and often can choose to re-skin your site instead and achieve the desired effect.
A re-skin is a quick way to improve a poorly perceived user experience. It primarily involves updating the appearance with new graphics, layouts and styling to give it a new look and feel. From a marketing perspective, it helps promote a stronger or renewed positive emotional response and connection to your brand.
With that said, here are some of the more common reasons to have your website re-skinned:
1.) Your brand positioning or key messaging has changed;
2.) You have introduced new services or updated your offering;
3.) The effectiveness of your current site is diminishing;
4.) Your visitors are not sticking around;
5.) Your website just looks outdated and/or unprofessional.
When planning for a re-skin you should always start by asking yourself what you hope to achieve by re-skinning your site. This often highlights any issues such as poor navigation, page flow, content and features, which can be addressed during a subsequent rebuild.