At the heart of your company’s digital strategy should be a well-designed, easily navigable, engaging website that meets the needs of your customers and other business stakeholders alike. What is required to satisfy these criteria can shift over time, and, unfortunately many companies have a “Create it and Forget it” mentality when it comes to their website.
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 Your website just looks outdated and/or unprofessional.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.
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