You’ve run your business website for a while. As days go by, your site’s conversion rate isn’t doing so well compared to its early days. You may also think about whether your traffic is going to tank. In that case, your website can be in dire need of a little revamping.
As a business owner, you must know why maintaining your business relevance is crucial. Websites are no different. At some point in time, your website design will look old-fashioned. Therefore, website rebranding is one of the great ways to keep your business site relevant.
If you’re in search of some great tips for how to rebrand your website, continue reading. In this article, we’ll uncover the reason you should consider rebranding and the five easy tips to do it.
Why Should You Consider Rebranding Your Website?
In the big picture, a business rebrand is about modifying how it’s presented to the public. As your website is where you put all your business’ information to your target customers, website refresh is a big part of a business rebranding.
Typically, rebranding involves a change of logo or brand name to give the company a reemerging chance on the market. However, expanding and pivoting a business are also parts of rebranding.
One of the best ways to start rebranding is to find some profitable website ideas to explore and decide what direction you want to go. Before we go on, let’s look at some of the common reasons why companies rebrand their website.
#1 - To Stand Out From Your Competition
When you start a new company, it’s easy to fall for the generic design and logo templates. With your website looking like just another business website on the internet, it will be harder to catch your target customers’ attention.
One of the keys to successful online rebranding is to make your site’s designs unique and able to stand the test of time.
One of the great examples comes from a fast-fashion company, Modström. Through the new “Breathe the Now” concept, it focuses on emphasizing its brand identity. In terms of website design, it uses minimalist design so that its product pictures are set off bold.
#2 - To Support Your Company’s Growth
Your company grows over time. Therefore, if you feel like your business name is a little restrictive for your company’s growth, now is the perfect time to rebrand.
Hear an example. Once, Jumbo was an online lottery ticket retailer in Australia and for Australians. As it evolved, the stakeholders decided to expand it for the global audience. Thus, rebranding was the strategy they chose to take their business to the next level.
Additionally, business expansion isn’t always about reaching a wider audience. Expanding your projects and product line are also parts of it. Therefore, you can rebrand your company and inform your audience about the business focus changes.
#3 - To Keep Your Business Afloat
Companies can go through rough patches, such as losing relevance or getting an undesirable reputation. As rebranding gives a breath of fresh air for the business, doing so can turn the table around.
Thus, its target audience can see the brand from a new perspective. On top of that, the company gets a second chance to rebuild its reputation.
CVS Pharmacy did a great job in gaining more of the customers’ trust. Emphasizing the fact that it operates in the medical field, CVS banned cigarettes from its store. It also introduced the “health heart logo,” reassuring the US citizens of its seriousness in taking care of their well-being.
Tips When Rebranding a Website
Suppose you happen to relate to one or more of the reasons above. In that case, you can take advantage of these five tips for rebranding your website. Read on!
#1 - Make a Backup
Backing up is one of the most overlooked stages, yet it’s one of the most important. This is because there’s a chance that an issue happens during the update process. When that happens, you’ll need to retrieve your old files to save your site.
Also, you never know when you’ll need your old content and for what reasons. For example, you may want to use the old files to evaluate what worked and what didn’t to create a more strategic marketing plan. So, ensure you have a copy of your website before uploading the new version.
Also, it’s always recommended that you backup your data regularly. You can easily set an automated daily or weekly backup with plugins.
#2 - Conduct Proper Research for the New Platform
If you feel like your overall website design holds you back from developing, you can take a different design approach. While hiring a web designer can cost you up to $30,000, you can check other CMSs, website builders, or web design agencies for the more budget-friendly option.
When choosing one, make sure it offers a more sustainable and modern design approach. This is important because you don’t want to spend your time and energy just to come back to where you started.
On top of that, don’t fall for the first builder you come in contact with. If it feels good, there’s a chance that you’ll find a better one. Therefore, research your chosen platforms deeply to find the perfect match for your website.
#3 - Analyze Your Target Audience
Being a bit out of the company’s target audience’s scope is one of the most common causes for an underperforming site. Therefore, make sure you research and analyze your target demographic properly.
Understand your target audience by building a customer persona. When creating one, make sure to include your target audience’s age, occupation, salary, interests, goals, needs, pain points.
Further, you can communicate with your potential customers through social media. That way, you can get better insights into how your business performs. Also, you can figure out your target audience’s preferences and behaviors.
From the above information, decide which website design style suits them and what marketing strategy drives them closer to your brand.
#4 - Define a New Brand Strategy and Image
Company image and first impressions matter a lot. A study reveals that a visitor only takes 0.05 seconds to build their opinion towards the site. Additionally, 94% of a website’s first impression is design-related. Thus, you ought to keep things fresh yet familiar to make your brand stand out.
To do that, work on what makes your brand better than your competitors, figure out your brand positioning, and evaluate your company’s weaknesses. Through it, you can take what’s best, improve the soft spots, and throw away the irrelevant bits.
In terms of design, determine what mood and color scheme that best represents your brand. As you also need to take care of your site’s practicality, make sure it’s intuitive and easy to use. You can achieve that by providing clear navigation and visual aids.
#5 - Update Your Social Media
Apart from providing a place to engage with your customers, you can use social media to introduce your brand’s new image.
As you want to create brand consistency across multiple marketing channels, not updating your social media will hurt your rebranding efforts. Suppose you change your brand name. In that case, start by updating your social media profile. Then, you can post about it on your feed.
When uploading your social media content, make sure it has the same design, voice, and tone as the ones on your website. That way, your target audience will take your rebranding efforts more seriously.
Wrapping It All Up
Throughout this article, you’ve learned the background stories of why some companies decide to rebrand and five easy tips to help the process.
Rebranding is a challenging process. However, as rebranding can help a company stay relevant to its target market, every business will have to rebrand at some point in its life. On top of that, rebranding provides a fighting chance for businesses to keep their ship afloat.