No matter how good looking your website is, if the design has stayed the same for a little while one of the best things you can do is give it a refresh. In fact, even if you have a brand new design, it is still important to track its performance and evaluate exactly how well it is performing. If any part of your site isn’t meeting expectations, than a refresh of that section could turn things around. One of the first things you need to do is make sure that you have decent analytics (such as the free Google Analytics) set up for your site, and that you view regular reports on traffic and other metrics. Remember that it can take 6-months to a year to gain enough data to have a good understanding of how you are performing, so give your self at least that much time in between redesigns. Performance will fluctuate, and it’s important to appraise it over time.
Once you have enough data in hand, you will be able to decide if refreshing your website will mean working on a complete re-branding, or just changing the layout of your home page or the language you use in your messaging. Either way, it can breathe new life into any existing site, simply by providing your visitors with something new and unexpected. Even a tiny adjustment to layout can increase engagement with even semi-regular visitors, as people will indulge their natural curiosity just to find out why things have changed.
And hey, we lead by example! The design team at Solamar has just finished a refresh of our own website, and we’re super stoked to show it off to the world. You should totally click through and check the whole thing out, but stay tuned here, I’m going to go through some of the changes, and why we made them. Weeeeeeee!
Adjusting to the Landscape
One of the things that you need to be constantly aware of when doing any online work is that the internet is a moving target. The moment you commit to a design, the technology and aesthetic of that design begin to become outmoded immediately. Here at Solamar, we pay attention to trends in design internationally, and we are always trying to make sure that our site (and our clients’ sites) are always on the forefront of what’s cool and what’s possible. We’ve taken inspiration from emerging trends all over the web and molded them together into a new vision for our site.
Our new homepage continues a movement toward the heavy use of big, attractive images, and we’ve embraced a longer style of page design that understands the fact that people are willing to scroll a lot more on their touch devices. To accommodate that choice, we’ve adjusted our design to more clearly delineate between different sections on an individual page. We start with a big ol’ team picture (I’m the silly one all the way on the right), followed by a quick description of what we do best. Following that, we’ve split our work showcase into two sections, and given them as much screen real-estate as possible, so we can really show off our work!
In addition to looking fabulous, this new “edge-to-edge” type of design makes it even easier to make the site responsive across all devices and screen-sizes, as well as making the design pop even more on really small screens.
The Team Behind the Screen
With any refresh, you also need to focus on making sure your personality, or the culture of your business, come through. At Solamar, we’re really proud of the work we do for our clients, and part of that work is the people that do it. Our personality infuses the design that we do, the way we interact with clients and each other and it is a fundamental part of Solamar and why we do things the way we do. Our team is distributed across the country, but that only means that it’s been even more important for us to build a group of people we all really trust and love. We work hard at keeping everybody tight-knight, and we want to show that off to the world.
To that end, we’ve redone our “What” and “Who” pages to bring even more light to them. On the “Who” page, we use the new “edge-to-edge” design aesthetic to make sure everyone’s smiling face gets as much space as possible, and we changed the portraits to color! Yay, color!!
Even on the “What” page, which is about the services we offer, we’ve included a bunch of photos, not just of some of our work, but of the team being all full of togetherness and kindheartedness and such. Oh yeah, and of course a picture of me being silly.
Sweat the Details
We’ve made a host of other small tweaks and adjustments throughout the site, too many to get to here, but you should be sure to poke into the corners of your site and make sure it hasn’t gotten too dusty, or broken down where you haven’t been looking. Do your research before you commit to any refresh. Make sure you have the data concerning it’s performance necessary to make informed decisions. Find inspiration out there in the internet wilderness. There are so many people doing so many cool things, and you won’t know about it until you search for it.
And as always, if you’d like a little help refreshing your site, give the team at Solamar a shout, it’s what we do, baby!