Are there downsides to overhauling your site design? You betcha.
Week after week, we shoot up other people’s sites to help them improve their image and get more business. We sing the praises of how an overhaul can better your business. We’ve gone through two redesigns ourselves to do the same.
The pros of overhauling your site are obvious. A new look can bring you more traffic, boost your sales, improve your reputation, and increase your PR.
But what about the cons? What are the problems that arise when you overhaul your site? There are a few, and some may not be so obvious. Here are two that we want to share with you:
Disoriented Visitors
If your site has been around for six or seven months, maybe even a year, that’s a pretty long time, all things considered in the virtual world.
In that time, your readers become used to seeing you “dressed” a certain way. They’re familiar with your look, your colors and the images. They know exactly where to find what they’re looking for when they land, and they know what to expect.
Then one day they stop by for a visit – and nothing is where it should be.
Panic ensues. “Wait, am I on the right site? Where did that color come from? I hate that color! What’s that image? Where are the posts? How do I get where I used to go? Where are the comments? What’s going on here?? WHAT HAPPENED WHILE I WAS SLEEPING?”
It doesn’t matter whether you’d advised readers ahead of time that you were changing your look. There will always be that moment of shock or surprise when they first land on your overhauled site.
Even worse? Some people don’t take well to change, even if it is for the better. It’s human nature to resist change. Change is uncomfortable and we like to avoid it as much as possible. When it happens, well… we complain.
Those complaints are inevitable. There will always be some people who don’t like what you’ve done, and they decide to go elsewhere. They may have trouble adapting to a new layout and refuse to become familiar with it.
Expect to have some people who can’t accept change and who can’t change with you. Do the best you can to keep as many people happy, but also do what’s right for you and your business.
Misbranding or Better Branding?
Sometimes you need to overhaul your site because you’ve realized that your business image and branding no longer fits.
The look is all wrong, your sales and product have taken a direction you didn’t want, and you need to try something new.
This branding change can and does affect your client base, sales and revenue. While you may have needed to shed an old brand image to gear your look for your goals and better represent yourself to gain clients, you still have current and past clients to consider.
Those clients are going to wonder what’s up. Do you still do the same work you were doing before? Are you dropping certain services and will you no longer be able to provide what they’ve been getting? Some clients might even wonder if you’ll be dropping their projects in favor of the new direction.
Not everyone will like the new image. People set their mental image of your business firmly in mind, and some may not like or agree with your new image. They may be put off and leave because your site doesn’t fit their vision anymore.
Of course, careful thought in branding and a good image helps you end up with more clients now that you’ve made it clear what you sell and what services you offer. Maybe no one realized everything you could do – now they see it, up front and center.
Taking a Gamble
No matter how much planning or research you put into your new design, an overhaul is a gamble.
Carefully weigh the pros and cons before taking the plunge. Be ready to monitor the effects of a redesign and see if you experience more positives than negatives.
Give it time, watch how clients and people adapt and listen to the comments they make, but do have a thick skin and remember that you can’t please everyone. Know what you want to achieve from your redesign, plot it carefully and make sure it meets your goals first.
For those of you that have overhauled your site, how was your experience? What effects did you see after making change? Was the effort worth it? Did you need to make further adjustments? Would you do it again?
What a timely article indeed! I just visited your site for the first time in several weeks (I’ve been taking a hiatus of sorts) and my immediate reaction was:
WOW THIS IS SUPERBLY INCREDIBLE!
Seriously. Love your new look and feel!!
I’m pondering on the merits of “business expectations”. For example, I know that certain authority sites have a very stark look/feel/here’s what you can take away/etc…. but that’s just not my chosen style. I *like* being unique and thought-provoking etc….but I have to balance that against what engenders initial trust and open-mindedness for the visitors.
I’ll be certain to drop on by after my next revision – my last one was met with quite a positive response, but there ARE some thingees I do want to tweak.
Data points, Barbara
Barbara Ling, Virtual Coach´s last blog post…Free way of Updating your location via your iPhone – Great apps !
Hey Harry,
Just overhauling my site right now. The biggest con is that I have to fit it in amongst all my other projects. The second biggest? Writing about yourself is very difficult to do.
I have the basic version of my new design on my blog already, and I should be making the switch on my main website this week (I’m hoping…) The reviews have been fairly positive so far — thankfully!
Yes, I would certainly do it again. This is my fourth or fifth website in 12 years or so (for my main website that is — I’ve built many others during that time as well). I think it’s important to keep the design up to date and fresh. I’ve discovered a few new design tricks, and was champing at the bit to try them out.
So except for the two main difficulties described above, overall a great experience!
~Graham
Graham Strong´s last blog post…The Art of Perception V: How Does Apple Do It?
Holy f***, Graham, do you ever have that one right.
Hi Harry – I can imagine folk getting confused if you totally change things. As you know, you created a new design for me in February and for me the changes were all positive. I began getting heaps more subscribers, traffic and repeat visitors.
The only downside was getting used to the theme layout myself. It took me a while to realise how to add pages, as well as posts. But now I can do it it’s brilliant. It’s surprising how many people look at pages as well as blogposts.
I would change it again but the change would have to be more subtle, as I like the branding I have now.
Cath Lawson´s last blog post…Affiliate Commissions – Is Your Anti-Virus Eating Them?
Thanks so much for this post. It is so true. We just recently did a redesign and a slight name change. The name change is no biggie as we went from Cat’s Eye Group to Cat’s Eye Marketing, and everyone thinks of us as simply “Cat’s Eye”. But the site redesign was pretty major, although most of our services stayed the same. Fortunately, we have gotten nothing but good feedback and feel we haven’t led our current clients astray. If we felt we needed it, yes, I would do it again.
On the other hand, a change needs to be careful. Recently I noticed that hulu.com did a change on their site. And I found it very frustrating to find the “full TV episodes” listed as they were before. I almost gave up on it but was determined to watch that old Bob Newhart show!
Thanks again for the great post!
bob
Excellent job with the new site, Harry. I think it reflects the MwP brand.
This is an important issue. As Bob said, we went through both a name change and a rebranding process, so it was important to make our new website fit. Fortunately, it did not turn off very many people (from what we’ve heard so far, anyway).
I agree. Writing about yourself is difficult to do. But I’ve found that turning it completely around and writing about the client and his/her problems makes it a lot easier. Simple but profound change in mindset.
Once again, thanks for posing such a thought-provoking question.
Redesigns have their cons. Your latest resulted in white text on black background, in my opinion a no-no since it is hard on the eyes. Thank heavens for RSS-feeds
Bengt – Forty Plus Two´s last blog post…Analyze your blog for fun
Change is a sign of growth. As your blog and your company develop, it’s natural that you’ll need a redesign. But there will always be people who hate change. Just ask the folks at Coca Cola.
Having said that, I have to agree with Bengt. He beat me to the punch with his comment on your new look. Even though your blog header is an interesting graphic, this white on black type is harder to read and a bit ominous too.
Yes, and we’re still complaining about your text/background color
I still really believe that someday you will see the folly of this and change it.. of course the more stubbornly you defend it now, the harder that will be to do..
Tony Lawrence´s last blog post…Unix and Linux Troubleshooting E-Book by Anthony Lawrence
When I say that you white-on-black haters are stubborn bastards and a thorn in our sides (not to mention sites), I mean that with the greatest fondness and no offense.
I also spent an hour researching this today. Nevermind that I have taken courses on the physiological makeup of the eye, how it perceives color and what is actually best for vision and all that. Nevermind that I am fully aware that both black on white and white on black are equally readable.
No. I went searching for proof.
http://www.literacyandtechnology.org/volume8/no1/JLTv8legibility.pdf
http://www.ncbi.nlm.nih.gov/pubmed/4013091
http://www.nih.gov/catalyst/back/98.05/slide_presentation.html
http://www.afb.org/Section.asp?SectionID=53&TopicID=386&DocumentID=4438
Cripes. Can you imagine what this site would look like with a WHITE background?
Kiss kiss, everyone.
“Cripes. Can you imagine what this site would look like with a WHITE background?”
Readable?
Tony Lawrence´s last blog post…Unix and Linux Troubleshooting E-Book by Anthony Lawrence
@ Tony – You enjoy this, don’t you
Good points, as usual, Harry. What I prefer to do is an “incremental redesign” which gives many of the benefits of a full redesign with few of the downsides. Of course, every once in a while you really do need to start with a clean slate.
Great job on the new look!
Joshua Clanton´s last blog post…Unprofessionalism #1: Blog Dis-Integration
@Barbara: Yes, please do come back and tell us when the new look is up. I’m always interested in seeing what other people are doing with their sites.
@Graham: I know what you mean about learning new techniques and wanting to use them. Trends on the ‘net change fast. The Web 2.0 look is already giving way to grunge and retro-hippy, and the moment we all become accustomed to that, the trend setters will have moved on to something else. The trick is to be innovative enough with your design that it leaves you room to grow before you have to do another face lift.
@Cath: That’s another good point. So many people want the most updated themes they can get, but once they get them, they have no idea how to use them. That’s like saying “Here’s the keys to that space shuttle you wanted. Have fun.”
As for a new look, you could do it. You already have your logo and colors, wouldn’t take much to incorporate that into a new look at all.
***
Huh, have to share this. This guy was just walking down my street with headphones on and singing (off key) at the top of his lungs.
(and now back to our regularly scheduled program)
***
@Bob & Judy: Thanks! You’re welcome!
@Susan: Oooh, yes, Coca Cola changing their formula was a huge mistake. At the time, my mom and I were working for Pepsi, my brother was working for Coke. Pepsi saw this as Coke admitting that Pepsi was better and jumped on that line of marketing. I think we all got a day off from work too.
I can no longer buy Vanilla Coke in Quebec. I am sad.
I also no longer buy Coke, because they made me fall in love with something and stopped being there for me when I was DYING for Vanilla Coke. But I gotta say, Pepsi sucks.
Sure.
But now I have to admit that I’m actually getting used to it..
Does this mean you’ve done something to my brain? Will I recover if I read enough black on white blogs? Should I be concerned if it gets worse – if I actually start LIKING it?
I’m very worried..
Tony Lawrence´s last blog post…Unix and Linux Troubleshooting E-Book by Anthony Lawrence
Oh god, I’m having a “muahahah” moment like you wouldn’t believe…
Admit it. You *cannot* picture us in another color. We *are* leather and bullets. We just *are.*
I know I’ve been AWOL from your blog for quite a bit. Still owe you guys a huge thanks for the feedback from my Driveby, oh gee when was that April I think.
Anyway I have since pointed my blog to my own domain that matches the blog name and done some tweaking of the design in terms of colors and backgrounds. I think I’ve got a much cleaner look and perhaps a bit less girly than before.
I think my readership has increased a tad as well – maybe because they can actually read the posts without working at it so hard – LOL.
However my PR did a nosedive and continues to falter. It significantly rose at one point but then dropped right back again. Not sure why this is but hoping it will right itself eventually.
As to your new look: Love the LOGO totally MWP style and the RSS button as well. Black on White/White on Black either way I have issues. Yes I already saw the link list but research smesearch all I know is my eyes protest regardless of what anyone else says. Maybe its time to add the RSS to my list instead of trying to read here like someone else mentioned.
Melissa (ForstRose)´s last blog post…Beloved Captive by Kathleen Y’Barbo – My Review
I overhauled my blog when it was still relatively new, so the impact was minimal. I’m thinking about re-designing it again because it has grown so much.
Generally, I think it’s inevitable for most growing blogs to go through several changes. Whether it’s a platform change, or re-designing the whole darned thing. As a reader of too many blogs to count, it usually doesn’t bother me (I like to have a little advance notice though).
Great post and keep up the good work!
Brad V.´s last blog post…NYT picks 100 books worth reading in 2008
Great post – but for the record, I still only read you in my feed reader because of the black/white issue.
I couldn’t even consider discussing a site redesign without knowing why it was necessary. Really, that should tell you everything and prevent mistakes. At some point in the future, I’ll redesign Remarkablogger. I already know exactly why, and what most of the changes will be, so I’m pretty sure it will be a good thing.
This post totally applies outside the blog/website redesign realm.
Any type of change will spark positive and negative reactions in people. If you’ve decided to overhaul your life, even if it’s for the better, you’re going to get people who dump crap on you.
It’s important therefore to know what you want – not just in designing a site (like how the MwP are sticking to their white on black decision) but in life too.
Great metaphor for life, Harry!
Alex Fayle | Someday Syndrome´s last blog post…Success Comes from Slow Change: Leo Babauta Interview
I’ll let you know
I go through this with every re-design or upgrade. Every time I change something at FWJ folks complain. Some are very hurtful in their criticism. In a way it makes me feel good that people takes these changes personally because they care, but I also wish they would give the changes some time before they bring out the torches and pitchforks.
I think the backlash is inevitable, we just have to learn not to take it to heart. Your new design took some getting used to for me, just like your previous design (and domain) change took some getting used to. When it all comes down to it, it’s just a shell. It’s the writing that counts and you and James never disappoint there.
Deb Ng´s last blog post…Community Creativity Project: Caption This
If I’m going to be hiring a web designer or a graphic artist, I expect their site to look god-damned freaking good. It’s gotta be plus-three sigma above the rest.
But aside from that, if it’s just a recreational blog, I really couldn’t give a Flying Fox Fart WHAT it looks like. I read blogs for their content and/or comment discussion….NOT according to how pretty they are.
Paint it purple with green polka dots for all I care. If it’s a good blog, I’ll drop by.
But if it’s shitty, no amount of window dressing will convince me to stay.
Friar´s last blog post…Vintage Friar Toons #3
First off, apologies to everyone on my touchy comment the other day. It was a case of buildup and frustration, but that’s no excuse to splatter out here. I have cats for that very reason. We’ll be changing the black background in certain sections soon to match people’s preferences.
@ Friar – That’s where feed readers come in handy. I’ve subscribed to many a shitty-designed blog, and I read them off my feed.
@ Deb – That’s a good point. Feedback is good and welcome, and we do ask for feedback and enjoy receiving it. I think it becomes hard to take when people are rude and blunt with their comments. It’s like inviting a guest over and they walk in, saying, “Wow! Man, you have one butt-ugly kid!”
That’s… um… yeah.
@ Alex – Hmmm… Sticking to the guns… So when do give in if the changes aren’t good? I’ve had a friend change and spent a long time saying, “Change back! Change back!” I’ve seen sites change and I just about cried because the choice was so bad. Resistance is normal, but sometimes it can be a message, perhaps?
@ Michael – Knowing why it’s necessary is a good point. I think when people say, “Oh, I need a change,” the decision isn’t well grounded and the lashback could make it not worth it.
@ Chad – Alright, alright. We’ll fix it. K?
@ Brad – Changes do often come with growth. Blogs need to have layout that is helpful, a design that reflects the business and more.
@ Melissa – Hm, the PR is odd… I’m not 100% sure how Blogger works at all and would be hard pressed to give you advice. There’s only been one PR update since we’ve done your hit, so there’s definitely something you need to fix. Is Google caching your site properly?
As for the black/white, yeah, people with eye troubles already are going to have problems either way. So… when we fix the black issue, I’m sorry to say you might not like the white much better. We’ll see!
@ Tony – Now that you’re getting used to it, we’re going to change it
Just to screw with your head a little more.
@ Joshua – Hey! Dude! Good to have you drop by! That’s a wise suggestion, too. Incremental changes can be a fantastic thing to do. Saves time, easy, everyone adapts slowly… nice, nice.
@melissa:
First, PR matters far less than it used to. Google is constantly messing with the algorithm, so it changes all the time. My site went from 4 to 6 to 4 to 5 to 4 – I don’t even pay attention any more!
Remember also that your PR is affected by other sites PR. If the monster sites had 100,000 inbound links five years ago but now have 200,000 and your count hasn’t doubled, your PR goes down. You didn’t really lose a thing, but relative to others, you are weaker. As the internet grows, things change.
Ask yourself what you really care about? For me, it’s income: if the site is keeping the money in my pocket, it’s doing its job no matter what Google says.
Your answer might be the same or it might be readers. Whatever it is, that is what matters. A PR1 that pays the bills is better than a PR7 that doesn’t.
I did notice this morning that your site was very slow loading. If that’s normal, that definitely needs to be fixed.
Tony Lawrence´s last blog post…Unix and Linux Troubleshooting E-Book by Anthony Lawrence
@James
Knowing the fine line between gun-sticking and advice-ignoring-ego is a challenge for sure. I try to take a step back and say: If I weren’t me, what would I say about the situation?
As for me with the dark background, the only reason I don’t like it is because my apt is reflected in the screen and it’s like I’m typing on a mirror…
Alex Fayle | Someday Syndrome´s last blog post…Fear, Unique Pathways & Self-Awareness: Lessons from the Lab-Rats
I’ve had three website redesigns and one blog redesign and yes I’d do them all in a heartbeat. I don’t change for the sake of change but when that change is driven by a business need. An outdated image can hurt your business. In truth, even with the same old website, I have found that business changes, over time you won’t serve the same customer base and certainly not in the same way. Great article Harry and it’s nice to have the counterpoint to change is good.
Karen Swim´s last blog post…Is It Far Better to Give than Receive?
Oh no you didn’t! You can’t be serious. Is that really white type on a gray, marble background?
I hated the white on black because it was hard to read. But maybe I should have kept my mouth shut, because white on gray is IMPOSSIBLE to read.
Is this an effort to weed out all your readers who may be over 40? Hope not, but this latest revision to your blog might be the one that finally makes me break down and buy reading glasses.
@Susan, had to laugh! I’m 44 (45 next month) but thanks to laser eye surgery 4 years ago, this white on grey is beautiful.
BTW you don’t look a day over 20! 
Karen Swim´s last blog post…Is It Far Better to Give than Receive?
@Susan: No, we are not serious. This current version is not staying. Just out of curiosity, where are you seeing white on the marble? I see black text
@All: We’ll be going into maintenance mode later today for a couple of hours while we test out new text/background combinations. In the meantime, we’d appreciate it if the comments on the text/background were held to a minimum. We’re doing our best to accommodate everyone and it’s going to take a little time.
Harry,
To answer your question, what I’m seeing is ALL text, including the blog post and comments, in white type over a gray marble background. Is that not what everyone else is seeing? (Geez, if I was going to hallucinate, I’d have preferred it be of a sexier image than a blog.)
I’m using my AOL browser at the moment. Perhaps the type appears different on other browsers?
Susan
P.S. Thanks Karen for the comment about me looking 20. It’s official. You are now my new BFF.
@Susan: It could be the browser you’re using. On this end it’s black text over the gray marble in the content area of the blog posts only. The main page and sidebars are still black with white text. Chin up though, it’s not permanent
“In the meantime, we’d appreciate it if the comments on the text/background were held to a minimum.”
Lip. Zipped.
Mmmfhmfmmnnmm!
Tony Lawrence´s last blog post…Google Friend Connect by Anthony Lawrence
Black on grey cement over here.
And Harry, thank you for diplomatically saying, “James is having a nervous breakdown trying to keep everyone happy and still have the site look hot, so I hope everyone is going to be polite and diplomatic with comments.”