Can I just state up-front that, as a general rule, I don’t like change.

Now I recognize that quite often, change is very, very good.  I can’t imagine where I would be if I had stayed with my first boyfriend.  Some styles weren’t meant to be kept (endured?) for long.  And have you ever gone back and watched some of those shows from the 80′s?  Where were their acting coaches? I certainly wouldn’t want to go back to where I was even 10 years ago.

As we meet with clients – and potential clients – we sometimes find this overwhelming (and shall I say, often puzzling) desire to maintain the current status.  And sometimes, they can even be as fickle as wanting a change, but pretty much also wanting to keep the status quo.

Take website design.  This changes almost as often as high fashion does.  And I’m certainly not condoning a re-design every time something new comes along.  There is a lot to be said for consistency in brand and look.  But after a period of time, your website just might end up looking like the equivalent of someone wearing a pair of legwarmers and stone washed jeans.  In other words, out-of-date.

Here are some great questions to ask yourself – and answer honestly – about your current website:

• Does my site doe what I originally wanted it to do?  Have I changed what I want my website to do for my company?
• What about my audience – has it changed?
• Do I still like the look? the design? the logo?
• Do I need help maintaining my site so that it doesn’t end up with old information or content?

So, perhaps these questions lead you to the conclusion that yes, you do need a re-design of your site.  Here are some pointers to keep in mind as you navigate the waters of creating a new site.

K.I.S.S. (or in other words, Keep It Simple, Stupid)
Whether we are talking about design, functionality or content, the best – and longest-lasting sites – are the ones with a clean and simple look that are easy for the reader to navigate. (A great resource for this concept is the book by Steve Krug, “Don’t Make Me Think“)

Do Your Research
While this seems basic, I’m talking strictly about knowing who it is that will be visiting your site.  Take advantage of Google Analytics to see where your visitors are coming from and where they are going while on your site.  This goes a great distance in helping you decide what it is they want.

Brand Like Mad
If a visitor to your site doesn’t immediately know what you are about, you’ll probably lose them.  If you have old, out-of-date content, it says much to a visitor about you (all things you aren’t wanting to say to them!).  If visitors see something new as soon as they get to your site, it tells them that you are current, and that your company is doing well enough for you to provide new information.

Don’t Be Crazy
Websites that are full of off-the-wall stuff drive people away rather than attract them.  They often are deemed unusable.  Do try something different – just don’t make it so different that visitors have to stop and think before they find what they are looking for.  Because often, they will just as soon leave.