Too often, we are asked to create a “new website” or a “new platform” at iO. The font isn’t hip anymore, the logo is just a bit too nineties and the structure is messy. Time to chuck everything in the bin and start fresh. Right?

No. 

The notion that you need to fully update your website, is outdated. Technology used to evolve so quickly that the back end had to be adapted repeatedly because the discrepancies between versions were too big for simple upgrades.  

That’s no longer necessary these days. The technology our websites rely on lasts a lot longer now. That means that you often don’t need to (completely) replace your platform and that you can upgrade your website without losing data. Lucky you, because transferring old content to a completely new system is a time-consuming and stressful job – for every party involved. Not having to do that means you have some more budget to do other, more important things. 

Our top tip is don’t request a new platform or website but an update when writing your specifications. That phrasing is vital – especially when it comes to public tenders. Because, as a potential supplier, we are required to take that information literally. Chances are that you will have us do redundant work or that you have to rework your tender entirely, which could slow your project down significantly. 

So, think before you speak. But what else should you pay attention to? 

A good web developer decided on a sustainable CMS a few years ago. So, don’t forget to ask which platform your website runs on. Instead of going with a completely new system, platforms such as Drupal or WordPress are easily upgraded to their latest version. Or you could go with SaaS-CMS platforms in the cloud, such as Storyblok. Those systems are also updated constantly.  

The popularity of headless systems, such as Storyblok, enables us to add a new interface to a website without completely refreshing it. These headless systems disconnect what you see (the front end) from the back end. Would you like a new layout? You won’t have to part with your historical data and learnings, which are invaluable for optimising your website.  

At iO, we strongly believe in constant data-based optimisation. A new website implies that you’ll lose your historical data, leaving you with nothing to compare new efforts to. That means you’ll have to invest in a new SEO plan. That could also (potentially) harm your current positive SEO rank. 

Let’s say you’re pleased with certain aspects of your website: the content is spot on, and the page in question ranks extremely well in Google. Rebuilding a page like that (which you will be doing if you migrate it to a different URL structure) could impact your Google rank. However, if you upgrade your website, you can leave that page alone – eliminating the potential negative impact.   

Instead of completely changing your website every three to five years, only to “forget” about it again, we argue for a new way of thinking. A website should be alive. That means you should constantly tweak and update your content based on new data. Constant Conversion Rate Optimisation (CRO) allows you to improve your website for visitors. Furthermore, a new layout no longer automatically means you need a new CMS, thanks to all the technological options we have these days.

So, don’t go with a new website unless it’s absolutely necessary – for instance when your technology is outdated or you have decided you need a new CMS (after careful consideration). Take advantage of the time and resources you gain to optimise your website so you don’t need a completely new platform. An audit can show you what’s going on straight away.