What to do when your redesign budget was cut

Michael Gabrian

by Michael Gabrian on 06/02/2017

Traditional website redesigns are expensive. The typical process follows collecting proposals and seeing a pattern that some of them fall somewhere between 20 and 40K and some much higher. This is a huge chunk of cash. What happens when your healthy redesign budget gets cut down to a fraction of what it was originally? Do you abandon the project all together?

Well, it might seem like putting off the project is the best option but there might be another. Let's talk about some solutions you can consider when your redesign budget has been slashed.

"If you find a path with no obstacles, it probably doesn't lead anywhere."

- Frank A. Clark

website redesign budget

Remembering the purpose

You don't just wake up and decide your company website needs to be redone. It's something that's brood over for a while. It takes planning and performance data So why have you decided to redesign your site? Some companies aren't seeing the conversions that they'd like to, some are rebranding and want a site to match the new style, some have a suffering user experience, etc.

So what's your reason? Based on the issue you're having, could putting off the project lead to more problems down the line? If you have the traffic coming in to your site but aren't converting, the losses will add up.

I bring this up because we see companies pushing the projects back very often. Budgets are always restricting, but by pushing the project, you're not addressing the issues that brought you to the realization that something needs to change.

How to work with a slashed budget

I've come up with two possible solutions for working with a slashed redesign budget. Both depend on what issues you're trying to tackle.

Focus on Inbound Marketing

For redesigns that are focused on digital marketing efforts like improving SEO, creating stronger content offers and pages for them, increasing conversions, anything in the marketing field, the best plan would be to switch focus over to an inbound marketing retainer.

Assuming that your existing site meets today's standards; mobile friendly, loads quickly, generally nice design, it's best to tackle the real problems. Let's look away from design for a second and address the questions:

  • How do we get the right amount of traffic?
  • What kind of gated content can we offer them?
  • How do we get them to convert?

Ideally, from there, you'll start seeing results and you can set aside more money into a redesign. By focusing more on your marketing efforts, you'll see more traffic coming to your site and track conversions and behavior. With that information, you can narrow down on some of the root problems in your site.

Growth Driven Design

Traditional web design is so expensive because your'e fitting this giant project into just a couple of months. 40K is a scary number when staring it right in the eyes. So think instead of creating a month to month retainer. Either creating a launchpad site for a fraction of the budget and building from there or keeping your existing site as the launch pad and making improvements month by month. A handful of hours each month sounds a lot better than 40K doesn't it?

By going with this method, you can still monitor user behavior to understand where your buyer journey is going wrong and use the retainer to make the improvements. You could also use that retainer to make general aesthetic improvements as well.

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