Reskin, refresh, or redesign – which is right for you?

We’ll be the first to admit it – there are a lot of similar words thrown around when discussing websites. These include reskin, refresh, and redesign, and there’s a good reason (see what we did there?) Let’s discuss what each term means in regard to website updates and which option is right for you based on your budget and goals.

What is a website reskin?

A reskin is a strictly stylistic choice based on an updated visual brand identity. This option allows for changes in the following areas:

• Colors

• Typography

• Logos

• Imagery

Essentially, these are style adjustments made strictly within the CSS. The overall problem with the word reskin is that it is often used interchangeably with the word refresh, which is incorrect.

What’s not included?

During a reskin, no layout updates or markup (HTML) changes are made. Those areas are better addressed in a refresh or a redesign.

Why do I want it?

A reskin is a strong option for a company with a tight timeline. For example, if you are planning on attending a conference in the next few months and want to have your website reflect your recent brand updates, a reskin might be a good idea.

The big advantage of a reskin is getting a new brand identity, anything from an updated color scheme to a new logo, to market quickly.

Pro-tip: While a reskin is a good branding play in the short term, it is better to use it as a bridge to a refresh or complete redesign later down the line. Those options build in time for strategic improvements that will generate more meaningful results.

What is a Website refresh?

A refresh sits firmly between a reskin and a redesign. The term can sometimes be confusing, but with a refresh, you get all the great elements we outlined above in a reskin, plus a little more wiggle room to update key components including:

• Navigation

• A specific page or pages

At Imarc, we often see a need for something less than a redesign, but not a full redesign. Clients might be looking to achieve a specific goal in a shorter timeframe with a smaller budget. That problem we just described is (at minimum) a website refresh.

What’s not included?

As a refresh isn’t a full redesign, so not all pages and modules are included. A refresh includes a mashup of new and old elements.

Why do I want it?

A refresh allows you to make strategic, targeted improvements to certain aspects of a customer’s journey that a reskin doesn’t. Ultimately that means that you might begin to see some new conversions… a reskin can’t and won’t give you those results.

“A refresh allows us to change some of the information architecture (IA) and user journeys, as well as update some key pages and modules so the site feels more current, without unraveling everything,” says Maribeth Fitzpatrick, Director of Front-end Engineering

What is a website redesign?

A website redesign is the whole shebang! In a redesign, we make changes to the entire site to update the brand identity, design, styles, and layouts.

What’s not included?

A redesign is tailored to your needs, so our team will build out a scope of work (SOW) that will address all your expectations. If partway through the project your team would like additional changes made that were not in the original SOW, we can draft a change order to accommodate the addition.

The only disadvantage to a redesign is that it takes more time – but the investment is worth it for the best, comprehensive results.

Why do I want it?

A website redesign mitigates its predecessor's pain points and pulls in the expertise of the entire Imarc team. A new website means a better overall user experience, increased conversion potential, and a more brand-forward presence for your company.

A redesign allows us to look at your website holistically. This avenue allows Imarc to go through a thorough, strategic process where we identify and remediate pain points for the business and its customers. Content that doesn’t properly represent you, a tricky CMS, and a lack of conversion activity are just some of the areas addressed with this type of solution.

Ready for your new website?

After reading this, we hope you have a better idea of what type of website update you’re looking for. Remember that websites and companies are unique, and there’s no one-size-fits-all approach. Want to learn more about the benefits of an updated website? Let’s talk.