Websites have become one of the most important inbound marketing tools for nearly every business. Often, your website is responsible for making the first impression on potential customers. That’s why simply having a website isn’t good enough anymore. Your website has to be a proper representation of your business right now, not your business when you started it x number of years ago. Your website is the salesperson that never sleeps, never takes vacation, and really has no formal hours of operation.
Your website represents you and your business on many different levels, which is why it should grow and evolve just like your business. If your current website isn’t an accurate representation of what your organizational goals and objectives are then chances are it isn’t as successful as it could be and it’s probably time to consider a website redesign.
Still not sure if you need a website redesign? Here are five signs that it’s time for an upgrade.
Your Website Looks Out-of-Date
The way you look online speaks volumes about your business to your prospects these days. The look and feel of your online assets have a direct impact on the perception of your brand. Web Credibility Research at Stanford University found that 75% of people judge the credibility of a company based on the design of its website.
Your website may have been cutting-edge and on-point with the trends and standards of the time back when it launched initially, but web design innovations and standards change over time and that affects how visitors expect to interact with your content.
How can you tell if your website design is outdated?
Take a look at your competitors. Look at the websites of companies and brands that you trust. Does your site measure up to the competition? If your answer was “no,” then you already have your answer.
Your Brand Has Changed
Things change, that’s just how it is.
Company names, logos, collateral materials, and messaging have all been known to change throughout the course of doing business. At any given time, a company may have any number of different versions of their logo being used for different things. How confusing is that?
Brand consistency is very important. All of your marketing channels should have a consistent message and identity. Together, they help people understand your business and what you do. The important thing to note here is that as your brand changes so too should your website.
If your current website isn’t consistent with your other marketing channels then you may need a website redesign to match.
It’s Difficult to Make Updates to Your Site
If the thought of making a simple update to your website includes multiple calls to your company IT department or a third-party agency, I’m sorry. The up-side though is that process doesn’t have to exist anymore. Content Management Systems (CMS) now make it super simple to make basic changes and add new content to your website.
If you don’t have the ability to quickly and easily make changes to your website then maybe it is time to start thinking about an upgrade, a website redesign with an open-source CMS like WordPress powering the new site.
Your Website Is Not Responsive (or at least Mobile-Friendly)
Mobile devices accounted for 55% of Internet usage in the United States according to CNN Money, which means that visitors are coming to your website on a wide range of devices. If your website isn’t (at least) mobile friendly you are missing opportunities. I know what you’re thinking, how many potential customers could I possibly be missing because my website isn’t mobile-friendly? Worse yet, Google now insists that mobile-over-desktop usage is the primary focus of worldwide users (and Google), meaning if you’re seeing diminishing engagement, you could be adversely seen by the Search giant.
Well, here are some numbers to answer your question. A Google survey indicated that of those using a mobile device to access the web, 72% of participants said that it is important to them that websites are ready for mobile business. In addition, 67% said that a company with a mobile-friendly site makes them more likely to buy a product or use a service.
Bottom line: People are using whatever device is closest to them to surf the web and they expect your website to work. Your website is one of the few places on the internet where you can control the environment, so make sure that users walk away with a good experience with your brand.
Your Website Doesn’t Drive Revenue
Remember when I said that your website is that sales person that works tirelessly and works ‘round the clock? Well, how has that sales person been performing lately? Are you getting new leads regularly from your website? If so, how many came in last month from the website? If you had to stop and think about it, then the answer is “NOT ENOUGH!”
Indications that your site is under-performing are high bounce rates and low conversion numbers. High bounce numbers mean that people are coming to your site and then quickly moving on – meaning your brand never stood a chance to seal the deal. Low conversion metrics can often indicate that people aren’t finding what they’re looking for once they land on your site. Often, the path to doing business and acquiring conversions is made difficult by mismanaged navigation or pages not equipped to provide the end-user a reason to commit to a transaction. It can be a deadly combination for any website, so if you’re taking the time to redesign your site, make sure you diagnose the problem and work a solution into the new site.
Knowing when the right time to initiate a website redesign is tough, however, the indicators mentioned in this post are a good litmus test. If more than one applies, then it is very likely you are in need of a redesign.
If you would like to know more about what goes into breathing new life into an older website, see what our web design team can do for you and give us a call. We’d love to help, it’s what we live for.