Your website is central to your brand identity and how customers perceive you. For most companies digital marketing has the potential to become the first revenue generation tool, but not without a professional, inspiring website. The best website design is when ‘build’ and ‘design’ work together. The end result is an optimised and functioning pivotal part of your business. A website that will work hard for you delivering more customers.
The best way to think about a high-quality website is to consider it an important investment. And just as with any important investment, you have to do your best to take care of it. One of the ways you can take care of your website is by giving it a redesign. Here are some of the signs that it’s time to refresh your website design.
Does your website design looking outdated?
The internet is a visual medium, which means that appearance and first impressions matter. If your site feels and looks like it was made in the 90’s, it’s definitely time to look at your website design and what changes could be made.
Simple signs like font styles, background textures, images, and content layout can be a giveaway as to how old your site is and make your online presence feel outdated. That tells your prospects that you are out of touch with current trends.
Not only that, but it makes it difficult to position yourself as an expert in your field with a website that dictates otherwise. Web design trends change with time. Some of the new ones are good. Some are bad and annoying.
But good or bad, they are probably very different from the trends that reigned six or seven years ago. If that’s the last time you gave your website a refresh, the visitors will notice your website is out of date. And they will not like it.
Take a look at your competitors’ site. If yours feels out of date in comparison, it’s a good sign that it’s time for a complete redesign. You owe it to your visitors and customers to catch up, stay current and rebuild your site so that it’s up-to-date, relevant and visually appealing.
It takes too long to load
The human brain has an attention span of about eight seconds. This means that once a visitor lands on your site you have up to eight seconds to capture their attention. Getting the key message across quickly is paramount to success and conversion.
Research shows 47% of people expect a website to load in two seconds or less, and 40% of people give up on a website if it takes more than three seconds to load. Even a small delay can have a significant impact on your business’s bottom line – the same study found that just a one second delay in loading can lead to a 7% decrease in conversions!
Google penalises sites that take too long to load, so not only will it be harder for customers to find you in the search pages, if it takes too long once they have landed, they will hit the back button and go with the closest competitor. If your site has a high ‘bounce rate’ this could be an indicator.
Google has a PageSpeed Insights tool that can check your site’s speed score. Marks are out of 100 and anything over 90 is ideal, while a score under 80 indicates you have speed issues that need to be addressed.
If it turns out that your site has a low score and the suggested changes are just too many and too time-consuming to resolve, it’s likely you need a new website.
Is your website design mobile friendly?
Google boost rankings for mobile friendly websites due to the rise of mobile devices. It is no longer the case of asking whether mobile marketing is important, we know it is!
Not sure if your site is mobile-friendly? Here are three quick ways to find out:
- Take Google’s Mobile-Friendly test
- Visit your website using your smartphone. If you have to zoom in to be able to read the text or tap on call-to-action buttons, then you don’t have a mobile-friendly site.
- Again, visit your website using your smartphone. If you find it difficult to navigate through the site and perform simple actions with just your thumb, then your site isn’t mobile-friendly.
If you find that your website isn’t mobile friendly, react quickly as you will be getting significantly less traffic.
As your business grows, so does your website. As you add pages, change move and manoeuvre, you must be very careful that you manage the re-directions of your URLs. Without careful consideration you will wind up with broken links.
In search results, if your website has too many broken links it makes for bad user experience and can harm your rankings and reputation. This maybe the time to invest in a new website altogether.
Your audience becomes more and more technological and digital savvy with time. This means your website can’t be stuck with a design and user experience that is 5 years old.
With the rise of inbound marketing and the creation of quality content that pulls people towards a company and its products, a website should not only be able to accommodate but drive lead generation.
A successful website is all about pleasing your visitors. If your site is confusing, difficult to navigate and users can’t quickly find whatever it is they are looking for, they’ll leave.
After all, they came to your site for a reason. If they’re not able to quickly find the page, product or information they need, they’ll return to the search engine results page and go to your competitors instead. That not only translates into a loss of customers and revenue but also a high bounce rate, which can hurt your rankings in the search results.
So if you want to have a successful website, you need to make sure that visitors have a good experience with you, one where they can find what they need with ease, and one where they actually enjoy spending time on your site.
Sure, there are lots of small tweaks you can make to improve the user experience on your existing site. However, if there are too many, it might be best to do a redesign with user experience at the forefront.
Low Search Rankings
Here’s the thing: algorithms and the way search engines rank websites have changed dramatically over time. It’s no longer just about writing great content and using relevant keywords to optimise it. There’s so much more that goes into determining how search engines find your site and where you fall in the search results.
According to search engine journal, 93% of every online experience starts with an online search. Can you really afford to be missing out on all those potential visitors.
If you’re doing everything you possibly know and can to boost your rankings and are failing, then it might be time to rebuild your website from the ground up.
Content management systems have come a long way in the last few years. It is now easier than ever to build, manage and update a website in just a few clicks. Content can quickly be updated or removed. If this is not the case for your website, and you need to contact a web developer to make small changes such as adding text or changing images on the home page, then you are in desperate need of a website redesign.
Time to refresh your website design?
You needn’t rush into a web redesign without first considering whether it’s needed. And you also shouldn’t postpone a badly needed website design refresh. Redesign is a normal part of website’s lifecycle. Use your best judgement to decide. Hopefully, the information and advice in this post will help you to determine whether you can do with a facelift and a few fixes, or if it’s best to just rebuild your website.
Feel like you’re stuck up a digital creek without a paddle? Concerned about how your website is performing and want to find out how it can be improved? A website audit will show us the way. Get a full analysis of everything related to your site’s search visibility. Contact us today, we can help you perform better.