In today’s digital world, things change almost daily. Google is continually updating its algorithm and newer technology like voice search changes how people find your business. Websites need to be super-fast, mobile-friendly, user-friendly, fully search optimized, after all, this is what consumers have come to expect. Is it time to update your website?
A website redesign can be a game-changer for your business, but it can also take significant resources (both time and money), so it can be a difficult decision depending a variety of factors. The average lifespan of a well-designed website is 3 to 7 years, but time alone shouldn’t be the main reason for a redesign. That decision should depend less on trends and more on whether your audience is effectively engaging with your site. Here is a list of reasons why your business should consider a website redesign.
#1: To be a state-of-the-art representation of your brand and values
Having an fresh website sends a message: Your company is healthy, forward-thinking, and ready to take on new customers. Good companies evolve and grow over the years and your website is the best way to showcase who you are. If you use modern website design elements to tell your story, you’re more likely to engage your audience and leave a strong impression.
#2: To stay competitive in your market
Different industries support different website lifecycles. A consumer website needs to incorporate the latest design trends in order to keep its brand fresh and connect with early adopters. A more technical, manufacturing, or information-sharing site can often take a wait-and-see approach to new trends and focus on other redesign factors.
Check out the websites of your key competitors and compare them to your own site to get an idea of what’s out there. If you’re considered a leader in your industry yet your site is the last to upgrade, it’s likely time for a redesign.
#3: To make your website easier to use and navigate
Look at your website as though you are a prospect: Your website has approximately five (5) seconds to make an impression before users hit the back button. This means you must make a lasting impression; your navigation must be well-organized and your content must be easy to understand with clear calls to action. Do a quick scan of your website with these questions in mind:
- Can you quickly sum up your core services?
- Can you find the information you’re looking for?
- Can you easily tell where you are on the website and see where you want to go next?
- When you’re on a service or product page, is there a clear call to action to take you to the next step?
- Is it easy for visitors to find the “Contact us” page?
- Can you easily use your website from a tablet or smartphone?
If you find yourself getting lost on your website and it takes you more than a few seconds to find the information you’re looking for, a redesign is probably in order. Responsive websites are a requirement to be found on Google these days as well – if your website is not mobile-friendly, you will not be found in search.
#4: When launching a new service or product
Sometimes a new product or service doesn’t fit cleanly into your existing website structure or can’t be showcased appropriately. Redeveloping gives you a chance to reprioritize what your website focuses on and create a site designed around your current sales goals.
#5: To reinvigorate your marketing efforts
Your marketing arsenal should be full of digital tools: search engine optimization (SEO), conversion-focused pages, content marketing, social media, compelling visuals, etc. Does your existing website have the technology or customizability to enable you to flex your marketing muscles? In order to serve as an effective foundation for your digital marketing plan (and make your job easier), your website should have:
- Landing page templates for any paid advertisements and email campaigns
- Conversion-focused Products or Services pages
- Blog and news templates for content marketing
- Social media integration
- SEO-friendly URL structures and tools for keyword optimization
#6: Add new technology and functionality
Looking to add e-commerce, case studies, custom templates, or a custom quoting engine? Investing in these tools simply makes more sense on updated technology. Adding a bolt-on tool to an outdated website is often less effective and costs more than creating a new website with the functionality built in. A current CMS (such as WordPress) makes it easy for website administrators to update content and tools. Plus, they also offer a multitude of plugins and themes that enable you to easy add components to your websites.
For more information, learn about Websites on WordPress, What Ecommerce is, Ecommerce Best Practices, or Mobile Website Optimization.
Or, check out the following blogs focused on websites:
Responsive Web Design in 2018 – Think Mobile First
Website Concepts – Where to Begin
How Your Domain and URLs Affect SEO on Your Site