Your company’s website often creates a first impression on a potential customer who is just beginning to get to know your brand. The look, feel and functionality of your website is crucial in how you represent your brand and how people interact with your business. If you are wondering whether you need to redesign your website or create a new one here are some reasons why you might need a change.
1. Your Site Looks Out of Date or Stale
If your company designed and put up your website a decade ago, then chances are your customers will notice it is outdated. The appearance of websites always changes over time and if you haven’t updated any time recently then it is probably time to make some adjustments. Modern websites are clean and simple with text that is easy to read so try to incorporate these elements as you update.
2. Your Competitor’s Sites are Better
It is a good idea to review what the competitors in your industry are doing online to evaluate your own site in comparison. If their websites seem more up to date, with better content and design then you probably need to step up your game. When a competitor’s website looks more professional and modern, your potential customers might be more inclined to choose them.
3. Your Site is Hard to Navigate
Customers should be able to look at your site and be able to have all their questions answered relatively quickly. Visitors need to be able to find what they need in only a few clicks otherwise they will give up and move on. Users today have higher standards of ease and functionality than they had in the past so make sure that your site complies with the current expectations.
4. Your Loading Time is Too Slow
In the same way that people have higher standards for appearance and navigation, they also expect a site to load quickly without any issues. People have little patience for a slow site and if your website has too many images or other types of content and won’t immediately load then customers will click away from you.
A slow site also means a lower search ranking on Google since load times are taken into account so improving the speed of your site will help your company in more ways than one.
5. Your Site Isn’t Mobile Friendly
More than half of all search are now done on mobile devices such as smartphones and tablets rather than desktop computers. If your site isn’t optimized for mobile use it could appear tiny and unreadable on a smartphone which means customers will avoid it.
A website that isn’t mobile friendly is missing out on a lot of traffic and potential sales. You should think about optimizing for smartphones if you are considering a redesign.
6. You Aren’t Selling Products Directly from Your Site
It is relatively easy now to set up an online store so that customers can buy your products on your site instead of having to click somewhere else or go into your physical location. Even if you are using Amazon or another site to sell you should also include an option to buy on your website so that customers don’t have to waste time and can immediately make a purchase. Your redesign should include setting up a shopping cart if you don’t already have one
7. Your Analytics Show Poor Results
If you have run some website analytics and are getting low numbers for average time on the page or average number of page views per visit then it might have to do with your site design. A high bounce rate could also indicate issues with your site that is causing people to leave too quickly.
Another thing to consider is your search rank if it seems relatively low. Google takes the efficiency of your website into account for ranking so any issues could affect your visibility online.
8. Your Content is Old or Poorly Made
It is crucial now to have fresh, compelling content that is updated as often as possible. If you have had the same content on your website for a while and it doesn’t reflect people’s current interests then you might need to update it. Adding a blog and posting new content every so often can ensure that your website remains interesting and is worth checking out periodically for new information.
9. Your Site Doesn’t Incorporate Social Media
It is no longer possible in the current business climate to ignore the importance of social media in all aspects of promoting your brand. Integrating social media on your site as much as possible will help boost followers and engagement across the board. You need a link somewhere on your site for each of your social media profiles so people can find them quickly and easily.
10. Your Site No Longer Represents Your Brand
When it comes to deciding whether or not to redesign your site it can be as simple as thinking about the evolution of your brand. If your current site does not reflect how you have grown and changed as a company then it is time to update. The bottom line is that your website should be something that you are proud of and anything less needs to be changed for the better.
Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.