Most small business owners understand the crucial role a website plays in generating leads and driving sales. An attractive, user-friendly website is key to engaging potential customers and competing with other businesses. However, many websites don’t change to reflect the evolving needs of the business and its audience.
While a website redesign may not be the top priority for anyone running a business, failing to update a business website can seriously undermine marketing efforts and constrain business growth. Here are 10 reasons why it might be time to redesign your website.
Table of Contents
- The Results Are Not Matching Your Expectations
- Your Website is Not Aligned With the Needs of Your Audience
- You’re Updating Your Brand’s Identity
- You Have New Marketing Goals
- Your Website Looks Out-of-Date
- Your Website Isn’t Fully Responsive
- Your Website Isn’t Optimized for Search Engines
- Your Web Pages Don’t Load Quickly
- Your Website Isn’t Secure
- It’s Difficult to Update Your Own Content
- Wrapping Up
The Results Are Not Matching Your Expectations
If your website isn’t helping you achieve your marketing goals, a redesign might be necessary. Perhaps your conversions are low, or too many visitors are bouncing off your site. Sometimes, you only need to redesign certain sections of your website to improve results, such as navigational elements or website forms.
Tip: Study the websites of your competitors and use Google Analytics to gain valuable information that can inform a redesign.
Your Website is Not Aligned With the Needs of Your Audience
The structure of your website might seem logical to you, but what if potential customers can’t quickly find what they’re looking for? A design that isn’t user-friendly leads to confusion and ultimately increases website bounce rates.
Tip: Prioritize your navigational elements according to the needs of potential customers. What is important to them? If you’re not sure, ask your audience.
You’re Updating Your Brand’s Identity
Have you changed your company’s logo or visual style? Have you recently won an award or upgraded your products and services? It’s important to reflect these changes in the design of your website to build customer confidence.
Tip: Use your homepage to highlight recent company achievements and developments. Your website should represent your company as it is today, not as it was when you built your website.
You Have New Marketing Goals
Your business objectives may have also evolved. For example, in the early days your website might have featured more informational content to explain your business. If today, you’re more concerned with generating leads and driving visitors to product pages, your website should be updated accordingly.
Tip: Define your short and long-term marketing goals and structure your website pages to maximize results in these areas.
Your Website Looks Out-of-Date
Older website designs can make your business look unprofessional and damage your reputation. To remain competitive and inspire confidence in visitors, you need a website that looks up-to-date. However, following the latest design trends isn’t always the best way to go. Not every design trend is suitable for every business, and some designs will quickly go out of fashion.
Tip: Choose a modern design that reflects the image of your business and is likely to stand the test of time.
Your Website Isn’t Fully Responsive
To give users a consistent, user-friendly experience, your website should “respond” to whatever device it’s viewed on. Today, more consumers use smartphones and tablets to browse the internet, so if your website isn’t optimized for these devices, you could be losing customers without even realizing it. What’s more, your search rankings will suffer if your website isn’t fully responsive.
Tip: Choose a responsive website design that will accommodate all users, no matter which device they’re using.
Your Website Isn’t Optimized for Search Engines
If your website isn’t optimized for search engines, potential customers will struggle to find you when they perform a search online. A website redesign can make it easier for search engine crawlers to scan your pages, helping to boost your search rankings.
Tip: Consider using a more advanced content management system (CMS) that makes your website more search engine friendly. For more information, ask your website designer, if you use one.
Your Web Pages Don’t Load Quickly
In one study, it was reported that 40 percent of consumers will abandon a website if it takes more than three seconds to load (1). Put simply, if your web pages don’t load quickly, you’ll annoy potential customers and your website bounce rates will increase. A website redesign can ensure that your site is built with page speed in mind.
Tip: Use Google’s PageSpeed Insights tool to check your website’s performance.
Your Website Isn’t Secure
Small businesses are just as vulnerable to hacking and viruses as larger organizations. If visitors aren’t convinced your website is secure, they’re unlikely to provide you with any personal details. To secure your website with Hypertext Transfer Protocol Secure (HTTPS), obtain a Secure Sockets Layer (SSL) certificate for your website. This will show users a secure padlock icon if they’re using a newer browser.
Tip: The best web hosting services usually offer free SSL certificates. If you’re unsure, ask a professional website designer to handle the conversion to HTTPS.
It’s Difficult to Update Your Own Content
Older websites can be difficult to update manually, but a website redesign can ensure you have greater control. With a newer CMS, it will be easier to regularly update website pages and optimize your content for search engines.
Tip: When you’re redesigning your website, use a CMS that will allow you to quickly alter elements of your website, according to your changing marketing goals.
The most effective websites combine design, content, and functionality to create an engaging, memorable experience for visitors. Hopefully, these guidelines will help you understand whether your current design is helping or hindering your business.
The bottom line? Your website can be one of your most important sales tools, but only if it supports your current marketing goals and meets the expectations of your target audience. If you think your website is holding you back, it’s time to consider a website redesign. It’s a great way to optimize site performance, improve the user experience, and maximize sales for your business.