The website is the online home of your business. It’s the first impression your brand might make on a lot of your target market, and when used well, it can be a highly efficient conversion tool. However, that website you built many years ago might not be quite as good at its job as it used to be. The internet evolves, as does your business and the expectations of your customer base. Here, we’re going to look at some of the signs that your website is due for an update, and the benefits of showing it a little TLC.
It Looks Outdated
Sometimes it’s as simple as an aesthetic that looks a little too old-fashioned. It doesn’t just make your brand look out of touch; it can damage the sense of trust you want your customers to have in your business. If it looks like it’s not being given any attention, then customers might assume that you’re not likely to give their needs serious attention, either. Modern users expect clean and visually appealing websites, so take a look at some of the modern website graphic design trends and aesthetic touches that you might apply to your own. You want to make sure that your visual choices are true to your brand, as well. A totally different direction can be just as jarring to customers, so take what elements work out of your current style and incorporate them into the update, such as color schemes, typography, and so on.
It’s Not Mobile-Friendly
Nowadays, mobile optimization isn’t just a bonus; it’s an essential expectation of any modern website. The majority of users browse on smartphones and tablets nowadays, making a website that doesn’t fit on smaller screens a professional liability. Some website builders offer scalable designs, but these often don’t work as well as sites specifically designed to put mobile first. If people have to zoom to read, scroll endlessly, or pan from left to right, they’re more likely to leave your page. Mobile optimization makes your site much more usable, keeping visitors engaged for longer, which increases the chance of moving them to the next stage of the funnel, and eventually conversion.
It Loads Super Slow
There are quite a few potential reasons for a high bounce rate, but there are few things that will turn visitors away quite as quickly as a pace that takes several seconds to load. People aren’t likely to even wait for the content to load. This is often down to outdated code, unoptimized images, or poor hosting infrastructure. As such, sometimes it’s not just a new website that you might need, but a new choice of web host, as well. Poor load speed is also terrible for your search engine rankings, which can result in you getting less traffic and less brand visibility, as well. Optimizing your code, using faster-loading assets, and improving your speed can help you improve your engagement rates significantly.
It Doesn’t Offer a Good User Experience
Over time, the trends in website design refine not just the aesthetics we prefer to see, but the user experience, as well. Older websites may make it harder to find information, to navigate the website, or to complete actions like filling out forms or going through an online checkout. If these issues plague your visitors, they’re not going to stick around. Working with a modern website development team can ensure that the user journey is simplified, free of cluttered layouts and unclear calls to action. By making the journey through your website more intuitive and enjoyable, you make it a lot more likely to keep them around til the point of conversion.
It’s Not Easy To Upload Content
One of the biggest benefits of having a business website is being able to publish content. Valuable content, such as helpful guides, industry updates, and insights, allows you to not only show your expertise, building brand trust but they’re a powerful source of fuel for your search engine optimization efforts, as well. They’re a highly effective organic marketing approach, but not every website makes it easy to upload content. If you have a hard time adding new content yourself and have to rely on someone who better understands websites from a technical perspective, it might be time for an update. By implementing a content management system, the right designer can give you the keys to keep your site updated with all the content you need.
Conversion Rates Are Low
Many of the above factors can play a role in this, but if your website is supposed to help you get customers, you should have a demonstrably decent conversion rate. If your site is able to get traffic, but can’t convert it into customers, something isn’t working. It might be unclear messaging, weak calls to action, or people getting frustrated with slow load times and poor layout. A redesign doesn’t just change how the website looks and works; it can make it a much more effective marketing arm of the business. Even after your website is updated, you should focus on conversion rate optimization, tracking how effectively it works, and tweaking it to make it as efficient as possible.
Your Brand Has Evolved
Sometimes, your website might function well and even look decent enough, but if your brand has gone through an evolution, then the site needs to reflect that as well. Inconsistent brand visuals and messaging can create confusion, weakening your overall message. It makes your business look fragmented and unprofessional. Sometimes, a simpler redesign is all it takes to make sure that your website aligns with your style, brand strategy, and positioning. It might be worth taking the time to update it more thoroughly, but in some cases, switching up the visuals and language can be enough to keep it relevant to your current approach.
If any of the above apply, or you simply think that it’s been too long since you’ve updated your website, it might be time to get in touch with a professional.