There are a number of reasons to redesign your website, some more compelling than others. However, redesigning your website is probably one of the last things you think about in your business. However, it’s important to understand and acknowledge the critical role your website plays in your customer acquisition efforts and the overall impact that it has on sales and revenue. For marketing to be effective, every touch point with a prospective customer must be in alignment. That includes your website which is one of your most important salespeople. That’s why when considering a website redesign, which is your main storefront and a key player in your lead generation efforts, you should consider the following 19 reasons to redesign your website
1.You are embarrassed by your website
If you are embarrassed to give out your website address because you are afraid of what your prospects might think of it, it may be time to consider a website redesign. I come across many business owners at networking events who simply don’t want anyone to visit their website because they are embarrassed. They know that they need a redesign and they are planning to get around to it, they just haven’t yet. A bad website can hurt your business far more than not having one at all, because of the perception it gives of your company.
2.Your website no longer accurately reflects your brand.
To be taken seriously and to be considered a professional, credible business, it’s extremely important for your website to portray a strong brand image that represents your company accurately and captures the essence of your brand. A stronger brand image has the ability to take small businesses and entrepreneurs and make them stand out among their larger competitors, leveling the playing field.
3.Your website is outdated compared to the new design trends.
With design trends changing every few years a website that is two or three years old can easily seem outdated when compared to a competitor who has a website that is up to date with the latest design trends. The latest design trends now call for a flat design utilizing simple patterns that are two dimensional with a clean, modern look that caters to mobile interfaces as well as desktops. It takes a simple, minimalistic approach to design, which has been embraced by many companies, including Microsoft, Apple, Starbucks etc. With mobile usage on pace to overcome desktop usage, complex designs with large images, make it more difficult for visitors to browse your website. Flat design makes it easier.
4.Your website isn’t responsive.
Responsive design makes a website easily adaptable to fit the screen sizes of any mobile device. In reviewing your analytics if you discover that a large chunk of your website visitors are originating from a mobile device it’s time for a responsive design. Your website visitors may be using different mobile devices such as an iPad, iPhone, Tablet, Samsung Note etc. A responsive design makes it possible for visitors to navigate your website easily across all these unique devices, providing a great user experience. Furthermore, Google is now telling searchers whether your website is mobile friendly or not with their new mobile friendly test. This will inevitably affect your credibility, click-through rate, lead generation and sales.
5.You are losing mobile visitors.
If your website is not mobile friendly and a large portion of your visitors are originating from a mobile device, you may be losing visitors and experiencing a higher bounce rate than usual. This will no doubt directly affect your bottom line, because it will cost you valuable leads. An effective website redesign will address this issue and help you reduce your bounce rate and increase conversions.
6.Your website does not reflect the expansion of your capabilities and offering.
If the list of services that you provide has grown and your old website does not reflect the full suite of services that you now provide, this can result in customers going elsewhere to get a service that you provide because they weren’t aware that you offered that service. By redesigning your website you can expand your list of services to include all of the services you provide, so that each visitor and customer is aware of everything you offer
7.Your website is not optimized for search engines.
Perhaps your website was built utilizing a template or your urls are dynamic. A website redesign can help you improve your site architecture so that it is more SEO friendly. A website redesign can help you improve your coding and make your website as a whole more SEO friendly utilizing custom page urls, H1, H2, H3 Tags, Page Titles and Alt Tags by utilizing a more advanced Content Management System that gives you greater flexibility and makes optimizing your website easier.
8.Your website currently does not support a content marketing strategy.
Implementing content marketing as part of your marketing strategy can help you build trust, establish credibility and increase traffic and leads. If you are planning to implement a content strategy and your current website architecture wasn’t built with a content strategy in mind, a website redesign can make it easier for visitors to find your content, for you to cultivate a lead database and implement marketing automation. A new website will help you to set a better foundation to get you on the right path to successful content marketing.
9.Your Social Media Shares Don’t Look Good
When you share your site on social media, the links need to look good. The link’s thumbnail should be eye-catching. The title of the link and the description should also have useful copy that gives readers an idea of what your sharing is about.
10.Your website is built on outdated technology.
Perhaps your website is still built in flash which is difficult for search engines to read and difficult to access on mobile devices, or maybe your website is running on plugins that have not been updated in years. Updating your website with the latest technology and plugins will help your website to perform better and be more efficient, providing a better user experience for your visitors.
11.You want greater control over updating your website.
Having greater control over managing and updating your website means that you can deploy marketing campaigns at a faster rate because you don’t have to wait on someone to make the changes for you. Having this capability allows you to test more landing pages and ascertain what is and isn’t working for you at a faster pace, helping you to see results faster.
12.You want to improve your website lead generation.
A new design that is streamlined with the right calls to action allows you to better optimize your website for lead generation. Implementing calls to action across each website page, including on your blog, so that you are taking greater advantage of every opportunity to convert visitors into leads will significantly contribute to your bottom line.
13. Improve your website security.
14.The purpose of your site has changed.
If you’re like most companies, your marketing strategy is fairly fluid and reflects changes in results. While you clearly don’t need to do a full site redesign each time you adjust your marketing goals, it’s a good idea to check every so often to be sure your site is still aligned with your newest marketing plans. Ask yourself questions like:
- How often do you modify your marketing strategy?
Do marketing strategy updates affect your conversion funnel?
Of course, if you haven’t altered your marketing strategy in a while, it might not be your website that is the problem. 😉
- If your site’s purpose has changed, update its layout to be more in line with your goals. For instance, if you’re new goals are now to provide more lead generation content (perhaps some “how-to” blog posts and ebooks), ensure you include CTAs on your homepage and other popular webpages.
15.You want to incorporate a better content strategy.
Having fantastic content on your site can improve everything from customer retention to SEO — and with continuing changes to the algorithms of search engines, you’d be smart to implement a solid content plan. That said, quality content is useless if your visitors can’t readily find it.
So, if you’re planning to make some big changes to your content strategy (perhaps boosting your blog production?), a web redesign may be wise. That way, your great posts, ebooks, and other content are easily findable (and your leads database will grow the way you want it to). If you’re on the fence about a redesign in the name of your content strategy, ask yourself these questions:
- Can your customers easily find your content?
- Does your content incorporate calls-to-action?
- Can the search engines find and index your content?
16.Your third-party tools are outdated.
If your site is like most out there, you’ve embedded third-party tools that improve its functionality, such as shopping cart widgets. But, if some (or all) of these tools on your site aren’t up to modern functionality standards, you’re best off updating them. Ask yourself these questions to determine whether you need to replace or remove some tools:
- How are these third-party tools working?
- Are they slowing your site speed down?
- Are new-and-improved versions now available?
17.Visitors Quickly Leave the Site
For some websites, they work best when users visit multiple pages or stay on the site for a long time. If you run a blog, you usually want people to read and share your articles. If you have an eCommerce site, you want people to browse through your products, pick several of them to buy, and follow through on the purchase. If this is the case for your site, users should be sticking around for more than a few seconds.
18. There are a few metrics you can use to figure out if users leave your site too quickly:
- Bounce Rate. Simply put, a bounce is when a user visits a page on your site and doesn’t visit other pages. Your bounce rate is the number of bounces divided by the number of sessions on your site. Google Analytics provides more context on bounce rates here. Keep in mind that if users leave your site quickly but you still meet your business goals, then you don’t have anything to worry about.
- Pages/Session. This is the average number of pages that users view per session. The higher this number, the more pages your average user views when looking at your site.
- Behavior Flow. This can give you a better idea about how thoroughly users go through your website, especially if the above metrics aren’t as relevant to your needs. For more information on behavior flow, check out this overview from Google Analytics.
19.You Want to Create a Better User Experience
User experience (UX) is a newer discipline of design that’s become increasingly crucial in a website’s success. It deals with the emotional experience a visitor has when navigating through your website and how it aligns with their intentions.
A site that is tough to navigate, has slow load times, or is unnecessarily complex can leave a bad taste in your visitor’s mouth and cost you valuable leads. In fact, 88% of online consumers are less likely to return to a site after a bad experience.
- Understand your users’ behavior
- Think of the goal of your website and what action you want your visitors to complete
I hope you find these 19 reasons to redesign your website useful. It’s easy to get complacent when your website is working and its bringing you business, but it’s also important to maximize the opportunities you have. Great marketing means continual improvement in order to increase sales, maximize your return on investment and lower your cost per acquisition.
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