5 Signs It’s Time for a Website Redesign

In the digital world, your website is your welcome mat for prospective customers.

How are you greeting them?

Are you a welcoming, prepared host ready to usher guests in and guide them through their stay? Or are you scrambling, piecing together a lackluster plan that underwhelms?

Consider this: You have eight seconds to capture your website visitors’ attention. That’s all. So it’s your job to wow them fast, wherever they happen to land on your site, putting your best foot forward to make a memorable impression.

This responsibility (it takes some work to wow) may sound daunting, but it’s made easier by prioritizing work in your business, including understanding your brand’s why; having creative, engaging branding; and creating a killer content marketing plan. There’s a lot of backend work in websites, but each component should work together to showcase a polished presentation of your brand.

So, how does your website rate? The easiest method of measurement we recommend starting off with involves a gut check. Are you proud of your company’s website, buzzing to spread it around, or does it cause a stomach-sinking feeling of “I don’t want anyone to see it.”?

If your website is in a good spot and you’re happy with it, then you’re probably not in need of a full website redesign, although there is always rooms for updates and improvements.

If your website is a sore subject, failing the gut check, then it’s probably time to think about pooling your resources to revamp your website to a design that captures your brand, and even more importantly, leads.

Here are five signs that a website redesign is in order:

 

You offer poor user experience (UX)

A website is only as strong as its UX, or customer journey. UX focuses on the interaction visitors have with your website, combining all of the elements of your website (design, content, layout, etc.) to create a positive brand experience. Without this plan in place, websites can lack organization and add a level of difficulty for visitors, which can lead to higher bounce rates (number of people who leave a website after visiting only one page).

Think again of your homepage as your brand’s welcome mat, but now consider how your guests are going to act next. Should they knock, ring the doorbell, or walk right in?

Don’t count on them to make the next move. Craft a game plan, based on your main website goal, that continues the visitor experience. Such as, once visitors take in your homepage, what would be helpful or important for them to see next? Emphasize those pages or elements.

Don’t assume all website traffic begins at your homepage. Google Analytics data often shows a variety of entry points, so think through some alternative routes visitors could take through your website. This could be with a kick-off at a blog post, your services page, or a newsletter sign-up.

You’re going through a rebrand

Whenever your business gets a new look, so should your digital outlets. Without the update, you risk causing confusion by the lack of consistency. Rebrands often involve more than an updated logo or font choice, such as a refined voice or brand personality, which could move your business forward while leaving your current website behind.

Create a strong digital presence by adding your website to the list of steps to cover in your rebrand. Once new branding and messaging is finalized, ensure that it’s updated everywhere your brand lives. And if the changes are significant, consider how your website design can reflect them. Perhaps you now need a more modern look or should trade in a professional feel for a more personal touch. Whatever the update, your design and UX should reflect them.

This can take some time, so make space for it in your rebranding timeline.

You’ve outgrown your starter template

Templates are helpful starting points for businesses looking to reduce web design costs or launch a site on a tight timeline. In fact, we have a handful of favorite theme designers that offer strong, modern designs that we then customize and and level up with coding. But there comes a time when an initial, often fairly basic, template no longer serves your business as well as it once did.

Have you faced frustrations on reaching a limit to customization you can perform, feeling like your site no longer has a modern, up-to-date feel, or lacking the backend tools to turn your brainstormed new features into reality? These three pain points are indicators that your website would be much more engaging and personalized with a new template.

Your website has no content strategy

While similar to a UX roadmap, your website’s content plays a driving factor in how your visitors navigate your site. Offer up stale, boring prose, and visitors will click away in a heartbeat (Google Analytics will confirm). Miss the mark on resonating with prospective customers’ pain points and position in their buying journey, and you’ll give up valuable leads that could help grow your business.

While there are plenty of facets to dig into as far as content strategy is concerned, focus on who you’re talking to and how you’re speaking to them. This involves identifying your ideal customer, if you haven’t already done so, and crafting a clear profile of who they are, what they’re dealing with, and what they’re looking for. With this information in hand, you have the ability to target those ideal customers in your copy, helping you both nurture those clients that would be a fantastic fit for your company and avoiding customers that aren’t a fit.

How do you nurture through content? Our top tip is to keep your focus on them, not you. Yes, your website should share what you do, why you do it, and who you are, but write it all in a manner that emphasizes those ideal customers. Think about your past customers and their experiences in your industry and brand, gather up those pain points, needs, and wants, and translate them directly into your copy to have a greater chance of speaking straight to those dream clients.

Your website is not responsive

Having a website that’s not optimized for mobile devices is a huge no-no now more than ever. Cut-off content, hard-to-click buttons, and seriously long, scroll-intensive pages are all signs that a website is not prepared to adequately operate on mobile devices.

If you haven’t recently, check out your website on your mobile device. If any of these pain points exist, or anything else doesn’t look or operate correctly, it’s time to prioritize a mobile-optimized design, because of the total number of minutes spent on digital outlets in the United States, 71 percent come from mobile. That’s a lot of traffic to frustrate and miss out on because of poor planning for mobile.