Your website is not just a proof of your existence in the online world. It is your silent salesperson, lead generator and possibly even the platform that can lead to some good conversions for your business.
However, it will only work for you if it manages to get a grip on your prospect’s attention and conveys your true value proposition!
The truth is that if your existing web design isn’t effective and attractive enough as per the need and your competitive landscape, you’ve got a serious issue to take care of.
Here are the 10 signs that indicate you may need to consider a website redesign:
1. Not Optimized For Mobile And Tablet Devices
With the large-scale penetration of mobile and tablet devices for Internet browsing, a desktop-only website has limited utilities.
Users expect a seamless experience from the websites they browse on their mobile devices. If your website isn’t the one that caters to this basic adaptability need, your business is on a path to lose out on a sizeable chunk of traffic.
If the elements on your site don’t appear well on the various mobile screens or your site is hard to navigate on a portable device then your visitors are going to abandon it instantly.
Search engines highly value the responsiveness factors of a website. Google has introduced a “mobile-first” indexing policy, which means you are going to lose organic search traffic if your website isn’t mobile-friendly.
Mobile-Friendly Websites Offer A Superior Browsing Experience (Source)
2. Load Time Is Slower
The current attention span of Internet users has dwindled to levels lower than that of a goldfish. People feel frustrated when it comes to waiting for a web page to load.
If the load time of your website crosses the average boundary line of about three seconds, as many as 40 per cent of the browsers won’t even wait out to experience what the website may have to offer. In fact, this impatient behaviour can be even higher, when it comes to ecommerce websites.
Now, the exact causes of a slow website speed may be the usage of too many plugins or redirects, bulky files, inefficient coding or servers that don’t respond well. Another possible reason is that you started out with a server that is no longer equipped to handle your daily traffic.
Sometimes the issues that dampen speed are small and can be easily fixed, and you must intervene if they exist.
However, even if the issue with yours is substantial, you must consider a redesign incorporating upgraded technology such as AMP or Angular JS.
3. Fail To Reflect Business And Marketing Stance
No thriving business exists in its primitive, exact form over the years.
Even if the broad focus of your business is the same, your business strategies and tactics have probably evolved.
Your products or service portfolio may now include significant additions or subtractions. Your marketing strategy could have undergone an intercept shift.
Amidst all the adaptive and growth-oriented changes you’ve made, when your prospects visit your online page, your presence needs to reflect that adaptation.
If your website fails to keep in sync with that, you can lose out potential customers to those competitors who appear more streamlined in their marketing stance.
This doesn’t mean that you need to go for a complete website redesign each time. It means that you need to at least equip your online infrastructure and design with what you need, in order to stay in line with your marketing or growth plans.
For example, say, you wish to play around with lead generation content in the form of blogs or e-books. In order to do that effectively and get results, you will need to include CTAs on the high traffic pages. Your website theme or CMS must have the provision to incorporate elements like that.
4. Aesthetics Appear Unattractive And Primitive
Humans are visual beings. In that sense, we care about the look and feel of any product or service as much as we care about its functionality.
This is the reason as to why companies all over the world invest so much time, efforts and resources in developing good aesthetics for each aspect of their branding collateral.
How Apple’s Website Looked Years Ago (Source)
Now, if your website looks and feels outdated, it will fail to capture your prospect’s eye. More importantly, it is going to fail towards generating trust with an impression that your business is not updated as per the present day standards.
If you sit back, look carefully and analyze all the websites that you love spending time on, you’ll find that most of them are endowed with a modern minimalistic style, flat graphics, and small pieces of text.
The Modern Day Website Design Of Apple (Source)
Now look at your own website and analyze for the presence some of these warning signs –
- Huge chunks of text
- Lack of images or good images
- Boring or overly commercial content
- Confused navigation
If you find any of the above, you need to acknowledge that these can really hurt your business. Even worse, they can transfer a brighter chance to your competitors who might be keeping up with the changing aesthetic patterns.
5. Poor Performance In Search Engines
With the huge count of websites that exist today, the mere existence of your website will not guarantee your page getting noticed or visited by the prospects you care about.
In order to turn this in your favour, you’ll need to get your website to adhere to the parameters on the basis of which the search engines crawl pages and filter them, to index the search results.
In order to fetch pages for any user query, search engines such as Google have a robust algorithms working in the background to provide the most relevant results. These algorithms consider both on-page and off-page factors for a website. These criteria and checks keep on evolving and improving so as to provide the end user with the most valuable results and browsing experience.
Now, if your website has not been built keeping in mind the desirable on page characteristics, you’ll need to intervene and update it to communicate that you give priority to what’s important.
In that regard, a redesign can help you to significantly improve your coding, and make your website more search engine friendly. Redesigning can achieve this by making use of custom URLs, the right H1, H2 tags, page titles, etc.
6. Necessitates A Good Content Strategy
You must have been heard the phrase, “The content is king”. The rewards of content marketing are aplenty, which is why it is gaining enormous and increasing attention among marketers.
Sharing great, value-adding content on your website is helpful in terms of establishing credibility, building trust, inviting traffic and converting them to leads.
However, if you wish to reap the benefits of investing effort and resources into the same, your website architecture needs to support that.
It’s imperative that you go for a redesign if you haven’t updated your website from years and it has an outdated content management system.
If you’re contemplating whether to redesign or not for implementing your content strategy, some questions to ask yourself are –
- Is my content easily discoverable?
- Can the search engines crawl and index my content?
- Can it include a strategically placed call to actions?
If your answer is no, it is a sign that you need a redesign!
7. Built Using Outdated Technology
Technology is something that keeps on evolving. While it is not necessary for you to keep up with every change, the changes which render your website non-functional or highly inefficient do demand your attention and action.
Consider A Redesign If Using Outdated Technology Such As Flash
At one time, Flash was an extremely popular plugin among web developers. Your website may have been built on it. Now, it is an outdated technology. Apple devices and most of the search engines can’t even read it anymore.
If your website still exists in that old form, it means you need to redesign such web pages. Alternatively, if your website uses other such plugins that haven’t been updated for years, that too needs to change.
Failure to do so is only going to spoil the experience for your online users, and of course, make the search engines do everything but favour you.
8. Vulnerable To Hacking
Security of your website is not something that needs a lot of explanation. The problem, however, is acuter in terms of consequences, if you have a website that runs on a CMS or you own an ecommerce store that sends or receives payment and you’re not using the standard security protocols. A simple cyber attack can leak all your customer data and sensitive information.
Statistics suggest that in the event of a cyber attack, as many as 60 percent find themselves unable to survive through it beyond half a year.
If your website was last updated a long time ago, the chances of it turning more vulnerable to attacks by hackers automatically get higher.
A redesign, in this case, can update your security mechanism and protect the valuable data from your customers.
9. Analytics Metrics Are Not Favorable
You might feel that your website design doesn’t have any problem as such. However, it is possible that you’re still failing to generate the results you expect in terms of your lead capturing or sales conversions.
For instance, your visitors are not browsing through the products on your ecommerce store, not reading your content, bouncing straight off the home page without even visiting your service pages.
If this is what your website metrics are suggesting, you need to analyze the reasons that might be causing this. You can evaluate your messaging, design and the navigation layout using AB testing techniques and ascertain the causes behind the same.
Taking steps back, analyzing and acting upon them with a good and optimized redesigning approach is something that makes a huge difference.
10. Presents An Overall Poor UX
Your website may not be dysfunctional at all. Maybe, there aren’t any significant parts that you can point out as ‘not working’. However, if you browse through and navigate, you could still feel a certain lack of overall effectiveness.
This may be due to poor navigation and layout, the difficulty for your users to locate important sections, or a general inconsistency in your overall design.
In short, your website could lack a user-centred approach in design.
Features Of A Conversion Optimized Website Design
You must consider a website redesign and augment it with requisite effectiveness. Taking this step will only help you provide a better experience for your customers, which is sure to reflect in a better lead generation and a higher conversion rate.
How Often Should You Redesign?
Well, if you are looking for any expert tautology on that, there’s no hard and fast rule that suggests a certain optimal frequency to redesign.
The frequency revolves around a mix of factors; the nature of your industry and your competitive landscape.
A basic website, that does not have any advanced features won’t need as much intervention.
A six months review for a simple 5-10 page business website would suffice. However, an ecommerce store with 1,000-10,000 daily unique visitors would require a monthly review.
So, Is Your Website Asking For A Redesign?