Why redesign my website?

Published: 25/05/2016

Face it, there comes a time when your current website is just no longer working as effectively as it could, but the mere thought of upgrading sounds like it's in the ‘too hard basket’. Unbeknown to most business owners is a simple fact, your underperforming website could be costing you in lost sales or leads.

We’ve put together the most common reasons our clients come to us for a new website. Let’s talk about if any of these sound familiar to your website?

Your website looks outdated

The most common of the bunch, your website is looking outdated visually. This one is easy to pick, as we call all see when a website doesn’t look fresh. Even though it may seem easy just to ‘put up with it’, don’t! An outdated website will have a negative impact on your customer’s perception of your brand.

A poor first experience cannot be undone - so don’t risk it.

Your website is not mobile friendly

A sure fire signal that your website needs a do-over is if your website doesn’t display well across mobile devices. This is often referred to as not having a “mobile responsive” or “mobile friendly” website.

Considering that mobile web traffic is at an all time high and continuing to skyrocket, a non-mobile friendly website is going to perform poorly for your business across a big chunk of your target audience. In 2015, Google confirmed that more searches are performed on mobile devices than desktop computers. This is true for many of our clients also who are seeing 25% - 35% on average coming from mobile devices.

To top this off, if your website isn’t mobile friendly you will be ranking lower in Google search compared to your mobile friendly competitors.

Use this tool to see if your website is mobile friendly.

A sure fire signal that your website needs a do-over is if your website doesn’t display well across mobile devices

why redesign

User experience is poor

A poor user experience can be the biggest roadblock for generating leads or sales through your website. Is it hard to find your products or services on your website? Is the site generally hard to use? If so, stop now and get in touch - you need some help. If you can’t use your website easily, how can you expect your customers to?

  • If the answer to the above questions is ‘I don’t know’, there are a few ways to track user experience to understand how your website is performing.
  • Use heat mapping tools such as CrazyEgg to get a visual mapping of how users are interacting with your website.
  • Track key metrics through Google Analytics such as ‘Bounce Rate’. A high bounce rate indicates many people are leaving your website without taking any further action after landing on the first page.

Try setting monthly KPI’s on enquiries - if you are not receiving the amount of enquiries you expected, a poor user experience could be preventing people from enquiring.

A high bounce rate indicates many people are leaving your website without taking any further action after landing on the first page.

Your content doesn’t speak to buyers

A sad truth is many websites fail to talk to the people that matter - their customers! If a website can’t communicate the key benefits of your service in a way that connects with your audience, then your website is in trouble and does need a review.

Although the term is over-used, content really is king in the website world. If you feel that the content on your website isn’t doing the job it was written to do, the least you can do is consider a content audit and refresh.

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Your brand has changed

We see this one a lot with our clients, a rebrand means your existing website will no longer fit into your brand-spanking-new brand.

There’s two options here - a full redesign and new build, or a reskin of your existing website. Which is right for your business depends on many factors - how old is your website, are there any other factors which would warrant a rebuild? If you’re in need of a rebrand but worried about the impact on your website, let’s talk as we can help you on both fronts.

Your audience has changed

Sometimes in business, a market-shift can occur, and with it your can audience change. While it may feel like you could stick with your existing website - consider this carefully! Has your audience changed so drastically that your existing content, calls-to-action and paths to enquiry are no longer relevant? If so you should probably consider a serious rethink of your website experience.

Has your audience changed so drastically that your existing content, calls-to-action and paths to enquiry are no longer relevant?

It’s difficult to make updates

I come across this issue more often than I’d like to say. Your website content management system (CMS) doesn’t let you do what you want it to? That’s a sure sign that…

  • Your CMS is clunky, out-of-date and holding your website back, or
  • Your website needs have outgrown your current CMS’s capabilities

In either case, it means it’s time to embark on a website rebuild. However before you dive straight into a new website redesign take the time to consider what you need your website to do and what features are ‘must haves’ within the CMS.

Okay so I might need a redesign after all, now what?

A website redesign is a great opportunity to really lay the foundation for business growth through your website. Take the time to consider:

  • Has my target audience changed in behavior or demographics?
  • What features might enhance my audience’s experience and increase leads?
  • Do I need a rebuild or can I get away with a redesign of my existing website?

The best way to answer these questions is to partner with digital experts who can help you explore your requirements and plan the best digital solution. If you’d like some help understanding if your website does need a redesign, let’s talk.

Get in touch with us