Redesigning your website is not to be taken lightly. And you must be mindful that first impressions count, especially with your website in today’s social sales and marketing world.
As you know, everyone has an opinion on how your site should look. Some concerns are legit, and some are just about plain vanity. Beyond that, when you evaluate any site redesign, you must be sure that your site reflects your brand, business offer and value proposition among other things.
Before you rush into redesigning your site, you will benefit from strategic consideration of your customer journey, your buyer personas as well as your investment of money and time spent in redesign. If you have this figured out, the benefits of a redesign can be significant.
When you think site “redesign,” you don’t have to consider changing branding, design and graphic elements. In many cases, redesigns might just involve modifications that ensure your website functions better and improves your efforts to accomplish business and marketing goals.
There are many important reasons not to redesign site, but here are 13 (nice baker’s dozen) valuable reasons for redesigning your site:
1. Results aren’t coming in — so, what if your website looks beautiful, is easily navigable and all the pixels are appropriate? Without results coming in, you are wasting your presence online. You want your site to draw, build and help convert customers. Your metrics should reveal your path to those goals.
Conversion rates like visitors-to-lead and leads-to-customer should be considered the most valuable metrics. If not, think about these key questions in your redesign process:
- Is your site matching your company and brand’s voice to resonate with your target customer’s needs and interests?
- Are your landing pages motivating prospects to discover more deeply and not just serve as low-value, beauty pages?
- Do your calls-to-action convert visitors into leads and customers?
- Is your site too heavy on words and jargon?
2. Brand not resonating with visitors — simple concept, right? But this is where redesign can go off the tracks. Remember, your site sells and promotes your brand all the time online. When you re-position your brand, your design, graphics style and aesthetics typically will change. Your website needs to reflect and promote that change. If not, you will be attracting the wrong clients, the kind unripe for your work. Nobody wants that apple. Want some wonkiness and practical insights on brand resonance, check out this presentation from marketing authority Kevin Keller at Dartmouth.
3. The right clients aren’t finding and valuing you — when you are not drawing queries from your most probable and profitable clients, you aren’t positioning yourself appropriately. Start with a simple site audit like this from Curata. Evaluate site content and photo and visual galleries on your website. Delete the kind of work you don’t want to do any longer. Be smart and use your best, fresh images about preferred work and projects. Show them on your homepage, even in your main slider. This will siphon off the inquiries that don’t fit. Consistency is essential meaning colors, fonts, icons, etc.
4. Your site’s purpose or intent has changed — I know that marketing strategies change based on ROI of previous initiatives or new management’s new directions. While you certainly don’t need to redesign your site whenever marketing goals are modified, it is smart to assure that your site still aligns with current marketing plans and especially consider how marketing strategy updates affect your conversion funnel. For instance, if you want more lead generation, then you might have more cases, applications and “how to” content in blogs or relevant support pages.
5. Your theme and technology are from yesterday – you must get this right because this is your visitors’ experience on your site. Functionality can’t be about yesterday’s themes and technology. Everything online and digital moves fast. Yearly changes in web standards dictate new tools and technologies for creating a powerful website. Prospects’ preferences change even faster. To gain an edge on your competition and make an impression, you must be agile and ever evolving with your website. If built more than two years ago, your site is probably behind in appearance and functionality. Outdated coding might compromise speed and even how it responds across various browsers, so it’s critical to be compatible with the latest and popular browsers. Most website and theme providers have improved their platforms and provide better tools to build and manage your website.
6. Your site is dysfunctional – maybe you site isn’t as user friendly as you think. Some site elements just aren’t effective, and you might be blinded to that. You must focus on functionality or traffic and lead generation will falter. Consider these questions and you might find a redesign is in order:
- Are the most basic things (contact information) easily found on your site?
- Is site navigation clear and simple?
- Are you confident that that important content isn’t hidden?
- Are key product and service offers current?
7. Sloooooow site loading — five seconds is the opportune loading time. More time means you need changes. Slow loading comes from many reasons including images that heavy and optimized, underpowered hosting and even an old theme. Check out these post for solutions to these challenges:
- Follow this optimizing images for your website.
- Review this how to choose the right host provider.
- Pingdom and GTmetrix are two programs that check site loading speed.
8. Site security worries — face the facts, any site can be hacked. It doesn’t matter how old it is. The result is painful, and it really hurts when you lose information and face rebuilding from the ground floor. Be mindful that older websites depend on older technology, so they can be more vulnerable. Update your themes and consider these seven steps to make your site more secure.
9. SEO ready to go – how are your fundamentals? Does your site feature a blog? If not, you are missing out on a potent marketing tool for driving traffic and attracting more users. A blog allows you to use SEO and keywords strategies as well as internal and back links. And fresh content feeds search engines. Site updates prompt Google and other search engines to recalculate site ranking gets recalculated, so updated content updated increases your chances of getting noticed. So, if you decide to redo and enhance your site, I know you will get more attention, social shares and inquiries. When you get ready to update your site, use this checklist to optimize SEO. Check out these savvy tips on improving SEO too.
10. Content strategy draws searches and customers — compelling and enriching content feeds those hungry search engines. And they change their algorithms, so it’s savvy to have a robust content plan and especially content that prospects and customers can find. So, whether it’s a new blog, newsletter subscriptions or E-books, a redesign can make that strong content more findable and your leads and database grow accordingly. Want to determine if a redesign is right from content strategy, consider:
- Is content found easily?
- What calls to action are in your content?
- How can search engines find and index your content?
Start improving your content by reviewing these ideas and insights from Redbooth.
11. Bounce rates too high — this is extremely important. When you’ve been working hard to draw site traffic, but visitors they bounce right off your home or other page, you have a problem. Dare I say it, you’re losing leads, prospects and clients. High bounce rates mean something is wrong. Maybe it’s your site’s poor content, ineffective navigation or the appearance, feel and tone. On average, a bounce rate between 40-60% is acceptable but this depends on your industry. Here is great insight on bounce rates by Kissmetrics. Find your bounce rate, by checking Google Analytics. If it’s high, check out these tips.
12. Getting them by calling actions — absolutely and they must be placed strategically, right when drawn user’s attention and desire for more information. Here are 31 killer calls to action from HubSpot. When your current website has limited calls to actions (CTAs) and doesn’t have personalization, you need have something more flexible and powerful for your sales funnel and business development.
13. Mobile unfriendliness — if you still don’t have a mobile friendly website and even if you do have a responsive or adaptive design, you still need to keep up with the latest trends. Here are some platforms that assure mobile friendliness and accommodate other mobile needs.
I must admit that I hate the number 13, but these are the most important reasons, so I had to give you the baker’s dozen.
What reasons are driving the redesign of your website?
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