Unfortunately your website isn’t like the “Field of Dreams.” Just because you build it does not mean “they”—your potential customers—will come. Have no fear, because there’s nothing a little sprucing up can’t fix. But how do you know when it’s time to revamp your website in the first place? Some signs may be glaring, while others are a bit more subtle. Check out these five signs it’s time for a website redesign.
1. Your Website is Dated
The year 2000 called, and it wants its website back. Maybe your website was the best thing since sliced bread back in its day (“was” is the key word). But like most things, trends change with the times.
Potential customers might be turned off from your business if they see that it doesn’t look like the website has been updated, or that you are still featuring outdated content. It shows that you don’t care about the look of your website, so why would you care about them as a customer? Put the time and care into getting that fresh look.
2. Your Website is Not Responsive
These days our phones can do just about everything except make us a 5-course meal (although you could order one with your phone). That’s why you should make sure your website is responsive, meaning it can easily adapt formats for whatever device your site visitors are using to look up your business. If one customer prefers to look at your website on a laptop and another on their phone, they should still have an experience that is pleasing to the eye. Make sure to test out design and layout on multiple devices for the best results.
3. Your Branding Has Changed
You have so many balls in the air, it’s easy to prioritize and forget about some aspects of your business. However, the website should not fall low on the priority list. If your branding has changed since you last designed your website, it’s critical to get the updates made to your site. With mismatched branding, potential customers could become confused.
4. Your Website Has a High Bounce Rate
The bounce rate on your website is a marketing term that refers to whether or not your site visitors jumped around to multiple pages on your website, or if they left right away after visiting a single page. If you have website analytics, you should be able to easily locate your bounce rate. If you find an astronomically high bounce rate, it’s important to determine what’s happening. Almost always, it’s some or all of these reasons:
The site content isn’t relevant.
The site visitor couldn’t find what they were looking for.
The page took too long to load.
The site design was not intriguing.
Don’t let the bounce rate get you down. Instead, come up with a redesign that will lead to longer exploration of your site pages.
5. Your Website Isn’t Converting
You know that what glitters isn’t always gold. Just because you think the website looks great doesn’t mean it is doing its job when it comes to business needs. Start by determining the goal of your website. The goal could be anything from getting direct purchases to grabbing more leads to driving more people to your storefront. Whatever your goal is, it’s important to make sure your website is actually helping you achieve it.
Don’t let your potential customers be the ones who got away. Take the time to invest in a website that works. It is, after all, the digital front door to more opportunities for your business.
