There are things like an old pair of shoes that might not look as cool as it used to but still does what it does. But sadly, your company website is not the same as a pair of old shoes. No matter how fabulously shiny your old website used to be, they get old and rusty, too. In fact, websites—as other technology—change at 10-times the pace of non-digitised things.
Your website is one of the (if not THE) most important components of your digital strategy as it is basically a representation of your business in the digital world. Your customers go to your website to get a real understanding of your business, your products and your services, and often this is where your customers get in touch with you.
Outdated websites fail in communicating effectively with audiences. Your customers trust websites that are well loved and taken care of. No one wants to have anything to do with a website that’s falling off! So in this blog, we’re sharing with you six signs you should look out for when deciding if it’s time to give your website a facelift.
It just doesn’t work as well anymore.
The most obvious sign is a dysfunctional website. We’re not just talking about total wreckage. If your website is not as user-friendly as it should be, it could because some parts of your site are malfunctioning. There could be aspects of your site that are not as effective anymore, such as plugins and certain design elements. According to a study, nearly 90% of online customers are less likely to go back to a website after a bad experience.
At Brand Shack, we always take website functionality seriously. If your site doesn’t function well, your traffic and lead generation efforts will be severely affected. These factors will point you in the direction of a website design.
- Can your visitors easily navigate through your site?
- Can they easily access important pages, such as contact information?
- Are your product and service pages updated?
- Is your most important content visible?
It’s not giving you the results you want
Sure, you have a gorgeous, pixel-perfect website. But looks are just a small part of the equation. If your website is not building you your customer base as planned, then you might need to consider a website redesign.
Take a good, hard look at your conversion rates. Are you getting enough visitors? Are your visitors turning into leads? And most importantly, are your leads turning into customers? Your website’s analytics can help you determine which part of your site needs to be adjusted. A few guide questions:
- Are your call-to-actions helping convert customers?
- Are your landing pages informative enough? Do they provide value?
- Is your site too text-heavy? Are you using too much business jargons?
It’s not responsive.
More users are now browsing the web on mobile devices than on desktop computers. If your visitors struggle in using and accessing your website on their mobile devices, you might be in trouble of losing more leads and even customers.
It’s not as competitive.
How well are you paying attention to your competitors? We’re not saying you should overhaul your site every time one of your competitors do so. But it pays to spend some time on their websites and see if they provide more benefits to your customers and if they meet their goals faster than you do yours.
Changes to the website will improve their rankings and might push you farther down in search results. So you should consider having your website redesigned to maintain your edge in search.
It’s not aligned with your new marketing strategy
Your digital marketing goals change. Some five years ago, your strategy might have been to get enquiries or email sign-ups. But now, you want to build authority through blogs, social media shares or get more visitors to trial your product or service. Your website should be geared for your newest marketing plans. Ask yourself:
- How often do we regroup for a new digital marketing strategy?
- Does our current marketing plan affect our conversions?
It’s not optimised for search
Finally, it’s important for any business to be findable on Google and other search engines. New websites are now designed to integrate search engine optimisation (SEO) features, which ensure your site is off to a good start in Google and search engines.
Your old website might not be set up for SEO and instead still uses outdated tools like flash or hidden texts, which Google might find difficult to index and therefore affect your rankings.
Think about it: is your current website still helping you hit your business goals? At Brand Shack, we don’t only build branding and websites from scratch. We also help businesses refresh and update their current websites with modern tools and proven digital marketing strategies that will enhance their brand and deliver conversions. Talk to us now and let’s start your website refresh!