Optimized Webmedia's Top 10 Reasons for Redesigning your Website
In today’s digital world, your audience’s first impression of your business is based exclusively on your website. If your website has not been updated in the last three to five years, having a website redesign is an endeavor that you should consider. Although the task consumes a considerable amount of time and resources, the upside can be enormous. Your website is the first point of contact with your customers, and it remains one of the most valuable marketing tools and the basis of branding, leads, and sales revenues. Creating a user-friendly and mobile-friendly site are essential to the success of your online brand.
Unlike a simple website update which only requires a few changes, a complete website redesign is about changing the way that the information is structured and presented on your site, the overall look on your website, how visitors use your site, and the software that runs your website.
Here are few questions you should ask yourself to help guide your redesign process:
- Is your website text-heavy with corporate jargon?
- Does your site’s call-to-action convert visitors into leads, prospects, and ultimately customers?
- Does your site match your company’s brand, voice, and speak directly to your target audience?
- Do your landing pages inspire your site visitors to learn more about your company and products and services, or do they convey little value?
Why you should consider a Website Redesign
- Your website is not getting you results
If your website has been online for a while and has not yielded positive results, you may want to consider redesigning it. Your website exists to help build your customer base, and the data should support that you are trending toward that goal. Take your time to check if your brand’s products and services are fully functional and that your brand message and story are aligned. If your site was built using flash, or other outdated designs, it’ll age your website. Further, Flash is not compatible with all devices which can hurt your traffic.
Make sure that your site has adequate call-to-actions, so then you make it clear what your website visitors should do once they arrive onto your site. Examples of call-to-actions could be about subscribing to an email list, making a phone call, or downloading a document.
- SEO and mobile-responsiveness
If you want your website to rank highly on search engines, it’s vital that your site is search engine optimized. Ensure to use proper keyword phrases within your content, optimize your images with correct alt tags, and use appropriate web page titles to include your target keywords.
An important SEO Google ranking factor today is website mobile-responsiveness. Having your website mobile-friendly means that they can be viewed on various devices such as smartphones, tablets, laptops and desktop computers. If your site does not run well on these devices, you are missing out on potential traffic and customers. This also helps to improve the overall site visitor’s user experience which can improve site rankings on the Google’s search engine.
- Social media marketing
It is vital that your website contains links to your social media profiles, and that your blog posts have social media sharing options which enable your readers to share your content with their network. This can help to improve social proof, brand engagement with your audience and as the content is shared, it will help drive more visitors to your site.
Does your site help build credibility and social proof? Be sure to show customer testimonials and share logos of your clients. Explain through proper brand messaging the reasons why people should trust your business.
- New website functionality and bounce rates
It’s important to ensure that all components of your site such as e-commerce payment processing, blog posts, and contact forms are working in accordance with the overall goal and objective of the website. Keep up to date with the latest functional tools that can help build your online presence and digital marketing.
If you run an e-commerce site, you’ll want your visitors to easily browse through your products and follow through on the purchase. If your users are quickly leaving your site, you’ll want to consider improving the overall user experience.
Be sure to use data from Google Analytics and heat maps to help improve your site UX and sales conversions. A few metrics to consider and determine if users leave your site too soon include:
- Bounce Rate: When a user visits your page and doesn’t visit other pages. The bounce rate is the number of bounces divides by the number of sessions on your site. You’ll want this value to be low.
- Pages/Session: The average number of pages that users view per session. The higher the number, the more pages your average user views on your site.
- Behavior Flow: This provides you with insights into how thoroughly users go through your website.
- Enhanced User Experience (UX)
The user experience (UX) of your website’s visitors is crucial and can directly impact your SEO. If your website is not designed in a simple format, then your site visitors may leave your website. Increased bounce rates and decreased time on page can negatively impact your SEO.
A few pertinent questions to ask that may point you in the right direction of a redesign:
- Is your site navigation confusing?
- Can your site visitors find the most basic things on your site, such as contact information?
- Is your important content hidden or hard to locate?
- Are the products and services completely up-to-date?
Are your site visitors connecting with your company? Do they bounce off site and from your intended message? Think carefully about your brand statement, and if it’s visible on your website.
Most businesses often make the mistake of thinking rebranding is just a one-off process where business marketing materials such as brochure and logo are redesigned. It’s important to have continuity throughout your marketing assets through effective branding and graphic design, including your website.
Users and site visitors expect websites to be clean, pleasing to the eye, and simple. If the design of your site is outdated or unpleasant, a redesign may be the best course of action. Build a website that differentiates you from your competitors and a site that you can be proud of as a company.
- Ensure regular updates
It is important to keep your website updated as more web tools and technologies are released each day. Moreover, it is essential to keep your website updated because if features are lagging on your site, it may have an adverse impact on your lead generation and website traffic. Fresh content drives traffic to your site. If you don’t regularly update your website, then people won’t have a reason to come back. If your website is complicated, consider making a site with few updates, as well as simplifying your process.
Ensure also that you have a proper website maintenance and security process in place so that you protect the health of your site as well as your site investment.
- Alignment in marketing objectives
You should consider changing the design of your website if your marketing strategies and brand’s purpose have changed. Businesses must iterate and evolve with market changes. Ensure that the aim of your site aligns with your marketing objectives.
Be sure to focus on the return on investment (ROI) of your website. Having increased site traffic is important, but even more important is having traffic that converts and increase sales revenues. Consider additional advertising through Facebook Ads, Instagram Ads, and Google AdWords to help drive targeted and more qualified leads to your website.
- Content strategy
One of the best ways to drive traffic to your website and improve your website’s Search Engine Optimization (SEO) is done through content marketing. It is important to design your site in a way that your visitors can find your content easily as well as ensure that your site visitors stay on your site.
If you’re planning to make improvements to your content strategy (i.e. boosting your blog production), a website redesign may be a wise choice. Ensure that your great blog posts, e-books, and other marketing assets are easily findable on your website.
- Outdated third party tools and slow load times
You’ll need your website updated or redesigned if your third-party tools aren’t working properly anymore, if your website load time is extremely slow, and if your plugins and shopping cart widgets aren’t working properly. You don’t want to have a website that frustrates your users and visitors. Also, people want to visit sites that load quickly on both desktop and mobile devices.
According to a survey by Akamai, 49% of consumers expect that a site loads in two seconds or less. Only 51% of site visitors wait patiently for the website to load. With slow site load times, you run the risk of missing out on leads and sales. Two free tools that you can use to test the speed of your site are Google’s PageSpeed Insights and GTmetrix.
A well-designed website is one of the most effective marketing tools you have at your disposal. Your website presence can be one of the most valuable tools to build credibility, connect with customers, and to drive more sales to your business. Make the most of it by keeping it updated and easy to use.
This post was published by Donald Kim at Optimized Webmedia. Optimized Webmedia is a customer centric, 360° Digital Marketing agency, specializing in SEO, Google Ads PPC, Content Writing, Social Media Marketing, and Website Design. To learn how Optimized Webmedia can help optimize your website to attract more visitors, book a free consultation and ask for our free SEO Site Audit.