There was a goal in mind.
To bring in more customers, to create an online image, to be used as a selling platform, or to serve as a place where you can provide practical information about your business. Regardless of what the initial goal was, did the website fulfill its purpose and does it still? The answer to this question may be enough to make you consider a website redesign, but if not, here are 19 more reasons why you might need to consider a website redesign:
1. Not converting visitors to customers
What’s the point in having an expensive, fancy looking website, if you’re not getting anything out of it? Same goes for plain and dull ones, but that goes without saying.
The primary purpose of most websites is to generate leads and draw in customers. After all, it’s the company’s image online.
If your website is not an online shop, your website’s purpose is to encourage visitors to get in contact with you (via email, phone or walking into your office) so you can then work your magic. If none of this happens or don’t happen often enough, you might need to consider a website redesign.
2. Visitors can’t do anything
Reason number 2 is best friends with reason number 1.
How can your website generate new leads if your visitors can’t do anything once they get there?
Guiding your visitors and showing them what you want will result in more of them getting hooked in one of your call-to-action. A good contact form will do the same.
3. Reduce drag and wasted time
Your website visitors patience is a scarce resource, and nobody likes to waste time.
Imagine you enter a store and can’t find what you want. You can ask someone for guidance and eventually get to the thing you were looking for. Bit of an inconvenience, but you got what you were looking for.
Now, does the same apply to websites? Put yourself in the visitor’s shoes. If you can’t find something you are looking for, like a product or service information, or you can’t understand a description, how likely are you to call the company or send them an email to ask for clarification? Is it worth the time investment?
Better contact forms, higher quality descriptions and overall text (copywrite) can help relay information concisely and reduce drag with your possible customers.
4. Your website is on its own
Your website has to be part of a larger picture, or it won’t get you the results you need. It’s OK to have a nice looking one and to get some leads from it, just because it’s nice looking, but OK is not enough when there’s room for more, and more, and more.
From the get-go, the site’s framework must be thought in such way, to allow integration with other marketing tools. It needs to be created by someone that also knows sales and most importantly, knows your business, your marketing system, and your customers.
With the emphasis on “your”.
5. Looks outdated
A vintage look is sometimes the way to go. An outdated one is not. It shows it was forgotten and implies unprofessionalism.
If the first contact someone has with a business is through an outdated website, the first impression they will make will align with their experience – bad.
“We align with latest trends to give you the best service.”
… found on a boxed website made in 2010. Not believable.
6. Too much on your homepage
Don’t judge a book by its cover but judge a website by its homepage.
It may be tempting to cram all you can on your homepage and list every product and service you have. After all, it seems like one of the best ways to avoid reason 4. That’s not the case.
A visitor should not have to filter through paragraphs and paragraphs of all your companies offers as soon as they find out about you. Spark their interest first and guide them to a specially tailored page for what your company has to offer.
7. Hard to navigate
Have you ever played “Where’s Waldo” with the contact information of a company on the website? I know I have, and it’s frustrating!
If your visitors cannot find what they want, they will leave with a bad taste of your website and company. A user’s visit on your website should be a journey through what your company has to offer, not a quest to find relevant information.
8. No longer reflects your brand image
Something changed. Your branding, goals, strategy, or even the team (if you have them listed). When you made these changes, it was for a good reason. They bring improvement, evolve and drive forward your company. Great incentive to have your website reflect them.
Having a website for the old you is a good reason to think about a website redesign.
We dived into more details about why is branding so important in one of our other articles. Have a look.
9. Slow to load
Speed is one of the deciding factors for how long your visitor will stay on your page. It can decide if they stay or go even before it loads if it’s longer than a few seconds. In fact, just a one-second delay in page load time can cut conversions by 7 percent. And when talking about mobile, 53% of visits are abandoned if a mobile site takes longer than 3 seconds to load.
There may be many reasons why your website is slow, but all of them should be addressed.
10. Not mobile-friendly
No mobile friendly design = no traffic from mobile users. It’s that simple. Having a separate design for different mobile phones (and also tablets) is no longer a perk, but a must.
According to the cross-platform researchers from comScore (Global Digital Future in Focus 2018), users are spending almost twice as much time browsing on a mobile device than a desktop.
11. Old technologies
Just as your company evolves, so does the online environment. Plugins come and go and technologies change.
Sticking with old, unsupported tech will make your website less and less accessible over time and will scream OLD as soon as you enter it.
Old technologies are often not compatible with new ones (social media plugins for example) and will limit the website’s possibilities. Going for a complete website redesign may sometimes be the only way to fix this.
12. Social media
There is a continuous increase in social media users year after year and those users are spending more and more time online. Therefore, if your website doesn’t account for this growing marketplace, you’re missing out on opportunities.
Social media usage by age group
13. Hard to add new content
You should be able to easily update content on your website, as soon as needed. If you have to ask someone to make changes and wait for days or make changes to the code, that’s adding unnecessary time to an otherwise simple task. A content management system will make updating the content on your website something you look forward to, not something you dread.
The best website designs also take in account ease of access and administrative tasks.
Do you leave your office unlocked when no one’s around? Then don’t do it with your website either.
Hacking and cyber-attacks are one of the risks of the new age. From big businesses to the average Joe, we’re all susceptible to be a target, but it seems like the risk is even higher for small and medium businesses – according to a study made by Symantec (link to study).
Small and medium-sized companies are often the target because they don’t give security the importance it deserves. Make sure you’re not one of those and take the necessary steps to protect your business.
15. Not optimized for search engines
There are around 40,000 searches done with Google, per second (!!!). It’s such a big part of today’s life that it is even considered a verb in the Merriam-Webster Collegiate Dictionary.
googled or Googled; googling: to use the Google search engine to obtain information about (someone or something) on the World Wide Web
Being easily found by a search engine and even targeting specific keyword searches to result in your website appearing as a top result is likely going to draw more visitors to your website. Search engine optimization (SEO) will certainly translate into more leads.
16. Old imagery
As technology changes, we’re all able to take better pictures, video or even create a web design that better reflects the companies look.
To give an example, your product or service may be better looking than what you managed to capture a few years ago. At that time, it was the best way to reproduce the product or service in image form, but things may have changed. This older imagery is not necessarily bad, but the new one is better.
17. The small things
Small things add up.Each one, on its own may not even be noticeable. But when you look at the result as a whole you have a sense that somethings not right. Something’s out of the ordinarry. Just like this paragraph, that has a few spelling and grammar errors, is misaligned to the left, has a slightly lighter color and the distance between lines is smaller. You may not notice it when scrolling through. But if these small things are everywhere, your impression will be of an imperfect website, even without realizing it.
Here’s one of those things that you probably didn’t think were relevant:
- 70% of people
- looked at lists
- with bullet points
55% of people
looked at lists
without bullet points
Even though those are not actually lists…
18. Match today’s look
Things are getting more subjective when you’re talking about “trends” and “looks”.
Having a clean, fresh and good looking website is one of the main goals, but you need to keep in mind that trends change. What looked great a few years ago can now look dull, old and ugly.
As first impressions matter, you might want to make some changes and redesign your website to better meet today’s expectations.
With only 15 minutes to consume content, 66% would prefer to view something beautifully designed vs. simple and plain
Something Beautifully Designed
Something simple and plain
Something Beautifully Designed
Something simple and plain
19. Unnecessary things that crowd your website
We often forget small things.
Like where we put the keys or what we ate 2 days ago. It’s in our nature and there’s no harm in that.
We also forget to remove some things from our website. Those products that we no longer have to offer or that one field in the contact form that we no longer have any use for.
It may seem harmless but according to a study done by Google (link to study), visitors have a strong feeling against unnecessary and annoying things on the websites they visit.
We know that starting a website redesign process can seem daunting, especially if there was a previous project that left a bad taste. Nevertheless, you must consider that your website acts as a front for your company. Online.
It has a big impact on the company image and should be used as a powerful marketing tool to soak up all the benefits.
If any of the above reasons sound familiar, your website may lose on its power to help your business grow. Consider contacting an agency about a website redesign so you can finally benefit from what it can offer.