In today’s world, it’s very hard to deny the fact that your business’ website matters. But sometimes, it can be difficult to make the choice to move forward into a website redesign. You’ve likely spent a lot of time, effort, and money in the past to get your current website up and running, and the thought of restarting that process sounds like a headache waiting to happen. Is your current site really that bad?
It’s true that there are times when some simple updates to your site’s design or content are all that you need. A lot of times, however, your site truly isn’t serving your company or your customers well, and a full redesign is necessary. Problems on your website can lead to a loss of engagements, conversions, search engine rankings, and overall credibility – meaning that your company is missing out on business and growth in the long run. Not only does your website act as a visual extension of your brand, but it’s the touchpoint for all your digital marketing and sales efforts. It’s how your customers or clients connect with you, and how you connect with them.
So, how do you know when it’s time to invest in a redesign? Here are some signs.
1. Unfriendly mobile design
Having a responsive website is a “must” today, and not having one is the number one sign that your website needs to be redone. Responsive design means that your website responds dynamically to the device width of the user, so that your customers have a seamless experience no matter if they are looking at your website on a desktop, tablet, or cell phone. According to Statista, mobile devices (excluding tablets) made up 54.8% of internet traffic around the world in the first quarter of 2021, meaning that about half of your website’s traffic is likely coming from cell phone devices. A website that does not adapt to smaller devices is highly likely to lose these potential customers or clients before a connection can even begin to be formed. The good news is, quality web designers and developers know this and are highly focused on creating mobile-friendly websites all the way from design into build.
2. Your customers or clients are giving you hints
A sure sign that your website isn’t doing its job correctly is if your customers or clients are consistently having trouble. Analyzing the conversations that you or your customer service team have with your customers is a good way to identify issues on your site. Are they consistently unable to find answers to basic questions, having trouble with the checkout system, or saying that a form won’t load? Common questions such as these point to frustrating experiences for your customers that need to be addressed.
3. Outdated or inconsistent design
While design aesthetic might seem insignificant compared to content, the truth is that your website is the first impression that most potential customers will get of your business, and the things that they see will strongly determine whether they want to engage with you or not. Customers use digital platforms like your website to get an idea of the essence of your company, so an outdated or inconsistent style can leave them unsure about your company’s capability and expertise. If you’re unsure if your style is out of date, reach out to a professional or to those around you who are visually-inclined for their honest opinion – preferably those who are most similar to your target audience or who understand your target audience well.
4. It’s difficult to use
A customer’s experience on your website does extend beyond just the aesthetics – it’s also necessary to make sure your site is intuitive to use and easy to navigate. Have you ever been on a website that has left you frustrated, unable to find the information you’re looking for or confused about how to use it? This is due to poor user experience design. Sites like these lead to high bounce rates and poor conversion rates, meaning that people are leaving the site quickly without creating a lead for your company or purchasing a product. A great user experience understands the needs of your customers and thinks about their experience from the moment they land on your site all the way through to conversion. That understanding helps build a site structure and layout that is easy to navigate and fulfills users’ expectations – and in doing so implies good service and a trustworthy company.
5. Slow loading times
Users today expect your website to load very quickly. According to research done by Google, as a page’s load time goes from one second to five seconds, the probability of bounce increases by 90%. Additionally, 53% of visits are completely abandoned if a mobile site takes longer than 3 seconds to load. Basically – if your site takes too long to load, you’re losing a large number of potential customers or clients. There are many factors that could lead to slow loading times – poor coding, unoptimized images, cheap hosting, unnecessary plugins, and more. No matter the cause, most users will be heading back to the search results and hitting up a different site instead of exploring yours.
6. Your content & styling no longer reflect your brand
Have you changed the direction of your brand messaging, services, or target audience, and your website no longer reflects what your company is about? It’s important to maintain consistency throughout all of your branding and content, so that your customers aren’t confused about what your company is about or wander off elsewhere because they aren’t aware you provide the service they’re looking for. The messaging about who you are and what you do, which is displayed in both content and design, is integral in creating a unique identity – this is what potential customers will remember and associate with your business.
7. You’re not getting the results you want
Your website ultimately exists to help your business do well and increase sales. As we discussed previously, the look and usability of your website are integral – however, if your site is beautifully designed and functional without helping you meet your goals or getting you the results you want, it’s not truly serving your business. If you’re unhappy with your site’s performance, it might be time to consider a website redesign. Professional web designers will be able to help you focus on identifying the problems with your current site that are hindering growth, and implement new strategies and techniques that will build up your brand.
After reading through these signs, do you think that you’re in the market for a website redesign? Our web experts at Double Up Digital would love to help you build a site that builds up your brand.