When Is It Time To Redesign Your Website?

With all things digital changing as often as they do these days, many of our clients have asked us, “Do you think our website needs an update or a redesign?”

Sometimes it’s fairly obvious – at least to us. Sometimes it’s more subtle – you lose a few deals, your employees start complaining and show you competitors’ newer websites, and sometimes you just get a sixth sense that your site is “old and tired”.

So how do you know for sure that it’s time for a redesign?

1. Your website isn’t compatible with major browsers, including mobile.
If your current site is loaded up with Flash, lots of graphics and is not mobile friendly…you definitely need an update. Today websites must be compatible with multiple web browsers, must pass the Google Mobile-Friendly Test and load quickly on every device. Internet surfing happens across a wide variety of screen sizes and internet browser environments. To keep up your website has to work well on all of them.

2. The look and feel is outdated.
There is no excuse for having a stodgy, dull, old-looking website today. Think about what happens when you visit a website that is poorly designed as opposed to one that is fresh, clean and fun to visit? Studies have shown that the look and feel of a website is critical to keeping visitors engaged online longer.

3. Your content is uninteresting.
Content-content-content is still king. What do you want our audience to know about you? Put yourself in your customers’ shoes. It’s not about you – it’s all about them. Make the content lively — short and to the point; pose interesting questions; post videos about your firm and its products or services; give them instructions on how to use your products; give them free information and guides; highlight your top products and services; show them your best “face”. Make it easy for them to find what they are looking for. If your website loses visitors to other sites you’re probably due for a website redesign.

4. Your website isn’t socialized.
Websites today are the center of your internet presence and the link between your prospects, customers, and your brand. If it’s not socialized – meaning, it’s not connected to social media through a blog, Facebook, LinkedIn, Twitter, YouTube or other relevant social media, you’re probably missing out on some great opportunities. If your website lacks “socialization”, it’s probably time for a redesign.

5. You can’t update content yourself.
Today we build all of our websites with Content Management Systems (CMS) that enable you to add, edit, and update web content through a simple Word-like editor. If your website can’t do this, you might want a redesign.

6. Your website no longer reflects your business priorities.
As a business grows, changes in the business objectives and priorities are likely to take place. New products or services are introduced, old services are restructured or removed, and new markets appear, new employees are involved or older ones promoted. If you don’t keep pace you’ll find yourself with a tired old website that no longer represents who you are and what you stand for.

7. Your website takes too long to load.
What happens when someone visits your website and has to wait longer than a few seconds for the content and images to load? As you can probably guess, they’ll leave. And once they leave they are never coming back. With so many alternative and competing websites to choose from, very few people will wait around for a website that takes longer than a few seconds to load!

8. Your website can’t be found.
Getting found online is essential to improving the rest of your site metrics. If no one is coming to your site, how can you increase leads, downloads, or sales? Older sites were not designed with the newer architecture and therefore cannot be found as easily by current search engines. Be sure all of your analytics and metrics are able to generate reports so you can follow your traffic.

9. Your business goals aren’t being met.
Think about your reason for having a website. What do you want your website to accomplish for your business? Is it a lead-generating tool? An e-commerce platform? A place to promote your firm’s experience? An informational site? Look at your current website. Does it achieve your business goals? If not…it’s time for an update.

10. And finally the #1 way to tell if your website needs a redesign...
When you hand out a business card, you are so embarrassed by your company’s website you tell the recipient that the new website will be launching soon when in fact you haven’t even begun.

So…is it time for a redesign? If it is, you might want to get started on it…tomorrow!