When should I redesign my website?
Redesigning your website can change the game for your business. but, you may be too busy running your business. You may also realize that it can take a significant amount of time and money for a new website project. This may cause you to put any updates off.
The average lifespan of a well-designed website is usually between 3 to 6 years. Time alone shouldn’t be the main reason you should be thinking about a redesign. Your decision to update shouldn’t depend so much on website design trends. But, whether your audience is engaging with your current website.
In this article I’ll cover 6 good reasons why a website redesign might be right for you.
1. You want your website to represent your brand and values.
By having a fresh and young looking website. you are sending the message that your company is healthy. You are forward thinking, and ready to help new customers. Companies that realize this are more likely to evolve and grow over the years. You’re showing that you stay up to date as time moves on. Your audience wants to know about who you are. What you have to offer, and your engaging content should tell a story about your expertise. You are much more likely to relate with your audience and leave a strong impression.
2. You want to stay competitive in your market
Website needs can vary from one industry to another. An example is; an eCommerce website selling gaming systems. To stay competitive, this business needs to relate well with their customers. The site will need to be fresh, and incorporate the latest design trends. This enables them to then connect with younger audiences. They are more tech savvy, rely on mobile devices, and could have a lesser attention span. If you have more of a technical, or informational website. You might be able to wait longer between redesigns as evolving trends may not affect you as often.
Take a look at how your website compares to your competitors. You may be a leader in your industry. But if your website has a dated look, then consumers might choose your competition over you. They are seen as more up to date. If this is happening, then it’s likely time to redesign your website.
3. You want to make your website easy for others to use
Sometimes it’s hard for us to view things through our customer’s eyes. But this is exactly how you engage your online audience. You have about 5 seconds to grab their attention. You have to make a good impression fast before they hit the back button, or leave your site. Your navigation must be well organized. Your content needs to be engaging, and easy to understand. Your website must have well placed call to actions. This enables your audience to know exactly where you want them to go next.
Here are a few things to keep in mind.
- Can users immediately identify who you are and what services you offer?
- Can users find the information they are looking for in a short period of time?
- Can users tell where they are on the website and see where to go next?
- Is there clear call to action buttons? Do they move you to the next step on a services, or product page?
- Can users navigate the website with a smartphone, or tablet without zooming in?
By looking at your website through your user’s eyes. You’ll most likely start experiencing issues that you never knew existed. If you are finding yourself getting lost at any point, or if it takes more than a few seconds to find the information. Then it is likely the time to start thinking about redesigning your website. Realize that if your website audience becomes frustrated. Then they aren’t going to stick around for long.
4. Your website needs to be mobile friendly
This may be a surprise, but despite impressive statistics in favor of having a mobile website. Many businesses have yet to realize the importance of a mobile friendly online presence. Statistics from Smart Insights should help illustrate why mobile friendly is essential.
- Over 20% of Google searches are on a mobile device.
- In 2012, more than half of local searches were on a mobile device.
- In the United States. 25% of internet users only access the internet on a mobile device.
- 61% of people have a better opinion of brands with a good mobile experience.
- 25.85% of all emails are being opened on mobile phones. 10.16% are opened on tablets.
If these statistics alone aren’t enough to convince you. Then put yourself in your user’s shoes. According to Google’s Think Insights, If a user lands on your website and becomes frustrated. Or they don’t see what they are looking for. There’s a 61% chance they will leave immediately and go to another website. It’s also said that if they have a positive experience with your mobile website, a user is 67% more likely to buy a product or use a service.
Is being found in a Google search important to you? Then mobile friendly should be important as well. According to Search Engine Land. Google now rewards, or punishes a website based upon whether they are mobile friendly.
Google will forgive a site for bad HTML, but it won’t forgive sites that waste their resources.
They are in favor of companies who care about their users, and also don’t waste online resources. This is done with a method called Responsive Web Design. There is no longer a need to have a full sized site, and a mobile site. Responsive Web Design gives you one website that resizes your website to a user’s device. If your website users aren’t getting the best viewing experience possible. Then it is likely time for a redesign.
5. You need to rethink your marketing strategy
If you aren’t currently using a diverse arsenal of online marketing tools. Then you should realize that you are missing out on potential customers who are online right now. They could be looking for your products, or services. Digital marketing tools such as: Conversion-focused pages, content marketing, social media, compelling visuals, and more, are available to help your business succeed.
Your website should have:
- Landing pages for advertisements and Email campaigns.
- Conversion-focused products, and services pages.
- Blogs, and news articles for content marketing.
- Social media integration.
- Online events, or discounts to drive traffic.
These are just a few of the many options you have available. Generally Online marketing can be much more affordable than traditional marketing methods.
6. Your website is hard to use and not easy to update.
Let’s say your website is 5 years old. You have a new product that you want to sell, and the release date is 3 days away. You realize that adding a new page is frustrating because you don’t have access to your site. Or maybe you do but don’t know anything about html. Or any of the other coding methods necessary to create that new page. So you decide to contact your hosting provider. You’re in luck because they just happen to do website design as well. You explain to them your needs, and goals. You get a response back, but maybe it’s not what you expected. The price seems high, and they inform you it’ll be two weeks till they can complete your updates. Now you become frustrated because this doesn’t work for your business.
Scenarios like the example above happen a lot, especially with older websites. Outdated coding methods usually cost more to make updates. This is because it is time consuming, and tedious for designers & developers to work with. Most web design firms should evaluate your needs. Then usually ask that you consider redesigning your website.
They should point you towards using a content management system (CMS) like WordPress. These are great because once they get it all set up for you. Then you’ll be able to log in, and update your website content yourself if you choose that option. This can offer great savings, and it provides a path to making larger updates easier in the future. If you see yourself relating with the example above and frustrated where your current website is. Then it’s likely time to consider a redesign.
These reasons are just a few examples of why you may want to consider redesigning your website. Every company is unique. There are likely other factors that could influence your decision. Please realize, that redesigning a website can be a large investment in time, and money. The increase in site traffic, and potential conversions to customers should be your focus. when considering a website redesign project.
CTI Creative Group is happy to work with you to review your current website. We can help you to determine how a redesign might benefit you and help your business succeed online.