Old school is not so cool on the internet. This is especially true for business websites in need of a redesign.
Because, unfortunately, most people will judge your business based on your website. And what worked even 5 years ago, won’t work now.
We realize redesigning a website can be a big expense, but we’re not suggesting you do it to be trendy or modern. You should redesign to gain your visitors’ trust and to include features and functionality that everyone now expects online.
So what do users expect now and how do you know when it’s time for a redesign?
The top 3 reasons to redesign your website
As we’ve mentioned in other posts, gaining a prospect’s trust is a top factor for gaining their business. And, believe it or not, a website’s design and setup can degrade that trust.
Learn how you can win (or lose) a prospect’s trust with these 3 reasons for redesigning a website.
1. It’s missing the mark on mobile
Have you browsed through your own website on your smartphone recently? Does your site adjust to fit smaller screen sizes? Is the text easy to read? If it’s not mobile friendly, it’s time for an update ASAP.
“Mobile friendliness is THE most important reason to redesign your website.”
Why is it so important? Because it could cost you money.
Keep in mind, nearly half of the people visiting your website right now are likely to be on their smartphones. (Statista)
And not being mobile friendly is one of the top reasons why people will leave your site, which translates into lost sales opportunities for you.
According to Google, 61% of users are unlikely to return to a website that doesn’t work well on mobile, with 40% visiting a competitor’s site instead.
Mobile friendliness also affects your Google ranking. In 2018, Google announced it would rank websites based on their mobile versions. If your site’s not mobile ready, it’s not likely to rank well in Google, if at all.
Not sure if your site works on mobile? Test it with a tool like MobiReady or Google’s Mobile-Friendly Test.
Source: Google
2. It’s slow (>3 seconds is slow)
Don’t blame the Millennial attention span for this one. Google will label your website as slow if it takes 3 or more seconds to load.
Visitors (of any age) will too. In fact, for every extra second it takes, more visitors will “bounce” or leave your site.
The bottom line is that a slow website leads to a higher bounce rate and, again, more lost sales opportunities.
Use Google’s Page Speed Insights Tool to see how your site stacks up.
3. It doesn’t build trust or credibility
Like it or not, we’re all judged by our appearances.
And online, it’s not just about looks. Visitors today expect certain standards that are signs of a credible, trustworthy business. These signs change every few years as the Internet matures.
What are these signs? Aside from the two above, here are others…
An outdated design. Even casual internet users can tell if a site is from the early 2000s. And they figure if the design is outdated, the business is too.
Your site doesn’t match your branding. If you’ve updated your logo and branding, but left your website in the dark ages, you may be confusing prospects. They’ll wonder if it’s the same business or if you’ve abandoned your website altogether.
It doesn’t speak to the right customer. Are your services current? Do you feature commercial services on your home page when most of your visitors want residential? It’s fine to speak to both audiences, but in clearly defined areas or pages.
It has old content and outdated technology. Are your promotions and “latest news” more than a year old? Has the site not been touched by a web developer in more than a year? Updating your site with fresh content is good for both visitors and search engines as it keeps them coming back. Security is another priority for updates as things change quickly online.
How often should you redesign your website?
If it isn’t mobile friendly, redesign your website NOW.
If it is, we suggest reviewing your site every 2 to 3 years to see if it needs a redesign.
If it’s 5 years or older, it very likely needs a redesign.
When reviewing your site, ask yourself if it’s still doing its job of helping you gain trust, convert prospects and present your business in a credible way.
We hope this has helped you assess your website. Send us a note if you’d like a quick review of your site. Please keep in mind, we don’t design or develop websites, but if you need help, we’re happy to give you a couple of referrals. Before meeting with a potential client, we always review their website first. If the website has any of the issues outlined above, we always recommend a website redesign before we discuss any other type of online marketing. Your website is your online brochure and if it’s not in top-notch condition, there really isn’t any point in further discussion.
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