ENJOY 3 MIN READ
Ever stumbled upon a website that screams ‘old’, ‘boring’ or ‘slow’? From the hours it took to load to the cluttered navigation, poor design and unattractive colours? Would you like to visit such a website again?
Now, take a moment to test your website. Does it scream ‘old, boring and slow’? If it does, do you realize the number of visitors and prospects you’ll lose? Your website is the most powerful online communication tool for your business.
If your website is the doorway through which visitors transition to customers, shouldn’t you audit it regularly to find ways to improve it?
The first impression of your website must be good. 80% of prospects visit a website before deciding to work with them. Is your current website generating the right amount of visitors and sales?
How do you know it’s time for a redesign? In this blog, I will share 11 clear signs it’s time to redesign your website.
1. Your website isn’t Responsive
If your website isn’t responsive, it’s a clear sign you need a redesign. A responsive website is a website that displays well on all devices and screen sizes. Remember, users will be assessing your website not only from their laptops but smartphones and tablets.
In a world where everyone is consistently glued to their phones, if your website isn’t optimized for mobile, you will lose customers. More than 20% of Google searches are on mobile devices.
50% of mobile searches lead to purchase. 48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly. 40% people have turned to a competitor’s site after a bad mobile experience.
To stay relevant in your industry, your website must be responsive! If your website isn’t responsive, you’ll lose the race! A responsive web design maximises your conversions and provides visitors with a good experience.
To test for mobile friendliness, enter your website into Google’s mobile-friendly test site.
2. It doesn’t reflect your brand
Having a website is one end of the rope. The big question is whether it reflects your brand. Your brand is who you are. No matter how impressive your website looks, it will fall short if it doesn’t reflect your brand personality (the set of human characteristics attributed to a brand name).
What some business owners fail to understand is that their website creates the first impression for visitors and prospects. Is your website aligned with your core values? Is the experience a visitor get reflective of the experience they would have if they interacted with you in person?
A website redesign gives you the opportunity to design your website in such a way that it communicates the value of your business.
Did you recently update your company’s brand identity or logo without updating your website to reflect it? If your website looks anything different from your brand, it’ll create a confusing experience for your customers.
Not only that, it’ll make your company look unprofessional. Redesigning your website allows you to update your website to match your current brand and voice. Your brand should be incorporated into your website. Your brand goes beyond company logo; it’s your overall identity.
Always ask yourself, “Does my website reflect my brand’s vision, mission, values, logo and voice?
3. Your website is old
When was your website created? 10 years ago? 5 years? Does it look and have the feel of a modern website? If it doesn’t, then it’s time to redesign. As the world keeps changing, the needs of your customers will change as well.
If you’re not fast enough to keep up with these changes, you might lose out. What once felt trendy can feel out of style the next minute. If it isn’t keeping up with the new style, layout and designs, it’ll appear outdated, stale and boring.
An outdated website is a guaranteed way to get visitors running from your site as fast as they can.
Let’s be honest, no one wants to feel like they’re back in the 90’s OR as if they’ve travelled back in time when they land on your site. It doesn’t speak well of your brand.
Visitors crave for excitement. They want something fresh and engaging. An outdated website can’t provide that experience. A website redesign gives your site a new look and feel. This boosts traffic. More traffic means more prospects and ultimately sales.
4. High Bounce Rate
A bounce rate refers to the percentage of visitors who navigate away from your site after viewing only one page. If visitors leave once they come to your site, it’s a sure sign you need to redesign. How long does your visitor spend on your site? The length of time a website visitor spends on your site is a key indicator of how successful your site is in attracting potential customers.
A good website should excite, engage and interact with your visitors. It should draw them in and make them want to linger for a while.
Use Google Analytics to find out the percentage of your site’s bounce rate. The average bounce rate is 45%. Anything more than that is a problem.
Website redesign gives you the opportunity to concentrate on factors leading to a high bounce rate.
A high bounce rate means no sales!
Your goal is to have a low bounce rate. The lower the bounce rate, the more sales opportunities you have.
So, the longer a visitor spends on your site, the more interested they are in what you have to offer.
5. Not Generating Enough Sales
The goal of your business is to generate sales. But how can you do that if your website is not encouraging users to click? If they don’t stay long enough to make a decision, how can they buy from you or work with you?
If your website isn’t getting you any prospects, it’s time for a redesign.
6. It’s difficult to navigate
How easy is it for visitors to navigate your website? Are there clear directions on where they should go for more information? Can a user find what they’re looking for or they have to dig their way through it?
When you scan through our website, are there clear links and buttons that inform visitors and prospects what actions to take? If a user can’t move from ‘Who we are’ to ‘what we do’ with so much hassle, they’ll become frustrated and look elsewhere.
You want to try and find a balance between having too much content and scanty content.
7. It’s too slow
If you can take a stroll while your website loads, then you should consider making some changes. Nothing annoys visitors more than a slow website. It’s frustrating. Imagine having to wait forever for a page to load.
Not everyone has that time and patience. If your website doesn’t load within 2-3 seconds, visitors will leave and not come back.
A website redesign can help boost your load times, thus, making your site more engaging for visitors and prospects. If within those few seconds, your site can’t load, visitors are going to exit and not come back. 53% of visits are abandoned if a mobile site takes longer than three seconds to load.
With everything moving so fast, your visitors have a limited attention span. More reason you need to grab their attention within those seconds.
8. Not user-friendly
With the demand of consumers changing, what will differentiate your product and service from the rest wouldn’t be just a mere existence of your website, but the experience derived from using that product or service. User experience (UX) includes all aspects of the user’s interaction with the company, its services and its products online.
In other words, it refers to how your visitors react to your website, product or service; their emotions and attitudes towards them. Visitors are more likely to stick to a user-friendly website than one which is difficult to browse smoothly. User experience ranks you high on Google search engine.
If your website isn’t giving users the positive feeling it should, they are likely to change.
9. No Call-to-action
Are call-to-actions (CTAs) included on your site? A CTA is a piece of content intended to get the viewer to take an action. It’s an area on your webpage that stimulates action. Examples include sign up now, get started today, call now, or request a free consultation.
If your website has no call-to-action, it’s time for a redesign. Website redesign gives you the opportunity to creatively add call-to-actions. As this would take your visitors from let’s say from homepage to purchase page.
10. You can’t be found online
How easy is it for visitors to find you online? Do they have to move past the first two pages of Google to find you? Reports state only about 6% of people who perform a search on Google move past the first page. This means for visitors to find you online fast, it must be on the first page.
11. No conversion
Are your website visitors turning into paying customers? How many customers have you gotten through your website these past few months? How often do they request a meeting (be it face-to-face or phone call)? Your goal should be to turn visitors into paying customers. But without a functional website, they cannot convert.
More value = Long time-on-site = more conversion. Your visitors are likely to stay if you have something to offer and this means they are likely to pay for it.
In conclusion, your website is the window of your online business. It must be kept fresh, exciting, updated and informative.
How often do you redesign your website and which of these signs is your top priority?
Any other signs that we have missed? Let us know in the comments below!
Judith is a content marketing manager at Sidekick Social Media and also writes for She Leads Africa. She loves to write and when not writing, she loves to listen to a long playlist of good music.