EPISODE 3: IS IT TIME TO UPDATE YOUR WEBSITE?
A website redesign will be a real game changing event for your business, but it can also take significant resources in time and some money, so it’s definitely not a decision to be made lightly. The average lifespan of a well-designed website is 2-5 years, but time alone shouldn’t be the main reason for a redesign. This decision should depend more on whether your audience is effectively engaging with your site. Here are some good reasons to consider a website redesign and how to determine if they apply to you.
You want your website to be a state-of-the-art representation of your brand and values.
Having an updated website sends the message that your company is healthy, forward-thinking, and ready to take on new customers. It shows you are paying attention. Good companies evolve and grow over the years and your website is the best way to showcase who you are. If you use up to date and modern website design elements to tell your story, you’re more likely to engage your audience and leave a strong impression.
You want to make your website easier to use and navigate.
A website has about five seconds to make an impression before users hit the back button, meaning your navigation must be well-organized and your content must be easy to understand with clear calls to action. Do a quick scan of your site with these questions in mind:
- Can you quickly sum up your core services?
- Can you find the information you’re looking for?
- Can you easily tell where you are on the site and see where you want to go next?
- When you’re on a service or product page, is there a clear call to action to take you to the next step?
- Can you easily use your site from a tablet or smartphone?
If you find yourself getting lost on your site and it takes you more than a few seconds to find the information you’re looking for, a redesign is probably in order. Mobile-friendliness is becoming a requirement with Google’s 2016 and 2017 algorithm updates, so if your website is older, it might not support an easy transition to mobile. Another sign it’s time to redesign.
You want to stay competitive in your market.
Check out the websites of your key competitors and compare them to your own site. If you’re considered a leader in your industry yet your site is the last to upgrade, it might be time to redesign.
You want to reinvigorate your marketing efforts.
It’s 2017, and that means your marketing should be full of digital tools: search engine optimization (SEO), conversion-focused pages, content marketing, social media, compelling visuals, etc. Does your existing website have the technology or customizability to enable you to flex your marketing muscles? In order to serve as an effective foundation for your digital marketing plan (and make your job easier), your website should have:
- Landing page templates for paid advertisements and email campaigns
- Conversion-focused Products or Services pages
- Blog and news templates for content marketing
- Social media integration
- SEO-friendly URL structures and tools for keyword optimization
You want to add new technology and functionality.
You might be looking to add e-commerce? Investing in these tools often makes more sense on updated technology. Adding a bolt-on tool to an outdated website is often less effective and costs more than creating a new website with the functionality built in. Likewise, new Content Management Systems are easier for website administrators to update with content and tools.
You want to launch a new service or product.
Sometimes a new product or service doesn’t fit cleanly into your existing website structure or can’t be showcased appropriately. Redeveloping gives you a chance to prioritize what your website focuses on and create a site designed around your current sales goals.
While these reasons can serve as a guideline as you consider whether your website is ready for a redesign, every company is unique, and there may be other factors that influence your decision. Stäfe Design and Development is happy to work with you to review your current site to determine how a redesign might help you achieve your business goals. Contact us today!