As the new year rolls around, the question will likely come up if you should make some changes to your website. And before diving deep, your website should function as a living and breathing marketing asset that’s always improving. Your website should always have minor changes to position your company for more massive growth.
Here are our top five signs it’s time for a website redesign.
1: Your Customers Are Telling You
The easiest way to know if you need a website renovation comes from talking with your sales and success teams. Do prospective customers enter into conversations lacking an understanding of what product or services you have? Other times it may be more obvious. Specifically if clients tell you the website isn’t easy-to navigate, or complaining about the difficulty of finding resources.
If your customers are telling you your website is difficult to navigate, and if you aren’t seeing the appropriate levels of engagement on your website, something needs to change with your website.
2: Old Web Design Trends
Think about a website that feels like it’s from the early 2000s. You suddenly have less trust in the brand. It’s because they are using design techniques that have become dated.
Many design trends were considered industry standards and best practices years ago. These design practices have changed, and if your website hasn’t changed… Well, your visitors may be feeling like you do when you land on a website from the early 2000s.
Here are a few outdated website trends to avoid.
- Heavy drop shadows
- Using bevels
- The entire site is contained
- Using gradients everywhere
- Lots of different fonts
- Multiple colors are used everywhere
These trends discredit the authority of your website. If you have some of these design trends on your website, it’s time to make a change.
3: Your Website Hasn’t Been Touched in Over 2 Years
If your website hasn’t seen any changes in the past two years, it’s a near guarantee that something on your site needs some love.
The world has completely changed in the past two years. Your brand message needs to adapt too. Otherwise, your content probably doesn’t resonate with your audience like it once did.
The way you communicate your message should change to match the times. And that doesn’t mean messages like “In these unprecedented times…” like every single company did. It means recognizing a transition in the way people are living and crafting your message to align with the transition.
4: Inconsistent Branding
To understand where you fall regarding your marketing strategy, simply ask yourself three questions.
- “What role does our website play in our marketing strategy?”
- “How effectively is our marketing strategy impacting revenue?”
- “Of the six roles a website should play, how does our website do?”
If you don’t know the answer to any of these questions, you are likely in the first situation outlined and need the assistance of an agency in a major project. If you know what you’re trying to accomplish but fall short, you are in the second situation. Finally, if you see continuous revenue growth, you are likely in the third situation.
If you fall into the second or third situation, assess your goals, internal capabilities, and upcoming initiatives. Then you can determine exactly what you need. If you don’t have the internal resources you need to execute your website project, you’ll want to find an agency partner that can equip you with the website you need to help you grow.
5: Poor Mobile Experience
The mobile experience is critical for digital marketing success. There are far too many reasons to exhaustively list here, but here are the main two.
Reason one: your buyers are on the go.
Sure. In B2B, they may not schedule their call or do their detailed research on their mobile device, but many are starting their research on mobile. Let’s paint the picture.
Your ideal buyer needs a new piece of technology. They have a friend who works in a similar space in the same role. The friend sends your company website over in an email.
Your ideal buyers on lunch so they pull up the website to feel if your company is the right fit. The mobile experience is a disaster, doesn’t load quickly, feels cluttered, and simply sets a horrible first impression. Your ideal buyer gets back to the office and just Googles your industry and explores numerous other websites. Yes. Final decisions are made mostly on desktop. But your first impressions are most often on mobile. If you aren’t making a great first impression, you aren’t making it to the decision stages made on desktops.
Reason two: Google said so.
Want to rank in Google? Optimize for mobile. Google has made it clear that to rank high in search, you need to have a site built from a Mobile-First perspective. Mobile-First means you think about how it will look and feel on mobile before thinking through how it will look on a desktop.