Is It Time For a Website Redesign?
In this blog post, We’ll go over some factors to know if it’s time for a Website Redesign for your business.
Your website is the most powerful marketing tool you have as a small business; it can do so much of the heavy lifting inside your company from attracting new prospects into your world to convincing more of them that they want to work with you or buy from you.
But most websites just aren’t set up to be successful. You may be wondering at this point if a redesign is a necessary right?
We’ve got six surefire signs for you to know if your business could benefit from a website redesign.
Change in Branding
The first way to know is if you’ve changed your branding or what you offer. Business owners often confuse branding with logo design, but the truth is branding is all-encompassing from everything, from your logo to all of your marketing materials, including your website.
To put it another way, your branding is the personality of your business. It’s the feeling you want people to associate with you. Hence, if you change your logo or any of your other branding elements, everything needs to match.
It may not necessarily mean a ground-up redesign but at least rethinking of the overall look and feel of your website.
Your Customers Aren’t Engaged.
The way you would know this is by looking at your website analytics such as Google Analytics. A sign of your customers not engaging enough on your website is a metric called bounce rate, which means:
A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.
Bounce rate is single-page sessions divided by all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.
Another metric to look at here is time spent on site in other words how long people are sticking around and engaging with your pages and website content. The reason I’d like to look at the time on a page more than a bounce rate is pretty simple because bounce rates can be deceiving.
For example, You’ve got a great homepage, and the website visitors are finding everything they need on your homepage and then they’re leaving at that point.
That’s not necessarily a bad thing, but it’s still considered a bounce because they haven’t gone to any other pages on the other hand if they’re coming and leaving within five or ten seconds that is a much bigger issue. After all, that means what they’re seeing is confusing, or your content is not engaging, or it might just be an outdated design that’s not inspiring any trust in you as a business.
Website is too complicated.
Most small business websites tend to say way too much on their website and offer way too many pages which can sound like a good thing, but the truth is whenever you include too much content and give people too many choices people tend to get lost in the weeds and not know where to go next.
The better thing to do is concentrate on handfuls of pages that are going to lead to a sale or at least someone becoming a lead for your business.
Depending on your website, it can be a simple fix such as restructuring the navigation tabs in your header. Prioritizing on your most popular pages that are getting visits and moving the pages that are not getting visits into the footer menu.
A website that’s not designed to convert
If your website isn’t continually bringing you new business, it isn’t doing its job. We recommend every site needs two different calls to action.
One primary call to action which is there to give people an effortless way to get the ball rolling if they’re ready to do business now and the secondary call to action is there to build your list of leads. The vast majority of customers who are not ready to do business right now or customers who are just basically in research mode.
You might need a redesign for this because there’s a lot of planning involved and where to put all these different elements on your site, especially a solid opt-in section for your lead magnet.
You also need to plan out the colours and the overall style of your call to action buttons. I recommend that your primary call to action button should be big bright and bold so that it stands out against all the other elements on the page.
A great example of a call to action is a website from Manpacks.
Speak your prospective customers’ language, and you can get them to do pretty much whatever you want—case in point, this call to action example from men’s grooming product site Manpacks.
If it doesn’t perform well on mobiles
Over half of website traffic and website visits are done on mobile, and that’s going up every single year, so if your mobile website loads slowly are just an afterthought or look like a small version of your desktop site. That is going to have to change and the sooner, the better.
Just about every modern WordPress theme is responsive meaning it will scale down in a sophisticated way for mobile devices as well as for tablets.
In a lot of cases, your desktop site can be full and have a lot more visual flair because you can afford to have that on desktop, but it would have to be removed in a mobile site, so people don’t have to scroll through your entire page endlessly.
If it doesn’t tell the story of your ideal customer
One thing that doesn’t always come naturally to businesses on their website is to talk in a way that means something to their ideal customers. The way you do, that is through a customer saga story where you present the problem that they are going through, You tell them how you solve it and then finally what their life looks like on the other side of working with you.
That kind of copy is what expert marketers have been using for decades because it works so if your website isn’t hitting on that customer saga you’re going to do much much better if you write it all out.
New written content often needs a new layout to make it work so if you have any of these problems, you could make some minor tweaks to improve things. Still, if you could check off at least three of these items, it might be much more freeing for you to start fresh web design rather than plugging holes with piecemeal revisions.
Even if you’re under a really tight budget, this is all doable by you if you have the right strategy and the right plan to bring it all to life.