Your online presence is important. A survey conducted by Top Firm Designs in 2021 revealed that 50% of consumers believe website design is critical to the overall branding of a business and 42% of people will leave the website due to poor functionality.
Without the right website design, all search engine optimization efforts can be wasted on half of your target audience. Your business needs more than just a website. You need a site that attracts your visitors, builds your credibility, and increases sales.
So, how do you know that your website is serving your target customer well and how do you determine that it is time to give your website a facelift?
User experience is becoming more important. It is no longer enough to just have a website, you have to have one that meets the needs of your users. For most new leads, your website will be the first place they interact with your business. So making a good first impression online is a must.
Here are 6 reasons why you might consider a website redesign project:
1. Your website is not compatible with mobile devices
On April 21, 2015, Google introduced a new algorithm that penalizes the ranking of websites that have been found to be not mobile friendly. This came as a result of people searching on mobile devices more than desktop computers. Although many website owners are making the switch to meet the new requirements, there are still a number of sites that are not mobile friendly. Having a mobile site not only helps your users but can help your business as well.
As of today, Google stated that “while approximately 75% of users prefer a mobile-friendly site, 96% of consumers say they’ve encountered sites that are clearly not designed for mobile devices.”
If you’re not sure if your site is mobile-friendly or not, check out Google’s free mobile-friendly tool here. If you need help, we’ll be more than happy to check it out for you.
2. You have poor search rankings
Your design affects your ranking. This is a fact that many SEOs and site owners overlook. UX is one of the most important factors Google considers when deciding whether or not your site should rank for a particular term. In a 2021 GoodFirms survey, a lack of responsive design was ranked as one of the main reasons visitors leave a website, according to a survey of more than 200 web designers and freelancers.
In addition to responsive design, you should implement SEO best practices throughout the entire website redesign. Adding keywords to the headers that contextualize your homepage business services is as vital as remembering to include a search bar.
One of Google’s main philosophies has always been to provide the best user experience for its searchers. This includes things like site performance, usability, and mobile compatibility, all of which are part of Google’s algorithm.
A poor user experience may prevent your online business from maximizing its full potential in organic search results pages, which then leads to fewer conversions.
A poor user experience can have a long-term impact on your digital reach. If you decide to acquire users via paid search ads, and your user experience is not great, it may cause Google to lower your Quality Score, increasing the cost-per-click (CPC) of your ads.
3. Your bounce rate is too high
Not sure what this is? Here is the definition of bounce rate.
If you use Google Analytics to track your site, and I highly suggest you to do so, you can see the bounce rate from your site’s Audience Overview.
According to SEMRush, 41% to 55% would consider the average bounce rate. The optimum bounce rate will be in the range of 26% to 40%. Anything above 55% should be evaluated.
The bounce rate is calculated using the following equation.
Bounce rate = total number of visits viewing one page / total number of visits to that page
A higher-than-average bounce rate means that users find your site boring or unattractive. This may mean that it is time to redesign your website.
4. Your site looks outdated
This one is tricky if you have a mobile friendly site with a good ranking and a healthy bounce rate, don’t mess with your site. Even if your site looks outdated, if it serves its purpose and your users love, leave it alone. Your website is for your ideal customer first! But if your site doesn’t perform well in the first three areas and looks outdated, a website redesign might be the solution you need.
On the other hand, if you are looking to expand your business and reach new potential customers, you may want to include a custom website design as part of your new marketing goals. In this case, you’ll want to make sure your redesign strategy and content strategy are aligned.
5. Your website is very slow
A slow website can be fatal. In 2019, Google commissioned a study by 55 and Deloitte. They found that reducing mobile site load times by just a tenth of a second resulted in significant increases in conversion rates – specifically, 8.4% for retail sites and 10.1% for travel sites.
Because of the high-speed connections available across the United States, users have been very patient. If your site takes too long to load, they will leave. But when you update your site and build it on a faster platform, you can get more traffic and increase your business revenue.
6. It’s hard to update your website
Do you still have to modify your site the “old” way? Content management systems (CMS) have come a long way in the past few years and there is no reason why you should learn to code just so you can make a new offering on your site. It is important that your content remains relevant to your users. This means that your website needs to be updated as often as the users. Having an easy-to-use CMS will help you stay on top of things and relieve some unnecessary stress.
Your website is the digital front door for your company. Ensuring that your site meets the needs of your users will have a huge impact on your business. If you feel that your site fits any or all of these reasons, it may be time to consider investing in a website redesign.
Better Website = Better User Experience = Happy Customers = More Business!
Do you have specific redesign goals for your website? Download this 10-point checklist for a website redesign project plan. This will help ensure that every important aspect of your next site redesign is covered.