How do I know when I need a new website redesigned?
Renewing your image is something we are familiar with in all aspects of life. From restyling yourself with a new wardrobe, to rebranding your business with a new look and logo, a freshen up is an opportunity to throw out the old and embrace the new, and showcase that you are innovative, current and exciting. A website is no different – but when’s the right time to get a redesign?
The internet has revolutionised content accuracy. Whereas print content is out of date the minute it is printed, online content can be kept current by making web changes in real-time. But that doesn’t mean website owners are exempt from freshening up their design here and there.
A new website has many benefits. There’s the obvious advantage of incorporating cutting edge design ideas and functions that Google may deem important and in fact, it has a positive effect on SEO. It’s also a chance to improve your user experience, to maximise engagement from your visitors and drive better conversions. Sometimes, it’s just a good idea to refresh your look to inspire your users and show them you are moving with the times.
When should I get a new website?
There is no right or wrong answer here. It largely comes down to how current your content is, how well your site is performing, what new content or messaging you might have and whether the site is fully functional on different devices. But on average, we would recommend doing this every 2-3 years.
To help you to define whether or not you need a new site, we have listed some things you can check.
It’s not mobile-friendly
More Google searches are now conducted on mobile than on desktop, so it’s important that you have a mobile-friendly website. If it’s not, then your website won’t load very well on mobile and may cause the user to click back to the results pages. You need to have what’s called a responsive website. Responsive means, the screen resolution adapts to whatever device the user is using. You can check if your site is responsive by using a some mobile-friendly test software.
It’s not generating leads
A good website shouldn’t just be a reference point – it should generate sales leads. If you’re an ecommerce site selling products online, this will translate as online sales. If you list your products and services online but sell offline, this is about generating leads for potentials sales. To achieve both, you need a combination of the right messaging about the benefits and USPs of your offering, an easy and functional user journey and clear USPs. Auditing your performance in these areas may take some analysis skills, but Google Analytics is great for comparing conversion stats for different periods and looking at where users are dropping off the site.
Your content is out of date
As your brand evolves, so too does your content. Rewriting your copy is something you can do as you go, if you’re using a CMS admin system, but sometimes the evolution of your business might render your sitemap and site functions out of date. This may require website development time to restructure your websites pages and build new elements, or it may require design time to change the way something looks. If you are at the point where you are avoiding sending users to your site or having to excuse any of the content, it’s a fairly clear sign you have some updating to do.
It looks tired
Some sites may just look a little old and be in need of some TLC. This may be because of old images that need replacing, archaic design that needs modernising or a look that you’re just a bit bored of. And let’s face it, if you’re feeling bored by it, the chances are your customers are too. A refresh keeps things exciting and reignites your customers’ love of your brand.
It’s not self-managed
There is a plethora of web design specialists that will build you a website, but those who build you a site with no backend CMS system to manage your content may not be doing you any favours. A static site as it’s called, may mean that you need to pay for web development time every time you want to make a minor change to it. It’s best to get a site built, along with a CMS system. Sites built on WordPress have their own built-in CMS system, but some web designers will make you a custom-built one, depending on your budget. How do you currently manage changes on your website? If you’re having to go back to your developer or action changes via FTP access, it’s time for a new site.
Your SEO performance is suffering
Your SEO performance – or how well you rank on a search engine, is driven by multiple factors. Some of these factors include things like how much fresh content you are generating, users time spent on site, bounce rate, site speed and various technical elements. If your site is old, you may be finding that the level of traffic to your website has declined or is not increasing at the rate you would expect against the level of SEO efforts. You can check this by using Google Analytics and looking at Organic Traffic or by obtaining a report from a FREE SEO audit tool.
Your site speed is slow
You’ve had a rebrand
This is a pretty obvious and probably the most genuine reason for a new website. A rebrand usually comes with a change of logo, images, messaging and even colours. Your website should be your digital reference point and should be consistent with your business cards, social profiles, stationary, ad campaigns and anything else you’ve updated with your rebranded design.
Your product offering has changed
For some this may mean a whole host of new products to build pages for and work into the sitemap – especially if it involves changes to product categories and new options built into the nav. For other businesses, it may be that your products or services have evolved or drastically changed. This could affect content, page functions, calls to action and messaging. IMHO, if you have significant changes to make to your site, it’s probably an excuse to have a new website.
Want professional assistance with web development?
Need help with your web design and development? Whitefish Marketing agency in Kent work with businesses in the south east to improve their online visibility with modern, innovative and functional website design. Call us on 01303 720 288.