When is a good time to freshen up your look?

In this day and age, digital rules all. Everything is online and can be found at the touch of a button. This means that your audience’s first impression of your business is based highly on your company's website alone. That being said, a website redesign can be one of the most important decisions your company makes. It should require a lot of time, effort, and thought. As a digital marketing agency, we value our clients and only want the best for them. That’s why when it comes to their websites, we focus on redesigns whenever needed. So what exactly is a website redesign? And how do you know if you should redesign your website?

Let’s start off by examining what a redesign is. It’s important to know that a redesign doesn’t necessarily mean you are changing every branding and design element of your website. Redesigns can be as little as making minor adjustments to backend functions, to major changes on the front end side of your website. The purpose of all website redesigns is to make your website work better for you and help you achieve your company’s goals.

Because the website redesign process can seem daunting, many people shy away from it. While you may find many reasons not to redesign your website, here are 6 reasons you should.

6 Reasons to Redesign Your Website

  1. It looks outdated. With technology rapidly changing, there’s always a “latest and greatest”. If your website isn’t visually appealing to your audience, you will be judged. One of the main reasons companies do a website redesign, is that their site looks out of date.

  2. It is not responsive across multiple platforms. It was easier years ago when people were only viewing websites on their desktops, but now they are viewing everything on their mobile devices. In fact, according to Statista, more than 17% of all website traffic comes from mobile devices. Your customers expect there to be a seamless transition when they view your website across multiple platforms. If they don’t experience this responsiveness on multiple devices, you are probably losing leads and should consider a website redesign.

  3. It isn’t driving traffic or leads to your company any more. A major purpose of your website is most likely to drive leads. Look, functionality, and appeal are all important, but if it isn’t giving you the results you want then is it even worth having? If you become unhappy with the results you are seeing from your website, then it’s time for a redesign. By examining your website’s conversion rates, you can typically get a good idea of what needs to change on your site. For example, are your landing pages actually drawing your potential customers in? Is your site too text heavy, leaving people to choose a competitor’s site? Are your CTA’s (call to actions) meaningful and what your customers are looking for? All of these questions, when asked and answered, can help your company create a new purpose for your website redesign.

  4. It no longer reflects your company's product, purpose, etc. If you have changed your company's product or marketing strategy, it may be time to redesign parts of your website. Maybe the purpose of your site has changed? You should consider a redesign if this is the case as well, because you will want your website’s layout to match your new goals.

  5. Your competitors are beating you. Your competitors will always be changing things as well, so you obviously shouldn’t go and change your website every time one of your competitors changes something about theirs. However, if they make a change that starts improving their rank or taking your customers, it may be time to consider making your own changes. SEO (search engine optimization) shouldn’t be your only driving factor, however, if your competitors are taking top spots from you, it may be your website SEO that needs redesigning.

  6. It’s hard to manage. It may seem obvious, but if your website is difficult to make changes to or doesn’t functionally work anymore, it is definitely time to consider a redesign of your website. Functionality should be your main focus, because it controls your website traffic and lead generation.

These 6 scenarios are not the end all be all for your company, so don’t worry if you read this and start panicking because your company can identify with one or more of these situations. However, if you do recognize some of these issues in your own company, it may be time to consider a redesign. Your website should be helping you, not hurting you. With all this being said, is it time for you to freshen up your look and redesign your website?

Lydia Sloan