Technology and consumer behaviours are progressing and changing faster than ever. So if you find you’re asking yourself “when should I start thinking about website redesign?”, the answer is right now.
To make sure your website is working the best it can, tweaking and developing iterations are key – this is something we can often put on the long finger: With other more pressing invoices to pay, it can seem like something for next year’s To Do list. But prioritising a new website can actually be a step towards generating more revenue. The truth is; sometimes we have to spend money to make money.
Be sure that this is the right time to make this investment. Have a look at the below list and see if you have any of the warning signs that your website is no longer fit for purpose.
Website Red Flags
There are many situations that indicate that it is time to consider redesigning a website. Let’s go through our checklist below.
1. Your tech is out of date
Every few years the way people browse the internet and the tools they use to interact with it change. Your site must evolve with it, or people will simply stop using it. Unresponsive design is a thing of the past. The fact is that more and more of your visitors are coming to your website on their phones with the expectation of a seamless browsing experience, don’t let those users down by skimping on that. Frankly, if your website isn’t mobile optimised, you’re losing leads. It is imperative that your site functions on every device. This also includes making sure that all screen sizes are considered and all browsers are functional.
Another tech gaffe is allowing 404 error messages and broken links to live on. Not only is this not a good use of communication for your business, it is active bad advertising – showing a lack of organisation and poor maintenance. If it has come to this, you have some options; and we can help you maintain your current site while you come up with a digital solution that adds value for your business. A 404 error message is an internet SOS.
2. Your business goals are not being met
Does your site align with your business goals? If you’re not meeting your target conversion rate or traffic, or if your bounce rate is too high and your email signups too low… maybe the problem is the design itself. You want to be seeing steady growth with your site. If your website isn’t creating leads, it’s time for a rethink.
3. You want to stay current with design trends
Redesigning a website isn’t always about essential updates. Sometimes it’s more image and brand centric. Every once in a while visual trends get refreshed. If you want to come across as a modern company on the pulse of your industry, you have to look the part – this means live and up-to-date and in line with web trends.
4. You’re targeting a new market
Different demographics, nationalities and cultures all have different preferences for visuals, text tone, the way they interact with the interface, the way they search keywords and even colour and sound preferences. Targeting a new market means making sure that your thinking starts with the target: What do they like? What inspires them? What do they care about?
It is also worth reflecting on how you can do this while distinguishing yourself from your competitors. Just remember to ask yourself here “Do I like my website better than my competitors?” A simple yes might be all you need to keep your website going for another year or two.
5. You can do better
So often our website is a necessity that we created in a time of pressure and panic. But are you proud of your website? If you cringe or find yourself making excuses when sharing your website with potential clients and employees, it may be worth thinking: how can I do better here? If your competitors are rising up, poaching your clients and clearly have a more effective website than you, it’s time for change. 70% of a purchase decision is influenced by the business website. So are you inspired to buy when you look at your own website? If not, we believe in you – you can do better.
There are countless unexpected benefits to a website refresh: It gives an opportunity for a rebrand allowing you (and sometimes forcing you) to rethink all of your assets which most likely also need a refresh (but that’s another blog!). With new content, fresh images and enhanced user journey, a new website can help to increase site traffic and SEO. Considering that Google updates its algorithm every few years, it’s worth aligning your search engine strategy with your ongoing digital strategy. Speech-specific keywords or ones that work in conjunction with new-tech like Alexa, are innovative features that can be brought into the mix. Your site’s design can increase your chances of a conversion, and now could also be the time to add new functionalities to the site to increase leads.
A site redesign also gives you the opportunity to improve content management. Knowing how long to make your copy, when to insert videos or graphics, how to structure your navigation and thousands more psychological design choices are all part of this science.
A new website can be a catalyst for a lot of essential updates to your business communication. If that is important for you, it’s time to start making plans to redesign your website. The good news is it doesn’t have to be difficult or time consuming. With a bit of reflection on your needs and goals it is a step by step process which doesn’t need to overwhelm. At Kooba this is our bread and butter, we redesign websites in our sleep (sometimes literally).
Our straightforward and simple process really hinges around 1 key question:
What is success for you?
This is where the conversation starts and what we build on every step of the way.
You don’t always have to start from the ground up and build a brand new site, but it is important to remove the blockers and keep your website at a high performing level. A website is often the first port of call, which means it makes the first impression your potential clients have of your business. So make sure to make a good one. Take the first baby step today.