Is it time for a website redesign?

When you first launched your website, there was probably no question that it met the needs of your business. However over time, you may very well be discovering that it does not seem to be working as effectively and is now hindering your marketing objectives.

Over the past decade, websites have become critically important for businesses. Your website may provide the primary platform for your sales or it may be providing your clients with that very important first impression.

It is incredibly important that you do not neglect your website. Your website needs to contribute towards the growth of your business, but unfortunately, a neglected website will work against you.

So how do you know when it’s time for a website redesign? Simply ask yourself the following nine questions to find out.

1. Has your business changed recently?

A ‘yes’ answer means it’s time for a website redesign.

Businesses change over time. Perhaps you have tweaked your business model, grown in size or introduced a new product line or service. Any of these will require a website redesign.

Sadly, many businesses change in significant ways but fail to make necessary alterations to their website. When this happens, your website will no longer promote your business’ goals. It will more than likely be promoting the wrong things – and in the wrong way.

2. Are the websites of your competitors outranking you in search engine results?

A ‘yes’ answer means it’s time for a website redesign.

Alongside word-of-mouth references, search engine referrals provide the best avenue for traffic to your website. If your competition are ranking higher than you within search engine results, there is a high probability that they have implemented search engine optimisation practices (SEO) that you haven’t yet discovered. To start outranking your competition, you’ll need to re-launch a new SEO savvy website.

3. Are you generating a satisfactory level of business from your website?

A ‘no’ answer means it’s time for a website redesign.

How many leads came from your website last month?
How many leads did you convert into sales?

If your answer to these questions is “Not Enough!”, then it’s time to redesign the website to ensure that it becomes a bigger contributor to your business. It is likely that there are a number of best web practices that you are not implementing. Contact Marketing Makeovers us on 01527 882695, or 07590 298040 to discuss the options available to you.

4. Is your website content static and rarely changing?

A ‘yes’ answer means it’s time for a website redesign.

The web moves quickly. Your website needs to change with the times or your business will risk appearing out of touch. New content to your website will also improve your site from an SEO perspective.

5. Does your site have an outdated look?

A ‘yes’ answer means it’s time for a website redesign.

If you objectively look at your site and determine that it has an outdated look, it is time for a redesign. A site designed in, for example 2005, will no longer look current in 2013. Web design standards and trends change over time, so it is very easy for your website to become out of sync with the times. Visitors will spend less time on an outdated website, resulting in your customer acquisition via the web being slow.

6. Is your site navigation fast and intuitive?

A ‘no’ answer means it’s time for a website redesign.

Websites that were designed a long time ago are likely to have been created with navigation that does not reflect current best practices. These websites were also likely to have been created with unnecessarily large files that slow down page load time.

Good navigation requires the following:

  • Information is clear and easy to get to.
  • Nothing is deeply rooted or hidden.
  • Pages are accessible for the search engines.

7. Is your site technically current, including things such as RSS feeds and XML site maps?

A ‘no’ answer means it’s time for a website redesign.

Web technologies keep changing and mostly for the better. Your website visitors expect you to be using the latest technologies. Sites that are missing key features such as RSS feeds, XML site maps, blog content etc, will appear behind the times in most site visitors’ eyes.

8. Is your site displaying properly on all of the new web browsers that are coming to market?

A ‘no’ answer means it’s time for a website redesign.

New web browsers enter the marketplace regularly and changes are constantly being made to the ones that have been around for years. The websites designed by Marketing Makeovers are tested regularly in a variety of web browsers to ensure they perform effectively. If you are not doing such testing on your own site, you’d be surprised at how quickly a website can stop working effectively on a new or modified browser. The older the site, the more likely it is to breaking down on your visitors. This in turn, translates into a lost opportunity and it is inevitable that a more up-to-date website is required.

9. Is your organisation suffering from lack of enthusiasm, limited creative thinking and low morale?

A ‘yes’ answer means it’s time for a website redesign.

Believe it or not, redesigning a website can be the key to transforming an uninspired organisation into an organisation that is passionate about what they do. When carried out effectively, a website redesign will enable a number of people within the organisation to get involved. Those who participate in the project tend to become more passionate about the business and will also elevate their critical thinking. In this sense, a website redesign can be a catalyst that improves overall organisational performance, even in areas that are not directly tied to your web presence.

The bottom line on website redesign

Website redesign is a complex undertaking, but the benefits of a new website can transform a good business into a great business.

Your website is your first impression on the market. A professional, well-designed website will convey to prospective customers that you are worthy of their getting to know you better. If the business is such that the site can actually convert a prospect into a customer, then it’s even more important that the website is solid. An outdated website will have a very negative impact on your business.

Marketing Makeovers provide a full range of redesign services. If you have read through this article and discovered that it is time for a website redesign, please contact me and I will be happy to discuss the options available to you.

Hannah Caswell

About Hannah Caswell

A 12 year career in the design industry has meant that I've learnt A LOT about what works and what doesn't. I love sharing my knowledge and enjoy fuelling my entrepreneurial journey with the knowledge I gain from others too.

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