Your online presence matters. A survey conducted by Best Business Designs in 2021 revealed that 50% of consumers believe that a website’s design is crucial to a company’s overall brand and that 42% of people will leave a website because of poor functionality.
Without the right website design, all of your search engine optimization efforts could be wasted on half your target audience. Your business needs more than just a website. You need a site that will engage your visitors, build your credibility, and drive sales.
So how do you know when your website is serving your target customers well, and how do you determine when it’s time to give your website a facelift?
User experience is becoming more and more important. It is no longer enough to have a website, you must have a site that meets the needs of your users. For most of your new leads, your website will be the first place they interact with your business. It is therefore essential to make a good first impression online.
Here are 6 reasons why you may need to consider a website redesign project:
1. Your website is not mobile-friendly
On April 21, 2015, Google rolled out a new algorithm that penalized the ranking of websites deemed unsuitable for mobile. This came as a result of more people searching on mobile devices than on desktop computers. While many website owners have made 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 also help your business.
Nowadays, Google reports that “while nearly 75% of users prefer a mobile-friendly site, 96% of consumers say they’ve encountered sites that were clearly not designed for mobile devices.”
If you’re unsure whether your site is mobile-friendly or not, check out the free mobile-friendly tool from Google here. If you need help, we’d be more than happy to check it out for you.
2. You have bad search rankings
Your design impacts your ranking. This is a fact that many SEOs and site owners overlook. UX is one of the most important factors that Google looks at when determining whether or not your site should rank for a particular term. In a 2021 survey from GoodFirms, having no responsive design is considered one of the top reasons visitors might leave a website, according to a survey of over 200 web designers and freelancers.
In addition to responsive design, you should apply SEO best practices throughout your website redesign. Adding keywords to headings that contextualize your business services on the homepage is just as vital as remembering to include a search bar.
One of Google’s main philosophies has always been to provide the best user experience to its Internet users. These include things like site performance, usability, and mobile friendliness, all of which are part of Google’s algorithm.
A poor user experience could prevent your online business from maximizing its full potential in organic search results pages, which would then reduce your 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 your user experience isn’t great, it could cause Google to lower your Quality Score, which increase cost per click (CPC) for your ads.
3. Your bounce rate is too high
I’m not sure what it is? Here is the definition of bounce rate.
If you use Google Analytics to track your site, and I strongly suggest you do, you can see your bounce rate from your site’s “Audience Overview”.
According to SEMRush, and 41% to 55% would be considered an average bounce rate. An optimal bounce rate would be between 26% and 40%. Anything above 55% must be assessed.
Bounce rate is calculated using the following equation.
Bounce rate = total number of visits viewing a page / total number of visits to this page
A higher than average bounce rate means your users find your site boring or not engaging. It could mean it’s time for a website overhaul.
4. Your site looks old
This one is tricky. If you have a mobile friends site with good rankings 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 it, leave it alone. Your website is first for your ideal client! But if your site isn’t performing well in the first three areas and looks outdated, a website redesign might just be the fix you need.
On the other hand, if you’re looking to grow your business and reach new potential customers, you might want to include custom website design as part of your new marketing goals. In this case, you’ll want to make sure your redesign strategy and your content strategy align.
5. Your website is too slow
A slow website can be a killer. In 2019, Google commissioned a study conducted by 55 and Deloitte. They found that reducing mobile site load times by just a tenth of a second led to a significant increase in conversion rates, specifically 8.4% for retail sites and 10.1% for travel websites.
Due to the high-speed connections available in the United States, users have become extremely impatient. If your site takes too long to load, they will leave. But by updating your site and building it on a faster platform, you could capture more traffic and increase your business revenue.
6. Your website is difficult to update
Do you still have to modify your site to the “old fashion”? Content management systems (CMS) have come a long way over the past few years and there’s no reason you should have to learn code just to be able to offer something new on your site. It is important that your content remains relevant to your users. This means that your website should be updated as much as your users demand. Having an easy-to-use CMS will help you stay in the know and relieve some unnecessary stress.
Your website is the digital gateway to your business. Making sure your site meets your users’ needs will have a huge impact on your business. If you think your site fits one or all of these reasons, it might 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 our 10-point checklist for a website redesign project plan. This will help you cover all the important aspects of your next site redesign.