Website technology is constantly changing. Between new design trends, new mobile devices your site has to be compatible with, Google updates, and the growing list of design languages, it can be hard to keep up. How long has it been since you updated? When was the last time you really took a good look at your company website with fresh eyes? Chances are if it wasn’t this year, it’s time for a refresh. Whether it’s a complete overhaul or just a minor update, we’ve got 8 signs that it’s time for a website redesign.
It’s not responsive
Last year, Google announced that “more Google searches take place on mobile devices than on computers in 10 countries, including the U.S. and Japan.” Responsive design is no longer a nice-to-have, it’s a must-have. In fact, with Google’s new Mobile Friendly Update, not having a mobile friendly website will hurt your site’s SEO.
Responsive design is the standard now. It’s not only what consumers expect – it will help you drive more sales. According to Econsultancy, 62% of companies that designed their websites with mobile in mind saw an increase in sales.
The design is cluttered and outdated
Clean design is the trend these days. If your website is cluttered with a complicated navigation menu and lots of distractions, you may be leaving a bad impression or losing conversions to visitors who are confused.
Gone are the days of Flash, long navigation menus, and squeezing as much as possible onto the front page. The trends call for clean lines and a minimalist approach. The three biggest trends for web design now are:
- Clean design – takes the approach that “less is more”
- Flat design – an emphasis on minimum use of stylistic elements, but uses elements like drop shadows, gradients, and textures to give the illusion of three dimensions
- Material design – Makes use of grid-based layouts, responsive animations, and depth effects
If your website doesn’t take any of these three trends into account, a redesign might be in order.
Your search engine rankings are low
If your website falls to the bottom of the list in searches, it’s time to make some changes. Websites that go untouched for years lose their search engine rankings simply because search algorithms and search behaviors are always changing. These algorithms often favor websites that offer fresh content on a regular basis. It’s important to have a content strategy in place so that you are using the most up-to-date SEO best practices and producing fresh, high-quality content that is searchable.
Your website is not converting visitors or has a high bounce rate
Have you looked at your website analytics recently? If your average time-on-site or pages-per-visit numbers are low, it’s time to rethink your design and website copy. These two metrics are indicators that website visitors are not finding your website useful, not finding the content or the answers they need, or are turned off completely by your design.
Your website has a slow load time
If your website doesn’t load within three seconds, there is something wrong. Slow load times are a sign that there is something technically wrong with your website. A slow load time can also cause you to lose visitors and hurt your search engine ranking. According to Wired, “47% of consumers expect a web page to load in 2 seconds or less.”
You can’t make updates to content easily
Content Management Systems (CMS) have come a long way in recent years. If updating your website requires an IT person, you are not up with the times. It is a best practice to keep your website up to date with fresh content. How can you do that when you and your employees can’t make changes easily on your own?
Your website lacks common UI design principles
It’s very easy to turn a visitor off to your website. There are standard UI (User Interface) principles that have been well researched and that can help insure your website keeps the attention of your visitors. Following common UI principles ensures you are guiding and influencing your visitors’ experience once they get to your website and that you are making your website as easy to use as possible.
Here are some common best practices that well-designed UI experiences include:
- Visual feedback on user actions
- Bite-sized chunks of information that are easy to scan
- Clear calls to action
- Simple and clean interface that is easy to navigate
- Important elements that are highlighted
It’s hard for visitors to pinpoint what you do
One of the biggest reasons a website doesn’t convert visitors is it doesn’t clearly convey what the business does nor the number one action visitors should take (which is – sign up for the email list so you can capture their info, put them in your pipeline, and turn them into a lead in most cases).
Humans have an eight-second attention span. (That’s a shorter attention span than goldfish apparently.) If your website can’t convey what it is and capture a visitor’s attention, you need to do some tweaking. Visitors need to be able to quickly determine what you do and then be guided to the next steps they should take.
Whether you tell them a story with a long scrolling feature, help them self identify with clear options on the first page, or showcase your products and services with a large hero image or a video above the fold (above where they have to start scrolling to see more content), you need to capture their attention, and you need to do it in eight seconds.
If any of these 8 signs it’s time for a website redesign are apparent on your website, it’s time to rethink your design, your copy, or maybe even start over. No matter how much you’ve tweaked and perfected, there’s always more that can be done. The best websites are always being testing and tweaked in order to fine tune the conversion process. While testing and updating will help to improve your overall UI and keep your search rankings up, what’s more important is that your website will be able to complete its number one function. And that is – be your salesperson and your presence when you can’t be there and bring in leads for you.
Have questions about your website? Contact us for a free website consultation, so we can talk about what you’re doing right – and what you could be doing better. What do you want your website to be doing that it isn’t doing yet?