Is It Time to Redesign Your Website?

When you first launched your website, it seemed to meet your needs and be an asset to the business.

Over time, however, things change, and a website that once supported your organizational objectives will often morph into something that actually works against your achieving your business goals.

To be sure, websites have become critically important to businesses. Your site is your public persona and encapsulates your company image. It may be the primary sales agent for your firm’s goods and services, or it may be offering the first impression to prospective customers, determining whether they decide to further research your offerings and potentially become a customer.

You cannot afford to neglect your website. You want your website to contribute to the growth of the organization, but a neglected website works against you.

So how do you know when it’s time to redesign a website? To help you decide if it’s time for a website redesign, here are ten simple questions to ask yourself.

placeit (20)1. Has your business changed recently?

A “YES” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

Businesses change over time. ¬†Maybe you’ve modified your core positioning. Maybe you’ve added a line of new offerings.

Sadly, many businesses change their businesses in significant ways and leave their websites as is. When this happens, the website is no longer an ally in promoting your business goals. In fact, your website may even be working against you achieving your business goals because it’s promoting the wrong things in the wrong way. If your website is no longer strongly supporting your organizational goals, it’s a good bet that you’re badly in need of a website redesign.

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

A “YES” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

Alongside word-of-mouth references, search engine referrals provide the best avenue for traffic to your website and for new customer acquisitions that result from increased traffic. If the competition is outranking you, it likely means that they have implemented search engine optimization (SEO) best practices that you’ve not yet gotten to. You need more/better content and a better internal linking structure. To outflank the competition, you’ll need to relaunch your website in an SEO-savvy fashion.

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

A “NO” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

How many new leads came from your website last week? How many new customers did you get via the website last month? If your answer to these questions is “Not Enough!” or something similar, then it’s probably time to redesign the website so that it becomes a bigger contributor to the business. There are likely several things that you are not doing on the site that are considered to be best practices for generating business from a website.

4. Is your site content static and rarely changing?

A “YES” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

The web moves quickly. Your website needs to change with the times or your business will risk seeming out of touch. New content not only makes site visitors see you as agile, but also improves your site from a search engine optimization perspective.

If you feel your content is stagnant and dated, it’s time to redesign the site. Start by thinking about your content at a high-level and then move down to the nitty gritty. If the words don’t click with your site visitors, you may need to find a better way of saying the same thing. For best results, get an outside opinion. Chances are you’re probably too close to the subject matter to judge it objectively.

5. Does your site have a dated look?

A “YES” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

If you objectively look at your site and determine that it has an outdated look, it is probably time for a redesign. A site designed in, say, 2001 will no longer look current in 2016. Web design standards and trends change over time, so it’s easy to get to a stage where your web site design is out of sync with the times. When that happens, research indicates that site visitors will spend less time on your site and your customer acquisition via the web will slow.

6. Is your site navigation fast and intuitive?

A “NO” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

Sites that were designed ages ago often were created with a navigation that does not reflect current best practices. Moreover, in many cases, these sites were created with unnecessarily large files that slowed down page load time.

Good navigation means A) information is clear and easy to get to, B) nothing is deeply rooted or hidden, and C) pages are accessible for the search engines. Good site navigation relies on multiple elements to point the way to your users: menus, sidebar links, mininavs, footers, and nested hyperlinks, among others.

If you don’t have these must-have features in your site navigation, or if your site navigation frustrates your site visitors for other reasons, it’s time to create an new website for the organization.

placeit (16)7. Is your site technically current with things like RSS feeds and XML site maps?

A “NO” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

Web technologies keep changing, and mostly for the better. These days, your site visitors expect you to smartly use new 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 WEB SITE REDESIGN.

Seemingly every day, a new web browser enters the marketplace and gains market share. We build websites such that they perform well on all browsers across all platforms. We regularly test our clients’ websites in a variety of web browsers to make sure they perform well. If you are not doing such testing on your site, you’d be surprised at how quickly a website can stop working properly on a new or modified browser. The older the site, the more likely that it’s breaking down on you for many visitors. That translates to lost opportunity, and it’s a compelling reason to redeploy a website that is more current.

9. Can you easily update content on your website without having to call your web designer?

A “NO” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

Your willingness to update your website is often dependent on how hard it is to actually update. Make sure you align yourself with an easy-to-use content management system that allows for simple changes to your website. If your site is not built on top of a robust content management system, it’s time for a new website.

10. Is the organization suffering from a lack of enthusiasm, limited creative thinking and low morale?

A “YES” ANSWER MEANS IT’S TIME FOR A WEB SITE REDESIGN.

Believe it or not, redesigning a website can be the key to transforming an uninspired organization into an organization that is passionate about what they do. When done right, a website redesign gets many people in the organization involved. Participants in the project tend to get more passionate about the business as they go through the process. They also elevate their critical thinking about what the business does and why they do it. In this sense, a website redesign initiative can be a catalyst that improves overall organizational performance, even in areas that are not directly tied to your Web presence.

The Bottomline on Web Site 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 and other key constituents that you are a force to be reckoned with and 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. On the flip side, an old and dated website will actually have a negative impact on your website.

If you’ve assessed your need for a website redesign and determined that it’s time for a change, get in touch with us today.

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