Is your website promoting or hindering your business? The worst is a website that is totally detached from the brand you’ve been building.
Here are 7 fundamental reasons why you should redesign your website.
- To get the results you want
- To get your brand and marketing strategy up to date
- To make sure your website is made for your customers, not for you
- To make your website mobile friendly
- To get more effective content
- To fuse a new design trend
- To increase the speed of responsiveness
Let’s discuss these points in detail in order to help you decide whether your website design is working for you and not against you.
1. To get the results you want
This is the most compelling reason to revisit your website design. Probably, your sales are not living up to the goals you set. Maybe, you are not getting the kind of interactions you were expecting. A redesign may be the thing you need to give freshness to your business.
Of course, you do not have to redesign your entire website to improve performance. Redoing a section of your website or checking how your customers move from point A to point B, also referred to as “user flow”, might be all you require. A brilliant example of how a small modification can have a significant effect is Jared Spool’s “$300 million button”. Jared explains: “It is almost impossible to imagine that a simple two fields, two buttons, and one link could be stopping your customer from buying your product.”
Here are some design changes that can help sales:
The “register button” changing in its place, or a continue button with a simple message “You do not have to create an account to purchase on our website.” or “You can make an account to make future purchases faster.” Phrases like this can multiply your customers’ sales by up to 45%. The solution to your website might not be as easy, but you cannot know unless you try. In case your website problems are significant, you might need a total overhaul fresh design.
Remember that the possible effects of a website redesign to your customer interactions will not be known without testing the changes. It is not just about redesigning but checking if the new changes work in your favor. Marketers and business owners often commit to a website redesign without a proper test template and landing page. This is not recommended at all. It always leads to monumental issues.
2. To get your brand and marketing strategy up to date
Marketing and Branding are fluid and living things. It is essential that they fully adapt to shifts in the business environment and changes in your audience demographic and requests. In case you have redesigned your company’s logo and branding strategy, it is important that you update your website as well.
A lot of small businesses believe that brands begin and end with their business name and logo. Overlooking other vital marketing content is a big part of any solid branding effort.
A logo is a small part of branding. Marketing endeavors can fall when you lose credibility with your market. You have to pay attention to your branding. Companies spend billions on their brands because they understand that if the brand is weak and inconsistent it will greatly affect the business. A website is an important part of your brand, as is a marketing strategy developed to make sure your website does well.
Make sure your website and marketing strategy work together to build your business brand and customer trust. Consumers must see a consistent brand in every interaction they have with your website. It will create brand awareness, consequently inspiring confidence and trust in your brand.
3. To make sure your website is made for your customers, not for you
The most common problems usually occur when websites are designed with the company’s needs in mind. Websites that use vague internal terms like “back office services” chase customers. The visual composition of your company website might make sense to you but be very annoying and confusing to the customers.
The best way to display information to customers is to make sure they understand it. Although company information is sometimes relevant, it should be in a less prominent place on the website. For example, putting information at the bottom of the page may be a good idea, since it keeps it visible but less dominant.
Amazon is a good example of this practice. They give precedence to products, putting the company’s information in the footer of their page. Customers go to your website expecting to get clear and necessary information. The website should have information customers need not what you think they need.
4. To make your Website mobile-friendly
According to research from Comscore, mobile users spend twice as much time on their phones online than desktop users. In case your website is not mobile responsive, that means adapting layout to suit screens of different sizes, you need to hurry and change it. Have you visited a website that requires you to flip your screen, zoom in and navigate around to get information on a website? If yes, you probably know how annoying it is.
If this is your website, it is long overdue for an update. The effort needed to readjust an existing website to get a mobile-friendly option is usually the same as a completely new design. Getting a new design is more effective.
Here are some more reasons to go mobile responsive:
Google reported that over 48% of searches start on mobile devices. Google continued stating that: “We will be expanding our use of mobile-friendliness as a ranking signal.” This change will affect mobile searches in all languages worldwide and will have a significant impact on our search results. Consequently, users will find it easier to get relevant, high-quality search results that are optimized for their devices.
Now that you know this, you agree with me that there is work to be now.
5. To get more effective content
Research from Content Marketing Institute reports that: “There is 70% more content by marketers of the surveyed B2B more than the prior year.”
To have an effective strategy requires a vast knowledge of your target audience. Developing a customer avatar is a good way to do this. Avatars are vital in providing customer needs and services. They help give customers a face so that they are not just numbers.
Knowing your target audience helps to give them relevant content and better prices. Please, do not make your Website seem like it was designed in the 90s. It is useless to invest in marketing without making sure that your website promotes the content.
6. To fuse a new design trend
People are attracted to what is new and what is trending. Give your website a new fresh design that spells out excellence. Mediocre or bad looking websites design. Can your company appear non-professional even though you are the best in the business?
One of the ways to grow your business is to have a fresh, clean cut website that stands out. Giving your company an edge in the competition. However, adding the trends to your website should not be at the price of your brand. Make sure that the changes are in line with the company policies.
It is also important to look at the pros and cons of a particular trend before engaging in it. Paying attention to trends is a hack to keep your website current because trends keep on changing.
7. To increase the speed of responsiveness
As a website owner, you do not want a poorly functioning website. It will chase away all your customers.
A study done by Akamai shows that “a two-second delay in response increases the bounce rate”. Users leave the site if it does not load immediately.
- Here some more facts about this:
- 53% of mobile site users leave when a page takes longer than three seconds to load.
- Attention is gold and it is lost when the website is not responsive.
- Amazon reported that increase by 100 milliseconds increased sales by 1%.
- PageSpeed is a tool created by Google for website developers to test it gives insights and it easy to use.
A website redesign is a vital way to increase sales and clicks. Through this change, you keep what works and get rid of what doesn’t. Critically examine every aspect of your website. Every page has to serve a purpose if it doesn’t then it should be removed.
The customer goals should be the benchmark for optimizing your website. The outlook of your website reflects directly on your company. It could build or break it.