Is your website looking a little dated? Is your content dry? Are your analytics less than ideal? Are you generating any new leads? And what about that mobile bounce rate?
Well-built, easy to use websites are a primary way to improve your company’s growth. There are multiple factors to consider when deciding if your website is performing as well as it should. Updating content, functionality and overall design are what’s needed to maintain a website’s longevity.
Here are five tips to tell if it’s the right time to redesign:
1. Look to Your Content
Everyone wants to rank high on organic search results, but a top tier spot only comes when your content has relevance and vitality. In today’s digital market, content is the number one way to bring in new consumers. That means being better than the competition for those coveted spots. In order to keep up, content should be added or changed on a monthly, if not weekly basis. Old content should be monitored and, in some instances, removed (see our post on ROT content). Old content can impact where your website ranks on the results page and beyond that, it may not accurately portray where you are now as a business. Is it time for an evaluation?
2. Stay Current with New Technology Frontiers
Since website technologies advance at such a rapid pace, your web design should be revisited at least every two years. You don’t have to completely remodel, but consider adding updated features every so often. When new technologies come along, like responsive web design, it tends to make nonconforming sites feel obsolete. Plus, if your site is dated, it can fall behind in rankings, giving your competitors a leg up.
3. Don’t Underestimate the Aesthetic Value
Design trends come and go as quickly as technology, so your site could look strikingly outdated even if it’s only a few years old. Your website should feel more Jetsons and less Flintstones; but why? How important is staying current with design, really? Take the increase in mobile internet consumption for example; two out of every three minutes spent on the internet are through mobile devices. If your website doesn’t look good on a mobile phone, statistics say that 40% of people will go back to their search results page and click on a different site.
4. Assess the User Experience
User experience (UX) is a key to design. More often than not, users will not remember all those fancy statistics and bullet points you’ve laid out for them on each page. But they will remember how being on your site made them feel. UX is not just about a color scheme and hover animations; it’s about the overall website structure and functionality. A website should be built to function intuitively and it should be so easy to navigate that users know exactly what to do at every turn.
5. What Can Lead Generation Tell You?
Look at Google Analytics to check your bounce rate, return on investment (ROI) and other success indicators. Do you have a high bounce rate or low number of average pages per visit? These are strong indicators that users find your site difficult to navigate or unhelpful. If this is the case, your conversion rates will suffer and diminish ROI.
Is It Time?
No, you don’t have to hire a web developer to reimagine your site anytime a bio or page title needs to be updated. But, if it’s been more than two years since your site has had a facelift, now might be the right time to call for help.