In today’s digitally-connected world, your customer’s first impression of your business is often based on your website. In the past, businesses were only expected to have a basic website. Today, however, your business needs more than a just a website. It needs a digital marketing platform that is well-designed, easily navigable and meets your customers’ needs, as well as helping you achieve your marketing objectives.
According to Stanford University, 75% of people judge the credibility of a company based on the design of its website. In other words, potential customers are visiting your website and judging your business based on what they see. This means that you should treat your website as your brand spokesperson and ensure that it is always portraying your brand in the most favorable way possible.
So how do you know when it’s time to redesign your website? Below are a few signs that it’s time to give your website a refresh.
Does your current website provide an optimal viewing experience across a wide range of devices – desktop computers, tablets, and mobile phones? If not, it’s time to redesign your website to make it responsive.
According to Smart Insights, over 20% of Google searches are performed on mobile devices, and more than half of local searches are performed on mobile devices. In the United States, around 25% of internet users only access the internet on a mobile device.
These statistics paint a pretty clear picture — the world has become mobile and your customers expect to be able to access your website whenever and wherever they want, regardless of the device they are using. This means that if your current website is not responsive, it’s time for a redesign.
Does your current website take a long time to load? If so, you could be losing customers. According to KISSmetrics, around 47% of consumers expect a website to load in 2 seconds or less, and 40% of people will abandon a site that takes more than 3 seconds to load.
In addition to creating a poor user experience, a slow website can also harm your search results ranking. Site speed is one of the factors Google takes into consideration when it is determining search rankings.
How long does your website take to load? If it is longer than 5 seconds, it’s probably time for a redesign.
Your Current Website Is Hurting Your Business
As a general rule, your website should help your business. What that “help” looks like can take on many forms. It may be establishing credibility for potential customers that are trying to learn more about your business. It may also help you attract new customers who are searching online. Regardless of the type of help, your website should always be providing a benefit to your business.
If, on the other hand, your website is hurting your business, it’s time to make a change. Below are a few examples of ways your website can hurt your business:
- It is so outdated that when potential customers visit the site, it actually hurts your credibility.
- Your e-commerce website does not work properly and customers are unable to complete their transactions or, even worse, their transactions appear to be completed but your system is never updated to notify you of the sale.
- Customers are unable to contact you because your website has out-of-date contact information.
If your current website stops providing a benefit to your business, it’s time for a redesign.
Having a strong online presence is no longer optional. If done properly, your website can help you achieve your goals of better awareness, more leads and more happy customers. If any of these signs apply, it’s time for a website redesign.