No matter how great the words on your web pages are, if your web design is outdated or not optimized following current best practices, your visitors are not getting the experience they are looking for. That means that your bounce rate will start climbing and your conversions will stay low. If you are not sure if it is time for a complete redesign, see if any of these apply to you.
Your Design is Several Years Old
When we are talking about outdated web design, we are talking about more than just what was fashionable a few years ago (although that is part of it, too!). Technologies are continually changing, and websites have to be updated and improved to keep up with these changes. If you consider that the number of mobile web users around the world has increased by three-quarters of a billion people in just the last five years, you can imagine how much has changed in that short amount of time.
Speaking of Mobile… Your Website Doesn’t Accommodate Devices
It is no longer good enough to have a website that will simply render on a mobile device screen. These days, people want their content customized and optimized for their small screens and Google virtually demands it. Responsive design is usually the best way to go to accommodate users from a variety of devices. If your site is still stuck on desktop-only, it is time for a major upgrade.
Your Numbers Don’t Look Good
Are you struggling to understand why your analytics are showing an overall decrease in monthly traffic, leads, search rankings, and leads from organic searches? Are you getting a lot of one-time visitors, especially from people who only stay for a few seconds and then leave? The problem may be with your web design. When people are searching for solutions to their problems, they do not want to hunt around on a website for the answer. They also do not want to see difficult-to-navigate sites, and will click “back” almost immediately if the site does not work on their phone or tablet. If your numbers are off, it might be time for a redesign.
Fickle Web Users
The most important thing to understand about web users is that they have very little loyalty until they get to know you and start to trust your brand. If you are trying to draw in new visitors, new readers, and ultimately, new leads, you have to make sure your welcome mat is out and in good repair. The average searcher has little patience, and will only spend a few seconds trying to determine if you can meet their needs.
Even if you are the right company for them, if a potential customer cannot figure that out for themselves in just a few seconds after reaching your website, your chances of keeping them around are nil. A professional web design company will take the time to understand your business and your customers and create a website centered around that interaction.
If any of the above situations sounds like you, it is time to get to work on a redesign.