26 Apr Redesign time: 4 Signs it’s time to give your website a facelift
We live in an undeniably digital world. Technology seems to be improving at an exponential rate and, as everything gets smaller, smarter and a lot more powerful, it’s becoming more and more difficult for brands to ride out the technological wave and keep their heads above water.
Even the smallest SMMEs are waking up to the need to establish an online presence for their business, whether it’s as basic as having a Facebook page or as complex as running multiple social media accounts, a website and a blog simultaneously. The harsh new reality is that if your business is not online, it simply isn’t relevant to the majority of contemporary consumers.
If you haven’t been living under the proverbial rock and your business isn’t in its absolute infancy, you’ll probably already have a website. You might even have a few social media profiles for your business if you’re particularly clued on the advantages of below-the-line marketing. But don’t pat yourself on the back just yet; simply being online is no guarantee that you’re getting the most ROI from your digital endeavours.
Years of experiencing in conceptualising, designing and building websites has left me somewhat jaded at the state of some of the sites floating around the Internet. From both a consumer and supplier perspective I can say with absolute certainty that a poorly designed and built website can not only put customers off doing business with you, it can significantly damage your brands’ reputation.
So should you consider redesigning your website?
This is a tough question for many businesses, particularly smaller businesses that don’t exactly have the funds for a site revamp. Many see it as being an unnecessary or luxury expense. Why spend on a site redesign when you have one that’s doing the job already?
Though it might be the last thing you want to think about, a website redesign could just be the best decision you make this year.
Besides the potential for lost sales and reputational damage, a bad website is a wasted opportunity.
As one of the first and most important touch points for new or potential clients, your website should be functioning as a sales tool, a valuable informational resource, a customer service portal, a showroom for your products/services, and so much more.
If your website isn’t a powerfully engaging, visually enticing, multi-functional digital ambassador for your brand, the chances are that it’s hindering your business and you should seriously consider a redesign.
4 signs it’s redesign time
1. Your website looks ugly or outdated
If you spend a decent amount of time online you’ve probably seen some gorgeous websites along the way, sites that catch the eye and entice you to actually explore them.
A website can be a beautiful visual journey that makes effective use of colour, imagery, animation, texture, pattern, audio and video. Although your site doesn’t necessarily have to be winning any design awards and have Hollywood-level production values, there is no reason you can’t have a good looking, well designed website without breaking the bank.
A recent study by ResearchGate found that 94% of people believe that a well designed website is more trustworthy! So if you take an honest, objective look at your website and notice that the colour scheme is boring, the imagery looks like a 90’s era Backstreet Boys album and it doesn’t quite meet your expectations for a well designed website, perhaps it’s redesign time.
2. Your website isn’t mobile-friendly or responsive
This is a really big one. According to Comscore, the number of Internet users that browse online on their mobile devices now outnumbers those using a desktop computer. This trend aligns with the ever-increasing number of smartphone users and we can expect to see this becoming even more prevalent as we enter the age of the smartphone.
The simple fact is that people are far more likely to visit your website on their mobile device than via a desktop, and if your site isn’t responsive across various screen sizes and platforms, you’re going to lose those potential customers.
It’s quite simple really, if your site isn’t mobile-friendly, it’s redesign time!
3. Your website isn’t converting visitors to customers
Your site might be an endless hub of traffic, with users visiting it in their droves… but if those visitors aren’t taking the plunge and buying your products/services, then what’s the point?
Your website should be designed with one main action in mind. Whether that is to get people to buy your product, sign up for a newsletter or just click the link to like your Facebook page, all of your content and functionality should be set up with that end goal in mind and relentlessly drive site visitors to complete that action.
If your site isn’t converting your visitors to customers, then it’s most definitely time for a redesign.
4. Your website isn’t really yours
This may seem a little nonsensical, but essentially what is meant here is that if you can’t manage your website or least make basic updates to the site’s content by yourself, then your site isn’t really yours.
Many organisations make use of a web design agency or entity that will build and maintain their site for them and these entities will often build the site in such a way that they are the ones required to update and add to the site whenever it becomes necessary. This guarantees that the client will have to keep coming back to them for more business. However, websites with built-in Content Management Systems (CMS) are now becoming something of a standard in web design and it’s easier than ever for clients to update and maintain their sites themselves.
This makes particular sense for SMMEs that can’t really afford to pay an agency every time they make a small update to their site. If you don’t have full control of your website and you find that you’re held hostage by the agency that built it, maybe it’s redesign time.
There are many other reasons you might want to redesign your website. Perhaps your business has changed and you need to reflect that with the website?
Maybe you want to build an e-commerce platform into your website to sell your products?
Whatever the reason, you can’t really go wrong with upgrading to a highly functional, well designed website.
If you’re considering a redesign for your website, why not get in touch with us and tell us what you’re looking for?