Your website has the potential to be your most valuable marketing asset. And site design, in particular, has a significant impact on your marketing metrics and user experience.
Slow page load times, a confusing menu, and missing functionality won’t do your small business any favors. If your website design is standing in the way of marketing results, it may be time to refresh your design.
A fully customized site redesign can be costly. So, take the time to determine whether you need a full redesign or just a few updates.
11 reasons to refresh your website design
Your web pages load slowly
Every one-second delay in page load time can reduce customer satisfaction by 16 percent. Test your speed using a free tool like PageSpeedInsights, which can reveal underlying design issues.
You can’t perform site updates
Are you struggling to add new pages? Your search engine optimization (SEO) and site traffic could be suffering if your site lacks fresh content.
Your design is not branded
Does your website design reflect your brand? Color, typography, logos, and images communicate a brand’s values and leave a lasting impression on visitors.
You have a high bounce rate
A high bounce rate, meaning above 40 percent, can indicate several site design issues, such as confusing navigation, low-quality content, or poor page load times. WordPress.com web analytics can help you pinpoint any issues.
Your site is not optimized for mobile
Over half of global internet traffic now originates from a mobile device. Thus, a poor or non-existent mobile website could alienate a huge percentage of your visitors.
You have SEO issues
Major search engines use hundreds of factors to rank websites, including usability, content, and design. If you aren’t ranking for important search phrases, it may be time for changes.
You don’t have a custom home page
Your home page is often website visitors’ first impression. A lackluster home page can decrease your crawl rate or the average number of pages that visitors view.
You have poor conversion rates
Your website should offer many opportunities to convert visitors into leads, including the following:
- Subscribing to emails
- Filling out a contact form
- Downloading an e-book
Low conversion rates can be a sign that a refresh is needed to strengthen your calls to action or add more conversion pathways.
Your site is not secure
If your website isn’t secured with the HTTPs protocol, it may be harming your SEO.
You need new functionality
Are you lacking important website functionality, like eCommerce checkout, online appointment scheduling, or custom web forms? A site redesign is an opportunity to add new features.
You have confusing navigation
A high bounce rate or low crawl rate can be indicators that your navigation menu doesn’t make sense to your viewers. You may need to refresh your menu structure.
There are many reasons a website may be struggling, and it doesn’t always call for a total redesign. You can achieve many new capabilities and a stronger website with specific refresh and reset actions, like switching themes or adopting new plugins. Consider your website’s needs and identify what needs an update — your business will thank you.