Even if you’ve got a fantastic product, service or proposition, a poorly performing website can really hold your business back. You don’t have to be tech savvy or a creative genius to know something’s not quite right with your website. You might be seeing low numbers of enquiries or sales from it, or your customers might be telling you directly that they find it difficult or confusing to navigate.
A website that’s engaging, user friendly and complete with clear calls-to-action has a much higher chance of appealing to your customers, driving engagement and achieving your conversion goals – whether those goals are phonecalls, enquiries or online transactions. The success of your website has a tangible effect on your business, which is just one of the many reasons it might be a good idea to consider a site redesign.
Here is a full list of the 5 key signs your website might need a redesign:
So, here’s a bit more about how a redesign can help.
It’s one of the clearest signs there is: if your site isn’t bringing you business, then it’s not fulfilling its primary purpose. Now, this isn’t the same thing as saying that it’s not getting any traffic. Traffic is obviously great, but it’s not enough on its own. It needs to translate into sales, leads enquiries or footfall to your physical outlets – whatever your conversion goals are.
We’ve talked about conversion goals in detail before. They vary between different businesses, but put simply, it’s defined as whatever action you want your website visitors to perform. Completing a sale is an obvious conversion goal, but not the only possible one – you might want them to fill in a form, or book an appointment with you.
Here at Twentyone, our Conversion Rate Optimisation service (CRO) is specifically designed to help your website achieve as many of these conversion goals as possible, and it’s one of several ways we might recommend to tackle the issue of poor website design.
Low sales numbers / leads can often be to do with the user experience (UX) of your website – in other words, how easy and pleasant it is to use your site. Poor user experience might mean your customers find it difficult to navigate, or they might not be getting any value from your site’s content.
Modern consumers are attracted to clean, eye catching designs, which communicate key information in a clear, simple format. If your website doesn’t fit this standard, a redesign might well be on the cards.
This is something we’ll be able to give you a lot of detail on at Twentyone through our Search Marketing (SEO) and Conversion Rate Optimisation (CRO) services – but you don’t have to be an expert to quickly Google your business and find out whether the competition is outperforming you. Search engine results can be far more important than some people give them credit for, and can have a huge impact on your website traffic. Ultimately, that means if you’re not on the first page of Google’s search results, or you’re getting consistently outperformed by the competition, it might be worth thinking about a change!
Website performance is a massive issue for consumers, and it’s another one that’s often underestimated. If your website doesn’t load in 3 seconds or less, it could be costing you website traffic. A recent study found that 47% of modern consumers expect a webpage to load in 2 seconds or less, and 40% of people abandon sites that take more than 3 seconds to load. That’s a lot of traffic gone in just a flash – and potentially a lot of sales, too!
The same goes for when your website crashes – if you’re getting customer complaints about your website crashing all the time, it never bodes well for business. Customer retention online is just one of the many reasons why website performance should always be a key consideration, and why if it’s not up to standard, you should consider redesigning it.
We probably don’t have to tell you this, but if you’re website’s not secure, your business isn’t secure. Customers who spot any security issues with your website will almost always flat out refuse to use it for a transaction. This poses a very real and very direct threat to your bottom line, and it’s why security should be one of your absolute top concerns when thinking about a redesign.
Of course, if you find any of these a concern, it goes without saying that at Twentyone, we’re here to help! We offer a full suite of digital services, including website development and design. You can see our full service offering here, or just check out our case studies to see how we’ve helped businesses just like yours.
Don’t forget to follow us on Twitter: @twentyoneagency