You made it to the second installment of our two-part series on the red flags that show you need to redesign your website.
And if you haven’t had the chance (or could use a little refresher), check out part one of 12 Signs You Should Redesign Your Site ASAP.
Otherwise, let’s jump right in to part two!
The Second 6 Signs You Should Redesign Your Site ASAP
7. You Are Revamping Your Business
Repositioning or rebranding your business differs greatly from launching a handful of new products or services.
What you’re actually doing when you rebrand your business is changing the narrative. In many ways, it’s like changing the foundational traditions of a nation (albeit on a *much* smaller scale).
And what does every new country need (other than low-interest foreign debt)?
Well, it needs a new constitution and coat of arms.
Your website is your constitution.
It defines your company’s mission, values, and goals, as well as the terms and conditions under which you operate and interact with your customers.
Your website also features symbolic visual elements: logos, a proprietary color scheme, distinctive fonts. These are your company’s coat of arms.
Therefore, if you are rebranding your business, your entire website design needs to follow suit to reflect your new business goals, target audience, and marketing strategy.
8. Your Website Looks Outdated
No matter what anyone tells you, looks matter — and they matter even more in the internet world.
38% of online consumers report that they will STOP engaging with a website if it is visually unappealing, and 70% say a poorly designed site appears unprofessional and untrustworthy.
Oh, and it only takes website visitors 50 milliseconds to form an opinion on the look of your site.
Quite harsh, isn’t it?
It is what it is, though — and your best bet is to present your brand in the most attractive and up-to-date style possible.
Note that we’re NOT saying you should follow the current trends blindly and get a website makeover every six months. Just try to make a positive impression and not have your site look like something that came straight out of a 1999 time capsule.
9. Your Site Is Not Mobile Optimized
In Part 1 of this two-part series, we touched on the paramount importance of ensuring a streamlined user experience and the rise in mobile usage worldwide.
Increasingly, the bulk of global web traffic is generated on smart phones and tablets.
What does that mean for you?
Just this: if your website wasn’t designed with responsiveness in mind, or the mobile version of your site isn’t compatible with smaller screen sizes, it is doomed.
10. Your Navigation Is Confusing
According to the 2015 B2B Web Usability Report, 50% of respondents said they use the navigation menu. Another 37% identified poor navigation or design as one of the top elements that annoy or cause them to leave a website.
So: don’t neglect your navigation bar. It’s the roadmap that takes potential customers on the online journey from the products and services pages all the way to the shopping cart or contact form.
Be sure to redesign unoptimized or hidden navigation, broken navigation links, awkward drop-down menus. These are what we call website friction, the conversion killer.
Website friction includes anything that may get in the way of website visitors finding what they are looking for. You don’t want that.
11. Your Site Has a High Bounce Rate
In case you didn’t know, a website’s bounce rate measures the number of visitors who open a page but then leave it without interacting with a single element.
Similar to website friction above, we like to keep our eyes on high bounce rates, especially when we’re engaged in conversion rate optimization.
User non-engagement could be due to a myriad of factors — but most of them have to do with website design. Examples include:
- Slow site speed
- Unappealing graphic design
- A contact form that asks for too much personal data
- A crowded or confusing landing page
- Poor mobile device optimization
According to GoRocketFuel, average bounce rates fall somewhere between 40–55%, and excellent bounce rates are 25–40%.
If your bounce rate is not quite there yet, (meaning people are just bouncing away) a website redesign should probably help.
12. You Are Not Generating Leads or Converting New Customers
Last but not least, running a successful business website means you need to consider your conversion rate. How many impressions, visits, and clicks lead to customers downloading your content, filling out a contact form, or buying one of your products?
If you are not getting much traffic to begin with, the problem might be in your website design, content, and SEO. You should be looking for ways to enhance your site architecture, SEO, Google rankings, and overall online presence. It’s also a good idea to invest in inbound marketing and quality content creation.
Now, if you are getting decent traffic but are still not converting… then you might want to take a step back from design and focus on things like the buyer’s journey, case studies and other credibility pieces like customer testimonials and ratings, or things like your conversion funnel.
Your website has one job: create more business and drive more sales for your company. If it’s not doing that job effectively, it may be time to invest in a website redesign.
The Bottom Line: Should I Redesign My Website?
Unless your website is complete garbage (which it probably isn’t, or your business would have gone bust long ago), it probably doesn’t need a full redesign.
That said, even the best websites could use a bit of tweaking here and there.
The great news is that you can introduce small changes incrementally and test them without taking the entire website down.
To learn what some of these are, check out our post “Why Should I Redesign My Website?”