Problems That Mean It’s Time for a New Website Design
With millions upon millions of websites on the web, it has never been more necessary for your website to stand out from the rest. Competitive search results, crowded social media networks and aggressive paid marketing campaigns can all make it difficult to attract traffic without competition, but securing that traffic does not guarantee success on its own. Many visitors to your site may select it over the competitors, but if they suddenly disappear or otherwise don’t engage in the desired ways, then what good does that do? Today, we’ll discuss a few definite red flags that indicate it is time to redesign your website.
A Lack of Mobile Accommodations
With the bulk of search engine traffic now coming from mobile devices, the nature of search and web browsing has changed. Websites that do not take into account the differences between desktop and mobile devices can end up falling short in terms of retaining visitors – whether that be through purchases, memberships, or simply reading content. If your site does not offer a mobile-responsive web design, then it is definitely time for a new rendition. Even when you exclude these disadvantages, there is still one great motivator: Google and other search engines are now effectively penalizing websites that do not offer mobile-friendly browsing experiences by ranking them lower in search results.
Out-of-Date/Touch with Current Ambitions
Let’s be real: the focus, branding and theme of brands change over time. Businesses in particular may revise their business models, product selections, marketing strategies and other elements in order to take advantage of changing trends. Pinging users on your website with old messaging, brand or other design elements can send conflicting messages to those who are considering your content, information, products or services. In this case, a new site design is absolutely necessary. It is also important to keep in mind that styles and tastes change: if it has been several years since your website was designed, then it is probably time for a face-lift.
Negative Analytics Indicators
All brands on the web should be using one form of analytics or another to keep track of their website’s performance. Google Analytics happens to be a popular solution for many webmasters, but there are hundreds of free and premium solutions available. These services will track traffic, bounce rates, and dozens of other metrics to help you determine whether your current strategy is working well or falling short. If you begin to see negative indicators – for instance, higher bounce rates (where people immediately leave your site after arriving) – then a new design is definitely worth consideration. Analytics can help you determine whether you’re pinging users with all of the wrong impressions; in many cases, a bad design can be to blame for these problems.
If your website isn’t mobile-friendly, is accumulating negative metrics or doesn’t match your current brand objectives, then it is time for a change. What other reasons have led you to redesign a website? Let us know below in the comments.