Letting a website linger way past it’s sell by date will have a lasting, negative impact on your business but knowing when to start again can be tricky, so here’s some tips and signs that will help you to know when to invest in a brand new website.
Here are some of the most obvious signs that your website needs a redesign:
The web has moved on.
The online industry moves at an incredible pace and new trends, techniques and layout options appear almost on a daily basis therefor it is inevitable that your website will be out of date at some point in the future. There is no getting away from this. Sure, you can re-skin a site (this can often be more expensive in the long run – Ed) and patch it up but your essentially putting a plaster on it until the next time.
Web Design trends are a funny business. They can have the ‘wow’ factor but they can also date a website badly. I have a checklist which let’s me know if a trend is here to stay:
- Does it improve the User Experience?
- Does it improve website performance?
- Would the website be a success without it?
- Does it help the site achieve it’s goals?
Using this checklist I have been able to utilise existing a new trends which are of benefit to the site as a whole.
The site is no longer fit for purpose.
If your website is effecting your day to day running or you can identify holes in the online ordering process the site is already not fit for purpose. Your website should work with your business and not produce problems or extra work for employees. it can often be frustrating if you are constantly working around your site or having to change your workflow because of it.
Using a Content Management System (CMS) that is not intuitive can also lead to frustration. It is important that you are fully trained to use your particular CMS once the site is built and neglecting this can lead to struggles further down the line.
If your website no longer works for you but against you, it’s time for a redesign.
Your competitors are way ahead
This is a particularly tricky arena because sometimes following the trends of the market leaders can reap excellent rewards because your new and existing client base will already be familiar with the look and feel of your website and will reflect a professional approach to your business.
On the other hand, sometimes it is better to stand out from the crowd and put design first to help you achieve this. An example of this can seen with Apple in 90’s when they decided to produce desktop machines that looked totally different to the beige boxes that were on the market at the time. Apple pivoted to put the emphasis on design led products which reaped dividends.
This choice is normally dictated by what market sector your business is in so consult an expert on the subject to find the best approach for your business.
You’ve not updated in ages
The average lifespan for a well designed website is normally 3-4 years but in all honestly, if you had a website built yesterday and it was built poorly, it’s already time for a redesign! We get that your busy with the day to day operations of your business but your prospective customers want signs that you’re professional about all aspects of your business and a dated looking website is a surefire way of losing potential business.
Your website should be your statement, your first impression and if it’s dated or worse still, broken or not rendering correctly in modern browsers it will be harming your image and your reputation as a business.
Don’t fall into the trap of thinking “It’s only a website”. In most cases it’s the first place people go when speculating your services.
If you could attribute at least one of the following words or phrases to your existing website it’s time for a redesign:
- dated
- slow
- bloated
- confusing to use
- not rendering correctly
- not mobile friendly
- hard to update
- Content Management System is confusing.
If you’re wondering whether having a new website will help you gain business via enquiries or you want more traffic to your website, the simple answer is no. In this instance I would advise you to read about Search Engine Optimisation before completely rebuilding a possibly perfectly good website.
Conclusion
If you can relate to any parts of this post then you already know whether or not to redesign.
Having a new website built begins with an aim, a purpose. “What do you want your website to do for your business?” is one of our first questions we ask and we go from there. Make lists of requirements, functionality, sitemaps and anything else you can think of! Be open and honest and set goals. Take advice and if it is inline with your website’s goals then go for it! Employ designers and developers that have a track record of delivering and for that reason alone, eSterling is a great place to start.
