Website Redesign

10 Signs it’s Time for a Website Redesign

You’ve got a website…At first, it was working great, but months or years down the line, you might notice it’s no longer performing as well as it should. You’re not getting as many visitors, or they’re not sticking around, or actually making any enquiries or purchases. You might be attracting the wrong kind of audience. Maybe you’ve noticed an increase of complaints or queries about the website itself? These could all be signs that it’s time for a website redesign. Here are 10 things to look out for and how to fix them!

1. Your site is difficult to use

Your visitors may be struggling to use your site if their browsing time is really short or really long with no conversions and a high bounce rate. The website might be looking great, but it doesn’t feel intuitive to use and visitors are having a hard time finding what they need or following the pathways you have laid out. This is where user experience or UX design can help. You need to identify where your visitors get ‘stuck’ and create a website that is straightforward and easy to use, leading them to where you’d like them to arrive. Recording their sessions to see how they move through the site, as well as asking for feedback if you can, is a great start to help you identify the issues. Then, look at redesigning the site to make it simple and easy to navigate.

Website Redesign

2. Your website looks outdated

This can easily happen, especially as web design trends change so quickly. Websites often look out of date if they’re not properly maintained and left as they are for, potentially, years. You don’t have to frantically keep up with website design trends to keep your website looking current. If you don’t have the time or resources for regular redesigns, choose something classic that will stay on-trend for the foreseeable future. Then, all you need to do is give it a little update every once in a while to keep it looking fresh. You can even get your audience involved and ask them what they’d like to see in your website redesign. This way, you can make sure your website looks up to date to the people that matter the most – your customers.

3. You’re targeting the wrong audience

This is a common issue, especially, if you designed your website before narrowing down your USP and target audience. One of the key signs to look out for is getting lots of enquiries from people your company didn’t intend on serving. Or, there might be one part of the website that receives far more traffic than all others. You should start by identifying your ideal customer and your unique selling point as a business and work backwards to create a website that reflects that. If your offering is too broad, narrow it down by removing excess pages. Additionally, if it’s speaking to the wrong target market, you may want to reconsider the design and website copy.

4. It’s not optimised for mobile

As much as we always stress the importance of mobile optimisation, the truth is, you’d be hard pressed to find a website that isn’t optimised for mobile in any way, unless it was made years ago. It’s more likely that the mobile versions of some websites simply have elements that don’t quite work as well as they should. You might notice this is an issue if your website’s mobile performance is significantly worse than desktop. Luckily, this is quite an easy website redesign once you have identified the elements that are causing problems in user experience. Take your time and thoroughly go through each element of your site. Try it on different mobile devices or ask friends and family to do so and take it from there.

Website Redesign

5. Users are experiencing a lot of errors

Errors can often happen if plugins haven’t been updated or if a page has a redirect that isn’t working properly. If you’ve found that you’re losing traffic and enquiries from contact forms, errors and bugs could be the issue. Take a look at security and privacy issues, broken links, missing elements and non-loading pages. Just like with mobile errors, take your time to look at every part of your website to identify the problem. There are many things that could be turning your visitors off.

6. You’re getting a lot of complaints

Ideally, you want to get a lot of enquiries from excited and interested customers. If all you’re getting is complaints and questions about the website, then something isn’t right. Customers could also be leaving comments about your site in the reviews section or through messages on social media. This can be an easy website redesign, since they’re already telling you what’s wrong with the site. All you need to do is listen to the feedback. Additionally, consider digging a little deeper to find out why customers might not like certain features on your site. It may mean you simply need to change them instead of getting rid of them altogether.

7. You’re not attracting meaningful traffic

If you’re seeing a steady stream of traffic that doesn’t turn into conversions or sales, something is wrong. This is not about your website attracting no traffic at all but rather not converting visitors when they’re there. Another indication of this issue is if you’re often getting enquiries for something that isn’t on the website. The main area you need to target here is your SEO strategy. The keywords you are currently using probably don’t align with user intent. Additionally, you’ll also have to look at the navigation and site map of your website. Your current website has likely confused visitors and Google about what they will find.

Website Redesign

8. Your business is changing direction

Your website might have been working really well for you up to this point. But many businesses often change direction later on, which means a rebrand is in order, including website redesign. Depending on the extent of changes within your business, you may get away with a simple logo, colour and branding change. However, if your business is targeting a whole new audience and fundamentally changing its offering, you will have to treat this as a brand new website. It’s important that, no matter where you are, your website continues to be an accurate representation of your business.

9. You need to promote a new product or service

You may wish to highlight a new line of products or a service that you’re offering. Adding it to your current website design might not give it the appropriate amount of spotlight, so you’ll want to have a more thorough redesign. If frequent launches are part of your business model and you will require changes to your website every time, we’d recommend planning this with your web designer. Product launches will run much smoother if you have a dedicated professional who is familiar with your business and website. You can also discuss this with them ahead of time to make sure everything is in place for you to promote your offering.

10. You need to change your marketing strategy

It might be that your website is currently working as a representation of your company, but there is no real sales or marketing strategy in place. Don’t forget that your website can be the perfect tool to drive sales and enquiries while you sleep, so make sure to take advantage of that! Looking at things like SEO, content creation in the form of blogs and videos is a great way to drive organic traffic. In order to secure more conversions, try implementing a newsletter sign up and change your site navigation to lead to a sales funnel.

Is your website redesign overdue?

If your website is no longer serving its intended purpose or you want to increase your traffic and conversions, contact us! As a full service marketing agency with years of experience in website and user experience design, we can transform your current site to be a powerful asset for your business.