March 18, 2017

7 Indicators it's Time to Redesign Your Website​

At this point, you're looking for excuses. Anything to make the breakup a little easier. You know it's not giving you what you need. And let's face it, it's just not performing the way it used to. 

That's right, we're talking about your website. If you're struggling to make the call, here are seven indicators it's time to move on.

1. Not Enough Leads

It can be easy to forget why your website exists and overlook the essential KPI you should be keeping track of. At the end of the day, the main purpose of your website is to generate leads. If you haven’t been getting as many as of late or if you’re not generating enough to meet your monthly goals, that’s a clear indicator your site is in need of a redesign.

2. Not Enough Customers

Or maybe the leads are rolling in. But after that, they're just not converting any further. You want your site to attract the ideal customers for your product or service. And this could be a sign your site isn't speaking directly to your personas. Plenty of traffic looks great, but if none of those leads turn into customers, what was it all for?

3. Limited Mobile Support

Your site might have been created long before being mobile friendly was something you needed to worry about. But today, a lack of mobile support is a standard indicator it’s time for a website redesign. Having a responsive website in place is mission critical. Even if you’re not currently receiving a lot of mobile traffic. (Hint: this might be why)

You want a potential customer to have the best experience when reaching your site. From any device. And there’s a good chance a mobile user won’t get far enough to read your content if your site isn't responsive. Luckily, Google offers a handy tool to see if your website is up to par. If it's not, there's no time to delay in launching a new site.

There are SEO implications linked to being mobile friendly as well. Google’s search algorithm places a higher weight on sites that are mobile compatible. And with their current push for AMP content, it’s becoming even more apparent. If you want potential customers to reach your site at all, you need to have a mobile-first mentality.

4. Clunky UI

An outdated user interface can be an immediate turn off when a prospect visits your site. People are going to leave your site if your primary navigation is poorly organized or frustrating to interact with. If you’re still using buttons for top level navigation (everyone's moved to a text layout) that could be a good clue it's time to rework your navigation. Look to these incredible examples for inspiration.

5. Dated Graphic Design

Web design trends move extremely quick. What might have looked great a few years ago can look extremely outdated today. A site that's aesthetically unappealing can diminish the credibility of your website. You've only got a few seconds to make a good impression on a visitor. Make sure your site is up to date with the latest design trends!

6. Lack of Interactivity

With the adoption of HTML5, we can now use all sorts of fancy, interactive elements to positively impact UX. Interactive content housed in carousels, accordions and tabs can create an additional urge to engage with your content further. While this one certainly isn't mission critical, your site can feel more like a brochure if the page is static. And be honest, when was the last time a brochure made you want to buy something?

7. Frankenstein Site

This might sound familiar. Your site was launched a couple years ago. Since then, a lot of different people have added in new content and features. And not in a consistent fashion. Areas of your site look and feel different. The tone of your copy varies from page to page. Maybe even the old logo can be found if you dig hard enough. If that's the case, you’ve got a Frankenstein on your hands. You want your site to be an evolving document. But you need to improve your website in the right way.

Making headway on any of the items above will certainly help your website perform much better. But, if you're running into a lot of these issues, it's possible you'll have much better ROI just making the break. While that might sound a bit daunting, don't worry. We're here to help!

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Christopher Mathieu

Christopher Mathieu is the Chief Services Officer at New Breed, an Elite HubSpot Partner based in Burlington, VT, which helps customers implement the right technology and strategies to unlock meaningful growth. With a background in design, technology, and demand generation, his over two decades of experience allow...


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