Does Your Website Need a Redesign? Here are 4 Ways to Tell

Posted by Clover Imaging Group EMEA on Jan 17, 2022 2:47:51 PM
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In 2019, over three-quarters of European Union (EU) businesses had a website and 91% of EU businesses had access to the internet. With interest in ecommerce continuing to grow, websites are an integral part of a modern marketing strategy for every business. Yet even though many companies have a web presence, not all are using that presence to the fullest to establish their brand or grow business.

Of those that have websites, many are continuing to work with old designs and — worse yet — old code that can cause slowdowns, glitches, and even security issues. According to the latest research, the average life cycle of the typical website is two years and seven months. If yours is approaching that age, or has exceeded it, it may be time for an update. But don’t just go by time span — there are several other alarming signs that your website may need a redesign.

4 Signs Your Website Needs a Redesign — Fast!

There are a number of signposts that will quickly let you know your website needs a redesign in order to be a successful ambassador for your brand and a profitable marketing tool. Here are our favourites:

1. Your Site is Not Mobile-Optimised

According to Statista, 30% of online commerce traffic for Spain, Germany, and the United Kingdom (UK) was generated from mobile devices in 2015. By 2020, that number had skyrocketed to 83% in Spain and Italy and to 63% in the UK, with other European countries falling in between the two numbers.

If your website hasn’t been optimised for mobile usage, you may be missing out on a great deal of exposure — and profitability.

2. Your Desktop Site is S-L-O-W

Visitors spend more time on a desktop site than they do on a mobile site. According to Google’s calculations, desktop sites promise companies visitors will view pages more often and spend more time looking over your material. However, if your site is slow — i.e., not optimised — you can be losing both visitors and money. Why? Because almost half of visitors expect your website to load in just two seconds. If it takes longer than three, 40% of them will leave.

Plus, Google uses the speed of your site to rank you on their search engine results page (SERP), contributing to the ease with which search engines find your site — and put it in front of searching customers. Finally, the better the site responsiveness, the higher the level of customer satisfaction, which translates firmly into a more loyal customer base.

3. Your Brand Image or Values Have Changed

Have you made changes to your branding such as a logo redesign or updated branding colours? If your website is not reflective of these changes, it can cause great confusion among potential customers and lead to an improper introduction to your brand. Fortunately, this is an easy fix, as updating colours and logos are fairly straightforward and does not have to result in a complete redesign. However, if your change in direction is more substantial, you may want to consider a complete site overhaul, including adding content that more fairly reflects your new positioning.

4. Your SEO is Lacking

Search engine optimisation (SEO) is the way you go about improving organic traffic to your site as well as search engine rankings. In a nutshell, it centres around creating high-quality content as well as technical details such as loading speed. If you are not creating — and posting — content on a regular basis, you may be missing out.

Not only should your content be keyword-optimised, but it should also include an off-page SEO strategy. Off-page SEO is an often-overlooked way of bringing in more traffic to your site, primarily through backlinking. High-quality backlinks may be the core of your off-page strategies, but you should bolster it with influencer marketing, unlinked mentions of brands, guest bloggers, NAP citations, and more.

Seeing the Signs? Here Is What to Do Next

If your website is affected by any — or all — of the above warning signs, it might be time to consider a redesign, or at least a refresh, of your website or elements of it. Before undertaking a potentially costly and time-consuming process such as website redesign, however, you should conduct in-depth research and gain a firm understanding of your website’s metrics. Then, conduct research that can narrow down website design firms that specialise in creating or redesigning websites that are specific to your industry for the highest return on investment.

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