The words “website redesign” have been floating around your office for weeks, months, or even a year. Your team is excited about the prospect of an upgraded site, but you’re not sold yet. You need to make sure a redesign is actually going to boost revenue and help you reach performance goals, not just waste time and money on a fancier logo or color palette.
But, a redesign is more than just a website facelift. There’s compelling evidence that an optimized website can lead to increased conversion rates, and therefore, higher revenue. A Forrester Research report reveals that a better user experience (UX) design could result in a 400 percent increase in conversion rate, and a Nielsen Norman Group survey found that spending just 10 percent of your project development budget on usability should increase your website’s conversion rate by 83 percent.
So how do you know when to redesign your organization’s website to reap these performance benefits? The answer will be different for every company, but there are some clear signs that an outdated site is causing you to lose out on potential leads and revenue. Take a look at these signs that it’s time for a website redesign.
Your Brand Has Changed
Design is an important part of your brand, but it isn’t everything. Your brand messaging matters just as much, and your website needs to reflect that. Designing a website that matches your brand goes beyond adding your new logo and updating your colors. Your website needs to convey your brand’s messaging and core values—and it needs to do it fast. Most readers will only stay on your site for 15 seconds, giving you a narrow window to show your target audience what you do and why they should care.
Every visitor who lands on your site should be able to tell exactly what you do and how you can help them within that brief timespan. Neil Patel recommends optimizing your messaging by answering the core questions “What is your business about?” and “What makes you different?” A/B test results showed that just a few tweaks to site copy related to these questions boosted conversions by up to 27.3 percent for one marketing manager’s company. That’s too many leads to lose because your brand evolved and left your website behind.
Every single word on your site represents your organization, so you’d better make sure your site copy works together with its design to provide an accurate reflection of your brand messaging. Your organization is continuously growing and changing. It only makes sense that regularly evaluating your site for accurate brand messaging is essential to connecting with your audience and turning casual visitors into promising new leads.
Your Site’s Too Slow
Site speed matters more to your performance metrics than you may realize. A one-second delay in load time can result in a seven percent decrease in conversions, and 47 percent of customers expect a website to load in two seconds or less, according to Hubspot. If visitors are dissatisfied with any part of their experience on your site, they’re unlikely to return. On the other hand, a site that generates $100,000 per day would see a $7,000 daily increase in revenue if their site speed increased by a single second!
Older websites are often subject to performance issues that can cause less-than-optimal load times. If your website hasn’t seen an overhaul in several years, it may be running slower than it should. There are many tools to help you evaluate your website speed, but Google’s free mobile speed test is a good place to start.
A website redesign will improve your load time at first, but maintaining optimized site performance isn’t a one-and-done deal. Choosing a strategic redesign process like growth-driven design (GDD) will use your website data to make continuous improvements so your organization is always ahead of the curve in generating visitor conversions.
Your Site Doesn’t Rank Well in Search Engines
Search engine performance has a direct impact on your website traffic and, likewise, on your lead generation and revenue potential. Seventy-one percent of B2B researchers begin their research with a generic search, according to Google. If your company isn’t showing up on the first page of search engine results, you’re losing out on traffic. After all, the first five results on Google earn 67.6 percent of all clicks and websites appearing on pages two and three may as well not bother—they receive less than 6 percent of clicks, collectively.
Your website’s performance and design have a direct impact on your search engine rankings. On-page SEO factors, user experience, and site speed all influence how Google ranks your site. Outdated sites frequently face issues like lack of mobile responsiveness, clunky HTML code, images that aren’t optimized, slow site speed, broken links, and bizarre pagination. If you’re not ranking well in search engines, a website overhaul that fixes these technical problems can help you get back in the SEO game.
Staying on top of SEO best practices isn’t a one-time fix. Algorithms are constantly adapting to give searchers the best answer to the question they’re asking. Continuously evaluating and improving your website through a growth-driven design process will help ensure you never slip from search rankings and lose out on valuable traffic.
Your Site Has an Outdated User Experience
Not only does user experience affect your search engine ranking, it also impacts your lead generation and conversion rates. Your website is often the first touchpoint a potential customer has with your organization, and you only have two-tenths of a second to make a good first impression, according to a Missouri S&T study. Adobe reports that nearly 40 percent of visitors will stop engaging with a website if images take too long to load or the site’s content and layout are unattractive or outdated.
Clearly a website facelift is about more than just a pretty home page. Small design problems and technical glitches can add up to a poor user experience that hinders your website’s performance goals. A website redesign can take care of problems like cluttered navigation menus, unclear calls to action, and lack of mobile responsiveness.
Once again, growth-driven design is an even better option than a one-time redesign. By following GDD principles, you’ll continuously evaluate and test your site so you can make data-driven changes that have a direct impact on your organization’s conversion rates and lead generation. Making smart changes like these on a regular basis can do a lot to increase month-over-month performance, and it will ensure your website never falls behind the times again.
When It’s Time for a Redesign
It’s smart to ask when to redesign your website rather than jumping blindly on the bandwagon. Despite what it may seem, redesigns aren’t just about having a trendier website than your competition. Now you can see there are plenty of valid reasons to redesign your site that will ultimately increase conversions and lead generation and boost your site’s performance.
No matter what reason has you thinking about a website redesign, growth-driven design can help you make the most of your new and improved site by continuously using real-time data to improve month-over-month and year-over-year performance. With continuous improvement driven by data, you’ll never have to answer the question “when to redesign?” again!
Learn more about how GDD can help your organization achieve its goals with our article on how to leveraging growth-driven web design and maximize lead flow.