“I have a great website. Why should I update it?”
If you have a website and it’s working fine, redesigning it may be the furthest thing from your mind. What’s the return-on-investment? Aside from sprucing up the appearance, here are a few advantages a website redesign can give you:
You have about 10 seconds to make an impression on a new visitor. If your website is slow to load, especially on a mobile device, that visitor could bounce right out without ever seeing what you have to offer. Using a tool like Google’s Page Speed Insights can help you judge whether your site is really mobile-friendly and how fast it loads. A new website can be built for speed, right from the beginning.
Ease of Use
Websites often grow more complicated and convoluted after they launch. What was once a simple, easy-to-navigate website is now a labyrinth of documents, data, and content-by-committee. A fresh design gives you the opportunity to rethink how visitors navigate the site and what’s really critical to converting leads.
Website features that used to be costly, like a membership area or an e-commerce system are often easier to implement with off-the-shelf solutions available today. The affordability of new functionality might surprise you. What’s on your wish-list for your website?
You’re probably familiar with search engine optimization. Maybe you’ve even tried your hand at it with your content. But there’s another type of SEO. The speed and structure of your website have a lot to do with it. Improvements to how websites are now coded can give you a real boost in search engine results.
Anytime a website gathers personal information about a visitor, even something as innocuous as an email address, the website owner needs to think about whether the data being transmitted in a secure fashion. Modern web browsers have started warning visitors if the information on your website is insecure. A well-coded web platform with an SSL certificate will put you ahead of the competition.
What Does It Add Up To?
A fast-loading, secure website will rank higher in search engines. Higher ranking means more visibility for your brand. A pleasant, modern appearance and well-organized structure add to your chances of retaining that visitor beyond the first 10 seconds of their visit and improve your conversion rate.
Give a website redesign serious consideration. If your website is a few years old, it’s probably time for a refresh. If it’s older than that, you might benefit tremendously from a complete redesign.