You are probably not alone if a re-vamp of your existing website has been on the to-do list for a while now, but as 2012 quickly draws to a close the reality is that a site overhaul will end up in the resolution list for 2103 instead. Although your current site might be getting you by, chances are there is room for improvement and there are some telltale signs that point towards a need for redesign. Below are a few reasons that might indicate you need to consider a redesign in 2013.
Visitors find your website too complex
Perhaps you are getting feedback from visitors that your site is hard to navigate, or maybe you are getting lots of traffic to your landing page, but very little conversion. It’s important to remember that visitors are coming to your site with a purpose. Whether it’s to obtain information, be entertained or to make a purchase, if you make it too hard for them to achieve this purpose they will drop off your site (and head elsewhere). The other reason visitors may find your site too complex is if there are too many steps involved in reaching the desired information or destination. A successful site is intuitive for the visitor to use.
Your website hasn’t evolved with your business.
Your business changes and evolves over time and your online marketing materials need to reflect this change. Whether your branding has a new look, your product offering is different or the primary purpose of your website has shifted from being an educational tool to lead generation, your site really does need to mirror your current business positioning. A disconnect between the two will not only be confusing for the visitor, but undermines the purpose of having an online presence.
It’s difficult to update
For many small to medium businesses the task of updating a site can be tedious and costly, but if neglected can mean your content becomes out of date very quickly, and your audience will lose interest. If this is the case then consider integrating a CMS (Content Management System) with your redesign so you can autonomously manage and update your site, as you need to. It’s cost effective and facilitates instant updating across your entire site.
Your site isn’t mobile or tablet friendly
It’s not secret that more and more people are using their smartphones or tablets to browse, research and shop online. If your site has got a few years under its belt chances are it doesn’t read too well on mobile devices. No matter how engaging your content is, it’s no good if visitors can’t access it whilst on the move.
It's not search engine friendly
Again, perhaps SEO wasn’t high on the list of priorities when your current site was designed but if your site isn’t search engine friendly then you are missing out on valuable traffic. Keyword research prior to content design can go a long way towards improving the traffic to your site.
It looks great, but doesn’t bring in business.
Your site may be visually groundbreaking and a talking point amongst peers in your industry but if it doesn’t meet the visitor’s needs then you won’t achieve your business goals. A great design, and clear content and messaging don’t have to be mutually exclusive. Finding the right balance is key to reaching your online marketing goals. Online competition is already fierce and will only increase in 2013 with faster access and growth in mobile browsing. Your website could be the most effective marketing tool you have when given careful review and is strategically planned and leveraged. If your current site has any of the problems listed above chances are you could benefit from a redesign.