“If it’s not broken, don’t fix it.”
Is that how you are approaching your website? It may not be a bad strategy to use, but when will you know that your website is “broken” and when it needs to be “fixed?”
Back when it was first created, your website may have been a powerful tool with all the cutting-edge technology and techniques. However, the world of web design has changed immensely over the past few years. What was a state-of-the-art site may now be an outdated and ineffective representation of your business.
These are some of the top signals to watch for as your website ages:
1. Confusing Navigation
In any business environment, the original goal of a long-term project is rarely even recognisable after a few years. Things in today’s world change very quickly, and your business has to change with the world to have continued success.
The same idea applies to your website. The intended purpose of your website and the needs of your audience may be very different now from what they were when the site first when online. Every time you add or change a page, feature or section on your website, you are stretching the effectiveness of the original design. Eventually, you end up with a confusing and jumbled navigation that makes your viewers want to turn around and run to a competitor as quickly as possible!
2. A Dated Aesthetic
No matter how hard you try to ignore it, the reality of web design, digital graphics and the Internet in general is that they are constantly evolving. Remember when the idea of “frames” was a revolutionary concept in web design? Now, that same concept is ancient history!
It is essential to remember that your website is a representation of your entire business. If your site looks old and out-dated, your visitors are going to assume that your business is behind the times, and that can be very damaging to your bottom line. If you haven’t taken some time lately to really think about the image your website is portraying to your customers, you need to!
3. A Low Conversion Rate
Although it is true that attracting visitors is an essential part of your site’s success, all those visitors won’t do you any good if they cannot be converted. Whether you are promoting a newsletter, building an informational community or selling a product, your conversion rate is key. While the exact conversion rate you are looking for depends on the type of business you have and the goal you are trying to achieve, your website should be producing the results you need.
If your conversion rates have been steadily decreasing for a while, there may be not be a clearer signal that your site needs work. Compare your current conversion rate to both historical numbers and current industry rates. That should tell you whether or not your website needs a redesign.
You can also ask a professional web designer for his/her opinion on your current website. A designer should be able to give you an analysis on the status of your site. Then, you can make an informed decision on a redesign.
