What is the first thing that people do when they hear about a new company or product? You guessed it. They google it. Needless to say, your web presence is essential and critical when it comes to attracting new and returning customers. However, what is it that generates traffic and conversion? What tells you if your existing website needs an overhaul? Let’s have a look at the most important factors influencing the need for a redesign of a website.
They do matter. Time moves on and so do design trends. People can tell at one glance if your website is outdated or not. Your website should look neat, tidy and appealing to the eye. The modern design of a webpage is one of the key factors in having an impact on a customer’s purchasing decision. It suggests that your company is moving with the times and is keeping up with the latest trends and technologies. If you utilise social media, make sure that not just your social media site looks great, but also any thumbnails to links you are sharing. Any titles or descriptions to links should be clear and concise, too.
Every website, no matter what you are offering, be it information, services or products, should be user-friendly. It should allow for intuitive navigation regardless of whether a mobile, tablet or laptop is being used. Whatever your potential new customer is looking for, it should be easy to find without any outside help. In addition, make sure to always check your competitors’ websites, not just for their offerings but also their latest website features and functionalities.
Speed and Functionality
Your website should load in a couple of seconds on all devices, otherwise it is likely to be considered too slow. Remember we live in a fast paced world and the majority of online users use their mobile phone for pretty much anything nowadays. The quicker we get the information, place the order, book the flight, etc., the better. Furthermore, make sure that all the content of your website is displayed the right way and all features are working properly. A website that doesn’t function properly will definitely lose you customers and revenue.
Does your website display the latest information about your company? This includes pictures of your staff, products and facilities, information on the products and services you offer, your evolving business story, and your values and business strategy. Is it still appealing to the right audience or has your audience and clientele changed? Is your printed marketing material aligned with your website as well? Asking yourself these questions will help make a decision as to whether or not your website needs a refresh.
If your business is not producing the expected sales, leads or enquiries, you can use Google Analytics to help you gain insight on the effect your website’s design is having. It will allow you to analyse if, and why, your website might be performing poorly by providing you with data such as how long people stay on your webpage, if a user visits your page and doesn’t visit other pages (for further information check out ‘Bounce Rate’) and how in depth users are checking out your website (for further information check out ‘Behaviour Flow’). Of significant value is Search Engine Optimisation (SEO). If you want to appear in Google Search results, and if you don’t want be listed on page 20, make sure your website has been optimised.
Last but not least whenever you need to leave your personal details, from setting up an account to making a purchase online, we all want to know that our data is secure. Make sure you are using the latest software to guarantee your customers are in safe hands and that the services you are offering are deserving of your trust.
People decide in seconds if they want to explore your website further or switch to the competition. If you want to network, increase your sales, reach a wider audience and just be professional, ensure that you check all of the above points and do so regularly. This way you stay in the game, not just for the short haul, but for the long run.