Change is one of the few constants we find in our lives. Ferdinand de Saussure, the Swiss linguist, semiotician(*) and philosopher once said:
“Time changes all things; there is no reason why language should escape this universal law.“
And if something as fundamental as language changes, then things that surround our use of language have to change as well, including websites. Just think about your favourite websites and how they may have changed over the years. Your website is one of your main forms of customer engagement, but can sometimes be forgotten about, because it is there, doing it’s thing. However, if you forget to review your website design on a regular basis you can quickly find that it is outdated and therefore not engaging prospective and existing clients as it once did. We wanted to give you a couple of our top signs for when a website might be in need of refreshing, or even a complete redesign.
(* By the way, a semiotician is someone who studies semiotics, or activities, conduct or processes that use signs, in particular where the sign communicates something. The below are all “signs” that communicate that you might need a new website, so we thought the above quote is doubly appropriate.)
1) Your website looks outdated
When did you last have a new website? If it has been a while, then it may be that your website is due a refresh, especially if it is starting to look a bit outdated. A current and fresh looking website will show your visitors that you care about how you present your business.
It is always a good idea to update your website with new content on a regular basis. As we discussed in a recent blog, annually reviewing whether your website needs a redesign will help keep your target audience engaged.
2) Your website does not reflect your branding
There is a huge difference between your brand and your branding. Your brand covers aspects of the relationship you have with your customers. What customer think, your reputation, how your treat your customers – that is all your brand.
Your branding on the other hand covers the visual aspects of your company. Your logo, the colours you use, your graphics – these are all part of your branding.
Communicating both on your website is important, but if your branding has changes over the years and your website no longer shows this, then it is definitely time to consider a refresh. Or perhaps you did not have clear branding when you first created you website. Then now is a great time to update your website to make sure your branding is clearly shown.
Need help with your branding? Our team is on hand and happy to help get you up and running.
3) Your website doesn’t stand out from your competitors
It really doesn’t matter what industry you are in, you have competitors. If your website is not as clean, clear and easy to use as those of your competition, it is probably time for a redesign.
Part of this process will include looking at your competitors’ websites and seeing what you like about them, what you think their website does better than yours, or even whether it communicates their branding more effectively.
4) Visitors struggle to use your website
We all know that it is impossible to please everyone all of the time. However, if you are getting comments from customers that they find it difficult to find the information they are looking for, then your website has a customer experience problem.
Providing a good Customer Experience is vital. It covers a variety of things, such as:
- making sure that people can find the information they need;
- presenting the information in an easy-to-understand format;
- having a clear structure;
- contains good visual elements that guide your visitor to the next step of the process.
We don’t get a second chance to make a first impression, and the same is rue for our website. If people find it hard to use, they will move on, and quickly.
Not sure how to improve the customer experience on your website? Contact our team to get expert advice.
5) Your website is not mobile friendly
With an estimated 47% of UK web traffic originating from a mobile device in December 2020, it is vital to make sure that mobile visitors have the same customer experience as those who are using a desktop.
If they cannot use your website on their mobile device, they are very likely to go elsewhere. Our web design service specialises in websites that work seamlessly no matter what device your customer is using.
6) You’re not getting the number of conversions you want
When we say conversions, what do we mean? Well, simply put, it is when you turn someone who is browsing your website into a paying customer. Every website is seeking to convert visitors in some way. If you sell a product or service, it will be leading them to order or sign up. If you provide information on a given topic, it might be for them to contact you or subscribe to a mailing list.
The percentage of visitors versus those who performed any specified action is what gives you your conversion rate. If that percentage is low, it is probably time to review your website and look at how it can help you achieve a better rate of conversion.
7) Your website isn’t coming up in relevant searches
You could have the best looking and most informative website out there, but that won’t matter if no-one can find it! While website design and Search Engine Optimisation (or SEO) are separate from each other, they are interrelated. If your website was created without taking SEO into consideration, then a new website design may be necessary to help prospective customers find you.
8) Your bounce rate is high
A website’s bounce rate is calculated based on the number of visitors who leave the site without viewing any other pages. The higher your bounce rate, the more visitors you are losing. This could be because your website is not visually appealing. Por perhaps the pages do not have any clear Call To Actions – such as buttons – which lead visitors to further pages.
If your bounce rate is high and you want to do something about it, our team would love to hear from you.
9) Your website has errors
Broken links or images, missing or hard to find information, difficult navigation. All of these are either danger signs for visitors. Or simply off-putting – both of which will cause you to lose business. If your website maintenance has been on the back burner for a while, it might be easier to start fresh than try and fix all the issues.
10) Your website loads slowly
An important part of your customer experience is how quickly your website loads. If your visitors have to wait long to access a page, they are likely to give up and go elsewhere. We discussed different website hosting options in a recent blog and would be delighted to discuss your needs with you.
Web design is in our blood and we are as passionate about it now as we were when we started almost 15 years ago. Let us help you grow your business in 2022. Call 01889 280010 or email hello@zephi.co.uk to discuss your fresh new website design!
