There is no specific rule for how often you should redesign your website. However, the longer it has been, the more likely it’s time for a website redesign. When did you last redesign your website? A year ago… maybe two… maybe five?
Website Redesign Signs
Since there is no hard and fast rule of when it is time to redesign a website, consider the following signs when you are debating if it is time for a website redesign:
#1 Your Website Does Not Align with Your Business
Companies often rebrand, change their business model, modify their product portfolio, or target new customers. All of these examples involve change and may lead to inconsistencies between your current processes and your website. Have your employees ever had to say to a prospect or a customer, “Sorry that doesn’t apply anymore. We just haven’t updated our website?” Or do customers call asking questions they should be able to answer for themselves? Your website needs to align with your brand identity, convey your brand messaging and values, and support your business goals.
#2 The Website is Outdated.
The web and supporting technologies evolve quickly. People adapt their expectations and what was recently “new” becomes the norm. Does your website have a boxed design or a full-width design? Modern websites use a full-width design that responds across devices. The old boxed layout is a sure sign it is time for a website redesign. Does your website have a menu-based structure requiring many clicks to navigate? Modern websites have more content on scrolling pages to reduce the number of clicks it takes a user to find what they are looking for and to ease mobile navigation.
Before Redesign
After Redesign
#3 Your Website Doesn’t Measure Up
Look at your competitor’s website and evaluate your website in comparison. If your competitor’s website provides a better user experience and is more visually appealing than yours, your website doesn’t measure up to the competition then it is time for a website redesign. Listen to your business advisers and customers. If your business coach advises a website redesign or your customers complain about using your website, your website doesn’t measure up to their expectations and needs to be redesigned.
#4 The Website is Not Responsive
Responsive websites adjust between the user’s devices – desktops, laptops, tablets, and smartphones. Not only is a non-responsive website frustrating to users who are trying to learn about your business on their mobile device, but also it is harmful to your search rankings and places your search result below other mobile friendly websites. It is essential for your website to be responsive so that prospects and customers can find your business regardless of the device they are using.
#5 Your Metrics are Declining
Your search engine ranking is declining. Your bounce rate, the number of visitors who come to your site and leave quickly, is increasing. Your website traffic, leads, and conversions are declining. If you are not getting the results for your business and your website is not supporting your business goals, it is time to redesign your website since your visitors are clearing not finding what they are looking for. The decision to redesign your website does not have to be a subjective decision based on a gut feeling, rather you can make an objective decision based on the website analytics.
Embrace Change
Change is a natural part of all our lives and you can’t stop it. Technology evolves and improves. Software and platform updates improve the functionality and security of your website. Google passes updates to its search engine ranking algorithm, which in turn influences search engine best practices. Not only is the technology evolving, but also there will be changes within your business. You may change your business model. Your product and service offerings may expand. You may expand your geographic reach or expand into new markets. Simply having a website is no longer enough, rather you need an effective website that aligns with your brand identity, supports your business goals, provides an excellent user experience, leverages modern technology, stands up against the competition, and is responsive across devices.
