Your website is the foundation of your company's online presence. With more consumers choosing to make purchases online than visit brick-and-mortar store locations, your website may be the only interaction that customers have with your business. Therefore, you need to put your best foot forward with your website design and ensure that it's consistent with your branding strategy.
While there are no rules surrounding how often you should update your website design, most businesses usually give their websites a facelift every two years. However, if you find yourself wondering if it's time to update your website, it's probably time to do so.
Here are some of the most common signs that it's time to give your website design an overhaul:
1. Your website is not mobile-friendly.
More consumers are now using mobile devices to browse the internet than desktop computers. In an effort to deliver more relevant content to users, Google is considering moving to mobile-first indexing, which means the content on the mobile version of a website is indexed first when retrieving relevant search results.
As of 2017, 79 percent of small businesses with websites have a mobile-friendly design. Since Google gives preference to mobile-friendly websites in search results, this percentage will continue to grow.
While there are a few different approaches your business could take to achieve a mobile-friendly website, responsive design is preferred as it provides the optimal user experience regardless of the type of device used to access the website.
2. Your website is not helping you drive demand.
If your website is not helping you to achieve your goals, that's a clear sign that a re-design is in order. However, simply giving your design a fresh new design isn't going to fix this issue. To get your website to work for your business, you need to ask yourself these two crucial questions:
3. You have a high bounce rate.
While your website may be attracting a healthy amount of traffic, you need to look beyond this metric and see what your visitors are doing once they arrive to your website.
If your bounce rate is high (above 70 percent), it's a sign that you're attracting the wrong type of visitors to your website. A high bounce rate could also be an indication of a website that is slow to load or an unappealing design.
4. You're getting visitors, but they aren't converting.
In this scenario, you know you're attracting the right audience to your website, but they aren't converting. If you see that visitors are spending time on your website but aren't taking action, it's a sign that you need to redesign the buyer journey to clearly guide them to the action you want them to take.
By focusing on creating ahuman-centered website design, you can help visitors find content they didn't even know they were looking for and increase your conversion rate.
5. You don't have an HTTPS website.
Website security needs to be a priority for your business, especially if you have an e-commerce website. An HTTPS website means that all communications between your browser and the website are encrypted and signals.
A secure website provides peace of mind to your customers that they can make purchases from your website and share information without worrying that their confidential data will become compromised. Search engines such as Google also give preference to HTTPS websites in search rankings.
If you're experiencing any of the symptoms referenced above, it's time to refresh your website design. Be proactive and optimize your website design now so that you can set yourself up for success in 2018.