Did you create your website 5 or 10 years ago? It’s time for a redesign. According to a recent Pew Research Center study, 64% of American adults now own a smartphone, up from 35% in 2011. Forward thinking marketers understand that web is far more customer centered than ever. Web traffic has changed, but has your website?
1. Your bounce rate is high
Bounce rates show how long someone stays on your site after viewing one page. If your bounce rate is over 50%, that means 50% of the traffic to your site leaves without navigating deeper into your content. There are a variety of reasons why your bounce rate may be high (including bot traffic), but one key factor is information architecture. If you site was not created with the user in mind and designed in a way that allows visitors to intuitively navigate from page to page, that is likely the number one reason your bounce rate is suffering.
2. Your site isn’t responsive
Can users access your site from any device? The digital consumer, according to a Nielsen study, spends more time surfing the web from a smartphone than from a desktop or laptop. Your site should be responsive to the size and shape of the screen on which it’s viewed. These days, web developers can code a single site to work on every platform. When a mobile visitor comes to your page and sees the tiny font of a nonresponsive site, they’re going to bounce. Peace out. Word to your competitor.
3. You’re pivoting
Plateaus happen. Deciding to change your business or organization can be tough, but once you’ve made the decision, it’s time to update your website. You want the world to see your company as something new, and a few small changes to your site are not enough. Revamp the look and feel of your site--give it a facelift and let your new venture shine through.
4. Your content is outdated
If you haven’t updated your site in the past few months, chances are your content is outdated. Keeping content up-to-date and relevant to your messaging can be challenging, especially if you have a small team, but updating your entire site can give you the opportunity to look at your content with fresh eyes and re-evaluate your content strategy. A content audit, often performed by your web development company of choice, will allow you to identify the content on your site that reaches clients, and the content that is floundering. Removing or restructuring old content is a great way to increase traffic to your site.
5. Your clients (or your team) have trouble using it
Design. It’s your top priority. Think of a website like a house for sale. Is there curb appeal? Once you’re inside, is there an obvious path through the house? Same with your website. Users should be able to intuitively navigate through, find what they are looking for, and settle into a nice comfortable chair. Build your new site only after careful research. Observe how people use your current site, and see through your visitors’ eyes. Ask questions. Let people complain about what’s missing or difficult. Build a beta of your new site and repeat the process until you’ve worked out the kinks.
Thinking about updating your website? Feel free to reach out and let us know how we can help bring your site up to date with your goals.