by Mark Ong, John Ng
on Dec 22, 2019
Does your website look like it was built in the Land Before Time? Do customers complain about baffling user experience, outdated content, or too many 404 errors? Have your online leads all but dried up? It sounds like it’s time for a new business website.
Whether you’re an owner, sales rep, or marketer, your company website should be your most effective digital tool for promoting products and services, driving sales or conversions, and telling your story. A clunky website tells the tale of a business that doesn’t take care of the details — or worse, it doesn’t help people understand anything about you at all.
We’ve been doing web design and development here in Singapore for almost a decade, and we’ve heard countless factors that prompted clients to contact us about a company website redesign. Here are our most significant indicators that your site’s time has come.
Your site isn’t fast enough
Google has acknowledged that speed is a ranking factor for searches on all devices, with a 2018 Speed Update that placed more weight on speed for mobile searches.
Whether your audience is on a desktop or smartphone, they aren’t going to wait 30 seconds for your content to load. They’ll bounce back to the search results and choose a different option, and that’s bad for business.
You can look at your Google Analytics page timings data, or test your site with tools like Google’s PageSpeed Insights. If a handful of pages are performing poorly, these can be fixed with speed optimizations like these tips from Moz. If most of your website is suffering from slow load times, it might be time to address the bigger picture.
Your site isn’t mobile-friendly
As mentioned above, Google favours sites that deliver a speedy experience for mobile visitors — who make up around 57% of organic searchers in the US and similar numbers in other countries including Canada, Japan, and the UK.
Google’s algorithm pairs mobile-friendly sites with proximity to the searcher (among its many ranking factors) when displaying local results, such as “where” and “when” searches that typically relate to shopping, food, or entertainment.
If you check your site on a mobile device and the content falls apart, or becomes broken, trying to fit onto a mobile screen — that’s a poor user experience, and Google will notice. You can also look at your Google Analytics data for deeper views of mobile visits.
A redesign of your site is often needed to address a poor mobile experience.
Your site isn’t getting organic traffic
Traffic = opportunities for conversions.
Visitors to your site create new chances to engage, showcase your capabilities, and share your story. If no one is visiting your site, they can’t make those clicks to purchase, sign up for newsletters, or learn about your company to make a decision.
We could climb up on a soapbox and speak for hours about how much organic traffic matters, but we already published our insights on how to grow organic traffic.
What you need to know is that if you’ve seen a steady drop in organic search traffic, simple content updates might not do the trick. There might be multiple underlying technical SEO and design issues that can be resolved with a new business website.
Your site is ancient
Here are 6 major reasons an old website can hurt your business:
• Weak impression of your company’s personality and skill
• Outdated security hurts SEO
• Lack of fresh content also hurts SEO
• High likelihood of mobile incompatibility
• Reduced accessibility and usability = terrible UX
It looks like you don’t care (or you might not still be around)
If your site doesn’t deliver the same level of customer experience that someone would get speaking with you in person or over the phone, it’s definitely time for a new business website.
Your site doesn’t represent your offerings
You might have gone through a rebrand (or two) since your site was built. It might be missing new products, services, and team members because the web development and design were handled by a person or agency you no longer work with, and you have no idea how to update it.
Remember, your website should be a tool that your sales team, marketing department, and anyone else involved in the company can use to explain who you are and what you do to prospective clients. It might even be the only place people can learn about you, or buy your products.
If it doesn’t showcase your current capabilities, or if it contains outdated content that poorly represents your brand, you probably already know you need a new website.
Your site has a terrible user experience
User experience, or UX design, is critical to the success of moving a new visitor through your website quickly and effortlessly, giving them what they need to solve their problem.
UX design covers everything from your site’s navigation and architecture to how and where content is delivered during the visitor’s journey. With global Internet usage rising every year, audiences have a strong understanding of what websites should be able to do — and high expectations for usability.
Your site doesn’t convert
Sales. Leads. Email subscribers. Brand ambassadors. These are all things we hope to earn through our websites. And these are all things our websites should be able to deliver.
A business website needs to immediately communicate your capabilities, and showcase your trust and credibility content (case studies, testimonials, partnerships or clients). Through this convincing content, it should drive leads — contact form submissions, email or phone call clicks, downloads, and requests for demos.
An inbound marketing website is geared toward business growth and awareness, attracting traffic and building relationships. It should be generating email sign-ups, social media engagement, downloads, and content engagement.
If your site isn’t hitting those goals, you might be able to address it through changes to the design and copy to emphasize conversion content. But it might be something bigger, like a combination of weak UX, poor SEO, and technical problems with the site development itself.
Ready for a rebuild? Contact us. Did you know that IMDA Singapore is providing 50-70% Reimbursement based on the Productivity Solutions Grant?