I know it can be hard to admit that your website simply isn’t cutting it anymore.
It would have taken you time to build and launch it – whether you slaved away yourself for hours watching YouTube videos and struggling to understand Wix, or you paid a decent amount of money to a web designer to build it for you. You would have spent time and effort deciding on a colour scheme, choosing the right images, perfecting your website copy. The thought of doing this all over again might cause you to break into a mild sweat.
But chances are, if you’re reading this, you probably know, deep down, that your website does need updating. Your website simply makes you cringe every time you look at it – it no longer matches your brand aesthetics, doesn’t showcase your business in the best light, and it’s not helping you book your dream client.
But while all this might resonate with you, how do you know that it’s definitely time to make that leap and update your website? I’m glad you asked because there are some telltale signs that it’s time to re-do your website
- It takes longer than 3 seconds to load. I can not over state how important your website speed is (read this post for more about how to check your website speed and the importance of this to your bottom line). The ideal website load time is 1-2 seconds and you will lose around half of your website visitors if your site hasn’t loaded in 3 seconds, according to many studies.
- It has a high bounce rate. ‘Bounce rate’ is a measurement of the percentage of visitors that only visit one page when they land on your website, and you can find this stat in your Google Analytics dashboard. That means to say that when they land on your site, they don’t navigate to any other page during their visit. What is considered a ‘good bounce rate’ differs for every sector, but a good average is between 40-55%. So if you’re seeing a high bounce rate of 65% and above, this could indicate that users are having a poor experience using or navigating your site.
If you haven’t ever set up your Google Analytics, and your website is on WordPress, let me know and I can help you set this up for free. Drop me an email on email@example.com.
- It’s not responsive, and so delivers a poor experience on mobile. Think about how much time you spend on your mobile versus on your desktop computer/laptop. It’s exactly the same for your website visitors. On average, 3 out of every 5 visits to your site will be from a mobile device and so you simply have to make sure that your site work well on mobile.
You do so by having a responsive design, where the different page elements automatically adjust to fit the width of the device it is being viewed on. I addressed this in one of my #YourQuestionsAnswered series on Instagram so check it out for some great examples (and follow me too for more helpful website strategy and tips)
- It’s not secured with HTTPS. The increase in online data breaches and hacking has meant that users are even more cautious when using the internet – and they should be! I personally am very wary of a site that looks ‘dodgy’ or doesn’t feel safe, and I will rather leave the site than risk my personal information being stolen. Users are also used to looking in the address bar for a padlock icon to indicate the website that they’re on is secure, and you can easily secure your website by enabling HTTPS on all your content.
I’ve also covered website security on a recent #YourQuestionsAnswered post on Instagram here.
- It lacks basic SEO. Search Engine Optimisation (SEO) is the process of optimising your website content so that you rank higher in search results for the keywords that are most relevant for your business. It’s one of the reasons I love to use WordPress because, as a platform, it has a lot of the basic SEO requirements ‘built-in’ – where some of the other newer platforms need more work to implement. Good SEO will improve your business’ organic reach. I have a handy freebie that you can grab here, which will help you improve your SEO in 5 easy steps
- It’s difficult to navigate. We like to hope that our visitors are as invested in our businesses as we are, and that they will spend the time to click every link and read every page. But alas, that’s not the case at all. As human beings we’re inherently lazy (it’s harsh, but it’s the truth – and I can admit that I have lazy days too!). We like things to be easy and straightforward. If your website is too difficult to navigate, or confusing, visitors simply won’t hang around to try and figure it out.
Put yourself in your visitor’s shoes and assume you have no prior knowledge about your business. If you’re unable to find the most important content with just a few clicks or taps, then you should consider updating your website to improve the navigation and flow.
- It doesn’t have clear call-to-actions. In a similar vein to the point above, it needs to be super clear to your visitors what the next step is to engage with you/your business. After they’ve landed on your site and read all the content, what do you want them to do next? Book your service? Buy from you? Get in touch? Make it clear, and then measure it to make sure it’s effective (check out this post for my 5 tips to create an effective call to action)
- It doesn’t match your brand. Have you ever experienced this: you click through from a company’s advert, or Instagram page, to their website, and it has a completely different look and feel. What’s your first reaction? If you’re like me, you’d go back to the previous page because you’ll want to double check that you actually clicked the right button. And do you know why? That’s because my brain was expecting there to be some visual coherence or similarity to help me know that I was still interacting with the same business. If your brand has evolved and your website no longer matches this, it can be confusing to your visitors.
- You’re doing A LOT of technical troubleshooting. Technology is always changing and evolving and so systems, processes, search engine algorithms, and even best practice coding guidelines are always changing. Your website also needs to evolve to keep up with these changes.
If you are constantly fixing or troubleshooting an issue or the other on your site, it may be time to review your site with the idea to optimise it. Look at all the elements, from your hosting, to your platform, to the overall framework. It might seem painful to have to overhaul it, but it would be a much better use of your time to fix it and have it working correctly, than to spend your days (and nights) fixing error message after error message. None of this time wasted is going to be adding to your bottom line, and so is a very poor use of your time as a business owner.
(Did you know we offer an affordable website management service, starting from only £39/month? Make website maintenance OUR problem, so that you can simply focus on your business. Find out more here)
- You are increasingly suffering from ‘website envy’. If whenever you look at someone else’s website you’re left thinking “Why can’t my website look like that?”, then it’s probably time to change it.
If 5 or more of these signs really resonate with you, then you should consider prioritising a website redesign. Sometimes we just get one chance to convert a passing visitor into a client or a customer, and if your poorly designed website gives them a bad impression of your business, you might not get another opportunity to capture their attention.
I use a simple and cost-effective approach when it comes to building websites. It keeps it really affordable for you (plus a 2- or 3-part payment plan to help you spread the costs) and also completely removes any overwhelm (if you’re thinking you struggle with anything technical). Check out my website build packages here. Alternatively, book a free discovery call with me to have a chat through my approach and so I can answer any questions you might have.
** We currently have a Black Friday offer saving you £100 on any package if you book before the 4th December. Find out more here **