The Top 8 Reasons Why You Need a Website Refresh Now!
Do you really need a website refresh?
You may boast of having been one of the first businesses with an online presence within the past 25 years. Or, ten years ago, you may have been the proud owner of a state-of-the-art website.
Everyday technology and particularly the use of smartphones have been and will keep on changing at a rapid rate. And it’s highly likely that your formerly innovative platform is now more ‘retro’ than you think.
So, let’s explore if you do need a website refresh:
Website Refresh Reason #1 – Not Mobile Responsive
Does your website look good on a mobile device? In 2019, nearly half of all online transactions happen from a mobile device. According to Google, 61% of us won’t be returning to a website if it doesn’t work on our smartphones; and 40% will defect to a mobile-responsive competitor’s site instead. So, if your website isn’t mobile-friendly, then you are in trouble!
Website Refresh Reason #2 – Outdated Design
Having a website that isn’t up to date can harm your credibility. 94% of UK website visitors will not trust a business with an outdated website.
Website design has come a long way since the first sites appeared on the Internet in the 1990s. The above example was state-of-the-art then. But would you buy Apple products if their website would still look like this?
Your website has to be visually and functionally appealing. So, if your website looks a bit like the above example, have a revamp – as quickly as you can!
Website Refresh Reason #3 – Outdated Content
A website full of old content is just as bad as an old looking one.
Some examples of old content are:
- Expired offers
- Referring to past events as upcoming events
- Featuring old projects as recent projects
- Offering discontinued products as the new range
- Etc., etc.
A set up where you have access to your website’s content management system (CMS) or have a maintenance contract with your website developer is the best way of making regular updates easy for you.
New Target Audience
Your website needs to be optimised to serve your ideal prospects and customers. So, if you have decided to sell your products or services to a different target audience, then you must reflect this on your website.
For example, a kitchen manufacturing business that has decided to focus solely on producing and selling high-end products to affluent customers should no longer have a website that addresses the customers who bought their former flat-pack ranges.
New Brand Message
A strong brand has a consistent image, and you should have a consistent identity across all your marketing and sales platforms. This creates and keeps a sense of trust for and comfort with your brand.
If you have changed your branding elsewhere, make sure your website has the same look and message. If not, you end up appearing unprofessional and untrustworthy.
Website Refresh Reason #4 – Bad Structure & Functionality
Have you visited a website where you can’t find what you’re looking for as it was obviously designed to serve intellectual geniuses only?
Or one that expects you to trail from webpage to webpage to finally get to where you wanted to be from the start?
Or, even worse, that made you dizzy while looking at a spinning wheel waiting for it to load?
So, you know from your own experiences that apart from loading within three seconds, a website must have an intuitive structure that serves your target audience’s expectations.
Providing a great user experience (UX) makes all the difference between making your visitors stay and buy or sending them to a competitor’s site.
Website Refresh Reason #5 – SEO Unfriendly CMS
SEO (search engine optimisation) is one of the most important aspects of having a website today. After all, what is the use of having a website if nobody can find it? It’s like hiding your shop in a dark alleyway. Unfortunately, a lot of older websites have been built with content management (CMS) systems that are SEO unfriendly. SEO is relatively new, whereas CMS systems are not. You must have a CMS where you can easily manage headers and meta tags, keywords and Alt tags etc. The most popular CMS since 2009 is WordPress as it’s considered by many to be the best content management system available. It’s easy to use with extremely professional and high-ranking results through a selection of SEO plugins. There are, of course, other CMS systems that are SEO friendly too, but WordPress is the most convenient one. If you have a website that is older than 2009, it’s highly likely that it cannot compete with other sites for the all-important SEO rankings. Make sure you change your CMS if your current one isn’t SEO friendly. You don’t want to end up in that dark alley.
Website Refresh Reason #6 – Bad Code
If you have fallen victim to a website company that is outsourcing the site development to the lowest bidder, then it is highly likely that your site’s code is poorly developed, i.e. it doesn’t do what it should. The code may include many scripts that are not used or needed but load on every page. This will cause your website to load slowly and give your visitors a lousy user experience. Your prospects and customers will soon be flocking to the beautifully coded competitors’ sites if you don’t fix this.
Website Refresh Reason #7 – Website Purpose Additions
You may have decided to add a shopping cart to your site to use it for e-commerce. Or you may want to integrate a blog to help with your inbound marketing and lead generation. You should not just add these features to your existing site. As its purpose has changed, you may need to restructure pages or update the site layout to cater for this. It is unlikely that a simple brochure website can provide for purpose additions without looking at a refresh for the site structure and content.
Website Refresh Reason #8 – Site Envy
Jealousy and envy are two of the strongest emotions, and they do exist in cyberspace too! If you haven’t been able to look at your competitor’s site without having been attacked by the green-eyed monster lately, then it is probably time to up the stakes. Look at what is missing from their website, what you could do better, then find a quality designer/developer and show them what you are made of. If you have reason to believe that your competitors’ sites are better than yours, don’t just sit there and take it. Have a website refresh – now!