Developing a new website is undeniably a big and often challenging undertaking, but it’s something every business should be prepared to do when the time is right.
Your website is your shop front. It’s the first port of call not only for existing customers, but new ones too. It’s the face of your business. It represents (or should represent) your company as accurately as possible.
If it’s time for a new website, you probably already know it. Maybe you’re in a fast-moving industry (the reality is some sectors need to update their site more often than others); perhaps your site is a few years old now (we recommend a full site redesign and redevelopment every two years); or maybe you’re heading towards a big rebrand or business change.
But it’s also possible to overlook the risk that your dated site is limiting your success. Ask yourself the questions below and see if it’s time for a website overhaul.
Businesses can change quickly, whether it’s adjusting your yearly goals, a rebrand or a takeover. But often the last thing on your mind is updating your website to reflect these changes. However, if your website is going to be the first port of call for current and potential customers, it should be representative of where you are as a business. If this isn’t the case, it’s time for a change.
Maybe you’ve switched from a predominantly outbound marketing model to focus on inbound, or you’ve changed your product offering or focus slightly. How has this affected what you hope to get from your website? If the aims of your site have changed you should assess if key elements like its design, structure and user journeys are still relevant.
Even if your goals haven’t changed, is your website actually doing what you want it to do? If you created it to generate leads, is it meeting that objective? Or if you built your site with the primary goal of driving brand awareness, consider whether it has helped you get more online mentions or social media followers. If your website isn’t achieving the goals you set out for it, it’s time to make some changes.
It’s crucial to look into what your customers think of your website, how they’re using it and what features they’re getting the most value from. Your customers are a great indicator of what your prospects might think of your website. If they suggest significant changes to your site it’s probably a good idea to listen to them.
Technology and user expectations are evolving more rapidly than ever before. If it’s been a while since your last website redesign, there’s a good chance some fundamental aspects related to its performance are now out of date, which can impact your search engine rankings and limit user-friendliness.
Keep an eye on your analytics – use the data you already have to inform your next decisions. What pages are most important to your site? Where are users spending the most time? Which pages have the highest bounce rates and why? Tracking significant changes in online behaviour in your industry, both offsite and onsite, can show you how and where you need to make improvements.
If a competitor launches an all-singing, all-dancing new website, take it as an opportunity to look at what your site could be doing differently. What does their website have that yours doesn’t? Do they have features like interactive web applications that you don’t? What have they prioritised or possibly overlooked? If you notice a trend of competitors updating their sites to reflect changes in the industry or customer expectations, it’s a strong sign you should be doing the same.
Axonn can help you with various aspects of redesigning your website, from improving its user-friendliness and reliability to optimising key pages for search.
Contact us to discuss your needs.
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