You are not alone if you look at your company website and are unhappy with its poor performance. Countless websites aren’t taking full advantage of tools and trends, leading to a lack of traffic and sales. So instead of making little tweaks to no avail, it might be time to call in Innovative Flare for a complete overhaul.
A full small business website redesign may sound drastic, but it can get results where the effort pays off in the long run. If you aren’t sure, here are some important signs that your website needs a redesign. If these resonate with you, it might be time to give us a call.
Your Bounce Rate Is Too High Or Too Low.
Your bounce rate is where people aren’t sticking around and clicking onto other pages of your website. This isn’t so bad for informational sites where readers appear, read one post they found on a search engine, and then leave. But it’s different if you want to convert visitors into customers. Data from Contentsquare in 2020 showed an average bounce rate of 47% on eCommerce sites, slightly higher on mobile devices, and lower on desktops. You can learn more about that later. This is fine as a bounce can be recorded on a single-page visit after a half hour. But, when rates get around 70% or more, you have a problem.
Now, you wonder how it can be too low. Surely if there is a rate even lower than 40-70% average, then that means hardly anyone clicks off the page too soon. So, that means great retention, right? Not necessarily. It could actually be an indication that there is a problem with the site and the way data is collected. Anything between 26 to 40% is ideal, but if it is way below that, you still need a check-up.
Your Website Has Some Serious Navigation Issues.
Navigation is another common reason why you might need a website redesign. Navigation means getting from point A to B in as simple and short a route as possible. Visitors shouldn’t have to click multiple links and jump through hoops to find what they need. If you are primarily out to sell something, there should be clear access to product pages and secure checkout. If your site is informative, there should be clear categories to lead people in the right direction.
For example, if you go to an online clothing store and click their drop-down menu, you might find the following:
- New Arrivals
- About Us
This will vary depending on the brand and product lines, but a menu like that should provide easy access to where you want to go next. Is the drop-down menu on your website as efficient? Do you even have one? Remember that if the average person can’t see what they need to click, they will click off and go elsewhere.
Your Website Isn’t Optimized For Mobile Devices.
The ongoing technological developments in smartphones mean it is easier than ever to get online on our phones, browse sites, and even many orders on eCommerce sites. Of course, not all consumers like to do this and will prefer to wait until they can browse on their desktop at home. But, the numbers of mobile visits increase year on year. Reports from Statista for 2021 show that mobile devices were responsible for 54.4% of web traffic.
The problem is that not all websites are optimized for mobile searches, making them difficult to read or use on a smartphone screen. As a result, a prospective subscriber or customer may click a search engine result, find a mess of a homepage with no clear layout and hard-to-read text, and immediately regret their decision. However, a few adaptations from expert designers can transform the site and ensure mobile users get the experience they deserve.
Your Website Isn’t Optimized For SEO.
Search Engine Optimization remains a crucial part of website design and content creation. It would be best if you had the right tools, tags, keywords, and more to grab the attention of search engines and rank higher on results pages. To be honest, we are mainly talking about Google here. That’s the algorithm you need to please. The best website creation teams will work with you to fine-tune your SEO across the board and allow for better results.
This aspect of website design shouldn’t go underutilized because it pays off so well. Everything we’ve discussed so far on why a small business might need a website redesign relates to the visitor experience after they’ve clicked onto your website.
We have the mobile optimization to make the homepage clear and useable, the navigation to encourage them to click through to what they need, and the bounce rate issue for those that don’t. But, you won’t get them appearing without the high-ranking search engine results.
Your Website Is Generally Outdated.
An outdated website could suffer from a range of issues – perhaps even all of those listed below. It is important to acknowledge these faults and find a way to correct them as best you can.
You can connect with visitors and potentially build better long-term relationships through effective modernization and frequent content updates. This means looking at the following reasons for a small business website redesign:
- Product links and information
- Social media links
- Blog content
- The overall design of the website.
1) Product links and information.
This one only applies if you are trying to sell something. But, whether you rely on your sales for your personal brand or affiliate links for income, those links need to be accurate. The problem here is that information can change, links can become outdated, and customers feel lost or even cheated if they are misled.
The same goes for information about your products. If you have changed something about the product, you need to be transparent about that. Food items need the right allergen and dietary information. Everything needs the correct price.
On a related note, it is also a good idea to ensure that all your terms and conditions are up to date. This also means providing accurate information about deliveries, shipping, guarantees, data collection, and anything else.
2) Social media links.
Let’s start this one from the beginning. Are you on social media as a brand? Hopefully, the answer is yes, and there are multiple platforms. Remember that Twitter is great for instant connection and social engagement. Instagram allows you to show off products and events at their best, and Facebook can allow for a community of like-minded followers.
These profiles are great for building a reputation, bringing in new people, enhancing campaigns, and conversing with a target demographic. They are also great for building a relationship with previous customers and readers.
With this in mind, it is a good idea to have some clear links to your social media on your home page, all with the right information. Someone reading your site or buying something may want to follow you so they can learn about new product launches or gain daily tips as they scroll through their feed.
They aren’t that likely to seek you out once they’ve left the site, so give them your details upfront. You may also choose to have a small feed of recent content on the homepage to show people what to expect as a follower.
3) Blog content.
Not all brands take advantage of blog content at all, and this could be a missed opportunity. Blogs are a great way to go deeper into a brand’s ethos, explain the benefits of products, and offer secondary related content. For example, if you make homemade natural soap, a blog about their health benefits or other tips will bring in readers that could make return visits and purchases. These longer pieces of content are also great for building links and improving SEO rankings.
The only problem is that once you decide to have a blog, you need to commit to it. If you can’t, it has to go. A stagnant outdated blog is a bad look. Visitors may assume that you don’t care that much about your supposed passion or that you aren’t in business because the last post was more than a year ago.
4) The overall design of the website.
Do you even like the way your website looks? You might think that it is clean and functional and that that’s enough. But would you call it engaging? Would you stick around to learn more about what you do if you were a visitor or go somewhere a little shinier, prettier, and more high-end? Then there is the risk of your site becoming too cluttered and unreadable where it looks a mess.
It is no good to continually add things to a homepage if you don’t remove something that no longer serves a purpose. Or, maybe you haven’t touched the design since you bought the domain, and it’s frankly a little embarrassing.
Expert Small Business Website Redesign With Innovative Flare.
If you have come to the end of this list of problems and found you do need a website redesign, don’t worry. Innovative Flare handles a wide range of requests for SEO, marketing, and website redesigns and redevelopment. Our team can help you overhaul your site to fix these issues to create something visitors will love and generate better traffic and conversions.