Your website is an essential part of your business’s digital presence — but sometimes, a bad design can do more harm than good. In some instances, a website’s design is obviously outdated and in need of a refresh. But this isn’t always immediately apparent. As such, it’s important to regularly evaluate your web design so you can identify signs that it needs to be updated.
Here are some key indicators (besides a website looking old or ugly) that your site is due for a refresh.
You Have a High Bounce Rate
Your bounce rate is a measurement of how many visitors to your website click away after just a few seconds. While bounce rates can vary by industry, a “good” bounce rate is considered to be less than 40%, while a rate of 60% or more indicates there is likely an issue with your website.
If your data reveals a high bounce rate, your current design could have some issues. This could be due to poor load speeds, your web content not matching the keywords you’re targeting for SEO, or simply an unappealing design. A high bounce rate means it’s time to give your current design a serious reevaluation.
Site Navigation is Difficult
Poor navigation can completely derail the user experience, making it harder for visitors to stay engaged with your content and find the information they’re looking for.
Common issues include pages that lack proper links, hidden or unmarked pages, too many pages, or a lack of a logical menu content hierarchy. Try using your website from a visitor’s perspective and consider how easy it is for them to find essential information about your company and its offerings, as well as contact information.
A redesign could help ensure you offer the right amount of information in an easy to find manner, while also pairing it with compelling calls to action.
Your Website Isn’t Mobile Friendly
Mobile devices now make up the majority of web traffic. WordPress and other popular website design tools typically include responsive design as a standard option, meaning the website will scale its content based on the size of the screen.
If you don’t have a responsive website, a redesign is an absolute must. But even if you already use this feature, you should still compare the browsing experience between mobile and desktop users. Sometimes, additional adjustments are needed to display your content in an appealing manner to mobile users.
Your Website Isn’t Contributing to Business Goals
Your goals for your website can vary significantly based on your niche. E-commerce businesses rely heavily on their website for sales. On the other hand, a small local business might just use the website to build awareness and social proof. The “right” design will vary with these different purposes.
You must consider whether your current design is successfully contributing to your business goals. Focusing on your goals should drive all other design decisions — and if your current website isn’t getting the job done, then it needs to be reworked in a way that aligns with what you are trying to accomplish.
Make the Change
You don’t have to wait until you’re doing a total rebrand to redesign your website. With the right changes, your website can become a valuable contributor to your business growth and help you make a positive first impression with online customers.
If your website needs a redesign, Site Rockstar can help! Our integrated solutions can help you refresh your design, as well as take care of ongoing maintenance needs to keep everything running smoothly. Contact us today to learn more.
