Five Reasons It’s Time to Consider a Website Redesign

Your business website is the foundation of your digital strategy which means you need to make an outstanding first impression. If your current website isn’t getting the sort of traffic or conversions you’re hoping for, then it’s likely time to consider a website redesign.

Your website is where people go to get information on your products or services, get their questions answered, learn about the vision and mission of your business and so much more. In many cases, it’s the first point of contact a potential customer will have of your business, and what they see may make the difference between whether or not they decide to do business with you.

Here are five reasons it may be time to consider a website design:

#1. Change Public Perception

Whether it’s fair or not, people will judge your business by the look of your website. They expect to see something that looks current — not like it was built 10 years ago. Additionally, the primary reason people visit your website is to get information, so if they’re visiting your site and can’t find what they need, it may dissuade them from buying your products or services.

Think of it the same way as going into an actual store. You’re standing on the street, and there are two options where you can make your purchase. The first store is well lit, freshly painted, clean, organized, and well-stocked. The second store has a broken lightbulb over the door, looks tired and worn down, has dusty shelves, and the inventory is spotty.

Which store are you going to choose?

Just like a storefront, your website should be designed to catch someone’s attention and hold it. There’s fierce competition in the marketplace, and people often make decisions based on feelings, not fact. So, if a prospective customer or client doesn’t feel like your website is up-to-date, they may think your business is behind the times as well.

Website design by OnMerit Marketing for Keynote Speaker & Leadership Coach
Steve Gutzler, President of Leadership Quest.

#2. Become More Competitive

In the world of Google, search engine optimization (SEO) is king, which is why you want to make sure you’re making the most of SEO opportunities. People are researching online before they purchase, so you want your website to rank as high as (or higher than) your competitors.

When people do a search for common keywords or phrases that relate to your business, the hope is that Google will bring up your website as a resource. But if you haven’t been making regular updates to your site, the chances of it coming up within the first few pages of a Google search is pretty low.

Updating things, like metadata, page titles, and images refresh the data sent to Google, which means your site will have Google’s search bots crawling the site more frequently.

Also, consider what kind of content your competitors are offering. Do they have a frequently asked question section that addresses common concerns? Are they producing weekly blog content that is informative and educational? Visitors are attracted to great content, so if your competitors are offering it and you aren’t, they may go elsewhere to find it.

When it comes to assessing how you stack up against the competition, consider the first impression your site makes. The more visually appealing, user-friendly, and informative your website is, the higher the likelihood that a prospective buyer will stay on your site instead of deciding to go look at a competitor.

As a final note, when it comes to your competition, you want to differentiate yourself, so as much as you may like their website, do not attempt to create a copy. You want to showcase what makes your business unique — and not knock off the competition’s site.

#3. Generate More Leads

One of the primary functions of your website should be lead generation. So while you may think your website looks fine, you need to ask yourself if it’s helping to generate leads. If you see that you have good website traffic, but your visitors aren’t turning into customers, that’s a good indication your website isn’t doing its job.

Now, it’s not just about getting any old lead; you want quality leads that are likely to lead to a sale. To make that happen on your website, you need to be crystal clear on who your audience is so your website is designed to attract the potential clients you actually want.

Finally, if your website’s lead generation isn’t working as you had hoped, it’s time to do a deep dive to figure out where you’re falling short. Look at things, like your landing pages or calls to action, to see how they’re functioning. You want to move people from your website into a nurture or sales funnel, and doing a website redesign to help direct people towards signing up for specific email sequences is a great starting point.

#4. Invigorate Your Staff and Their Perception of Themselves

Everyone wants to feel proud of where they work. And no matter how much your staff may believe in your brand or your mission and vision, it can still be a bit embarrassing to direct someone to a website that looks outdated and tired.

Having a staff who feels good about delivering your brand message translates into a better overall customer experience.

If you decide it’s time to consider a website redesign, involve your team in the process. Seeing as they are the ones who deal with clients, they‘ll have valuable insight as to what will make your site more attractive to users. People who feel valued and that their feedback matters to the business they work for are going to be some of your best brand ambassadors!

#5. Add Value to Your Products or Services

People come to your website to do research, to get information, and to buy. They may be in the early stages of the buying cycle, still trying to make a decision, so your website needs to articulate what your products and services can do for them.

Keep in mind that people want solutions. While they may know that your business sells a particular product or service, what they really want to see is how that product or service solves their problem.

Your website gives you the perfect platform to share everything they need to know about what you offer and to highlight the unique value that your business provides. The information you deliver should be concise, clear, and answer your potential customers’ questions so they feel ready to make a purchasing decision.

Having a modern, fresh, and user-friendly website is a key ingredient of a successful digital marketing strategy. While it’s not necessary to do a website redesign yearly, ongoing monitoring of how your website is performing is critical. By objectively looking at your website on a continual basis and being willing to make design changes as needed, you’re setting yourself up to be in the best position possible to meet your business goals.

Are you considering a website redesign? Contact OnMerit Marketing for a design consultation.

Gary Thompson
Owner, OnMerit Marketing

About the Author

Gary is OnMerit Marketing’s owner and blog writer. A Brand Designer and Digital Marketing Specialist, he has a passion for helping small businesses look great and grow their businesses online. Follow Gary on Twitter @onmerit, or Facebook: