There needs to be a good reason for a website redesign. How your website works should be number one. Your answers to these questions could help you be clear about the need for a redesign and why you might consider it.
1) Was your website was created before 2012?
Clear view-ability on mobile devices is a priority for two reasons. First, over 80 percent of web searches are on mobile devices, primarily smartphones. If a visitor has to manipulate the screen to view your product, they will just move on. Before 2012 most websites looked like a miniature version of the site on a desktop.
Secondly, placement in searches is determined by mobile-optimized website design/construction otherwise known as Responsive Design. Responsive design became the standard for website design software in 2012. Google algos favor mobile-optimized design. Websites that don’t meet that criteria may not even appear in searches because Google penalizes sites that aren’t mobile-friendly,
2) Is your copy Customer-Focused?
This question represents two considerations; the content appearance and the marketing direction. If your website is over 10 years old it’s most likely a digital representation of your print marketing materials. Ten years ago a common marketing direction consisted of telling consumers how wonderful you and your products were. Most websites were little more than a digital brochure.
Over the past ten years, consumers have taken control of their purchase research experience with changing expectations. Your prospects have already researched your competition, so if you’re lucky enough to have them come through your door, you want them to quickly see that you have the solutions they need. Tooting your horn doesn’t sell anymore. Maybe it never did.
3) Where does your website appear in a Google search?
Let’s say your site is built with responsive design so we can rule out that roadblock. That leaves poor or no site optimization as the culprit for site placement on page 99. Poor optimization is the result of many factors including who did it, when and how it was optimized, and even the software that was used. With thousands of updates to the Google algorithm each year, SEO is a full-time job best left to pros. To help you evaluate your website optimization, download our short overview of our website optimization process. See for yourself where your site falls short.
4) What isn’t working?
The problem could be the all too common confusing site navigation, too much-hidden content, or overall poor user experience. A usability audit of your website compared to your competitor’s websites will suggest what can be done for better placement performance.
5) Have you added new products and services?
Let’s say your marketing direction, and site design is in keeping with today’s consumer expectations, do your new products address a different or new target market? If so you need to broaden your content strategy? Having targeted content on your site helps everything from prospect conversion to SEO. Start with answering questions about your buyer personas:
• Age and demographic info
• Biggest struggles
• Spending habits
• Business challenges
To help with defining your buyer personas download our Content Mapping Template.
6) Do you have a content strategy?
Like a business or marketing strategy, a content strategy is a guide for content creation. Is your content strategy in alignment with your marketing strategy? If you’re not sure read more about marketing strategy in an earlier post — or just download out marketing plan guide.
7) Does your content address the three stages of a buying cycle?
Not all visitors are ready to buy. The accepted figure is only 3% of your website visitors will be in the buying stage. Every prospect goes through the same process of realization, consideration, and conversion and they can just be in one spot of the cycle at any one time.
The classic “sales funnel” illustrates the steps in the customer buying cycle. At the top of the funnel, prospects are trying to figure out what exactly they need. In this stage their awareness is vague, and their search is informational. In the second stage, they are solution-focused comparing your information to your competitors. By the third stage, visitors have narrowed their options, and are ready to make a judgment about the best one. In all buying stages, your content should be solution-focused because only in the final stage will prospects be receptive to reading about the features and benefits of your product. If your marketing strategy and content tactics are skipping the vast percentage of your website visitors, they will never get to stage three.
8) Do you have clear Calls To Action on every page?
CTAs are needed to guide visitors to the desired action by nudging them through the buying cycle. Don’t push any content that is not relevant to what they’re looking for, and don’t put a CTA where it doesn’t belong.
As you see there are many reasons why a website may not bring in business. We help companies determine why their site is ineffective and help them decide if it needs a complete redesign or a simple facelift. Either way, we guide our customers through the whole process from strategy through execution.
What a little more direction? Download our guide to website redesign.
Then call us at 954-257-7066 to start the discovery process.