Websites are not static entities; much like a physical storefront, there are elements that need to constantly be updated. Your web design might have been fresh and trendy at the time the site launched, but may now seem outdated.
You might have noticed your competitors launching new sites that look more sophisticated than yours. Or perhaps you’ve noticed your site isn’t performing so well and needs to be more engaging to your visitors. When trying to determine if it’s time for a website design refresh, ask yourself the following questions:
#1: When was the last time your website design was updated?
#2: How does your website look in comparison to competitors?
#3: What are other organisations doing better?
#4: How quickly does your website take to load?
#5: Is your website design aligned with the customer journey?
#1: When was the last time your website was updated?
No matter how incredible a website looks at the time it’s launched, eventually, its design will become out-of-date. Think back to those websites of the nineties – or even a decade or so ago. Many of them are still out there, and from the fonts, colours and layouts used you can tell they’re the digital equivalent of a dusty storage unit. If your offerings as a company have changed and your website content is no longer a true reflection of your business, it could also be time to rework things. Websites generally have a lifespan of a few years before they need a refresh in terms of design elements, so if it’s been a while, consider reaching out to a web design agency to get a second opinion.
Websites generally have a lifespan of a few years before they need a refresh in terms of design elements
#2: How does your website look in comparison to competitors?
Take a look at the websites of your main competitors. How does your website perform and look in comparison to theirs? Is it slower or faster to load? Are its images more or less compelling to the viewer? Is the copy more or less engaging than theirs? Does your site outline exactly what you offer and how it’s different/better to what else is out there? Comparing your website with others can be a good indication of where yours is at, and help you understand you could revamp your website content so that it better conveys your unique selling points.
#3: What are other organisations doing better?
Don’t just look at the websites of competitors within your industry; check out the websites of Fortune 500 companies and some of New Zealand’s largest organisations. See if you can spot some trends in terms of how they’re laid out, how you navigate them, and the design elements they use. Is there anything that your website could take from these ones? For example, customer-focussed-businesses tend to offer insight in the form of blog content or downloadable eBooks. Could you also be doing some content marketing through your website? Encouraging visitors to sign up to receive a free eBook with valuable tips on how to overcome a challenge or learn something new is a great way to both build your database and position yourself as a thought leader in your industry.
#4: How quickly does your website take to load?
Slow site speed it a good indication that something needs to change. Constant improvements are being made behind the scenes that can make a huge difference to your loading speed. Maybe you need to swap out some large images to speed up the page load time. If you’re clicking through to one of your pages and feeling a bit frustrated at the amount of time it’s taking, it could be time for some improvements.Maybe you need to swap out some large images to speed up the page load time
#5: Is your web design aligned with the customer journey?
Good digital design is all about ensuring a great user experience and customer journey for your website’s visitors. If your analytics data (follow our analytics tips here to ensure you’re collecting clean, accurate and up-to-date data) is showing that people aren’t engaging with certain pages, or are dropping off at key stages along the path to purchase, the design of your site may need a new approach. There are many factors that go into turning a visitor into a paying customer, but good design should draw them in and keep them engaged enough to want to learn more about your business and what you offer.
Our talented team can conduct an audit of your website to determine whether it’s time for a design refresh. If it is, they’ll apply their knowledge of the latest digital web design principles and experience creating well-designed, high-performing websites to breathe new life into yours.
