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Here are 10 sure-fire signs that it does…
#1: It’s Not Mobile Responsive
I know you probably think I’m beating a dead horse with this one, but mobile responsiveness is no longer an option in 2019.
It’s a necessity.
Google penalizes sites that don’t adjust to the size of the device
they’re being viewed on. And the truth is, this is an easy fix. There’s
no excuse not to do it – and it can actively hurt you if you don’t.
#2: Your Site Is Difficult to Update
You might use the difficulty of updating as an excuse NOT to update,
but in fact, it’s a clear sign that you must update – and right away.
It’s the best way to be sure you can stay on top of future Google
updates and technological improvements.
#3: It Looks Outdated
There are a lot of little things that can make a website look out of
date. For example, which version of the Twitter and Instagram logos do
you have on your blog or homepage? If your Twitter logo has the old bird
with the tuft of feathers on its head, your site may look like it’s
from the dark ages.
Trends in web design are constantly changing. If your site looks
like it was designed in the early 2000s (or even the early 2010s) then
it’s time to embrace the present and update it.
#4: Your Conversion Rate is Too Low
There are lots of factors that can contribute to a low conversion
rate, including your social media presence and marketing strategy.
However, there’s no question that your website – its design, loading
time, usability, and other factors – plays a role.
It’s an especially good sign that your site needs updating if you’ve
tweaked your marketing campaigns and you’ve still got a low conversion
rate. Something’s scaring potential customers away – and if it’s your
website, there’s only one way to fix it.
#5: You Have Autoplay on Your Website
Autoplay is dated and annoying, but there’s a more important reason
that you need to ditch it in 2019 as part of your website redesign. It
is very likely contributing to a slow page load time. I get that you
were probably eager to have people watch your video or listen to your
audio at the time of your LAST redesign, but it’s time for a change.
Honestly, I think the irritation level of autoplay far outweighs any potential benefit. You’re much better off putting your video above the fold with a killer thumbnail and a compelling pull quote than you are autoplaying it.
Have you rebranded your business since the last time you updated
your website? If so, this means that your website is out of sync with
your branding – and visitors aren’t getting a true picture of you and
your company when they visit it.
Even if your branding changes are minor – such as an updated logo or
tagline – it’s still worth redoing your website to match it.
#7: It Takes Forever to Load
You’ve probably heard the statistic that says that human beings have
a shorter attention span than a goldfish. It sounds absurd, but when it
comes to how quickly a site loads, it’s true.
Not only that, but Google penalizes sites that take too long to load. You can use their Page Speed tool to check your site’s loading time.
#8: Your Web Design Isn’t Consistent
Perhaps your last web redesign was ten years ago and in the interim,
you had a different designer make a few tweaks to the design. Maybe you
even did a bit of programming yourself. If that’s the case, you may
have a Frankensite that looks like it was assembled by a committee – not
a good thing.
If your fonts, colors, menus, and other design elements are a
hodgepodge and not consistent throughout, a redesign can help you
present a cohesive design that will attract new customers instead of
#9: Your Google Rank is Too Low
Google prioritizes well-designed, quick-loading sites with great
content. If it’s been a while since your last redesign, the chances are
good that your site isn’t ranked as high as it could be on Google.
It’s an especially big red flag if your ranking has slipped despite
increased social media visibility and a higher-than-usual marketing
budget. Don’t ignore Google’s response to your site. It’s not going to
get any better if you wait to update it.
#10: It Just Doesn’t Look Good
This last one might seem obvious and unnecessary, but I’m including it because a whopping 48% of consumers say that a company’s website is the most important factor in determining credibility. In other words, an ugly or poorly designed site can scare potential leads away.
If that’s not enough to scare you into updating your site, I don’t know what is!
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