How a Website Redesign Can Improve Your Business and Make You Money
Why is website design (and redesign) so important?
There is a reason the best brands in the world continually assess and reassess their public image. As time marches on, colors and fonts fall out of favor. Certain graphics resonate less. (This is one of the reasons McDonald’s has very few images of Ronald McDonald these days. People tend not to like clowns as they once did.)
Consumers demand new ways of interacting with your company. New cultural developments make older versions of a brand feel stale. And if consumers think your brand is stale, you’re in trouble.
A small business may think that it doesn’t have to concern itself with branding the way Starbucks, Target, or Honda does. But this is a costly mistake. Branding is important for every company.
Your Website Is Your Most Important Branding Tool
Chances are, your website is the most important branding tool you have. According to TytonMedia “48% of people cited a website’s design as the number one factor in deciding the credibility of a business.”
If half of your potential customers consider your website to be the number one determiner of credibility, your website had better be top notch. A business simply must have an up to date, fresh, responsive (mobile-friendly) website. This is just the nature of business today.
First Impressions Count, a Lot.
According to researchers at The University of Surrey;
“Recent studies have shown that judgments on web site credibility are 75% based on a web site’s overall aesthetics , and these judgments are immediate as they occur as fast as 3.42 seconds”*
That’s just a couple blinks of an eye.
We’ve all done it. We see a link on the Net or in our social media feed that looks interesting only to find the linked website confusing or the content to be buried behind ads or under things we don’t care about. What do we then do? We hit the “go back” button in the upper left corner of our screen. And like that the website has been forever relegated to the “don’t click on” category in our brains.
You don’t want your business to fall into this category.
If your website loads quickly and smoothly, has an inviting design with timely colors, images, and fonts, and simple, easy to use functions, your potential customers are put at ease. And those folks are much more likely to become paying customers.
Website Design Attributes
Here are some website design attributes that will put your visitors at ease, making them far more likely to become paying customers.
- the pages load quickly and smoothly
- the design is inviting
- the colors, images, and fonts have a contemporary appeal
- the functions and features are simple and easy to use
What is the Return on a Website Redesign?
According to Orbit Media;
“A great site will produce results for five years or more. A bad site will need to be redesigned within two years or less.”
That sounds about right to us, and given this rule of thumb, the next question is where does your website stand on the quality continuum?
If your website has produced great results in the past, how old is it? Has lead generation declined over time? How much business are you losing by not refreshing your site and staying ahead of the public curve?
Making a Good Website Great
If your site is a good site, how can you make it great? When was the most recent redesign? If your website has performed reasonably well over the years, does it still reflect your current company and brand accurately? And is “good” good enough? The difference between good and great is enormous. How much business is being lost if your website is merely adequate?
If your website looks dated, doesn’t load quickly, or no longer reflects your brand, your return on a website redesign is likely to be profound.
Consider how much business you could be doing if online visitors actually LIKED your site.
A bad website is a liability because it reflects poorly on your company. No company that wants to remain in business should tolerate a “bad” website.
A high-quality website crafted by a talented web designer means more business. In some instances, a new website can even be a game changer.
An excellent website is not a luxury. It is key to company performance. Large corporations know this. Smaller companies should be as aware.
The ROI (return on investment) for a redesign will vary. The key to measuring your return is to pick meaningful metrics for you. An obvious measure of website success is traffic. Have you seen an increase in traffic to your site since the redesign?
But what about visitor engagement? What is your post-redesign bounce rate? (The percentage of visitors who view one page and leave.) Are visitors viewing more pages and spending more time on the site?
More traffic and better engagement nearly always equate to more business.
Here are a few additional considerations.
- Is the website effectively optimized for search engines?
- Has your copywriter incorporated “long tail” keywords?
- Is your social media optimized?
- How much traffic is coming from search versus social media?
- What percentage of traffic is “direct” traffic?
- Which websites are referring traffic to your website?
- Is anyone signing up for your newsletter?
- Is your content being shared on Facebook, LinkedIn, Instagram, or Twitter?
An Experienced Website Designer Is an Excellent Investment
How can you improve your website and boost your key performance indicators? Hire a knowledgeable and experienced website designer. It is an investment that is well worth the money.
Your website is the face of your company. More than an ad in the paper, a business card, or a shingle hanging over your office, your website says who you are. Your website is THE key interface between the public and your company.
A well-designed website can make all the difference, and anything less than a great website means lost opportunities and lost sales. Make sure your website is a great website.
*Some researchers believe that website visitors form an opinion about a website in less than 1 second.