Having a web presence for your business or brand is now a forgone conclusion. Not only is it essential as a part of a smart sales strategy, but it also helps build relationships with customers and an identity for the business. Even those originally hesitant to any sort of online presence have since come onboard.
As a result, it is no longer sufficient to merely have a website. Instead, the quality of your website and the content it delivers are what will be used to compare your business to its existing competition and newer upstarts alike. Ironically, those who were quickest to adapt to the digital marketplace may be those in the biggest need of improvement. While the earliest adopters of websites might have once been ahead of the curve, many now are outdated.
Below, this article will look at some of the top signs your website may be in need of updating, or even a total redesign. A poor quality website can damage a business’s reputation in addition to bringing in less revenues. Brand damage can be hard to recover from, so taking steps to improve your website sooner rather than later can avoid serious pain down the road.
Incompatibility with Mobile Devices
If you’ve had your website for a decade or more, it is possible it doesn’t format correctly on mobile phones or other devices. Given that half of all web traffic now comes from smartphones and other mobile access, this is a significant defect of older websites. Not only does it make browsing your site all-but-impossible for mobile users, it also can indicate make your brand seem outdated to newer, more tech-savvy consumers.
If you have any question as to whether this applies to you it can be answered by simply trying to access your website from your phone. Google also prioritizes websites with a responsive design (those that work on all devices), so improving this part of your website also serves to improve your search engine optimization.
Depending on how long you’ve had your website, some of the information may be outdated or outright incorrect. Make sure to regularly refresh your content. Advertising awards or other items that your business received 10+ years ago can also make your website seem dated or irrelevant.
Just like above, this affects search engine optimization as well. The keywords that applied when you originally designed your site may no longer be the best for your business goals. The content you have may not be providing answers to the questions searched most frequently. Update this information as soon as possible to ensure you don’t lose your reputation with customers or business partners.
High-contrast backgrounds, small font, broken links, and others are all signs of an old, outdated design. This can give off the impression that your business or service is irrelevant or worse, no longer operational. In the best-case scenario, customers will assume the business is out-of-touch with current trends and events. Of course, a complete overhaul of your website’s design can be complicated, so it may be best to seek out professional services if you need a full redesign.
Lack of Modern Features/Security
Even some of the least computer-literate consumers are checking to see if your website is secure. If it was created long enough ago that you don’t have an SSL-certificate, you could definitely use some updating.
There are other features that could be helping your business beyond security. Chatbots, which provide automated answers to commonly asked questions, are becoming increasingly commonplace. So too are personalized offers seen by your customers when they arrive on your site. If you’re still utilizing a generic website sans-features, you may want to give a redesign or update some thought.
With lower barriers to entry and easier access to an audience than ever, the business world is becoming increasingly competitive. Staying ahead of new upstarts and existing competitors alike requires any edge you can muster. Keeping a fresh, clean, utilitarian website design is one such edge. If any of the above issues are plaguing your site, explore your options for updating before it starts to affect your bottom line.
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