Not sure whether your website is still working for you? Here’s what you need to know before deciding on a website redesign.
Just like your physical business equipment eventually needs replacing, your website also won’t last forever.
As technology and design capabilities change, what was once a cutting-edge website can become out-of-date and no longer function as it should.
Not to mention your business itself has likely changed and evolved over time. Your website may no longer reflect your brand, product or service offerings.
A website redesign isn’t just about refreshing the overall look. It’s about ensuring your platform remains user-friendly, efficient and aligned with your business goals.
Top signs it’s time for a website redesign
SIGN 1: You’ve noticed a drop in visitors and conversions
Head to your Google Analytics (now called GA4) to review your site data and assess how well your website is engaging your visitors and converting them into customers. The Engagement section shows you how long people spend on your site, the percentage of visitors that scroll or click links and how many of them take a specific action (like filling out an enquiry form or making a purchase).
If you notice a consistent decline in these numbers, it can be a sign your website is no longer working for you.
SIGN 2: Your website doesn’t perform on mobile
It’s one thing to have a beautiful and functional website that looks good on a large screen computer monitor, but it’s another to make sure it looks and works just as well on a mobile device. Even in the last few years, the number of people browsing on mobile devices has jumped. In 2023, mobile users accounted for 42.58% of total web traffic in Australia. That means 4 out of every 10 visitors to your website are potentially viewing it on a mobile device.
How can you tell if your website is mobile friendly? Simply open it up on your mobile and look at the following:
- Are images and text displaying properly, or is content overlapping and getting cut off?
- Can you easily click buttons and links with your finger or thumb?
- Does your site load quickly (especially when using mobile data)?
For best results, get a few friends to view your site on their mobile device and give you feedback on how responsive it is.
SIGN 3: You’re spending a lot of time updating your website
You could call this a silent investment. Half an hour here troubleshooting a sudden layout glitch. An hour there fixing your contact form after an out-of-date plugin caused it to stop working.
It might not feel like much effort when you’re doing it. But add it all up and you’re spending a significant amount of time keeping your website up and running. Time that could be better spent on servicing your clients or developing new product offerings.
SIGN 4: You can’t update the content yourself
Maybe you’re experiencing the reverse problem: having to email your website developer every time you want to update something or make a small change because your website’s backend is too complicated for you to navigate. Does it take weeks to get a blog post uploaded? Is your team page still showing staff that left long ago because removing their details means digging through lines of code?
SIGN 5: Your website no longer reflects your business, brand or vision
Evolution is a natural part of business. As you grow and expand, your audience, offerings and goals change too. Your website may no longer reflect the vision you now have for your business.
It’s a good idea to take a step back and review your website against your current and future business goals. Consider factors such as:
- Does your website design match your current branding through elements like your colours, fonts and photos?
- Does the look and feel of your website reflect the level of service or quality of product you offer now?
- Does your website offer the ability to add on functionality such as an online shop to support your business’ growth?
Personally, part of the trigger for me to rebrand my business was a sense that my website was no longer communicating my brand or my services clearly. Rather than a piecemeal approach to updating content here and there, I decided that rebranding my business also provided an opportunity to redesign my website.
What to think about when planning a website redesign
If you’re wondering whether your website needs a redesign, there’s a high chance it does. Before diving headfirst into a new design, consider the key factors that affect the longevity of your website to make sure your new website works hard for you, over the long-term.
Your brand’s vision and values
Your website is a key part of your brand. Representing who you are and what you stand for. Before any major business project, spend time considering the overall purpose, vision and goals of your brand to ensure your site is a reflection of where you’re headed, not just where you’ve been.
From your brand colours and graphics to the images and layout, every element on your website tells a part of your brand story. It’s not just about aesthetics. It’s about ensuring that you connect with your visitors, and your brand is always easy to identify and find.
Functionality needs, now and in the future
As your business takes on new challenges, enters new markets, or even changes direction, your website needs to be able to adapt. Any website redesign should consider not just what’s happening in the business now, but also what could happen in the future. Choosing a platform that allows for growth is essential to ensure a future-ready website.
Visitor-friendly structure and design
While an eye-catching design can draw users in, it’s the functionality that keeps them engaged. A user-friendly website is intuitive, easy to navigate, and efficient. Broken links, slow load times, or a confusing layout can drive customers away faster than an outdated design. What good is a stunning homepage if your users can’t easily find your contact information or understand what you do?
Security for your site and your customers
The reality is cyber security threats are everywhere. So, making sure your website is secure isn’t just important – it’s essential.
Every time someone visits your site, makes a purchase, or shares their information, they’re trusting you. They need to know their data is safe in your hands.
Any website redesign should incorporate the latest in security and privacy measures. Remember, a security breach doesn’t just risk leaking information—it can damage your brand’s reputation. And that kind of damage can be difficult to recover from.
Content updates to keep up with your business
Your business will continue to adapt after you redesign your website. You want it to be as easy as possible to update your website, so you can take advantage of opportunities and changes in the market.
It’s the reason I build websites using WordPress. It allows me to create professional-looking websites while also making it incredibly easy to update and change content.
Ongoing maintenance requirements
Launching a website feels like bringing a project to completion. The reality is it’s just the start. Websites, like any other tools, need care and maintenance. So when redesigning your website, you’ll want to factor maintenance into your planning – whether you maintain your website yourself, or outsource your website maintenance to a professional.
How much does it cost to redesign a website?
Web design professional vs DIY
This is often the first decision you’ll make when redesigning your website. By working with an experienced website designer, you can expect to have your new website up and running in only a few short weeks. Of course, while affordable website design services do exist, hiring a professional service isn’t always in the budget.
The alternative for business owners is doing it yourself. At first glance, going the DIY route can seem like a way to save money. However, as business owners we know that time is money. Before DIY-ing your website redesign, you’ll want to ensure you have plenty of time available to dedicate to the process.
Your financial commitment doesn’t end once your website is published. While the upfront costs are often expected, many business owners fail to factor in the ongoing costs of a website. Remember to budget for domain name renewals, ongoing hosting fees and subscription costs such as licence fees for software and other integrations attached to your website to deliver certain functionality.
Maintenance and content updates
Just as your car needs regular servicing, your website also needs ongoing attention. Content updates, as well as monthly software and security upgrades are necessary to keep your website running smoothly.
You can maintain your website yourself, or opt for an ongoing website maintenance package for peace of mind without the hassle.
The process of redesigning a website can feel overwhelming – which is why too many business owners tend to put it off for too long. But it’s important that your website keeps pace with the changes both within your business and beyond.
As a professional web designer for almost two decades, I’ve worked with hundreds of business owners to design or redesign their website. And I know that, when done right, a new website can lead to increased traffic, more enquiries and a better experience for your customers.
What do you think – have you experienced any of these signs with your own website? Or maybe you’ve recently gone through a redesign and have insights to share?
Over to you
If you’d like to hear more about Camotion, you can contact me here.
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