Just as some businesses explode from November to New Year’s as consumers purchase gifts and other holiday items, other businesses slow down, particularly in the B2B space as offices empty out. Holidays can have great effect on whether business is slow, so it’s important to measure business performance during these times vs. similar time periods rather than linearly. It’s comparing apples to oranges if you compare the holiday season against your busier seasons.
Simply put, the weird pre Christmas run-up is a great opportunity evaluate the power of your digital presence.
Why Should You Redesign Your Website?
Let me start by saying this – if you think you should redesign your website, chances are it might be a good idea. But there is no good answer when it comes to the right frequency of doing so. It depends on your business, your needs and your growth. Some decide to do it more frequently than others. And it is perfectly fine.
Before you decide when, you should know why you do it. As your business grows, you gather more knowledge about your customers – their needs, their habits, what they expect from your product or service. And here comes in your website. It should represent you, your product or service in such a way that it suits your customers, is easy for them to use and understand and provides answers to their questions.
But as your business evolves so do your customers’ needs. This is precisely why you should redesign your website. Each time you face business changes your website should mirror that so your customers are up-to-date with your company.
Signs You Should Redesign Your Website
As previously stated, if you feel like you need it – you probably do. But there are some other signs that you might need to have your website redesigned. They can be put in three groups: signs regarding the look of your current web page, signs that have to do with your company’s growth and goals, and signs regarding the functionality of your current website. Let’s look into them.
How your current website looks?
Are you happy with the look of your current website? If not, having it redesigned is the right thing to do. But your opinion on the web page is not the only one that matters. What about your customers? Do they like using your website? Do they compliment it? Find it useful? If you answered “no” to any of these questions – consider redesigning your website. The look of your website is an important part of your customers’ experience. Make it a good one for them.
Is your current website representing you properly?
If your company has undergone some changes recently, check if your website matches up. It’s that simple. A good web designer will be able to design a website that represents your business goals perfectly, and this can help you generate quality leads.
Is your current website functional?
Does it work on mobile devices? Does it function well on all technologies – different browsers, devices? If not then, as you’ve probably already guessed, you should have it redesigned. Because redesigning your website is not only about the looks. It is also the web development that matters. It’s what makes it easy to use, accessible. You need to acknowledge the variety of devices used to view your website and the fact that most people will do so via their phone (that’s why the mobile view is so important). If you don’t, it may lead to your customers losing interest in your website. And that’s the opposite of what you want.
Website Redesign Frequency According to Research
You’ve probably already noticed that there is no “right” or “wrong” frequency of redesigning your website. It depends on all kinds of factors which were covered above. However, there was some research done on how frequently medium and larger companies in the marketing industry redesign their websites. The average came out to be 2.66 years. It means that each company does major redesigns of their website every 2.66 years on average. So if you need a specific answer – here you have it. But keep in mind that the research was done on one specific industry and that there are many factors to consider when it comes to your business’ website.
Marketing Benefits of Redesigning Your Website
You already know why redesigning your website might benefit you. But your website also has a marketing purpose. It’s like a virtual business card. That’s why it needs to be seen. Especially in search engines like Google. If your website is designed well it should come up in the search results for your product or service. If it doesn’t having it redesigned is a good idea. Because how are you going to generate leads and get customers if they simply can’t find you? A skilled web designer teamed up with a professional developer will take care of basic SEO (Search Engine Optimisation).
There you have it. With this knowledge you should be able to determine when is the right time to upgrade your website. But remember – always look out for the signs that it’s the right time to do so, simply because in today’s world your website can make or break a deal.