Imagine two storefronts next to each other. One has a sleek, newly designed façade that is pleasant on the eyes, automatically opening doors welcoming all visitors. The second storefront is raggedy, with worn paint, unkept glass, with a handlebar to push it open. Which store are you likely to enter? Better yet, which would you like to be your store?
Today, a website is your storefront. Your website design reflects your business's identity and the message you want to portray to current and potential clients. As such, it requires your utmost attention and meticulous attention to detail.
No business's goals and visions are set in stone. They must constantly be evolving with current trends and demands to succeed. It is just as vital for a company's website to stay updated and current. The website communicates your products and services, your domain expertise, your customer focus and support, and maybe even your pricing. An intuitively designed website can push someone simply browsing to starting seriously considering their choices. It may compel someone at the decision making stage to start a conversation or a trial of your product.
Below we discuss some reasons why a new website could work better for your business.
Having a website that implements a responsive design ensures that your website can quickly adapt to different mobile device screen sizes, including smartphones and tablets. Various web analytics tools can confirm what percentage of your traffic is originating from a mobile device and which device, whether it's an iPhone, iPad, an Android device, etc. Website responsiveness is even more important since Google directs traffic and rankings based on mobile-friendly websites.
According to Google Analytics, most users aren't likely to return to your site if it is not responsive to mobile devices. In short, if your website is not responsive, it is expected to curtail traffic to your site and eventually impact your lead generation and sales pipeline.
The User Experience
A relatively new aspect to consider for a website - the user experience. This philosophy is a fusion of technology, intuitive design, and emotional experience considerations for a frictionless client journey from a visitor landing on your website for the first time to conversion.
Simply, the esthetics of your website, how quickly it loads, and relevant information that clients expect to find on your website are all available and easily accessible. Maybe potential clients come to find specific industry information or sign up for a newsletter. A visitor may want to get in touch with a sales representative, or existing clients may want to get in touch with support for an inquiry quickly.
User experience has become a design imperative to successfully deliver a delightful customer journey when they visit your website. If you see support inquiries about some basic steps such as finding information, the link for a newsletter, or making a purchase, your website may need a user experience audit.
Outgrowing your website
Likely, your business capabilities are no longer fully reflected on your website. Your company may have grown to provide a more extensive scope of services, expanded to other parts of the country. Maybe it's the same services, but your firm offers them through integration with many different technologies.
A business can also grow to offer expertise or showcase successful case studies. That may be starkly different from when a website was initially designed when the company was still a startup. Maybe you need to add a Knowledgebase section or a blog about your domain expertise of a particular topic or market.
A new website should effectively display your company's full range of capabilities to raise awareness among potential customers. It calls also illuminate cross-selling opportunities for existing customers.
Optimization and Efficiency
One significant benefit of a newer website is the potential for enhancements in your website's search engine optimization (SEO) and more recent technologies' efficiency. A new site can improve the architecture of your website by using custom URLs, employing more relevant H1, H2, and H3 tags, or allowing your firm to utilize the latest content management systems (CMS) that employ the most up-to-date technologies to foster your content strategy.
You can have numerous menus or many pages emphasizing imagery rather than copy that does not bode well for SEO. Even if your existing site is text-rich, it may need to be constantly updated for appropriate keywords or whatever the current marketing focus is.
The last thing your business needs, especially with a lean team, is the marketing team waiting on developers to push out the latest copy. Can different groups create a new page on the fly? Can they add crucial assets effortlessly? Can a non-technical team member change the sequence of content, formatting, or page themes quickly?
Building out a new website may be the perfect opportunity to revamp your CMS so that all teams can use it quickly and with ease. This agility can foster tremendous efficiency by allowing for faster testing and a rollout of more changes independently.
As where everything is fast becoming digital and accelerating online, an up-to-date website is vital to your branding and business presence. Your mission, products, and services, and customer-centric values are all best demonstrated by your website. It is your sales pitch with potential clients before they even start a conversation. Like the sales team, your website needs a constant refresh and keeps up to date with the latest trends and consumer demands.
Your business needs to invest the time and resources to consider all the reasons a new website could work better for your business.