The world of digital is an ever-evolving landscape. In a bid to keep up with consumers and stay ahead of your competitors, you should look at updating your website every two to three years. In this piece, we’ll explore six critical factors to help you determine if it’s time for a new site.
Today’s digital consumers expect to be able to access your website from any device. What this means is that you could be missing out on potential customers if your site isn’t responsive. Additionally, as a result of Google’s changed in algorithm over the last few years, mobile-first or ‘responsiveness’ is now an important ranking factor.
If you’re getting ample traffic but visitors just aren’t converting, then you need to re-think your user experience. You could try installing a free tool such as HotJar to see where users are dropping off, or rethinking your sitemap layout and positioning of key calls-to-action Still, if you’ve witnessed a complete decline, you might be better off investing in some user experience (UX) discovery.
Admittedly, you might not need a new site due to slow load times, but it can be a contributing factor. Consider running your website through a PageSpeed test to check how it’s performing. If it’s in the red or orange for either mobile or desktop, then you’ll need to speak to your agency about what changes you can make to improve this. Results tell us that if your website loads in more than 3 seconds, at least 40% of users will abandon it altogether.
Over time, as you add new content to your website it might start to lack consistency and your initial sitemap logic could have vanished entirely. For a growing company, this is completely normal as your values and messaging change. At this point, it’s usually best to go back to the drawing board to rethink your audience, re-establish consistency and optimise the user experience.
Similar to the above, as your company grows, you might have a complete rebrand or refocus, and in this case, a new website is a no-brainer. Strong branding makes all the difference when it comes to customer loyalty and brand recognition. Make sure your website is depicting your brand and that this is in synergy with the other marketing channels you’re using.
You should be able to effortlessly update and maintain your website without the influence of an agency or freelancer. If this isn’t the case, then we strongly recommend a new site. Be sure to keep this in mind when choosing your new platform and agency too; you don’t want to have the same issues again a few months down the line.
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