“In style” is a moving target. At different points in history, that phrase was used in association with the likes of mullets, crocs, and even fidget spinners, but those days are long gone.
Trends can move fast, making what was popular just a few years ago completely irrelevant today, and nowhere is this truer than in a company’s website. If your website was created five or more years ago, much has changed in the internet world, and it may just be time for that needed update.
Here are five questions to help you determine if your website is in need of a refresh this year.
While this question may seem like a no-brainer, too many organizations allow their website’s content and information to become stagnant or completely out-of-date. Your website is often the first point of contact for customers, which means it needs to present accurate and appealing content day in and day out. If your site has broken links, is using outdated branding, or presents your company inaccurately, it’s time to invest in an update.
A mobile responsive website is able to adapt itself to the size of the screen being used, and it’s quickly becoming the most important feature yours can have. Although websites have traditionally been formatted for use on a desktop computer, those days are coming to a close. Today, nearly 50 percent of web traffic comes from mobile devices alone. In fact, this trend in mobile internet access is becoming so dominant that Google has actually updated its search algorithms in order to favor mobile-friendly sites. In other words, if your website isn’t built for mobile, you can expect a noticeable decrease in online traffic.
If you just asked yourself, “What’s a CMS?” then you might need an upgrade. Nevertheless, a CMS (content management system) allows you and others to easily update content, add or remove pages, and modify templates on the back end of your website. Without a good CMS on your side, editing your website on a regular basis can be a daunting task which might lead to outdated features, inaccurate info, or stagnant content. On the other hand, a well-designed CMS will allow you to easily manage your website by regularly adding and revising content, a factor that can positively affect your Google ranking.
In the age of the internet, people want answers, and they want them fast! How fast? Well, if a page takes just 3 seconds to load, the probability of users leaving your website is 32 percent, and that probability goes up to 90 percent when load time hits 5 seconds. If you want your website to be relevant, all of your pages should have a load time of two seconds or less. Not only will this dramatically increase user experience, but Google has also confirmed it will increase your search ranking!
Having a flashy website loaded with the latest trends may not necessarily mean its an effective tool for your company. In reality, your site is meant to do more than dazzle users. It’s meant to move those users along a clear pathway so that they can take a desired action. Depending on your context, this desired action may be purchasing a product, subscribing to a newsletter, or submitting a contact form. All of these actions lead to increased conversion rate. You can determine your website’s conversion rate by looking at your Google Analytics. If your conversion rate is low, it may be due to a bulky or poorly laid out website which means – you guessed it – it’s time for an update!
How did your website fair when answering each of these questions? Did it stand up to the test, or were its inadequacies revealed? If you’re ready to refresh or redesign your website, we’re here to help you.