Your company’s website is one of the most important factors of a successful online marketing strategy. Everything should lead back to your website. The website is where you provide information about your company’s brand, its products or services, its contact information and more. All your other online marketing efforts are dedicated to driving more web traffic to your website in order to generate more leads. This means that if something isn’t right with your website, it could affect your potential sales. The following are 5 reasons why you may want to consider redesigning your website:
Perhaps you’ve had a website up as a way to provide some basic information about your brand or to provide your contact information to visitors. However, you have an eye on expansion and have implemented a full-scale inbound marketing campaign. If this is the case, you may want to add functionality to your website. This means adding things such as e-commerce, a blog page, a forum and any other features that you want to implement – redesigning your website will be necessary in order to integrate all of these new features.
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Sometimes a website is just outdated and poorly designed. Is it difficult to navigate your website? Do your webpages load at the pace of a snail? In such cases, redesigning your website will be necessary in order to improve user-friendliness. If a visitor can’t find what he or she is looking for because the layout is confusing, or the pages simply refuse to load at an acceptable pace, then that visitor is going to hit the back button immediately and will most likely find their way to a competitor’s site instead.
More and more consumers are using their mobile devices, whether it’s smartphones or tablets, to use the Internet. In fact, many experts believe that the amount of users browsing the Internet from their mobile devices will eclipse the amount browsing the Internet from a computer in 2014. Part of the reason for this is that many consumers do local searches in order to find the products and services that they need while they are on the go. If your website is not mobile-friendly, you are going to miss a lot of potential business. Consumers who pull up your website from a local search will leave your page immediately if it is unreadable on their mobile device. Making your company website mobile-friendly is an absolute must in this day and age.
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If your marketing strategy has changed, then the purpose of your website has probably changed as well. You may not have to implement a complete redesign, but if you do change your marketing strategy, you should be sure to go through your website and make sure it aligns to your new strategy.
The whole point of having a website for your company is to expand your customer base, so if it’s not doing that, then you probably need to redesign it. Making use of a few analytics tools in order to inspect data, such as how many visitors your site gets and how many visitors are turned into actual leads, will help you figure out if redesigning your website is necessary. Other things you should look at include how successful your “call to actions” are, how successful your “landing pages” are, whether or not your site is too heavy on text and if the voice of your website is appropriate for the products or services your company provides.
Redesigning your website does take a lot of resources. However, your website is the main element of your online marketing campaign, which means that its design either makes or breaks your strategy. Don’t hesitate in redesigning your website if you think you need to.
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