By Mélissa Toutant, marketing coordinator
Does the thought of redesigning your website sometimes make you hesitate? This is completely normal. It is often mistaken that design is costly, time-consuming and not worth the effort. On the contrary however, a powerful web site tailored to your image will allow you to carve a place in the search engines – and in the minds of your customers! – in addition to offering you, in the long term, a good return on investment. More than ¾ of the users judge the credibility of a company by the design of their website. Read this article to discover 8 signs that your website needs a redesign.
Google Analytics is now installed on the vast majority of sites. It is essential to collect data on its performance. It is therefore important to analyze the path taken by your visitors. Where did they arrive on your site? Which pages interest them most? How many pages do they consult before they leave? How long do they stay on your site? Etc. These statistics are all information that will help you determine if your site - and the content it contains - is performing well. Otherwise, an upgrade may be the solution, just as a new marketing strategy might be needed.
A redesign does not directly mean that your site will have good statistics on the web. First of all, ask yourself a few questions. Is the content appropriate? Are the calls for action inciting and well presented?
Sometimes a partial renovation, such as optimizing texts or calls for action, will be sufficient enough.
Google (and any other search engine) basically plays like a yo-yo with your positioning. Despite this, your site must be found by your potential customers. To achieve this, SEO (Search Engine Optimization) will allow you to be well referenced on the search engines. The keywords that people typing to find out about your products or services should end up in the content of your site.
Your business objectives should also be applied on the Internet. If they are progressing, you must make them evolve in your Web strategy. The introduction of a new product or service, the development of a new market, the loyalty of your customers are among other reasons to review your site. The goal is to enrich to match your digital evolution with that of your company.
One of the most motivating factors to recreate your site is to take into account mobile technologies, including the smart phone and the tablet. These are increasingly used by surfers to navigate. It is estimated that about 50% of Internet users in Canada in 2017 use a mobile device, according to data collected by Hootsuite. An adaptive site also allows you to be advantageous in positioning on the search engines. The redesign towards an adaptive design often requires a restructuring of the contents. In short, your site should be easily navigable, regardless of the type of devices used.
Content is of paramount importance on a site. Often left out, they nevertheless ensure its effectiveness. It is the content, including texts, images and videos, that will benefit the SEO and, above all, that will influence the Internet users to become a client.
Make an inventory of the content you already own and yourself if it’s properly targeted at your target audience, if it meets its needs and if it matches your offer. A text rewrite with an optimization for search engines could greatly improve your web presence.
Moreover, if the visual of your site seems out of fashion and unprofessional, the users will not hesitate to go see elsewhere. Your graphic chart used for your other communication tools must match the visual identity of your site. Moreover, visitors will stay longer if the menus are easily navigable.
Your website should evolve at the same time as your brand. Whether you're improving your logo or tackling a complete rebranding, the visual of your site will have to change as well. Being one of the most active communication tools in recent years, it must represent your brand in a coherent and harmonious way with the rest of your tools.
However, a new branding does not mean a complete renovation of your site. If it is easily navigable and its structure has been built, you will only have to update the design.
Your persona represents the typical customer of your company. This is where your content should go and on which your marketing and sales objectives should be based. It can, of course, have more than one persona, to whom will address different specific products or services. Your site should be built according to the needs of your customers. Customizing it is a good way to make your content more persuasive for your target audience. The latter will have no choice but to feel challenged!
Social media today is an unprecedented asset to confirm if your site is in the era of time. No social sharing button is on your site? Now is the time to add it! The links in your profiles allow visitors to view them with one click, and sharing links allow them to show their adherence to your content.
The rapid and constant evolution of the Web makes sites very quickly outdated. There are then several reasons for re-designing it and just as much as for carrying out the restructuring. Whether it is a complete or partial renovation, the content, visuals and structure must be easily navigable and, above all, meet your business objectives. A powerful site still requires a lot of effort. The key is continuous optimization. It's not because your site has been redone that you never have to touch it again. On the contrary, performance will only improve if you take time to develop it at the same pace as your business grows.