#1. Your website has very LONG load times
In the world of small business websites, most websites have overcompensated with a huge amount of unnecessary content and images. While good web design needs a nice mix of multi-media (text, images, video and interactivity), don’t do this at the expense of very long load times. It amazes me to see splash screens and loading animations on large high-traffic company websites. Remember that you lose site visitors for every second a page loads. Tests at Amazon revealed similar results: every 100 ms increase in load time of Amazon.com decreased sales by 1% (Kohavi and Longbotham 2007). Google discovered that a change in a 10‐result page loading in 0.4 seconds to a 30‐result page loading in 0.9 seconds decreased traffic and ad revenues by 20% (Linden 2006). Moral of the story is long load time = lost customers. Here at Mata Digital, all our sites are optimised and hosted on fast cloud platforms.
#2. You can’t FIND your own website on Google
We’re not talking about your most competitive keywords. We’re simply talking about typing in your company name in Google and searching for your website. Typically, with most companies, they should be in the top 5 results for their own brand name. If you simply can’t find your site in Google, you can officially start worrying. Customers tend to search in google rather than bother remembering a domain name. Most of our client sites’ highest search terms are ALWAYS related to their company name. Showing up for your company brand should be a non-issue… is yours?
#3. The site has mistakes, typos, and OLD information
Over time a website can simply become defunct. Typically, we find an inverse relationship with the age of the website versus the level of interest in fixing any blatant site errors. (I kind of liken this to the idea of getting a scratch on a new car versus an old beat up car). Perhaps your entire board of trustees have since moved on or maybe you have expanded your service offering to include a whole new range of products or services. The idea is that the information is full of mistakes, inconsistencies and old information and it has to go. Basically, in with the new and out with the old. (Have you read 5 Design Signs You Need a New Website)
#4. Does your website work on ALL devices?
A large number of sites built around 2010 were created by agencies who charged extra to make mobile responsive sites. This means that these sites may not display correctly on mobile devices. This is a big issue, given that over 50% of traffic on small business websites is via mobile devices. Go on – load up your site on your iPhone and see if it loads correctly! At Mata Digital all our sites are mobile responsive.
#5. Are people FINDING you from your website?
Depending on your company goals, online goals and “calls to action”, your mileage may vary on the results you expect from your website. If you’re an e-commerce website, traffic and conversion is the matter of staying in business. In a referral-based industry, a website helps drive warm referrals to the place where they are ready to contact you.
Some points to ponder:
- Is your website gaining traffic?
- Is that traffic quality traffic?
- Are people contacting you from your site?
- Are they quality leads?
Of all the signs that you need a new website, this is the one that I’m hesitant to easily say you need to “redesign the site”. Before you decide on a new site, you might want to consider other factors such as site traffic and conversion rates.
Have you come into contact with any of the above points or used a site that wasn’t responsive?