Kristen Leigh | WordPress Web Design Studio | January 2019 Monthly Review of My Web Design Studio | 2 Ways to Know if It's Time for a Website Redesign

Is it time for a website redesign?

If you’ve been reading through the blog or following me on Facebook then you know I talk ALL THE TIME about how a website can attract and convert leads. Your website shouldn’t just be a place to hold information. Instead, your website should work for you by bringing in traffic, keeping website visitors engaged, and guiding them to convert in a way that helps you reach your overall goals.

So how do you know if it’s time for a website redesign? Let me walk you through the 2 biggest reasons why it’s time!

1. Your website no longer aligns with your business

The most obvious reason why it would be time for a website redesign is if your website no longer aligns with your business. Businesses are guaranteed to go through periods of growth and during that growth period goals, services, and branding may change. If your goals, services, or branding has changed but your website hasn’t, you’re going to spend way too much time clarifying what exactly you do and who you serve on sales calls.

A website shouldn’t cause you more work. A website should eliminate work and decrease the amount of time you spend pitching yourself to prospective clients.

Take a look at your website right now. Yes. Open your website up in a new tab and look at it from the perspective of a new potential lead. Would they know without a doubt whether or not they’re your ideal client? An even better question, does your website (in it’s current state) make you want to sign on for your services without ever getting onto a sales call?

If you’re questioning whether the answer is “HELL YES” or “Meh…” then it’s time for a website redesign because, not a huge surprise, your website visitors will be feeling the exact same way.

business strategy

Your business strategy is bound to change. If your strategy for growth has remained exactly the same since you started your business then you haven’t experienced true growth yet.

Let me clarify, your overarching goals may have stayed the same (ie. making 6-figures in one year, helping 100 women overcome xyz in 5 years) but the way you achieve that overarching goal will most likely change over time.

A little bit of insight into my own personal goals… I’ve had the same overarching goal of consistently making 6 figures a year since I started my business. How I’m going to make those 6 figures has changed though. I started out offering monthly support to clients, then changed to monthly support and web design. This year I’ve refined my strategy to providing just web design services (including Divi website templates, an online course, and custom web design). The overarching goal is the same but the way I’m going to achieve it has changed.

When the way you’re going to achieve your overarching goal has changed, your website flow (design) and messaging needs to change to reflect that. Messaging my monthly support in the primary banner on my website wouldn’t help me reach my 6-figure goal because that is no longer my focus. When I made this change, I also changed my website to reflect my new strategy.

So think about your business strategy. Now look at your website again. Does your website design and copy reflect your strategy? If not, it’s time for a redesign.

services

Just like your strategy may change, your services may also. Most entrepreneurs fall into 1 of 2 buckets.

  1. Know they want to work for themselves and be their own boss but have no idea what services they want to provide.
  2. Know exactly what services they want to provide.

Regardless of what bucket you fall into, chances are your services will either change completely or will evolve over time. You’ll start adding in more features or removing features that didn’t seem to work very well for your clients. When these changes occur, your website messaging also needs to change.

You may be thinking “well, I’m still trying to refine my services so why don’t I just explain the changes on a sales call instead of CONSTANTLY making updates to my website every time I make a small adjustment?

How would you feel if you were against purchasing leather clothing but when your “vegan leather” shoes arrived they were actually made of real leather? You would be pretty angry, right? You would have to call the company and they would have to explain that they made a slight adjustment to the product and you’re actually getting a new and improved shoe. This makes more work for the shoe company and gives the customer who didn’t want real leather a poor experience. (Plus, this customer is probably never purchasing from the shoe company again.)

Remember how I said your website should decrease the amount of work you have to do? If someone comes on a sales call with the expectation that you offer X, Y, and Z but in reality you actually offer only X and Y because Z wasn’t beneficial to your past clients, you’ll have to spend time explaining this and justifying your change. Overtime this will eat away at a lot of your time. Plus, this lead may have wanted and expected feature Z to be included. So now you’ve created a poor customer experience and decreased your chances of signing them on as a client.

So now look at your website and review your services. Does your website reflect your new services or the features of your evolved services? If not, it’s time for a website redesign!

Branding

Alright, this one should be a no brainer!

If you’ve gone through a rebrand then the obvious next step is a redesign. You can’t have a website with one set of a branding and marketing materials with a different set of branding.

  • This creates confusion… “is this website actually for this brand?”
  • It decreases brand recognition… “I don’t recognize this look… I have no idea who this company is.”
  • Your credibility is questioned… “why would a legitimate company have two completely different looks? This seems fishy.”

These are things no business owner ever wants to here so let me say it again.

ALL MARKETING MATERIAL SHOULD HAVE THE SAME LOOK AND THE SAME VOICE.

I’m not even going to tell you to look at your website and then look at your branding. You know if  you’ve made adjustments to your branding. If you have and you haven’t made updates to your website, it’s time for a website redesign!

2. Your Website Isn’t Converting

A website is nothing without converting people. Converting could be

  • Joining your email list
  • Booking a call
  • Joining your Facebook group

Like all marketing material, your website should be converting people and if it’s not then some changes need to be made.

How to know if your website is converting

There are two ways to determine if your website is converting people. The first is using Google Analytics and the second is simply asking people on sales calls.

Google Analytics

Google Analytics is the best way to see how well your website is converting. It’s also usually pretty daunting to people. Without going into the specifics on how to determine your conversion rate, the easiest way to get an idea of whether or not your website is converting well is comparing your website traffic to the number of calls booked, the number of new email subscribers, etc.

If you’re getting 500 new visitors every month but you’re only seeing on average an increase of 10 new email subscribers, chances are your website isn’t optimized to gain email subscribers.

Ask People on Sales Calls

You can always ask people on sales calls how they originally found you. If they say your website, then you can assume they booked a call with you after going to your website. If they say a post in a Facebook group, you can assume that post is what caused them to book a call with you.

Just a heads up – this doesn’t provide you any information on how many people went to your website first though. All this tells you is that someone saw your website and they also happened to book a call. Google Analytics is the better route to go if you want more accurate and in depth data.

Why your website may not convert

Now you’re probably wondering why your website isn’t converting. Here are a few things to look out for.

Bad User Experience/Design

If your website isn’t designed strategically, it won’t guide people to convert. A website that converts is designed using psychological principles and data. As consumers and website visitors, we unconsciously navigate stores and websites in certain ways. Many big retailers understand this but unfortunately, many small businesses and new business owners don’t have that knowledge.

A bad user experience, a website that isn’t optimally designed for the consumer’s unconscious brain, will actually cause people to have an adverse reaction to your website, brand, and services. A good user experience, so a website that IS designed using psychological principles, will cause a positive reaction to your website, brand, and services.

Slow Load Speed

As a society, we’re pretty impatient. We live in a fast paced world and our patience with the internet is no different. If your website is loading too slow, you’re losing visitors and potential leads.

“2 seconds is the threshold for ecommerce website acceptability. At Google, we aim for under a half second.” Maile Ohye, from Google

As your page load time increases, your abandonment rate also increases. If your abandonment rate increases, your chances of converting potential leads also goes down.

Generic Copy

Good messaging isn’t directed at everyone. Good messaging is directed toward one person, your ideal client. Generic copy doesn’t trigger anyone emotionally but triggering emotions is exactly what creates that connection between yourself and a potential lead.

Your website should be written in your voice and should speak to your ideal client’s goals and struggles. When they read your copy they should be nodding their head and thinking “yes, I was JUST feeling that way the other day” or “I would love to have the freedom she’s speaking of.” 

Don’t write generic copy because you want to expand your reach and be available to everyone. Figure out who your ideal client is and write messaging directly to them. Generic copy doesn’t convert. Emotional copy that creates a connection does.

So, is it time for a website redesign?

Were you nodding your head thinking “she’s right, it’s time for a website redesign”? Let’s chat and see how we can optimally design your website using psychological principles so that you can attract more leads, increase sales, and spend less time promoting yourself on sales calls!

-Kristen

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