5 Signs Your Website Needs Refreshing
Posted 06 May 2015
Within the lifespan of a website there are often times when it needs refreshing. Unsurprisingly, business owners can be nervous about this, particularly when they assume it will result in expensive maintenance and redevelopment work. However, this really needn’t be the case. Much like a modern building requires regular redecoration to retain its sheen, an effective website often needs refreshing if it’s to continue looking its best.
Here are some of the most obvious signs your website needs refreshing.
1. Your Website Isn’t Mobile-Friendly
It’s received a lot of recent coverage, but Google’s mobile-friendly algorithm, introduced on the 21st April this year, has raised questions for a lot of website owners. In a nutshell, it penalises non mobile-friendly website in mobile search results. This is less of an issue for websites which are predominantly attracting desktop traffic, but with the percentage of mobile internet usage hovering around 50%, it’s clearly a significant threat to many.
If your website isn’t mobile-friendly then it’s important to consider whether you need to address this. The answer might still be ‘not yet’, but asking the question is absolutely essential if you’re going to stay ahead of the competition.
2. Your Bounce Rate is Increasing, Not Decreasing
Over the lifespan of a website we tend to see bounce rates decreasing. This is normally because the website owner is learning more about the kinds of customers that they are trying to connect with. As you rewrite your content and add new pages, search engines get better at pointing relevant users to your website.
However, an increasing bounce rate is an obvious sign that things are wrong. It may simply be that you’re targeting the wrong people – or failing to connect with the right ones. This could involve rewriting certain parts of your website. However, it could also mean that your website is outdated or offering a poor user experience to visitors.
3. Your Conversion Rates are Painfully Low
Similarly, we tend to see conversion rates increasing over time as you get better at connecting with visitors and converting more of them into customers. If your conversion rates stay at a very low level then it’s time to see what’s causing the disconnect.
Again, this could involve a very simple fix such as rejigging your website’s navigation or adding more prominent buttons. However, a low conversion rate tends to suggest inefficiency that will limit the online success of your business.
4. Your Photos and Images are Outdated
An issue that we often see with older websites is that outdated photos and images are holding back an otherwise effective site. Addressing this can help to refresh and revitalise an older site and reengage website visitors. It’s a quick and easy solution and can have a powerful impact on your online results.
5. Your Website is Slow and Sluggish
One of the biggest issues with an ineffective website – particularly for mobile users – is that it’s simply too slow. This tends to be more of an issue with older websites where the website owner has added more content, images and plugins over time.
This is often very straightforward for a web designer to improve, but unless you do something about it your user experience will probably go into serious decline.