Signs that it’s time to trade up
By Chelsea Berler
Are you still using an older DIY website? Your business can suffer from a lot of minor and major malfunctions and hiccups that can dramatically affect your business.
No one likes to constantly update or tweak a website, but if online leads or sales have been slipping, and even if they haven’t (yet), it’s a great idea to periodically and objectively evaluate your website and make the necessary fixes—or, better yet, do a total redesign.
Here are some signs that it’s time for an upgrade.
1. You are still using an old DIY template.
If you want to be taken seriously, move on from the cookie-cutter website. A visitor probably won’t buy if you don’t appear professional and invested in your own products and/or services. So, take a good look at your analytics and get professional, outside help to redesign and rewrite your site and update your security.
2. Your site appeals to your grandparents.
If your website doesn’t have the latest and greatest technology, graphics, and content, your visitors most likely will go elsewhere. An outdated, junked-up website generally leaves buyers wondering if the company is anything more than smoke and mirrors (and if its products and/or services are for real). If your users think you’re locked in the past decade (or past century!), they’ll assume what you offer is outdated.
3. It’s not mobile-friendly.
See how much of your traffic and sales is coming from smartphones or tablets (Google Analytics will show you). If it’s more than a few percent, you need to make sure your site is mobile-friendly, so you can reach prospects or customers that shop from mobile devices.
4. Your web traffic isn’t converting into leads and/or sales.
Google Analytics will help you find problem areas and figure out where in the conversion funnel they are dropping off. When you know the problems, you can set out to fix them or use an A/B split to test different approaches.
5. There’s no way to opt-in/sign up to receive news or promotions.
You must capture every user that visits your site to stay in touch. In today’s online world, visitors may have stumbled upon your website and may not be able to get there again. Give them a spot to enter their email addresses, and capture their names and increase your chances of making future sales.
6. Your buttons look dated.
Do your CTA (call to action) buttons look out-of-date or simply not eye-catching? This could make a big impact on the overall site look and performance.
7. Your business or practice has changed.
Your website must change and grow to support your current goals and product mix. Educate consumers and offer them current thought leadership. Take an authoritative stance in areas where you have the know-how.
8. Your site has become a lumbering monster.
Are visitors experiencing slow load times or subpar performance (multiple plug-ins, overly busy design, and broken links)? Your website may have started out simple and evolved into a slow, hard-to-navigate mess.
9. Your content is stale and out of date.
Outdated info says you’re off your game. Make sure your website is updated frequently so it’s interesting and relevant to site visitors and loved by search engines.
10. Your website has 404 error pages.
A visitor sees these error messages when a link doesn’t exist (because it was moved or deleted). It’s annoying and frustrating to visitors that may send them packing. Search en-gines, such as Google, do not like 404 errors either. ∞