Unfortunately, websites are no longer just an option nor an add-on for compliance to an increasingly tech-driven, global economy. It is now part of the overall business cycle of a company. Having a website for the sake of having a URL to put on brochures and call cards will inevitably lead to costly web development without anything to show for its ROI.
A website must be an intentional business tool for companies. It must assume multiple roles, or focus on one – to solidify branding, provide good and efficient shopping platform, or bridge gaps in the online marketing loop, just to name a few.
So what are the key signs that your website is failing you and that you need a new one ASAP?
The first sign that your website is more of a liability than an asset for your business is when it has blurry or outdated messaging.
Websites that have been around for a long time usually succumb to this. Perhaps your business has grown through the years and with that are a few changes in its branding, for example. It could also have shifted its positioning in the industry, or is pursuing a different market. Eventually, these changes can affect the clarity of your original website content. If you read your copy and it no longer speaks for your company, it’s time for a new website.
Another sign that you need a new website is when it can no longer answer the purpose why you are directing traffic to it. This simply means it is no longer aligned with your business goals. This can happen as you begin to offer more products or services or change your business offering.
And then you realize your online shop is no longer relevant to how you do your business, or your call-to-actions are ineffective in converting captured leads. What to do? Assess your business, clarify your objectives and try thinking through the flow of the user’s experience with your website. If it’s a bumpy ride, bounce rates will be high and that will have consequences on your overall online marketing campaign.
There is no other way around this truth: your website will represent your business whether you like it or not. In a time when checking sites takes your customers just a few taps on their smartphones, having an outdated website can really hurt your business. Like a physical storefront, a website can tell people volumes about your business.
Contrary to popular belief, this is not just about modern-looking designs. It also has something to do with functionality. The more usable your site is, the longer it will stay relevant.
Just like Apple computers, changes to its design is not that frequent and it is spread over a longer period of time. Functionality is an inseparable part of aesthetics.
Clarity of message, alignment with purpose, aesthetics and functionality – these are the things your website needs to have. Fail to meet these standards and you need to start thinking about a new website.