It’s tough when you realize that your website just isn’t cutting the mustard anymore.
If it took days or even weeks of dedication, blood, sweat, and tears to get it perfect, we understand that it can be hard to admit it when things need to change.
The problem is that a poor-performing website means loss of business. It’s in your best interests to tackle the issue quickly, regardless of how much effort may already have gone into it.
Here are a few signs that indicate your website is no longer up to scratch and it’s time to face the music and give it an overhaul:
- It looks like something that was on trend in the 90’s
- It doesn’t work well on mobile devices or tablets
- Google has never heard of you let alone ranking you on the first page
- Visits have dropped
- Sales and leads have dropped
- Your competitors look better, run better, and are stealing your business
- You updated your brand ages ago but haven’t gotten round to updating it on the website
- The website has broken links, takes forever to load and crashes a lot
- It’s really hard to update because of the aged code with which it was designed
- Your business goals or niche have changed
The entire purpose of a business website is to bring in business! The bottom line is that if your website isn’t bringing in clients or revenue, it’s time for a redesign.
Potential customers won’t linger on a website that looks dated or runs poorly. Instead, they’ll move swiftly on to one that’s shiny, new, and fast.
Identifying what the problems are with your website is the first step. Looking at the website from a customer’s point of view should make it easy to tell what needs improving.
Taking on feedback is also crucial. Listen to what people are saying about your business and your site. It’s hard to do this sometimes, but don’t take negative feedback personally. Use it as a learning tool and seize the opportunity to recreate the website with a design that surpasses all of your potential customers’ expectations.
When to do it? A website overhaul should become a priority if:
It looks dated
For every slick, modern, edgy website you find on the internet, there are dozens of outdated sites being ignored.
Technology moves quickly, particularly in the world of web design, and it’s important to make use of the best design principles and practices to keep your financial services site competitive.
There’s no excuse for having a website that looks like it belongs in a graveyard alongside fax machines and VHS players. If your website is limping along, you probably know it. If you know it, your customers know it, too. Looking dated and old-fashioned is a sad way to lose business, especially if the reality of your business is not like this at all.
It’s not mobile compatible
Let’s face it; most people spend more time looking at their phones than they do at each other. Most mobile users have made a purchase through their phone in the last six months and even more have used their phone to look up a business, compare prices, and find reviews. If your website isn’t optimized for mobile browsers, you’re missing out on a big chunk of business.
To make your website compatible with mobile devices, it needs careful consideration and some different coding. The way people access the internet is evolving and so everyone on the internet needs to evolve too or be left behind. You can employ a design team to change your branding to incorporate fossilized dinosaurs … or you could make mobile compatibility one of your priorities when you redesign your website.
It doesn’t run well
A site that is glitchy, has broken links, and is slow to load won’t get very much attention from potential customers, or at least not for the right reasons. Your site has about 7 seconds to make an impression before the user moves on. If it’s badly organized or, worse, broken, you’ve lost that potential client before they’ve even read any of the information about your services.
A fully operational, fast, and well-organized website will make a world of difference to the success of your financial services business. Using up to date software and code to redesign your website can greatly increase your traffic.
Google can’t find you
Googling is now a verb, synonymous with search, so if Google doesn’t rank you, you need to take this very seriously. Far fewer people will find your website if Google isn’t pointing in your direction.
Using effective SEO (search engine optimization) is crucial if you want to appear on page one of a Google search. SEO is constantly evolving, just as your site should be. It’s something competitive businesses must get a handle on, and then it needs regular reviews and adjustments.
Poor branding and content
Your brand reflects who you are as a company. You might have a flashy logo but how well thought out is the design of your website to reflect that? All too often, businesses give little thought to color schemes, the way the pages are structured and organized, and the use of images and photographs.
Your website should be a mirror image of your branding.
There is little more frustrating for a customer than enquiring about a product only to find that it’s no longer available as described or that the terms have changed. Keeping your product and service information fully up-to-date is vital. If you fail to do this, you could fall foul of regulating bodies for potentially misleading customers.
If any of this resonates with you, it’s time to rethink your website. A website should be refreshed and updated at least every 3-4 years, while SEO, and product and service information should be reviewed continuously.
By doing this, you will ensure that your business remains current and provides the best user experience possible, whether on a desktop computer or mobile device. Your customers are changing, so your online presence should adapt to their needs if you want to remain competitive.