Given we’re website designers, it would be disingenuous if we didn’t acknowledge this fact: getting a new website is a significant investment no matter what kind of business you have.
But we also feel it’s worth pointing out that if your website isn’t up to scratch, it’s probably losing you clients – in a very active way.
Gone are the days of people finding providers for anything in the Yellow Pages. The first stop is always Google so it’s worth asking yourself – when you compare your website to the first few that come up in Google for your industry search terms … how does it stack up?
If it’s ticking any of the following boxes, chances are it’s not stacking up very well at all:
1. It’s over three years old
Three years is a looooong long time in the world of the web design. Websites designed three or more years ago were highly constrained width-wise and optimised for one main screen size. Flash was used for animation and big images were used sparingly because people’s internet speeds varied so much.
Websites designed today use big images, SVG animation and look good on all screens whether we’re talking your giant desktop monitor or your 12” Macbook. Savvy web browsers can spot an outdated website miles away and if your site design is old, it will be easy for them to be one of the 94% of people who reject or mistrust a website because of its design.
2. It doesn’t work well or look good on mobile
As the above point suggests, it’s really important your website looks great on a desktop monitor – in most industries, desktop visits to websites haven’t overtaken mobile yet. That said, more than 60% of online searches are occurring on mobile today. Chances are – the first exposure a potential customer is having to your business is on mobile. If your mobile site looks bad and/or is hard to navigate … they might very well head to the next result in the search.
3. It’s slow
Site speed is a huge factor when it comes to two things these days:
- Google’s willingness to show your site in their search engine results
- A user’s willingness to wait for your site to load
If your site is slow, Google will penalise it in their rankings and users will penalise it by clicking away. Today’s technology doesn’t just allow website designers to do cooler looking things with your website’s design … it allows us to build faster sites too.
4. You’re not sending anyone to it
If your website looks awesome, works well and contains up-to-date information about the services you provide, it should be the first place you send people to find out more about you.
If you’re not sending people to your site because the information is out of date or you’re embarrassed by the design … it’s clearly time for a re-design!
5. It doesn’t generate leads
Your website should be the hardest working staff member on your team – after all, it’s available 24/7/365. If it’s not generating leads and enquiries (via an enquiry form, phone calls or newsletter signups) – then your website’s design is letting you down.
But … how do you justify the cost of a new website?
In short, we generally ask people to figure out the lifetime value of just one client. (This post goes into more detail about how to do that.) If one client is worth $5000 to you over their lifetime, not only is that what you should budget for a new website design … you should be able to find it very easy to justify too. Especially if your website is currently so outdated it’s actively losing clients for you.