When was the last time you updated your company’s website? Three years ago? Five? Possibly more? If this is the case, chances are your website is outdated and a contributing factor to why you’re not converting as many leads as you’d like. It’s no secret that having a mobile-responsive, modern website is a must for all businesses. After all, your website is your virtual front door and in many cases the first impression a potential customer will have with your business. And you know what they say about first impressions…
In order to maintain a competitive edge in today’s marketplace, it’s imperative that businesses have optimized websites that enhance the user experience. If you’re still on the fence about whether or not your site needs a makeover, we’ve pulled together five signs that it’s time to invest in an upgrade.
1. The Design is Outdated
Your website is a visual representation of your business. If that visual is using dated images, contrasting colors or — gasp! — Flash, it’s time for a virtual face-lift. Are your social media links prominently displayed on the homepage? Are you employing clear CTAs that offer something of value to visitors? The average person visiting your website is surprisingly technically savvy, and if you don’t provide a streamlined online experience with easy navigation, chances are they’ll leave your site before even getting into the meat of what you can offer.
2. It isn’t Responsive or Mobile-Friendly
This is a big one. The majority of Internet browsing now takes place on smartphones. Plus, Google displays mobile-friendly results first, so if your site isn’t mobile-friendly, you’re not going to show up in searches. And not only is it important to be mobile-friendly, but your site needs to be responsive to all devices (smartphones, tablets, desktops) and screen sizes, as customers are likely to switch between different devices throughout their buying cycle. If your site isn’t responsive to all of the devices, you’re more likely to lose potential customers because you’re not offering a good user experience — a big no-no in Google’s eyes.
3. Slow Load Times
Just like toddlers, online users have short attention spans and are not willing to wait for slow-loading websites. According to Kissmetrics, 40% of people abandon websites that take longer than 3 seconds to load. Three seconds — let that sink in. Website load times are also a determining factor in SEO, so if you have a website loading at a snail’s pace, Google isn’t going to look favorably on it. Factors such as background images, custom fonts, etc., can contribute to slow load times. If your website takes longer than five seconds to load, it’s probably time to consider contacting a professional who can help to optimize your site.
4. High Bounce Rate
A bounce rate is the amount of time a person stays on your site after viewing one page. A high bounce rate (anything over 50%) is a sign visitors are leaving your site too quickly. It’s important to keep tabs on your site’s analytics to see if people are leaving your site without exploring it further — a sign they’re not finding what they need quickly and easily. There are many things that can contribute to a high bounce rate, including issues we’ve already discussed, such as slow load times and an outdated design, in addition to difficult navigation, the misuse of call to actions (CTA) and more.
5. Stagnant Content
Do you have content that hasn’t been updated in months? If so, your site can be seen as irrelevant not only in visitors’ eyes, but also to search engines. Consistently publishing relevant content to your site — whether through blog posts, infographics, videos, guides, e-books, case studies and more — will strengthen your SEO and bump up your search engine rankings. In order to drive traffic to your website, people need to be able to find you through organic searches. And once they find you, it’s important to keep them on your site through content that offers something of value to them. So while it does take time to consistently produce content, it’s time well spent.
If you’ve marked a check next to any of these issues, it’s time to invest in a website upgrade. According to HubSpot, 38% of people will stop engaging with a website if the content/layout is unattractive. So if you’re having trouble gaining leads, take a look at your virtual front door and gauge what kind of first impression you’re leaving with potential customers.