How Often Should I Invest in a Website Revamp?
One of the biggest digital marketing mistakes a brand can make is thinking their website is a "one and done" kind of investment. Far from it. The internet isn't a static place, which means your website can't be the same for years either. Updates, tweaks, and revamps are common and even necessary.
What is the ideal frequency of a website revamp?
The general rule of thumb in the digital marketing industry is once every two to three years. What do we say? "Do it when you need it."
Here’s why.
A website should be revamped if:
the site is no longer supporting business goals or strategies,
your services or products have changed,
the direction of the company has changed, or
you're spending all your time putting band-aids on a site just to keep it limping along.
Why Website Revamps Are Important
Things change quickly on the internet. Search engines are constantly adjusting their algorithms; users are always finding new ways to interact online; our use of mobile devices rises every year; and new platforms, apps, and tools become available faster than ever. Those are just a few general reasons why website revamps are important; there could be more reasons why a website revamp makes sense for your specific business.
A website revamp gives you an opportunity to ensure your website:
still provides the right first impression of your business,
aligns with and supports your business goals,
communicates the right message,
leads site visitors to take action, and
can be easily updated and managed by your team.
A revamp is more than creating a fresh look for your site. It should also include: an analysis of your website's performance, an examination of your site's search engine optimization (SEO), and a review of your site structure, content, and functionality. This strategic look at your website will help you create a new website that does its job of driving business growth.
5 Signs You Need a Website Revamp
So, how do you know if your website needs a revamp? We've got you covered with this short checklist! If you answer No to any of these questions, you will benefit from website revamp.
Does the site work on mobile devices? Users are accessing website content on mobile devices now more than ever. The split between mobile vs. desktop traffic is about 50-50 though many visitors like to bounce between the two platforms, using mobile devices for research and desktops/laptops to make purchases. If your site is not optimized for mobile devices, you are likely missing out on potential leads or sales.
Does the site load quickly? Consumers want information now. If your site loads too slowly or drops off during loading, visitors will mostly likely leave and not come back. How slow is too slow? Anything longer than 2-3 seconds. Google actually uses page load speed as a ranking factor for search results; a slow site is bad for business all around.
Does the site have a content management system (CMS)? CMS systems make it possible for non-programmers to access and make updates to websites. If your site still requires someone from IT to make changes, it's outdated. Time to update it and give the marketing team responsibility for site maintenance.
Are customers taking action on the site? Take a look at your bounce rates and conversion rates. Both of these data points indicate how well a website is converting visitors into customers. A high bounce rate means visitors are leaving the site right away, without clicking through to any other pages. Low conversion rates mean they're leaving without taking your desired action such as making a purchase or contacting you.
Does the site show up in searches? Low or non-existent search rankings indicate poor search engine optimization (SEO) and an ineffective use of keywords. SEO is vital to an effective website; without it, new customers won't be able to find you online.
Another reason for a website revamp? Your site looks dated. You know a dated site when you see one. Colors, fonts, layouts, and images go in and out of style all the time. Your site needs to keep pace to look current and for your brand to remain relevant. Some absolute must-haves for websites in the past (looking at you, Flash!) are a big no-no now because they don't work on mobile devices or are buggy. Home pages that fill the page with content, leaving no white space are out too. Today, it's more effective for home pages to be short and sweet and guide users to other pages or your main call to action. Video is in; sites that contain even short videos have better engagement rates than those that don't.
Does Your Website Need a Revamp?
We practice what we preach at HeiPro Digital. We’re actually planning and executing our own website revamp (and brand overhaul) right now. Our target audience and capabilities are changing dramatically – and we know our website needs to reflect those changes. We are redesigning the whole site because of our new brand.
However, don't feel intimidated by the thought of a revamp. It does not necessarily mean you need to toss out your entire site and start from scratch. Maintaining a website is a fluid process that is constantly adapting to changing business needs and customer expectations. Revamps help support that fluidity.
Join our email list below to hear when our new brand and website go live. In the meantime, browse through our current site so when our new site does launch, you can see the difference.
Not sure if your website needs a revamp? Contact us! Schedule a call with Alex and she can give you an honest assessment of your website’s capabilities and provide professional feedback.