Your website is an essential platform to your business, creating a direct channel of sales and revenue, as well as an outlet for communication with your audience. If you have noticed that your sales have started slowing down, or your website analytics are poor, these could be signs that you need to update your website.
So, when was the last time you updated your site? If the answer is that you can’t remember…clearly, it’s been too long. In this fast-paced, digital first world, it is standard practice to update your company’s website monthly, weekly or even daily. So, don’t let your site fall behind!
Here are the top signs that your website is outdated.
1. You’re Not Converting
It all comes down to conversions. If you’re not getting conversions, well, you’re not making money. It’s as simple as that. Depending on your kind of business, conversions can be sales or viewership. Conversions are crucial to the success and growth of your business. As a company that offers products or services, if you have lower sales, obviously you won’t be turning in as high revenue or profits. And if you own a media site with low viewership, you will bring in less money from your ads, which will hurt your revenue and profits as well.
If your conversions are down due to a decline in traffic, it can signal that your marketing operation is in need of some fine-tuning. You may need to employ more effective SEO strategies to ensure that your audience can find your website and content. Maybe, you need to update or add in stronger metadata or you’re missing headers on website pages, or they aren’t effective and lacking in relevant keywords. You may also need to run more paid ads to drive higher traffic to your website.
If traffic to your website is up, but you’re still not converting, that may suggest that your customer’s user experience is lacking in some way. Consider your potential customer’s user journey on your site and how they would perceive your current website content. Would a user understand the purpose of your website and what they are supposed to be getting out of it? If they don’t have immediate recognition of your site, and can instantly identify what they will receive from your business and offerings, they will be less likely to trust your site. And poof, they will bounce (marketing pun, intended) and you may have lost another potential customer. It could also mean your website is literally outdated, with an archaic or old-fashioned layout and overall presentation that is failing to resonate with your audience. If that is the impression that your website is giving off, your users will be less likely to trust your site, and you may lose them as potential customers, as well.
2. Your Website Is Not Mobile-Friendly
Remember, we live in a multi-device world. People aren’t only using their desktop or tablets to view websites. As most of us are glued to our phones 24/7, these days your audience is most likely using their phones to browse your site even more so than on a desktop or tablet. It’s 2021, people. You can’t just design your website as if it were to only be used on a desktop. You must approach the development of your site from the perspective that it will not only technically function well on any device, but that it will also create a comfortable, user friendly experience for your audience design-wise, no matter what device they are using.
If your website is not mobile-friendly, this will hurt your SEO rankings as Google will read your site as lacking responsiveness for mobile devices and suppress your rankings in the SERPs (Google search engines). With lower rankings, once again you will have less traffic to your site.
Beyond affecting your SEO, lack of mobile responsiveness can be extremely frustrating to your users. Are your videos and graphics taking too long to load? Does the site appear distorted when viewed on a phone vs a desktop? Maybe, your website content simply can’t be read clearly or comfortably on a phone with the words veering off too far off to the side. Or maybe, simply certain pages are not loading properly.
These are clearly all signs it is seriously time to update your website. Users will make an impression of your website in just a few seconds, and if your website is not offering an immediately effective user experience, it means your website is simply not up to speed…literally.
3. Website is Too Slow to Load
Piggybacking off poor responsiveness on mobile, your website itself may be just too slow to load in general. Again, this will be a no-go for your audience. If your website is taking too long to load, you probably will have just lost other potential customers as they will simply bounce and search for another, more user-friendly website that will service their needs in a more time-sensitive manner.
Your website may be too slow to load if you are running images or animations that are too large and heavy, you may have too many lines of code or your code could be uncompressed which would all slow down your site. If your images or animations are too big, you will need to replace them with appropriately sized versions that won’t bog down the speed of your site If the case is that your code is uncompressed delaying the loading time of various pages on your site, you may need to minify your code. This is a process that will remove unnecessary lines, white space and comments from the source code which will help increase the speed at which your pages load.
4. You Need to Revamp Your Content
Again, your website content is a vehicle of direct communication with your audience. If you notice your website analytics are weak, it could mean that you need to do an overhaul of your content. This includes your copy and images, which are both crucial to facilitating an effective user experience for your audience. Conduct an audit of your content and review your website’s current messaging. Are you communicating the right messages to connect with your target audience, or is the story you’re telling outdated, and not hitting the right point relevant to your audience or industry now? Maybe, your voice or tone is not cohesive leading your users to doubt your brand identity, as well as lose trust in your website. Transparency and authenticity are hallmarks of a strong brand voice these days that will effectively connect with today’s users.
Beyond, the copy, your visual content needs to be engaging and create a strong visual appeal for your users. Are your website images and animations in a style that will resonate with your users now? Bold, large and eye-catching images that have immediate visual impact are the standard these days. Yes, visual trends will continuously fluctuate and evolve, but it’s still important to review your site to make sure your visual content is keeping up with your industry, as well as the times.
If you think it may be time to do a renovation of your website and content, try reaching out to various people to get feedback on the user experience your site is currently offering. If you don’t like the response you receive, the pros at Firon Marketing are here to help you not only get your site back on track and up to date, but reach and exceed all your marketing goals like never before. Get in touch with us today for a complimentary audit.