Is It Time for a Website Refresh?
You’ve made quite an investment in building a functional website, and it’s had some great success in engaging and retaining customers. As to how long it will deliver its intended results depends on a lot of things.
The online world is ever-changing, so you shouldn’t treat your website like a one-time project. If it starts performing under par (e.g., you’re losing traffic or signups have been hard to come by), it might be time for a website refresh.
What is website refresh?
A website refresh involves making minor adjustments to the site without changing its overall structure. Examples include changing outdated images, updating the site’s colour scheme to keep up with design trends and adding a new menu to improve user navigation. While these changes are minor, they can have a huge impact on the website and how it performs.
Think of it like a home renovation project, in which you’re replacing older pieces of furniture and repainting the walls. Both can affect the look and feel of your home while keeping its foundation intact. This, however, isn’t the case with website redesign.
How is website refresh different from website redesign?
Unlike a website refresh, a website redesign involves an overhaul of your site, with an impact that’s decidedly beyond surface-level. A good example would be updating your content management system, so it’s easier to manage your digital content. Going back to our home renovation metaphor, if a website refresh entails repainting the walls, a website redesign involves completely changing the wall system for a stronger foundation.
By touching on web design, we now have a better understanding of website refresh. But how do you know if you actually need it? When do you start looking for website optimisation Sydney services?
Top reasons for a website refresh
Your website has been loading slow
Having a slow load time is a surefire way to turn people off. Nearly 70% of consumers say that page load speed affects their decision to buy from an online store, and this should be reason enough for you to do a site refresh (or redesign in some cases). Add to that the fact that Google now rewards fast-loading websites with better placement in search engine results pages (SERPs).
Your website is unresponsive
Another reason users turn away from a website has something to do with its responsiveness. Simply put, a responsive website is one that offers ease of use no matter the device. So whether someone uses their smartphone, tablet, laptop or desktop to navigate your website, the user experience should remain the same.
If your website isn’t responsive on mobile devices, then you need a refresh. However, a website that was built without any considerations on responsiveness will need to be coded in a way that requires a major overhaul, and therefore needs a redesign.
You need to bolster your security
Security is and will always be a top concern for visitors. It’s an absolute must that you put their mind at ease when they’re navigating your website and when you gather personal information. Unless your site is running on an insecure platform, you typically just need to keep your security solutions and certifications updated or perform some general troubleshooting.
Your visuals need an upgrade
How your website looks reflects on your brand image. Appearance matters, and if your bounce rate is surging, one reason could be that users don’t find your visuals as appealing as they were. These visual elements may include your brand logo, colour combinations, images and font, among others. If they seem outdated or have become irrelevant, it’s time for a refresh.
You need to update your content
You can hook people in with eye-catching graphics, but it’s with compelling, informative content that you’ll have them sticking around. If your leads and conversions have been declining, there’s a chance that content is the culprit.
Are there articles that need to be deleted because they don’t reflect your brand and its goals anymore? Are there articles that need to be rewritten to improve SEO? Are there videos that no longer provide value to consumers? Be sure to analyse your content and make the necessary adjustments.
How often should you refresh your website?
Generally, an annual website refresh, with a focus on usability and performance, would work. As for other aspects like security and SEO, you should update as often as necessary. For a full website redesign, many experts agree that 2-3 years is good enough. To be sure, it’s best to consult with a reputable web design agency. Contact our experts at G Squared to get started.
November 29, 2022