Just like the 3 most important things in real estate are Location, Location, Location — if your website isn't converting to meet your business goals, then it's time for a change. (And I do list 3 different reasons to redesign your website in the blog post.)
3 Reasons to Redesign Your Website
1) Website conversion.
If your website isn't converting to meet business goals, then it's not filling its intended purpose.
What are your business goals? How do you currently achieve sales? How do you measure success for your website? What role does your website play for your company?
My rule of thumb is to ALWAYS start with the end result in mind. Your website (and web assets such as your social channels) are assets of your company. Just like every other asset, there should be a specific purpose in mind.
Every page of your website should also serve a specific purpose. There should be keywords that are important to your business that should be ranked by search engines. There should be clear direction for the user to help guide them to the next step on your site (depending on their needs). And in most cases there should be calls-to-action to engage those visitors that would like to know more about a particular topic of value to them that your company provides.
If your website is not converting, then it needs to be analyzed and assessed.
2) If your website is not responsive to various screen sizes or isn't mobile friendly.
On April 15th, 2015 Google actually changed its rankings depending on whether your website is mobile-friendly.
"If your site’s pages aren’t mobile-friendly, there may be a significant decrease in mobile traffic from Google Search."
Google goes out of their way in this post to make it clear that as soon as your site becomes mobile-friendly, they will automatically reprocess (crawl and index) your site accordingly. My (very long) experience with Google is that they always have the end user in mind with (just about) every change they've made. They communicated months in advance that this would occur.
Here's a handy URL from Google to test whether your site (or any particular page) is mobile-friendly:
If your website is not mobile-friendly you WILL lose traffic. You should absolutely consider getting it updated or redesigned.
3) You want to incorporate an inbound marketing content strategy.
Perhaps your competitor(s) are outranking you in Google and it's having a detrimental impact on your business. Have you done research on inbound marketing and understand the value proposition of having the right content on your site for the right customers at the right time, but you don't know how to execute on the plan? Which CMS should you use? How can you assure the design of your website allows potential customers to find that content? How do you incorporate calls-to-action? How do you monitor and manage the process effectively?
If these (and similar) questions are running through your mind as a business owner (or someone in charge of marketing for your company), then it's time to consider a redesign and an overarching go-to-market strategy with your marketing efforts. It is absolutely a good reason to consider redesigning your website and utilizing a platform to facilitate. Take the next step and download our Free Ebook below "25 Website Must Have's".
Free Ebook on Website Redesign
Read "25 Website Must-Haves" and learn important design and usability factors, SEO tips along with best practices for converting traffic to leads. Click on the cover below or the button to get your copy today.