Is it time to refresh your website?

Written on the 27 October 2014 by Snap Marketing

Although we often try to deny it, first impressions count for a lot. Your website is often your customer's first touch point with your business.

In today's marketplace, it's your business card and your shop front, so it's essential that your visitors be impressed by what they see.

Re-jigging a business website can seem as daunting as building a site from scratch. When it comes to day-to-day priorities, the dreaded site refresh often makes its way onto the 'backburner', but it should not be something you put off or ignore.

No matter how fantastic your services are, if your website is out-dated your customers will assume your business is out-dated as well.

Take some time to sit down and assess your current website. What is it saying about you?

Some signs it might be time for a refresh.

Web design trends change extremely rapidly, so if your website has been the same for three or more years, it might be starting to look a bit old fashioned. A refresh can help give the impression that your business is modern and on-trend.

As an added bonus, search engine optimised content changes might just help your business get heard above the noise of your competitors.

Sign # 1: Your bounce rate is high.

Getting people to your site is hard, so when they arrive you want to ensure you keep them there! This means eye-catching design and layout.

Your design should be visually attractive and easy to navigate. If you think your current site needs improvements, then your customers probably think so as well. If your visitors can't easily find what they are looking for, they will most likely go elsewhere.

Sign # 2: Your site looks good, but it's not interesting.

This is where good content comes in. On a top website, copy and design fit seamlessly together. If your site is attractive and grabs your visitors' attention, that's fantastic! Your next job is to spike their interest. This is achieved through strong copy. Ensure your copy is there for a reason. Never write something just to fill in gaps or white space in design.

Content is often written with the aim of optimising your site so that it ranks well in search engines. While this is integral to the performance of your site, you need to ensure the copy makes sense to your audience as well if you want them to keep returning to your site.

Sign # 3: Your visitors don't know what to do once they arrive (strong call to action).

Once your visitors make it to your site, you need to remind them why it is that they came there. Tell them what to do. If you want them to sign up to your newsletter, have a strong call to action asking them to do so and ensure the sign up feature is highly visible on the main page of your site.  If you want them to make a purchase, tell them quickly how to find your checkout page. It sounds simple, but it's often forgotten.

You don't have to refresh your website in a day or even in a week. In fact, you can make small changes over time so that it does not become an overwhelming task. Decide on the direction you would like your site to take and set small achievable goals that will take you there.

You will be on your way to a more impressive site in no time at all!


Author:Snap Marketing
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