Change, we are told, is ‘transformative’ for a brand. This implies a certain level of confidence: that the move is never regressive, but strikes better notes for how people see, explore and interact with your message.
Yet change should never be sought for the sake of it. There has to be a strategy in place – a distinctive root we can trace from issue to solution. Here at Impression, we’re always thinking about when (and to what extent) a website requires a touch-up. To clarify, here are five signs that a web update is imminent…
1. The bounce rate is extremely high
A ‘bounce’ occurs when a user lands on your website, and leaves the page without exploring any further. When analysing your web traffic, a high bounce rate is a clear indicator that your website is failing to drive engagement. This could be due to the design, content, layout or loading speeds; further investigation can reveal the root of the problem, so that you can minimise bounces and drive conversion.
2. It’s littered with out-of-date content
Most businesses invest in a website, then leave it to gather dust. This is not only a wasted investment; over time, the cracks will begin to show as your site – and the relevancy of its content – becomes outdated. Keeping on top of key sections like your ‘Meet The Team’ page or blog is essential if you want your website to remain evergreen.
3. You’re lacking fresh graphic and presentation styles
Web design trends move pretty fast, which is why it pays to partner with a digital agency (like us) who can help you stay on top of your website graphics. Too many businesses, however, stick rigidly to a design they were happy with back in 2013, which – by web development standards – is almost prehistory.
4. It isn’t working well on mobile devices
Year-on-year, mobile is becoming more dominant for our browsing habits. As of 2017, global phone and tablet-based traffic has passed the 60% mark. Websites that don’t have mobile optimisation risk being side-lined; even Google’s algorithms, responding to this fact, have started to elevate mobile-responsive sites further up the search list. In short, you’ll lose out on exposure unless you invest in making your site mobile-friendly.