When considering making updates to your website or completely redesigning it, there are a few essential questions you should ask yourself. Depending on what type of updates you have in mind, you’ll want to ensure they’ll make an impact toward reaching your goals. That’s why it’s important to analyze your website’s performance and ability to bring in traffic and leads before spending the time and money on a complete website redesign.
Here are 6 questions to ask before redesigning your website:
1. What current web pages have the highest number of visits?
The first question you should ask before redesigning your website is what your top pages are. When analyzing what pages get the most traffic, see if they align with your overall goals. Your website should work as a machine to filter through visitors and produce qualified leads. If your website visitors are getting to pages without a next step and are leaving your website, or are viewing very specific blog content that doesn’t exist on other pages that may be a good indication that your website pages and content need to be reworked.
2. Of the top pages, what are the bounce and exit rate?
Tracking your top website pages’ bounce and exit rates are another question to ask before redesigning your website. Sure, you may have pages that are receiving a high amount of traffic but your website should work as an entity that builds off each other. If your top pages have a really high bounce rate that could be an indication that the traffic that’s landing on those pages isn’t the correct fit for your company. If your top pages have a high exit rate it could mean that the visitors landing on the top pages are only interested in that one topic and not your website as a whole. Although those visitors are still important to bring to your website, they are most likely not going to turn into leads. If your top pages have a high bounce or exit rate it could be a good indication that the flow of content on your website needs to be reworked.
3. How many monthly leads have been generated from forms on the website?
Another question to ask before redesigning your website is how many leads you’re getting. Track monthly leads to see if the content on your website is producing qualified leads for your company. When you initially create downloadable marketing content and contact forms throughout your website you may have a specific type of client in mind and that may change over time. If you aren’t getting the quantity or quality of leads that you should be, it could be a good indicator that it’s time to redesign your website to include more actionable CTAs on top pages.
4. Does the website fit current design trends and standards?
Website design trends and standards are constantly evolving. A third question to ask before redesigning your website is if your website is following the current trends and standards. Many times there are a wide variety of updates, both large and small, that you can add to your website to fit current standards, but a complete redesign is not always necessary. However, if your website was created 5+ years ago and hasn’t been touched since, it may be time to re-evaluate its style and layout. Website redesigns can give your overall brand presence a boost and help you stay on top of trends and components that your competitors may be incorporating in their site.
5. Where does the website and top web pages rank on Google?
The next question you should ask is where your website ranks on Google. When searching branded keywords take note of where your website is positioned. If the position has fallen over time it could be a good indication that the content on your website needs to be reworked to be more SEO friendly. SEO standards evolve over time so keeping up with current standards and making continuous updates to your content will help you ensure that your website ranks at a strong position in Google. Another area to search is specific keywords of pages that are prominent on your website and see where you’re ranking for those. Your main branded pages may be ranking just fine, but more specific pages that are built to bring in leads may need to be reworked for the same purpose.
6. Is the website easy to navigate?
Finally, the last question you need to ask before redesigning your website is if your website is easy to navigate. You can answer this question by running user testing that points out flaws in the flow of your website. First start with your team internally, and then use people outside of the team who don’t use the website every day to work through your content. As standards change there may be elements that users expect to see or navigate to that don’t currently exist on your website. Smoothing out some of the kinks in your navigation is an important part of redesigning your website.
A growth driven development approach to web design allows you to make small and impactful changes over time. If by answering these questions you’ve determined that it may be time to update your website, considering a growth driven development approach to your website updates will allow you to stay on top of the latest web trends and build a website that works seamlessly at bringing in new business.