5 signs you need a new website

Your website should be the cornerstone of your marketing – and it should be working for you, not against you.

It’s all well and good having a site that looks the bee’s knees – but if it’s not working to both attract and retain visitors, generate leads, or convert sales then it’s letting you down.

Too often we’re led to believe that ‘design’ is the most important aspect of your website – but without having all the other pieces working in tandem, you’re going to be wasting time, effort, and money on a website that doesn’t work.

So what are the signs you should be looking out for to tell you it’s time to rethink your website? We’re here to break it down for you.

1. You’re lacking a clear message

This applies to your marketing in general, not just your website, and is essential to the success of your business. Even if every other aspect of a ‘great website’ had been reached – if you lack this vital component – your website will be letting your business down.

Your customers should know immediately what it is you do and what problem you solve for them as soon as they land on your site.

It’s called the grunt test – can someone tell what your business does within 5 seconds? There’s no point in having a site that ranks high on Google or investing in Pay Per Click advertising if your customer still can’t work out what it is they’re buying from you. You need to be able to cut straight to the chase and the only way you can do this is with a clear message.

At STORY22 our two key elements for our winning website formula are clear messaging and a clean design – because without the clear messaging the design is pointless!

2. Your website is not responsive

To have a responsive website is to have one that changes how it displays depending on the size of the screen people are viewing it from. So people viewing your site on a mobile or tablet will see a version that’s been optimized – specifically adapted – for that device, making it easier for them to navigate and use.

More people than ever are using their mobiles to browse the internet while on the go so your website must be designed with this in mind. In the first quarter of 2021 alone, mobile devices generated 54.8% of global website traffic, and 73.1% of web designers list non-responsive web design as a top reason for visitors leaving a website.

If your site isn’t responsive you’re not just creating a poor user experience, Google’s ranking algorithm will also penalise you as a result. Remember – Google wants websites that work for its consumers so responsiveness is a priority. You can try out their Mobile-Friendly Test tool to check how well your website is performing in this respect.

3. You have a high bounce rate

This point should be prefaced with a caveat – a high bounce rate is defined as ‘a single page session on your site’ – and this isn’t necessarily always a bad thing. It could be that your landing page was so informative that your customer didn’t need any more information. But the chances are it was because your customer arrived at your site and found unreadable content, faulty functionality, or just a bad aesthetic!

To help lower your bounce rate you need to focus on good functionality, clear calls to action, and content that’s relevant and valuable to your audience. And remember point number 2 – make sure it’s optimised for modern consumer habits, AKA mobiles!

4. Your navigation is confusing

We see this a lot – over-complicated and confusing site navigation and a lack of clear call to action (CTA). When 42% of people will leave a website because of poor functionality, this is a priority area to focus on.

We’ve all been there – stumbling our way around a website with a million navigation tabs across the top of the site, not knowing which to choose. And to top it off there’s either no CTA or a variety of different CTAs – both of which leave us confused about our next steps. To make sure people are reading the content you want them to read, it’s vital to keep things simple here.

Here are a couple of things you can change to make instant improvements:

  • Put all your non-essential links – anything people will likely search for – in your footer rather than at the top of your webpage – this is less distracting than having them in your top navigation panel or down the side of your website. Typical links to drop to the footer include ‘About’, ‘Jobs/Careers’, and Blog.
  • Have 1 clear call to action – e.g. ‘Schedule a call’ – repeated throughout your website, several times on each page. You can then have one or two transitional calls to action which provides a secondary way of engaging with you until people are ready to take the next step – this could be a lead generator (we offer a free website review) that pulls people into your email list.

5. You’re ranking low on Google

There are a million reasons you could be ranking low on Google, the previous point included. Every page of your website gets rated according to Google’s opinion of its authority and usefulness to the end-user (e.g. your customer). And while SEO is a huge thing when it comes to rankings (and something you need to be on top of) if your website isn’t working for your customer, it’s not getting ranked highly by Google. So if you’re not ranking highly, it’s probably time to have a refresh.

Get a free website review

It can be overwhelming thinking about redoing your website. Where do you start?! At STORY22 we develop websites with a clear message and clean design that our clients can trust to engage their customers every time. You can read one of our case studies here, which had a dramatic impact on business for our client.

If you’d like to know how to improve your website, learn how to convert more leads, and clarify your message – get in touch for a free website review from our StoryBrand Certified Guides.

It’s time to stop risking your business on a website that doesn’t convert – let us help you get one step closer to enjoying the success you deserve.