Did you know that a goldfish has a longer attention span than the potential customer visiting your website? You only get one shot at a first impression, and your website is often your customer’s first experience with your business, which makes it one of your business’ most important touchpoints. That said, from time to time it’s important to consider whether you need to update your website.
You need to be able to attract, convert, and close in seconds — that’s pretty difficult to do with an outdated website. That’s why we created this handy checklist:
21 signs it’s time to update your website, now.
Your site is not mobile responsive.
It’s 2018, chances are at least 50% of your customers are accessing your website on their cell phones.
You don’t know whether your site is mobile responsive.
Cross your fingers that someone on your team has this covered, otherwise you’ve got a lot of catching up to do. (Pro Tip: this may also explain why your phone has stopped ringing!)
Your site is not compliant with ADA regulations.
A non-compliant site leaves your company vulnerable to costly lawsuits.
Your site’s SEO still deploys keyword stuffing as a tactic.
Abort, abort abort! Search engines started severely penalizing keyword stuffers years ago!
You have broken links.
You use only stock photos.
One of the most important functions of a website is to communicate your brand’s story; that is very challenging when all of your imagery was created by someone else. Plus, they’re just cheesy.
Your site looks like a wall of text.
You’re making potential customers work too hard. On average, visitors read 28% of the text on a webpage. Make it more likely that they’ll read your text by breaking it up with headlines, bullets, numbers and images.
Your photos are pixelated or low res.
Come on, an iPhone has an HD camera.
You have over 50 pages (and it’s not an e-commerce site).
A multitude of pages is evidence of an outdated design. Modern layouts have fewer, more concise pages that make relevant information easier to find. The result: a better user experience.
You have duplicate content.
You use a separate site for e-commerce.
If you’re sending customers to a separate website to shop, you’re probably losing a lot of them in the navigation process. We’re not talking about also selling your products on Amazon.
Your blog hasn’t been updated in 6+ months.
I’m sure you’re capable of writing a blog, but if you’re unable or unwilling to keep up with it, outsource it.
Your website takes longer than five seconds to load.
Attention spans are measured in microseconds, you literally cannot afford to have a long load time. Websites with faster load times have higher conversion rates. If that’s not enough, long load times also harm your search rankings.
Your navigation is a maze.
Confusing navigation = a bad user experience. It affects your site’s SEO, bounce rate, and (probably) your cholesterol.
Your company’s contact info is buried.
Contact information that’s easy to find indicates your company is made up of living, breathing humans who have a physical location and can be reached. It’s an easy digital trust-builder, and trust is paramount.
Your site’s designer had to google “UX” (and they did that after creating your site).
User experience, or “UX”, matters. If UX “wasn’t a thing” when your website launched, you probably need to update your website or at least revisit design and functionality.
Your site contains a widget that launches, automatically, with Adobe Flash.
Pop-ups are universally despised, to say nothing of the audio/visual assault (that may or may not load). Worse yet are sites that are designed entirely in Flash. These sites can’t be viewed on mobile devices at all, so you’re automatically lopping off a large segment of potential customers. If the theatrics Flash provided are important to you, build your site in HTML5.
Your social media buttons are buried, broken, or just for show.
Your customers are spending hours on social media every day, and you may be paying thousands to have a social media presence for your company. Connect the dots.
People are visiting your site but they aren’t converting.
If your bounce rate is high and/or your average time on site is low, you need to update your website. Each page on your site should be designed with conversion in mind.
Your client base has evolved.
Social proof is very powerful. Showcase the good work you’ve done by highlighting recent case studies, projects, and testimonials from they types of clients you hope to attract more of.
Your website predates any of the following:
Obama’s first term
A Dance with Dragons
Justin & Britney’s relationship
About the Author: Agency Director Allison Wasz is a holistic thinker and digital marketing expert through and through. She lives and breathes digital — strategy, social media, paid search, user experience, and content generation are part of her day-to-day. Allison’s drive to understand the ‘why’ behind every action makes her well-suited to helping businesses of all sizes and across all industries develop and implement their digital marketing strategies. She believes in an educational approach to digital strategy, empowering clients to grasp how digital works in tandem with traditional marketing. Allison is a coffee drinker, part-time yogi, and red wine aficionado who spends her free time eating guacamole and patiently waiting for the next George R.R. Martin book.