April 05, 2023

Revive your online presence: How to recognize when it’s time to reimagine your website

In the dynamic world of digital marketing, the importance of a strong online presence for small, mid-size, and large B2B and B2C businesses cannot be overstated. Your website is your virtual storefront, your first point of contact with potential customers and a critical component of your brand identity.

But how do you know when it’s time to refresh or redesign your website to maintain its competitive edge? Let’s explore the signs that signal it’s time for an update.

Declining Performance Metrics

When your website experiences a noticeable decline in performance metrics, it’s a sign that something needs to change. Keep a close eye on key indicators such as bounce rate, page load time, conversion rate and time spent on the site. If these metrics show a consistent downward trend, it’s time to investigate the underlying issues and refresh or redesign your website accordingly. Crux prioritizes this in our research process during our website and channel marketing audits which allow us to dissect a business’ current digital strategy—and execute efforts with a scalpel rather than a grenade.

Outdated Design and User Experience

Web design trends evolve rapidly, and an outdated website can harm your credibility and user experience. If your site appears dated or doesn’t provide a seamless experience across various devices, it’s time for a redesign.

Modern websites should be responsive, easy to navigate, and visually appealing to engage users and encourage them to explore your offerings further. In today’s digital age, it’s essential to stand out for relevancy. Google is a force to be reckoned with more than 95 billion monthly visits. Developers must pay close attention to website load time and functionality to ensure a smooth user experience. But what exactly does a “smooth” experience mean in the eyes of Google?

Core Vitals are the standardized metrics that search engines use to determine whether a website is user-friendly and enjoyable to browse. On-page optimization is the secret to quick and effortless growth. Boost your website’s visibility by starting your title tag with keywords, creating long-form content, and adding your keywords two to three times per page.

Additionally, backlinks are like having a virtual billboard that directs people to your site. These links point to your website from other third-party sites. To get more backlinks, you need to focus on creating high-quality content that people will want to share on social media. By factoring in Core Vitals, search engines can direct users to websites that prioritize these metrics, improving the overall browsing experience for all.

Ineffective Content Strategy

Your website’s content should align with your target audience’s needs and preferences. If your content is no longer resonating with your audience, it’s time to reevaluate your strategy. Consider refreshing your content by removing outdated or irrelevant information, adding engaging visuals and/or incorporating industry-specific keywords to improve search engine visibility. Making sure each piece of content is connected to another piece in a semantically relevant way is paramount to leading users to a compelling next step on your website.

Embrace modern technologies—including Artificial Intelligence (AI) content writing tools like Jasper and ChatGPT—to get your ideas started, then connect the dots with existing content. Trends like gamification (the strategy of adding game mechanics into non-game environments) and short-form videos (clips that are less than 60 seconds long) increase engagement and hold the attention spans of modern-day consumers and B2B prospects’ attention spans of modern-day consumers.

Changes in Your Business Goals or Branding

If your business has recently undergone significant changes in its goals, offerings or branding, it’s crucial that your website reflects these developments. Redesigning can help you adapt your online presence to better align with your new objectives and brand identity, ensuring your website remains a powerful marketing tool. Stay true to your brand through consistency while regularly updating your materials to reflect brand values. Take advantage of the energy and enthusiasm that formulated your goals and brand evolution by articulating value on your website in a succinct, deliberate way.

Difficulty Updating and Managing Your Website

Managing and updating your website should be a straightforward process. If your current content management system (CMS) is cumbersome or restrictive, it’s time to consider upgrading to a more user-friendly platform. A modern, flexible CMS will empower your team to make quick and efficient updates, ensuring your website stays current and relevant. In short, if you need a developer to manage basic content additions or enhancements — publishing blogs, adding new products or services, adding forms, etc. — it’s time to rethink the value your CMS provides to be agile and support your teams and clients through your website.

Poor Mobile Performance

With most online traffic now originating from mobile devices, it’s essential that your website performs optimally on smartphones and tablets. If your site is slow to load or difficult to navigate on mobile devices, it’s time to prioritize a mobile-first redesign to provide a seamless user experience across all platforms. This is paramount to avoid being penalized in search results pages and by potential customers who visit your site via mobile devices, have a bad experience, and never return. After all, more than 60% of organic searches come from mobile devices. Consider using a responsive design that adapts to different screen sizes, minimizing HTTP requests, and using CSS animations instead of JavaScript—and don’t forget to test your website’s mobile performance regularly!

So, where should you start?

You now know what you need to do, but how do you put it into action? Here’s a simple 3-step process for presenting a website refresh proposal to leadership that aligns with these latest digital strategies:

  1. Align with business objectives: Clearly articulate how the website refresh supports the company’s broader goals and objectives using data-driven insights and key performance metrics to support your recommendation.
  2. Showcase benefits and ROI: Highlight specific improvements from the refresh, such as enhanced user experience or increased lead generation, and demonstrate the potential return on investment by outlining expected improvements in key performance metrics.
  3. Address practical considerations: Provide a realistic estimate of costs, timeline, and potential risks, and offer a phased approach if necessary. Be prepared to answer questions and address concerns, demonstrating a comprehensive understanding of the project and its impact on the business.

A well-designed, user-friendly website is a powerful asset for all B2B and B2C business. By staying attuned to the evolving needs of your target audience and the ever-changing digital landscape, you can proactively identify when it’s time to refresh or redesign your website. This guide will ensure your online presence remains a valuable extension of your brand and an essential tool for connecting with customers to drive growth.

Ready to take the next step? We can help — let’s chat!

About the author: Ryan is VP, Strategy & Analytics at Crux and has built his career leading teams in the challenging middle ground between technology design and business outcomes. A technology translator and visionary, Ryan has a knack for strategic planning, process optimization, data-driven insights, and interpreting the subtle nuances of user interface (UI) and user experience (UX). Throughout his career, Ryan has led and developed teams, navigating the ever-changing digital landscape to develop talent, go-to-market and content strategies that will position companies for long-term success. His book of clients has spanned various industries and verticals, from startups to legacy healthcare brands, at companies like PlanetReuse, Legacy Touch, Cerner Corporation and most recently at GeekHive, which develops and implements game changing MarTech products and services.

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