Once a website has been created, it can remain in this state until the end of time. However, as design trends are constantly changing, the differences between a modern site and one which is a few years old become very noticeable. The average user will at first glance assess whether a website meets modern standards and this is likely to affect their decision on whether to remain on the site or browse to a competitor. Therefore, if you want to stay ahead of your competition and consistently acquire new customers, you should, therefore, consider refreshing your website from time to time.
Is a website refresh for you?
The reasons for refreshing the appearance of your website can be varied and not always only related to the design becoming stagnant. Among other reasons for introducing some changes can be reducing the load time of the site. Google research shows that as many as 40% of users leave a website if it takes more than 3 seconds to load, and this is something which becomes more demanding amongst internet users year on year. So, a good way to retain visitors on your website is to refresh its functionality, in order to optimise the load time and at the same time meet the basic requirements for SEO. This will not only raise your position in search, but also facilitate future positioning and therefore lowering your spend on SEM.
What might it look like?
The first thing that comes to mind is, of course, a complete change in the appearance of the website from a graphic point of view. It’s always worth reviewing some modern websites and familiarising yourself with the current web design trends. As a result, it will be easier for you to decide on which style you like and what would better suit the needs of your business.
For the speed and efficiency of the website, it is better not to overdo it with the amount of heavy graphic elements and additionally ensure that all elements of the site are optimised in terms of usability. After all, the site is primarily intended to serve the user, so that they can be provided with the best possible experience when using the site.
When planning a website refresh, it is worth investing in a CMS (Content Management System) such as WordPress. Building on this platform will allow you the user to make changes to your website once launched, such as changing graphics and text on a regular basis.
It is also vital that when redesigning your website that you ensure it is fully responsive, so that regardless of the user’s screen dimensions, whether it is a smartphone, tablet or desktop computer, the page will be displayed just as efficiently and aesthetically.
When deciding on whether to refresh your website its worth remembering that this does not only mean making it visually more appealing but significantly increasing website traffic number and engagement. It will also improve search engine positioning, leading to an increase in conversions and sales. In other words, it should be a big step towards your company’s success online.