Now tell me, would saying goodbye to your website feel like saying goodbye to an old (and expensive) friend?

The thing is, if you’ve spent years patching up old bugs and quirks, it can be hard to trade everything in for something shiny and new.

Few businesses can really afford this kind of emotional attachment, especially in the digital market where playing catch up isn’t easy.

So is it time for a redesign? Let’s find out!

Is emotional attachment holding you back?

Your website isn’t just your shop window, it’s your story.

Understandably, people can become a little attached to this – after all, there’s a chance it’s been a part of the business since the beginning.

When it comes to business though, there’s seldom room for sentiment, especially in regards to lead generation channels (like your website!).

Are you emotionally attached?

We’ve all experienced emotional attachment.

  • To people.
  • To cars.
  • To childhood toys.

Did you ever have a teddy bear as child, that was re-stitched and patched up so many times that keeping it seemed nonsensical to all but you?

This feeling doesn’t disappear with age or title, except instead of anthropomorphised toys, it can be things like brands and websites.

How much is it costing you to stand still?

With emotional attachment, comes quick fixes.

And this is perfectly reasonable. If you’ve spent money on something, you want to try and get the most out of that outlay.

The problem, however, is that that this makes no financial sense, as these are only ever patch-up jobs and add no value.

Sure, stopgap remedies might seem cheaper than a complete overhaul, but these small costs soon add up and begin to offer a decreasing level of return.

But what does all of this really mean?

Well, it means that while you’re busy fixing leaks in your slowly deflating dinghy, competitors will soon be flying past you in luxury yachts and high performance speed boats.

So stop standing still, because all you’re really doing is sinking.

When was the last time you changed your website?

I hate to break it to you, but the lifespan of a website isn’t infinite.

This means, that whatever your website looks like now, it will probably be outdated in five years time.

But how often do you need a new website?

Well, like most things, this doesn’t have a straightforward answer.

As a general rule of thumb, a business should be looking to brush up its website every two years or so – especially as having a great website is more crucial now than ever.

Admittedly, this isn’t always necessary (if your website was well designed to begin with), but you’d be surprised at how quickly you can fall behind the times.

Is it time to take action?

If you’re currently inside the four to five year window (or even more), you really need to be thinking about a change.

Even if we ignore all the SEO and technical aspects, it’s likely that your brand has moved on quite a lot over the last five years.

Would you say that your website reflects your current brand? Or has the gap between brand and reality gradually widened?

Of course, we think that a great website should be frequently updated, but who has the time for that? (Oh wait, we do!).

So the big question: how do you know it’s time for a new website?

You might still be on the fence over whether you need a new website, but there are a few telltale signs that it’s time for a change.

  • Has your brand moved on?
  • Is it mobile responsive?
  • Are visitors bouncing of pages?

Ultimately though, there is only one question you have to ask yourself

Is your website doing what you want it to do?

This basically comes down to how many people are visiting your website and how many are converting into customers – with a particular emphasis on the latter.

Is your website converting?

When it comes to websites, your conversion rate is one of the most important metrics you can look at.

If you’re not too sure what we’re talking about, we’ve written some stuff on CRO for beginners, but all you really need to know is that your conversion rate is the number of visitors who become customers (or take any other desired action).

As time moves on, it’s very possible that the performance of your website will experience a natural decline. This is because user behaviours change, user expectations change, but guess what, you website hasn’t!

If you find that a low percentage of traffic is converting into customers, then this is arguably the biggest sign that you need to make a change.

The bottom line…

Your website is your business and failing to stay ahead of the curve (or even just on it) can lead you to fall behind competitors. Not just in aesthetics, but also in brand, market influence, and most importantly, customers.

So, can you afford to have a bad website? 

I think I know the answer…

Dan

Author Dan

More posts by Dan

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