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Why Investing in a New Website Design is Essential for Your Business

Your website is often the first point of contact potential customers have with your business. You may have just found mine, and were directed to this blog, or through another point of entry based on your search. A website not only holds the messaging you want to convey to your audience, it helps people find you, and find out more about you. Once you’ve been “found”, is it easy for someone to navigate your site and learn more? Having a well-designed website can significantly impact your success. Here are compelling reasons why you should consider investing in a new website design and actionable steps to get started.

1. First Impressions Matter

Your website is your digital storefront. A professionally-designed website creates a positive first impression, which can be crucial in attracting and retaining customers. A visually appealing and well-organized site communicates professionalism and trustworthiness. Let’s start here- do you like your website? Many of my clients come to me with their first statement being that they realllly don’t like their website. It’s not easy to use, it looks dated, it’s all over the place and unorganized, and they don’t have the technical means to fix it, or know where to start on improvements.

Actionable Step: Review your current website design. Ask for feedback from a few trusted customers or colleagues about their first impressions. Note any recurring issues or areas for improvement. Consider conducting a survey to gather more comprehensive feedback. I often take a step back here with my clients and ask them to think about their brand, It’s foundations, their mission and voice, their target audience, messaging, imagery guidelines, and the other factors that we delve into and develop in their branding. And then taking those brand considerations to determine if their website is in sync with and reflects their brand.

2. Improved User Experience (UX)

A new website design can enhance the user experience, making it easier for visitors to navigate, find information, and complete desired actions such as making a purchase or contacting you. An intuitive layout and clear navigation paths reduce frustration and increase engagement.

Example: I worked with a recent client to completely restructure their navigation for their local historical society. Their existing site contained a wealth of information, but site visitors struggled to find what they were looking for, or worse, didn’t know helpful information even existed because it had not been well categorized in the site navigation. We also did some weeding out—deciding that their site intent was to inform visitors, but not serve as an overall archival database. This restructuring significantly improved the user experience, making information more accessible and the site more user-friendly.

Actionable Step: Analyze your website's current user experience. Use tools like Google Analytics to identify high bounce rates and exit pages. Consider user testing to gather more detailed feedback. Create a sitemap and wireframes to plan an improved structure.

3. Mobile Responsiveness

With more people accessing the internet via smartphones and tablets, having a mobile-responsive design is crucial. A new website can ensure your site looks great and functions well on all devices, improving accessibility and user satisfaction.

Example: That same client mentioned before, had several links on their site that led to static pdf pages. While pdfs can be useful in some situations, in this case, the information could have instead been presented in the body of the website page, and would therefore have been multi-device friendly. Instead, viewers had to either download the pdf to read the information and see the images, or try to enlarge or scroll on their device to make it legible, which was not ideal.

Actionable Step: Test your current website on various devices and screen sizes. Use tools like Google's Mobile-Friendly Test to identify issues. If your site isn't responsive, it's time for an update. Look into responsive design frameworks that adjust layouts based on screen size.

4. SEO Benefits

A modern website design incorporates the latest SEO best practices, helping your site rank higher in search engine results. This increases visibility and drives more organic traffic to your site. Elements like fast load times, mobile optimization, and clean code contribute to better SEO performance.

Actionable Step: Conduct an SEO audit of your current website. Identify areas such as page load speed, mobile-friendliness, and content structure that need improvement. Implement SEO-friendly practices like optimizing images, using descriptive meta tags, and ensuring proper header hierarchy.

5. Enhanced Security

Older websites are more vulnerable to security threats. A new design can incorporate the latest security features, protecting your business and customers' data. Ensuring your site uses HTTPS, has updated software, and employs robust security measures is essential.

Actionable Step: Check if your current website has up-to-date security features like SSL certificates, regular backups, and protection against malware. Upgrade your security measures as needed. Consider implementing a web application firewall (WAF) and ensuring regular security audits.

6. Reflects Current Branding

Your website should reflect your current branding and marketing strategies. An outdated design can create a disconnect between your online presence and your brand identity. Consistent branding across all platforms reinforces brand recognition and trust.

Actionable Step: Evaluate your website’s current branding elements. Ensure that colors, fonts, and messaging align with your latest brand guidelines. Update these elements as part of your redesign. Create a brand style guide to maintain consistency across all marketing materials.

7. Increased Conversion Rates

A well-designed website can lead to higher conversion rates, turning visitors into customers. This includes having clear calls to action, intuitive navigation, and persuasive design elements. Effective design reduces friction and guides users towards desired actions.

Example: I helped a client significantly increase their conversion rates by incorporating a lead magnet—a free downloadable guide—on their homepage. We designed an attractive signup form that offered this valuable resource in exchange for visitors' email addresses. This approach not only captured leads but also allowed the client to build a contact list for future marketing efforts. As a result, their email list grew by 40% within three months, and they saw a corresponding increase in customer engagement and sales.

Actionable Step: Identify the primary goals of your website (e.g., sales, lead generation). Assess how well your current design supports these goals. Make changes to improve clarity and ease of use. Use A/B testing to experiment with different design elements and optimize conversion paths.

8. Stay Competitive

A new website design can incorporate design trends and functionalities, helping you stay competitive and relevant. Features like interactive elements, personalized experiences, and modern aesthetics can set you apart from competitors.

Actionable Step: Research competitors’ websites. Identify features and design elements that work well. Use this insight to inform your redesign process. Features like interactive elements, personalized experiences, and modern aesthetics can set you apart from competitors.

9. Starting from Scratch Can Be More Efficient

Sometimes, it’s more practical to start from scratch rather than work with an existing site. Building a new site allows for a clean slate, free from legacy issues and constraints, and ensures the final product is flexible and easy to maintain.

Example: A client recently approached me with a site that was cumbersome to update and had numerous coding issues. Rather than patching up the old site, we decided to start fresh on Squarespace, which is the platform that I use. This approach allowed us to streamline the design, enhance functionality, and ensure the client could easily make updates themselves without needing extensive technical knowledge.

Actionable Step: Assess your current website’s platform and underlying code. If you’re encountering frequent issues or limitations, consider the benefits of a complete redesign. Discuss with a professional designer the potential for a fresh start on a more user-friendly platform like Squarespace.

Getting Started with Your New Website Design

Set Clear Goals: Determine what you want to achieve with your new website. This could include improving user experience, increasing traffic, or boosting conversions. Having clear goals helps guide the design process and measure success.
Collaborate with a Professional Designer: While DIY options exist, a professional designer can bring expertise and creativity to your project, ensuring a polished result. Their experience can help avoid common pitfalls and deliver a design that truly stands out.
Plan Your Content: Quality content is key. Plan your content strategy to include engaging, SEO-friendly copy and high-quality images. Ensure your content aligns with your brand voice and provides value to your audience.
Test and Iterate: Once your new design is live, monitor its performance. Use analytics to track key metrics and make adjustments as needed. Regularly update your content and design to keep the site fresh and relevant.

Investing in a new website design is not just about aesthetics—it's about creating a functional, secure, and user-friendly online presence that supports your business goals. By following these steps, you can ensure your new website is a valuable asset to your business. Want to learn more or get started on reaching your full website potential? Let’s chat!

Best,

Kris

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