Do you know that it takes about .05 seconds for a user to form an opinion about your website and that this opinion will either encourage them to stay (and possibly do business with you) or leave and find the site of a competitor? Now more than ever, a good website is crucial for the success of your business. So, what does a ‘good’ website mean, exactly? Well, it depends on the size of your company, the industry, and what you need your site to do. For example, a large e-commerce retailer is going to have much different needs than a two-person accounting duo. However, a ‘good’ website will almost always need easy navigation, an attractive design, and clear branding. Though some companies will need to completely redesign their sites to achieve these goals, others can get away with a simple refresh.
What is a Website Refresh?
A website refresh works with your current site to update it, make it more visually appealing, and ensure that it’s easy to navigate and conveys the right message. A refresh may concentrate on only a few pages of your site or it may address your site as a whole. Depending on the size of your company and the skills of your employees, you may be able to perform a refresh in-house. However, working with an expert like those at Pixel Fire Marketing is usually the best way to identify what is and is not working with your current site and the best way to bring it up to speed.
Is a Refresh Right for You?
It can be difficult to take an objective look at your own website—especially if you’re not really sure what you’re looking for! The best way to determine if you need a refresh is to ask those who frequent your site or to get an audit from a professional web design company. Those who know what to look for will determine if your site is loading properly and quickly, if it’s mobile-friendly on all devices, if the structure makes sense and is easy to navigate, and if the brand and message is still on-point. A professional will also check to see if all plug-ins are updated and working properly, if your site is ADA and HIPAA compliant, and if your content is SEO-friendly.
If you want to take your refresh a step further, you can also have a pro dig a little deeper and determine if your site is converting, if there are high bounce rates, if you’re getting enough leads, and if all communication through the site with clients/customers/prospects is effective.
So, I Know I Need a Refresh…What’s Next?
Have you identified that you need to do a refresh but have no idea where to start? No worries, we’re here to help! Whether you are working with a pro to perform the refresh or doing it in-house, the first step is to decide what you need to do. Evaluate your objectives for the site when you launched it and how those objectives have changed. For example, you may have started out a small company that just needed a web presence but have evolved to a larger business with a new brand and a niche market. If your objectives have evolved too much, though, you may need a full re-design (and you may want a marketing company to look at your brand and messaging as well.)
Next, write down all the changes you believe you need. New colors? An easier-to-use contact page? A blog? Faster load time? A way to identify who is visiting your site and ideas on marketing or remarketing to them? Write down everything you can think of. Remember, small changes add up quickly, so if you find you have page after page of ‘tweaks’, you may actually be better off with a full re-design.
Finally, meet with your employee (if you’re doing the refresh in-house) or your marketing expert and talk through the list together. Are all the changes necessary? Have you missed something? Do any of the items need clarification? Once you’ve talked through the list, the work can start. A refresh can take anywhere from a few hours to a few months depending on the extent of the changes and who you work with. No matter how long it takes, though, you can have peace of mind knowing you’re putting your best foot forward when it comes to your company’s web presence!