How long has your website been on the go? Has it been online two years or ten? “It’s only been two years; surely it’s not time to start again just yet?” Perhaps your site isn’t performing as well as it used to, or maybe it’s just looking tired.
No matter how in love with your brand new site you might have been at the time, the fact that you’re still reading means you’re at least considering a change.
So, without further ado…
This is a bit of a no brainer these days. Last year users browsed the internet from mobile devices for a whole minute more per day than from desktop. That doesn’t seem like much, but the trend is only growing! It is imperative that your website performs well on mobile as users will waste no time on a site that requires a pinch zoom to read. (Not to mention that Google penalise unresponsive sites in their search results!)
Being responsive isn’t just about keeping visitors you might otherwise lose. It’s also about providing the best experience possible to your visitors. Text will be more readable, USP’s more visible and contact forms more accessible if properly mobile optimised.
If your site isn’t responsive already then you should be seriously considering redesigning your site.
Search engine providers such as Google and Bing are often changing their algorithms to meet strict criteria. These changes can have drastic effects on companies who rely on search traffic to drive business to their sites. If you haven’t redeveloped your website recently or don’t have a current content strategy to keep your site relevant, you’re missing out.
A new website will give your SEO a fresh look. Developing a keyword and content strategy alongside a new website is a lot easier than retrofitting an out-dated one with up to date SEO methods. If your site is weighed down by duplicate content, broken links and poorly optimised images then starting fresh is a great way to breathe new life into your performance!
Is your brochure game super slick? Your brand has been refreshed, a new logo designed, new stationary printed and you’re loving the branded Americano mugs the team have all got on their desks…well, your website should be consistent with all of these things.
If you have a brand guidelines document, stick to it. If not, then get writing! (Or get someone to write one). It’s important that the offline and online experience blends together for your customers. Printed materials with your website on them should have a consistency when moving between mediums.
What do you want from your website visitors? Do you want them to purchase a product? Read a blog? Call you? Get a quote? If the answer is all of the above, and it’s all right there on your home page, then perhaps we can help you to find a little focus.
Clearly defining your user journeys is a crucial part of any website development. Your ‘calls to action’ (CTA) should be clear, concise and deliberate in their construction. Don’t let the temptation to show everything you do at once swamp your most important sales tool.
Searching your entire site for broken images and links can be a pain. Implementing a curation strategy at the initial launch of a site can help you identify and protect against legacy image problems. Broken images show your visitors that you don’t care enough about their experience or your site to keep it running without a hitch.
Design principles would suggest that more than 3 colours might be too many. Garish examples from the noughties are a horror show to the discerning 21st century user. (We’re looking at you geocities). Stick to your brand colours but don’t overuse them. Use tints and shades if you need more to work with.
Developing the colour scheme of a website during the design phase is almost as important as the design itself. You can make or break a website on its use of colour. Colour can have such a major impact on the UX of a website. A cluttered palette can overwhelm, while a poorly chosen few can give the wrong impression.
If your site is designed to generate enquiries then you should be evaluating its performance. Have enquiries dropped? Have they remained poor? If you’ve answered yes to either of those you need to revaluate your user journey. Your website should be your number one digital sales tool and you should feel confident in its ability to convert users at different stages.
Prospects should find relevant information and potential solutions. Current customers should find options to purchase, advocate or engage. Our process includes audience research as a standard part of any content strategy and it should be part of yours too.
Is your last news article from last year? Is your footer copyright statement out-dated? Was the last time you refreshed your page content somewhere between the Jurassic and the Cretaceous?
You don’t have to constantly update your static page content, if it’s well written and describes what you do effectively, but you can always consider adding more dynamic content. Blogs and news are an ideal way to add extra content without overloading your main pages. (It can also help Google find you for your longer-tailed keywords.)
Implementing an SEO focused content plan is important when considering any new website development.
If you find sending customers and clients to your website a chore rather than a pleasure it’s definitely time to change. You need to be proud of your digital presence. Everyone from CEO to Receptionist to Sales person should be able to refer clients to the site with a smile. Your website should reflect who the company is, what it represents and the companies unique brand message.
Creating a website which looks good; works well for search engines; guides its users where they need to go; provides content for all stakeholders and gives constantly evolving value to its users… is where a professional service makes a difference.
For advice or a quote on content support, web design and marketing get in touch today.
We deliver exceptional Branding, Design, Collateral and Digital services across the UK and to a growing selection of international clients.
Since 1969 we’ve offered unrivalled services to the North East of Scotland. We’re proud to have been able to nurture our relationships with the energy industry but it’s the family run businesses like us that have really cemented our future here in Aberdeen.