It can be frustrating to decide when and why to redesign your website, but there are a few signs that suggest that now might be the time.
Your company’s focus has changed, but your website hasn’t
Your website should evolve as your company's strategy adapts to accommodate for changes in market demands and trends. With more and more industrial buyers researching and transacting online, your website will often be the first point of contact with a potential buyer. Keeping your website current with the specific products you offer will help attract the right visitors. Out-of-date information on the services you provide can quickly divert potential buyers away from your website and leave them feeling disgruntled about the interaction. If your website doesn’t match your company’s current focus or offerings, it might be time for a redesign.
Your website is difficult to navigate, so leads aren't converting
Companies will often pour money into training and supporting their sales force, but won’t spend the same time and resources on their website. Neglecting your website means overlooking a critical channel that can help drive revenue and support your existing sales team. It’s important to approach your website with the industrial buyer in mind. Structuring your website in a way that directs visitors to the right page makes it easier for them to find what they need. Using calls-to-action appropriately makes it easier for them to contact your company or make a purchase when they need it. If your website isn't delivering qualified leads to your sales team, it might be time for a redesign.
Your visuals haven’t evolved, so your company looks outdated
A good first impression can be the the difference between a visitor converting to a lead or a visitor abandoning your site to search elsewhere. Users decide within seconds whether or not your website (and by extension, your company) is outdated. Certain fonts and styles that were once trends may no longer be trending. Photos that were once an acceptable size may be appear grainy in the age of retina display. Industrial buyers need detailed photos and technical graphics to help them understand the complexities of the product they are purchasing. Quality graphics can instantly indicate that your company is a relevant player in the industry. If your website isn’t visually appealing, it might be time for a redesign.