Everybody always constantly remembers to refresh their social channels, but when was the last time you gave your website a refresh? In this week’s video Samantha Russell, Chief Evangelist for Twenty Over Ten and FMG Suite shares seven signs it’s time to refresh your website.
7 Signs It’s Time For A Refresh
How do you know when it’s time to get a redesign of your website? Today I’m going to break it all down for you with seven signs that it’s time to get a redesign. Try saying that seven times fast. I’m Samantha Russell, the chief evangelist at FMG Suite and Twenty Over Ten. And let’s jump right in.
1. Your Website Is More Than 5 Years Old
So sign number one is that your site is five years old or older. Now, there’s no hard and fast rule as to how many years old your site needs to be in order to get a redesign. It could be just two or three years and you could be ready to jump in based on some of the other signs I’m going to give.
But if it’s at least five years old and you haven’t done anything to it, it’s definitely going to need some love because of the way that the Google algorithm works when it comes to search engine optimization. So, because they’re always changing their algorithm and what ranking factors they’re looking at, if your site is at least five years old, it’s going to be time.
Also, if your site kind of looks like this, where you can just tell it’s old and outdated, you’re not using the whole space, you’ve got these big colored sidebars on the side. It looks outdated to anyone who’s going to visit it and you don’t want that.
2. It’s Not Mobile-friendly Or Responsive
Okay, let’s move on to sign number two. Your site is not mobile-friendly or responsive, so if there’s a really easy way to check this out, you’re just going to search in Google, “Mobile-Friendly Test.”
This is what it looks like right here. And you’ll type in your website URL and it’ll tell you whether or not your site is mobile friendly. Mobile friendly is incredibly important. Again, going back to SEO, Google is going to rank sites that are mobile-friendly higher than those that are not.
And also from a user experience standpoint, it’s really frustrating to be on a website that is not designed for mobile. So check out your site there. And if it doesn’t pass the test, it’s time to make some updates.
3. Your Core Web Vitals Are Failing And It Loads Slow
Okay, sign number three, your core web vitals are failing and your site is loading really slow. So core web vitals are just a set of standardized metrics from Google that help developers and coders understand how users experience a web page.
We don’t need to get into all the technical parts, but what you should know is that there have been many studies that have shown that the longer it takes your site to load, the worse it is for user experience and the more likely people are to abandon your website.
So if you have a really long page loading time, you’re going to want to make some updates to your site. There’s one study actually that found that nearly 50% of visitors will abandon a website if it doesn’t load in 3 seconds or less, so the quicker, the better for sure.
4. Your Online Leads Are NonExistent
Okay, sign number four, online leads for you are basically nonexistent. Getting visitors to your website is a great first step, but if you’re not actually getting any contact information from any of those leads, no one’s calling to book a meeting with you. Something isn’t working and we need to make a tweak, right?
So some things to look at; are you clearly articulating who you are, what you do and who you do it for? Is this clear in both the copy and the messaging? Do you have compelling calls to action for both those ready to get started and those not yet ready to book a meeting? Can you capture their information through some secondary call to action? Do you have an online scheduler link? Making it really easy for people to take that next step. Do you have a clickable phone number in your contact information?
All of these things combined are really going to help convert more leads from the traffic that you are getting. We’ll link below to some other resources that go more in-depth on these topics, but that is definitely a telltale sign.
5. Your Website Is Difficult To Navigate
Okay, number five, your website is difficult to navigate. I have seen so many financial advisor websites that have so many pages buried in sub-pages, and information is really hard to find. We are not Crate and Barrel selling a million different pieces of furniture and plates and cups. We are in an industry where we’re selling our expertise, right? We’re selling the relationship. Therefore, we really don’t need more than five to seven main pages in the navigation. So you can see an example here.
Right? Really streamlined, easy to navigate with who we are, how we help, FAQ, contact us and client center, just five main pages. And then within those pages under who we are, you might have your bio page or more information about your team and under how we help. It might be who particularly you serve, what the process of working with you looks like, what your fees are, things like that. So not burying the content and keeping it very high level is really important. It’s also really important when it comes to navigation, to make it really easy to scroll and scan your website. So you want to use headers and icons like you see here to break up the text. As the visitors are scrolling through it, they can easily find what they’re looking for.
6. Your Brand Or Messaging Has Changed
Okay, sign number six, this is a really easy one. I won’t get into too much detail, but if your brand or your messaging or your niche of who you serve has changed, then it’s time for a website update. If you have a different logo, any of those kinds of elements or a new color scheme, then you’re going to want to redesign or refresh your site.
7. Your SEO Is Non-Existent
Number seven. If your SEO or search engine optimization is basically nonexistent, it’s time for a website redesign. So especially when it comes to SEO, you cannot set it and forget it, right?
If you built your site a couple of years ago and you haven’t really made any updates to it, SEO is constantly evolving and changing, and so you want to stay on top of the latest updates so that your site will continue to rank? Well, three big key tips. If you’re just thinking about this or getting started, prioritize which keywords you want to rank for and consistently use them throughout your site. That’s tip number one. Tip number two, make sure you have set up and optimized your Google My Business page. We’ll link on how to do that below. And number three, start creating content around the things that your target audience is most likely to search for. And if you need more help with SEO, consider working with an expert here at FMG Suite and Twenty Over Ten. We have some SEO essential packages to get you started.
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