6 REASONS YOU NEED A NEW WEBSITE

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Are you unsure if you should take the plunge and invest in a redesigned website or a brand new one? Are you not sure where to start or even if you need a website refresher? The best way to start is to put yourself in your customer’s shoes and learn how to create an amazing website experience for them.

As a designer, I help creative entrepreneurs strengthen their brand through clarity of voice, tailored user experiences, and mobile responsive websites all built on the Squarespace platform. In this article, you will learn why you may need a new website and how you can use your refreshed site to wow new customers.
 

6 Reasons You Need a New Website:

1: TO CREATE A STRONG FIRST IMPRESSION

Your website is the first place to establish trust with your potential customer. Does your current website look professional and tell visitors what you offer? According to Nielsen Norman Group “if you can convince users to stay on your page for half a minute, there's a fair chance that they'll stay much longer”.

A good example of a first impression website is Casper. They have a strong image that shows how relaxed the user will feel with their mattress. Your homepage is your customer’s first glance at your brand and the services you offer. A strong image, with a clear offering of how you solve their problem will help the customer stay on the page and read on to learn more.
 

 Casper's homepage

Casper's homepage

2. TO CLARIFY YOUR MESSAGE

Does your website convey the right message? Is your message on brand and targeted to your audience? By simplifying your brand’s message your audience will know if they have found what they’re looking for.

Your brand’s message can tell the user how you solve their problem. For example, Evernote’s motto is “Remember Everything” and right away you get a sense for how Evernote can help you remember everything, assuming you have trouble remembering (don’t we all?).

To connect with your audience, try using language that they would use on your website. For example, let’s say you own an architectural firm located in northern California. Your website might use language like “Architectural firm located in Napa, California.” Someone looking for this type of firm might search for “Napa Valley Architect” to find an architect near them. Simplifying the language on your website to “Napa Valley Architect“ instead of “Architectural firm located in Napa, California” will help site visitors resonate with your message.
 

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3. TO PROVIDE THE BEST USER EXPERIENCE ON ALL PLATFORMS

Is your current website mobile responsive? Does it scale to whatever size device it is on, including phones, tablets, and different computer screen sizes? Creating a mobile responsive website will let your content be seen consistently across platforms. According to Statista, 52% of all web traffic originated from mobile devices in the 2nd quarter of 2017.

Have you ever tried to load a webpage on your phone and have waited for (what seems like forever but actually is only one minute) for a page to load and you eventually gave up and left? This is your page load speed and is crucial to visitors having a good experience when visiting your site.

To better understand how well your website is loading on both mobile and desktop check out Google’s PageSpeed Tool and type in your website. Optimizing for mobile users and page load speed will allow more visitors to experience your website and the more the merrier.

 

4. TO ATTRACT NEW WEB VISITORS

Does your web traffic seem stale? Do you wish more people found your website? Your current website may not be structured in a way that is friendly to search engines.

Website technology is constantly evolving, and the ways to increase your web traffic are too. One way to attract new users is to increase the visibility of your website through Search Engine Optimization (SEO). What is SEO exactly? SEO helps search engines find your site through keywords, your site structure, and links to your site.

With the help of SEO, you can be found online easier and attract new customers. If you are using Squarespace, SEO is built right into the platform and you can learn how to increase your visibility of your Squarespace site. Updating your site to make it friendlier for search engines to crawl is one way to increase your site’s visibility.  

 

5. TO IMPROVE YOUR CONVERSION

Do your site visitors know what to do once they land on your website? Do they have a clear idea of what’s expected of them, or where they can go to learn more? Giving the user a clear idea of what to do next in improving your conversion.

For example, Warby Parker’s homepage lets you know you can try 5 pairs of glasses on at home. Most people wouldn’t know where to begin when picking out 5 pairs of glasses. Warby Parker realized this and offers a quiz to help the visitor discover their ideal frames. After taking the quiz, Warby Parker does all the hard work for you and selects frames you might want to try.

By giving users a concrete action they can take on your homepage it is more likely that they will sign up for your newsletter, contact you, or in Warby Parker’s case take a quiz. Providing users with a path already laid out for them helps them reduce cognitive load, and ultimately solve their problem.

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6. TO PRESENT A COHESIVE BRAND ACROSS PLATFORMS

Do you already have an online presence on Twitter, Facebook, or Instagram? Does your entire online presence reveal a consistent brand?

A consistent look and feel to all of your social media accounts, email campaigns, and other online material will strengthen trust between you and your customer. No matter what platform they visit, they will know it’s your brand and won’t get confused.

Your website can be your home base that your clear and consistent brand shines from. You can link your social media accounts to and from your website to increase your visibility and make it easier for your audience to connect with you on their preferred platform.


Do you think your website needs a refresh? Let me know how you would improve your website in the comments below.

 

SquarespaceMary Randolph