Cliché as it may sound, the saying “first impressions last” remains true. With the internet being a huge part of people's lives, this saying applies to websites for businesses, as well. Potential customers get an insight into your company and the products or services you offer through your website.
Gone are the days when simply having an online presence was enough. These days, your website should do more than just make your company visible online. Users are now savvier when deciding which brands to interact with and trust. According to a 2011 study, it only takes an internet user about 0.05 seconds to form an opinion about your page. This is why keeping your website fresh is imperative if you want to see growth for your business. In today's highly competitive market, your site needs to have the best look and functionality.
Below, we go over the main reasons your website needs a facelift right now.
According to Adobe’s State of Content Report, 66 percent of internet users would rather consume content that is beautifully designed. Given that designs that appeal to people are usually influenced by trends, which often change, what was a great design when you set up your website five years ago may not be as attractive anymore today.
For example, in recent years, minimalist website design has been all the rage. Websites with cluttered pages, especially on their home page, are no longer attractive to most users. Another emerging design trend is dark mode. A theme popularized by Twitter and later adapted by iOS devices and Chrome’s latest update, dark mode causes less eye strain which is why people who spend a lot of time in front of their phones or computer screens enjoy it. Websites need to be aware of this because colors that work on white background do not always work well on dark ones.
When implemented correctly on your website, up-to-date web design has the power to elevate your page completely and attract new customers.
Microsoft’s cross-screen evolution research revealed that internet users supposedly have a shorter attention span than goldfish. While the popular household aquatic pet has a reported average attention span of 9 seconds, internet users only have 8.25 seconds. What's more, 55 percent of internet users spend fewer than 15 seconds on a web page.
When images and chunks of text on your website don't load right away, you immediately lose potential customers. Internet users don't have the time or the patience to wait for a website to load when there are hundreds of alternatives that can provide them with the information they need. But that’s not the only negative effect of slow page speed. When your site's visitors immediately leave, your bounce rate goes up, which can make your search engine ranking go down.
An expert web design service not only lets you update your website’s user interface (UI), but also allows you to improve your page’s loading speed. Maybe you had a cluttered or image-heavy UI before, both of which slow down page speed. An update on your web design can immediately fix this.
One of the easiest ways to update your website is by regularly publishing new, quality pieces of content. Content marketing is a huge part of search engine optimization, so the information on your website needs to match or answer what your potential customers are looking for.
For example, the keywords you were ranking for a few months ago may not be getting as many Google searches today. This means your exposure to potential customers can decrease. But when you know which keywords people are searching for, you can use those to update your website’s content and lead searchers to your website. This can result in a higher ranking on Google’s results pages, which means a greater chance for your website to be discovered by potential clients. Moreover, this can also result in higher conversions and sales for you.
Of course, your content must also be of quality. Updating your website helps ensure this by allowing you to replace dated data with the most recent pieces of information. Like using the right keywords, this can improve your website’s ranking and direct more potential customers to your business. These days, it’s all about relevance, and about how much of your content is actually helpful to your target market.
According to Hootsuite’s 2018 Global Digital Overview, 52 percent of all internet traffic in 2018 came from mobile phones. Industry experts also estimate that by 2021, mobile sales will account for 54 percent of the total e-commerce sales in the U.S. These numbers show the impact mobile devices have on business and internet use.
Potential customers might discover your business using mobile search. But when they click on your website to learn more about what you offer and your page isn’t optimized for mobile devices, Google and other search engines will show your websites less often when users look for businesses like yours.
This is why mobile responsiveness is an essential part of web design. When your page is optimized for mobile use, meaning your website loads fast and displays elements properly when viewed through a mobile phone, Google will reward your site and increase your search results ranking. You will then have a higher chance of being discovered by users who look for your products or services online.
Internet users’ personal and financial information is often stored on website servers. This is especially true if your website has e-commerce capabilities. These pieces of information are highly valuable to hackers. The stolen data can be used for identity theft, making fraudulent purchases, and breaching other accounts.
Websites that do not have secure servers are at risk of a data breach. Once your users’ data is compromised or stolen, you lose your customers’ trust in your business, not to mention the legal ramifications you may face if they decide to take action.
Updating your website gives you a chance to also update its security. Make sure the platform or content management system (CMS) that you use is updated frequently with the latest security features.This way, you’re proactively protecting your users’ data.
Ultimately, the purpose of updating your website and its design is to convert browsers into buyers. Keeping your website fresh and up-to-date only leads to higher search engine rankings and more customers.
For web design services that effectively do all these, you can turn to Channel Society. We’re a web design and development agency committed to giving you custom websites that ensure your brand is well-represented across different devices.
Book a free consultation so we can start designing your business's website right away.