Expert Advice: 5 Reasons You Need a Website Refresh

Having a good-looking, high-functioning, and responsive website is no longer optional for business owners these days —  it’s a must! Without an up-to-date website you will lose sales and customers.

So, is your website up to speed? Does it attract and bring in leads on a consistent bases, or does it need a makeover?

Here are five reasons why you may need a website refresh.

1. Your Current Website Is Too Slow

Not only do people prefer fast websites, search algorithms favour faster sites as well. We love data so... let’s get to the facts!

  • 47% of consumers expect a web page to load in less than 2 seconds.
  • 40% will abandon it entirely if it takes longer than 3 seconds.
  • A 2-second delay in load time during a transaction results in abandonment rates of up to 87%. This is significantly higher than the average abandonment rate of 70%.  (Source

Test your site now!

Then try this! Most sites lose half their visitors while loading. Test your website's mobile speed now.

2. Your Website Is Not Mobile Friendly

Mobile use is on the rise and only projected to increase. Here are five stats to backup the importance of having a mobile-friendly website.

  • Google says 61% of users are unlikely to return to a mobile site they had trouble accessing and 40% visit a competitor’s site instead. (Source: MicKinsey & Company)- Average page load speed on mobile sites is 22 seconds.  (Source: Think With Google 2017
  • ‍53% of mobile pages are abandoned if they take longer than 3 second to load. (Source: DoubleClick 2016)
  • ‍Mobile devices influenced sales to the tune of over $1.4 trillion in 2016. (Source: Forrester)- Global mobile data traffic grew 74% in 2015. (Source: Cisco)

Google Mobile Friendly Test

3. You Have a Broken User Experience

If your site offers a poor user experience, people will move on to your competition — and fast! The user experience needs to be easy, seamless, and intuitive. Here are signs of a bad user experience.

  • Outdated and incorrect information
  • Broken links
  • Broken pathways, buttons and functionality
  • 404 errors-
  • Information flow that fights user’s natural intuition & online behaviour.

4. Your Site Has Not Been Refreshed Since 2015

Websites get built and never see a homepage update or technical audit of any kind. This can cause two big problems: 

Your site becomes stagnant and no longer represents your brand as it is today. Also, your customers learn they have no reason to return if the content is always the same. Your site is not up-to-date and optimized to meet today’s Search Engine Optimization (SEO) requirements. Moz has a great resource outlining the major changes over the years, and states: “Each year, Google changes its search algorithm 500-600 times.” (Source)

5. You already have or want to Start Digital Marketing

Here are two things you and your marketing agency or in-house team need to consider:

  • This is your business’s online home base and, in many cases, it is the first impression you will give potential clients. Your website needs to display professionalism with great design and functionality. 
  • Over time your digital marketing funnel should become a fine-tuned converting machine, constantly finding new leads, reactivating customers and increasing sales. If the final stage is broken, it won't matter how much money or resources you throw at the top of the funnel. 

94% of people cited web design as the reason they mistrusted or rejected a website. (Source: 2012 Mobile User Survey. Keynote) 

The good news?

If you already have a website and 75% or more of the content is still relevant to your business today – the fix probably will not come with a huge price tag. A website refresh is probably the solution.