How a Website Redesign can Transform your Business
Having an engaging website has never been more crucial for your business.
Over the past decade, e-commerce has been exploding. In the last two years alone, it’s skyrocketed another 25%, energised by the global pandemic. (Source - https://www.gosimpletax.com/insights/online-business-statistics/)
The truth is: your website is your digital clone. It’s managing your sales for you, while you sleep. As you can imagine, it’s pretty important to ensure your digital presence is enticing.
Imagine you’re shopping on a high street. Two shops are selling the same products. One is beautifully lit, the window is sparklingly clean, the shop front displays are dazzling and they have an inviting offer outside.
The other shop appears neglected. Someone’s etched something off-putting into the thick dust on the dirty window. It’s not even clear whether the shop is open for business - or what they’re even selling. It goes without saying which one you’d choose.
Your website is no different. Just because your website doesn’t operate in physical space, doesn’t mean it has no impact on your customer’s mental space. And mental space - well, that’s where branding and design comes in.
A website redesign can help you to nail your first impressions. It can talk the talk, and walk the walk - without you having to lift a finger. You only get one shot at a first impression, after all.
Website redesign can feel like a daunting task. Digital design is a fast-paced industry, constantly evolving and changing. Keeping up with trends can feel overwhelming - but getting stuck in now will most certainly reap rewards in the future.
The good news is - you’ve landed in the safe hands of London web design company Studio 77. Our decade-long experience in Squarespace website design means we know a thing or two about redesigning astonishing websites. As such, we have a few prompts to help you get going…
Do you feel confident sharing your website?
Lack of confidence in your website, means lack of confidence in your business. It’s the number one reason your website needs a redesign. If you’re embarrassed by your website, that means it’s not reflecting you correctly. As a result, you’ll have a tougher time selling your business convincingly. Remember, your website is your digital shop window, your crucial first impression - make it count!
But how, I hear you ask? We’ve got a few more tricks up our sleeves for that…
Is Your Website On Brand?
A website has two purposes - functionality, and image. The image is where your business can differentiate itself from competitors, and this is where branding comes in.
It can be easy to get carried away with website templates, trends and features - but functionality won’t set your business apart like branding does. Anyone can have bells and whistles - but being remembered and recognised for them is another story.
Having a digital identity is how customers know they’ve landed in the right place. It should consistently show your logo, colour palette and imagery front-and-centre in all your website assets.
Is Your Website Easy To Navigate?
User experience is everything with web design. It means - how a potential customer flows through your website to the intended destination (usually the check out or contact page).
Let’s go back to our high street example. Shop number 1 has beautifully cleaned floors, and an easily navigable pathway leading customers through their immaculately designed shop floor, displaying all their prime products in the best light, effortlessly filtering customers through to the checkout where a smiling employee awaits.
Shop number 2 has a stiff, creaky door, and it looks like someone’s spilt something sticky down the first aisle. The lights are dim and flashing, and it’s not sure which direction is the checkout, and which is the fire exit. The employees are unhelpful and clearly would rather not be there. Either way, with an experience like that - customers are much more likely to be looking for the exit than the checkout!
Moving through your website should feel easy, and reaching the checkout - inevitable - like a river flowing to the ocean. If users feel like they’re swimming upstream, they will most certainly bounce from your website, and poof - you’ve lost a potential customer. Calls to action and a smooth user journey are paramount to website redesign. Ultimately, if a child could easily use your website, then you’re on the right track!
Pro tip: check your links are working! Nothing is more frustrating to end users, and damaging to brand image, than 404 error pages.
Studio 77 London Website Design Services | When do I need a website redesign?
Is Your Website Mobile Responsive?
90% of the global internet population uses a mobile device to go online. (Source)
That’s a pretty chunky statistic - and the prime reason why having a mobile responsive website is crucial nowadays. Without it, you’re missing out on a vast pool of potential customers. Thankfully, most templated sites, such as Wix and Squarespace web design, offer templates with mobile-responsive functionality built-in. If not, you can reach out to a web design company to lend a hand. Whatever you do, don’t forget about the mobile touchpoint!
Does Your Website Take Forever To Load?
Whoever your target demographic is, the common denominator is - an online audience is impatient. In fact, 40% of people abandon a website that takes more than 3 seconds to load.
If sizeable images and features are causing your website to load at a snail’s pace - it will cost you. Make sure all the images on your website are optimised - this means they are saved at the right size and in the correct format so you can capture attention before users bounce.
Is It Clear What You Actually Do?
A pithy explanation of what you do, alongside clear, concise calls to action across your website is absolutely fundamental.
Websites are ultimately places to build customer trust - by establishing your business as an expert, answering frequently asked questions and establishing customer rapport.
You’d be surprised how often websites can focus too much on flashy features and pretty pictures - and not doing their one job - funnelling customers to purchase your goods and services. This means links to a shop must be clear and show up regularly across the site - and contact details should be easy to find.
If you’re reluctant to share your website, or feel it’s not performing as well as you’d like - even if you’ve questioned whether your site needs a redesign - chances are, it does.
A little tweaking can go a long way, and voila, your website is doing your work for you. Need a helping hand? London web design gurus Studio 77 are pro at making you look pro with a decade’s experience in Squarespace website design. We’d love to hear from you.
