The Bracken Blog

5 Reasons Your Website Needs a Refresh

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Having a website is one of the main factors to your brand’s success and online survival. It’s the portal to all future customers, leads, sales and connections. It’s where visitors will communicate with you and where most people will learn about your business. In an ever-changing web landscape, it’s important to keep your website updated and fresh so your brand stays relevant and continues to grow with your audience. In this post, we’ll break down the top 5 reasons you should give your website a face lift to stay current and take your brand to the next level.

1. You Have 2 Seconds to Make an Impression

Issue: It only takes 2 seconds for site visitors to decide whether or not they want to stay on your website and 38% of visitors will leave your site if the content and layout is visually unappealing. If your website is outdated, lackluster, or cluttered, more often than not, visitors will not take the time to sift through the rest of your site. Because of this, you could lose out on important leads and connections.

Solution: Design your site to be visually engaging by showcasing your services or products in a clean, easy to navigate and digest layout. Visitors will spend only a few minutes on your site, so make it simple for them to extract information quickly. 

  • Your branding should be consistent and memorable.

  • Pay attention to design trends.

  • Colors shouldn’t clash – develop a color palette ahead of time.

  • Stick with one or two font families (known as a typeface). You can vary the font (size and style of the chosen typeface) to enhance the content.  

2. Load Times Need to Be Efficient

Issue: 40% of Internet users will leave a website if it takes more than 3 seconds to load. If your website hasn’t been updated in a few years and is slow to load content, it’s a surefire bet that visitors will not spend those extra seconds waiting for your site to get up to speed.  

Solution: When redesigning your site, be mindful of your visitors’ time and show that you care about their viewing experience. Streamline your content by cutting out unnecessarily large files or videos. If you’re demonstrating a product, replace a full video with a quick GIF (a short, compressed moving image file). If the user is interested in viewing the full video, have the GIF link out to another page where the large video file can be hosted.

3. Be Responsive

Issue: Nowadays, websites can be viewed on a number of screen sizes and devices. Since so many people are on the go and need information fast, many website viewings are conducted on smaller sized screens, such as smartphones or tablets. If your site isn’t mobile-friendly, it shows your visitors that you aren’t mindful of their viewing experience or the usability of your site.

Solution: In keeping up with the times, make sure your site is responsive and can load efficiently on laptops, desktops, smartphones and tablets. You don’t want to be that business who requires their visitors to squint at their screen and leave the site frustrated because it hasn’t been optimized.

Make sure text size, spacing, layout, and even certain content, changes for each device. Keep in mind that what works on a desktop might not work on a smartphone screen – find a designer who can work their coding magic on all devices!

4. Effective Branding

Issue: Perhaps since launching your website several years ago your branding, overall messaging and audience has changed and evolved. If your branding doesn’t reflect your business of today, how will your business build credibility and stay authentic?

Solution: Make sure your messaging and design stays consistent and aligns with your brand’s values and what your business offers. Re-work your content to reflect who you are as a business and showcase your work and the products you offer so people can put trust in your brand.

For example, if your business is Apple – you’ll want a website that showcases forward thinking and is high-quality and high-tech. If your website is outdated and you’re selling advanced technology, no one is going to buy into your brand. On the contrary, if you’re a local doctor trying to attract new patients, you most likely won’t need the same wow factor as Apple.

Additionally, giving your logo a modern refresh, updating your color palette, or changing the typeface on your site are all easy fixes to re-align your brand’s image.

5. Update Your Website, Update Your Marketing Strategy

Issue: When your website launched your marketing strategy was pretty basic. Maybe you have a page with a form to collect leads and your CTA (call-to-action) buttons reflect your marketing goals of yesteryear. And a blog – you must be thinking, why do I need that?

Solution: Spruce up your CTA buttons to match your new marketing plan. What are you hoping to gain when users click through? Are they being directed to a landing page where they can sign up for a free consultation or perhaps there’s a pop-up where they can input their information to download an eBook. Make sure the information is clear and easy to find. Bonus points: make it super simple for site visitors to get in touch with one click.

Since you’re collecting data, you’ll want to use a secure CRM system. Hubspot is a leading CRM software which helps to manage all of your data and leads. If you’re a smaller business and looking to simply connect with your subscribers, Squarespace integrates email marketing campaigns and Mailchimp can be connected to your site (a great program for easily building and designing email campaigns).

Once you have contacts, creating a monthly cadence with your subscriber base, in the form of email campaigns, will build trust and credibility and make users excited to hear more about your services or products.

And don’t forget about blogging: the king of SEO. The more content you produce, the more your online presence will grow. Did you know that companies who blog increase their inbound links by 97%? That statistic speaks for itself!


Final Thoughts

While there isn’t a need to give your website a revamp every time the design trends change, it is important to reassess your marketing and design goals on an on-going basis.  This way your business continues to hit its marks, shows you’re ahead of the curve, and keeps users engaged, happy and coming back for more.  

At Bracken Marketing, we’ll take an objective look at your website and help give it the refresh it needs – from design to marketing and branding. Drop us an email or sign up for a free consultation and let us begin your website refresh today!


Further Reading

How We Launched a New 165-Page Website in 12 Weeks


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