If you have a website, why on earth would you invest in a new one, right? Especially as businesses in the current economy are looking to cut corners in their budgets and penny pinch wherever they can. Cutting corners on your digital presence is a big mistake.
Here are our top 6 reasons you should be investing in your website.
1) Your Competitors
Let’s imagine a man called Dave. Dave wants to buy a product that you and a competitor make, let’s call it a Thingamajig. Dave’s first stop is likely a search engine. He’ll then visit a few results in search of companies that produce a Thingamajig. His entire opinion of your business will be coloured by a comparison between your website and your competitor’s website.
There are a few things to consider when considering Dave.
- Overall appearance and design.
- His experience navigating each website.
- The content.
If your competitor’s website scores better in the above categories, Dave is likely to buy from them, instead of you. Typical internet users don’t stay on each website for very long. You’ll likely have less than a minute to convince a visitor to buy from you. A modern, well-designed website will ensure you score better than your competitors.
2) Mobile! Mobile! Mobile!
The world has gone mobile. Over 55% of all internet traffic is on mobile phones and tablets [source]. In the UK, the Desktop is still leading, but only by a few % [source]. So let’s say Dave decided to do his research on his mobile phone, and your website isn’t responsive, Dave isn’t going to hang around very long at all. If your website isn’t responsive, you’re preventing around 50% of potential customers buying from you, which as I’m sure you’ll agree, is the definition of madness!
For a website to be responsive, it needs to do more than just look ok on a smaller device. It needs to look as good on a phone as it does on the desktop, don’t assume your visitors will try again on a desktop, it’s much more likely that they’ll head on over to your competitor with a great responsive website.
3) Poor User Experience
So if you’ve managed to get a visitor on your website, Dave, for example, the last thing you want to do is make it difficult for him to find what he’s looking for. Good design is more than just appearance. The user’s journey through your website has to be considered. Is the path clear if Dave wants product information, get in touch with you or to purchase from you? Does your website convey trust and professionalism? Or does it look dated and, for lack of a better word, dodgy?
Frustration and distrust are going to be huge problems in retaining website visitors and potential customers. If a user gets frustrated with your website it can colour their entire opinion of your business, putting them off from buying from you indefinitely.
Is your website correctly targeting your target market? Is there another target market you would like to focus on? Your businesses growth may depend on the answer to these questions. By implementing a clear digital marketing strategy, you can focus on winning sales by refining your digital presence for your current target market or modifying your presence to attract interest from an entirely new market.
Investing in your website can have a direct result on sales and therefore produce meaningful and sustainable growth in your business.
Does your website do everything for you that you would like? Unfortunately, it can’t wash the dishes, but it can be an extremely valuable lead generation tool, sales platform, customer service platform or even just a showcase of your product/work. If your website isn’t working for you, it’s time for a rebuild.
You should also consider your visitors’ expectations. If visitors like Dave are expecting your website to sell to them directly and you don’t, then it’s likely your website isn’t filling the right function. It’s crucial to have a clear function in mind for your website to prevent this frustration from your website visitors.
6) Adding New Content
Ever felt like it’s shouldn’t be so difficult to keep your website updated? Well, talk to your web designer about using a CMS, that’s a Content Management System. Building a website using a CMS will give you more freedom in adding pages and making updates. Don’t have the time for updates yourself? Not a problem, you’ll likely want a completely managed website solution.
If you can relate to any one of the above reasons, then it’s time to update your website. Get in touch and we’d be happy to discuss your requirements.