Yes, Your Company Needs a New Website

July 12, 2017

Christie Klinger

These days, creating a website for your business is like getting ready for work in the morning. Most of us do it, but some clearly try harder than others (we’re looking at you disheveled, pajama pants guy).

But does it really matter? As long as we show up to work and get the job done who cares, right?

Well, just as cultivating your professional presence can lead to more opportunities for career advancement, a modernized website can generate tons of additional opportunities for business advancement. Just look at Skinny Ties— they saw a 42.4% jump in revenue across all devices after launching their website redesign. 

Indeed, websites are the most efficient and cost effective way to advertise, generate leads, and make sales. But why then is the internet chalk full of awful sites that frustrate users and communicate the wrong messages about a brand?

That’s because updating or creating a web site is easier said than done— creating great, user friendly websites is a formidable challenge for anyone unfamiliar with the world of web design. And when it seems like web sites become out of date as quickly as they are made it’s not hard to see why the status quo would be appealing.

But with just a little guidance, you can vastly improve your customer’s online experience, generating increased sales and overpowering competition.

First impressions MATTER. And user experience is king.

“Don’t judge a book by its cover.” We’ve all heard this old adage, but let’s face it: we are constantly (and sometimes harshly) making quick judgements on the appearance of people, places and things.

Your website is no exception. In fact, your site is a direct reflection of your business. Haven’t updated your content since 2011? Then you will appear stagnant and less credible in the eyes of your visitors.

According to studies cited by usability.gov, users often make judgements about a company’s credibility based on content presentation rather than the content itself or the creator’s expertise. Not to mention that people actually perceive aesthetically pleasing designs as easier to use.

(Image caption, Google  1997 vs 2017: I’ll use the  one on the right, thanks.)

And while beautiful design is sure to impress potential customers (in as little as 1/50th of a second), it’s the user experience that will make or break the sale.

So then, what makes a website have an outstanding user experience?

  1. It’s purpose is obvious (Do you sell kitchen appliances or all kinds of home goods?)
  2. It’s as simple as possible (science even says simple design is better)
  3. It has strong branding with well defined, consistent typography and colors
  4. It makes an impact with concise and targeted copy writing
  5. The next steps are apparent (what should a user do after visiting a page?)
  6. The pages load fast (load times longer than 2 seconds frustrate users and decrease conversions)

We (officially) live in a mobile world. Your website should, too.

As of 2016, StatCounter Global Stats reported that cellphones and tablets were responsible for 51.3% of internet usage worldwide compared to 48.7% on desktop computers:

STAT PICTURE

This means that more people around the world are surfing the web on their phones compared to their computers. This also means that a mobile friendly website is an absolute necessity for any business in today’s world.

In fact, people are five times more likely to abandon a site that doesn’t work well or load quickly on their phones.

What’s more, Google is planning on launching a mobile-first index for searches in the near future. This means that your site will be lower on a search page if it isn’t mobile friendly.

Long story short: your website needs to be optimized for a cell phone. Translation? You need responsive, functional design that loads quickly.

The mobile market is enormous and will continue to grow. The last thing you want is invisibility on Google or to repel the sea of mobile visitors (i.e. potential customers) with a clunky, outdated website that only works on a desktop computer.

A note on SEO: Google loves modernized websites.

The process of ensuring a great ranking in search engine results is also referred to as search engine optimization or SEO.

And trust us, SEO matters. According to marketing mogul Neil Patel, over 90% of all internet use starts with a search engine and fewer and fewer results will be shown in the future. Oh, and 75% of users don’t bother to scroll to page 2.

We’ve already mentioned the importance of a mobile-optimized website for Google, but quick page load times will also improve your ranking. Indeed, taking all the appropriate steps to modernize and update your website will help you rank higher in your potential client’s search. And what could be better than that?

Conclusion

Design, user experience, and SEO— if it sounds like a lot to manage… it is! But updating your website presents many opportunities to attain new customers, build brand awareness, and improve your company’s bottom line.

Here at LLT we have a team of experts who are ready to navigate the complexities and help create the website your business deserves. As partners we collaborate with you every step of the way— growing your business is our best reward.

Start building a website with us today or check out some of our web samples here.

http://www.jaygeiger.com/index.php/2007/01/21/original-google-homepage/ (source for 1997 Google)

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