If you want to keep your WordPress website appealing and functional, you have to take care of it on a daily basis. It’s a demanding and time-consuming process, but that’s the only way to get your foot in the door and keep winning over new customers.
According to the report, almost 40% of visitors will stop engaging with a website if the content or layout is unattractive. That’s way too big of a portion of potential consumers to lose, so if you notice a decline in online sales, you should consider a possible website redesign.
Keep in mind that the full redesign represents both a major business project and a significant risk, which means you need to evaluate the current performance carefully. To help you cope with this issue, we made a list of six reasons why your WordPress website needs a redesign.
Poor Business Performance
Poor business performance is the first and the most important reason to think about the website redesign. After all, you built the WordPress site to drive leads and conversions, so what’s the point in administering it if it doesn’t serve the purpose?
You should analyse several indicators to confirm that the website is underperforming:
- Conversion rate: What’s the percentage of prospects who take the desired action when they visit your website?
- Lead generation: Is your website attractive enough to generate fresh leads?
- Daily new users: Do you see a substantial number of unique users visiting your WordPress site every day?
- Goal completion rate: Check whether your visitors complete specific goals such as downloading case studies or applying to webinars.
- Time spent on page: It’s never a good thing to see people running away from your pages quickly.
Craig Gillam, a web designer at Best Essays, says each company should compare these stats with their business goals: “If you are not satisfied with the results, you must make website changes to improve its performance both short and long-term.”
It’s Not Optimized for Mobile Experience
Mobile devices are projected to reach 79% of the global Internet traffic by the end of 2018. What does it mean? Well, it means that 8 of 10 customers will immediately leave your WordPress website if it’s not optimised for mobile experience.
However, how do you check whether your website is mobile-friendly? There are all sorts of signs to look for, but here are the critical ones:
- Make sure that your website looks the same on multiple devices, regardless of the screen size and dimensions.
- Explore webpage content to determine the position of the critical elements such as calls to action or carts.
- Take a look at your images. Are they cropped properly? Are there any images missing from the screen? The same goes for video content.
- Check your text design to see how it fits the mobile screen.
When you realise that these elements don’t match the mobile experience standards, you will know it is time for the website redesign.
Slow Page Load Speed
An average user expects your website to load in no more than three seconds. If you don’t meet these expectations, rest assured your prospect will go to the competitor’s website. For this reason, you should test the page load speed to see how it performs from different locations worldwide and how it ranks among other websites. Besides that, online speed tests will give you valuable insights on how to improve.
For example, the tool will suggest you remove query strings from static resources or to leverage browser caching. In each case, you receive a concrete action plan based on which you can make load speed rearrangements. Sometimes webmasters only have to make small corrections, but many websites need to undergo a severe improvement procedure.
Weak Search Engine Optimization
Even if you create a beautiful WordPress site, it won’t make any difference if your pages don’t rank higher in Google searches. This is the problem of search engine optimization (SEO), and you need to solve it by publishing better content.
First of all, you have to design high-quality posts. Only the best articles deserve user attention, which means you should try to write smart industry analyses and cover subjects from all points of view.
Secondly, bear in mind the impact of multimedia content on modern customers. They demand more images, audio, and video content because it’s easier to digest and remember. Give your best to indulge them by creating superb multimedia content that fits the style and values of the target audience.
In such circumstances, the website needs a redesign because you have to make more room for audio-visual content. The whole structure changes as you want to highlight new elements and add to the overall website attractiveness.
A Website Needs Security Improvements
A recent study revealed that over 70% of the most popular WordPress installations were vulnerable to vulnerabilities which could be detected using free automated tools. Security has always been a major WordPress issue, and it’s not surprising to see so many websites going through redesign due to safety improvements.
If your website is struggling with safety procedures, chances are Google will mark it as “Not Secure.” This is a warning sign that convinces a vast majority of users to avoid your site and look for another option online.
Redesigning the site structure will probably cause minor difficulties at first because you’ll have to change URLs to switch to the HTTPS mode. Some links might end up being broken, which can jeopardize your search engine ranking. However, this is the long-term investment that will pay off soon enough, so don’t risk website security in exchange for the short-term profit.
The last reason for website redesign is apparent – companies that initiate a full-time rebranding also need to change their sites to meet new standards. The process is simple as you only need to follow the overall rebranding strategy, fulfilling new requirements as suggested by the marketing team.
In this case, you have to apply brand new imagery. Rebranding often requires changing every single website element – from logos and fonts to colors and templates. It’s a lot of work to do, but it has to be perfectly executed.
A website is an anchor of your online business, so you better make sure to keep it super-attractive and functional. This is, however, a difficult task and most entrepreneurs realize at some point that their WordPress sites demand a thorough reconstruction.
It’s a delicate process that has the purpose of improving multiple pain points. In this post, we showed you six primary reasons why your WordPress website needs a redesign. Think about these performance indicators and don’t be afraid of making changes – it could make your site much more productive!