First impressions count. Whether personal or professional, we all know a first impression can make or break a potential lasting relationship. The same concept goes for your B2B website. With 75% of online users admitting to making judgments on a company’s credibility based on the design of their website, it’s imperative that your face to world presents itself in a manner that will leave a lasting impression.
When was the last time you really looked at your B2B website and truly thought about how a new visitor would feel about it? What would be the first thought that would come to their mind? More importantly, what would you want those thoughts to be? If you’re unimpressed when you look at your B2B website, that’s a major red flag. Check out four more crucial signs that your website is about to expire below.
Take a look at the design of your website. How do you feel when you look at it? More importantly, how do you think a new visitor may feel if they land on it? Your B2B website may very well be the first impression a user has on your company, and if they are turned off by it there’s a good chance they won’t be doing business with you.
Websites have an average lifespan of about 2-3 years. Trends come and go, new technology and platforms are constantly arising and the competitive landscape increases daily. You can no longer afford to keep an outdated B2B website and succeed against your competitors.
Today’s most powerful website requires a powerful Content Management System (CMS). If your site isn’t supported by a secure and flexible CMS, it cannot be run the way it needs to. Marketers are required to crank more content than ever before, and if site contributors are unable to make quick changes without the help of your IT department, you’re missing opportunities to drive traffic and generate leads.
From a visitor standpoint, you also have to ensure you consider the user experience (UX). This includes your navigation structure, clear calls-to-action (CTA), and working internal links. Due to recent updates by Google, another huge consideration is the responsiveness of your website. While we recommend a fully responsive design, you should at the very least have a mobile-friendly website that allows users to enjoy your site on their mobile devices.
If you found that your website was outdated from the first sign mentioned, there’s a good chance that your website also has inaccurate information. This could be stale content that is in need of updating or links to pages that no longer exist. Your website may also have inaccurate information in regards to contact information, which will only frustrate users who are interested in learning more about your company.
If your website isn’t showing up on Google for relevant search terms, your website isn’t properly optimized and users will never be able to find you online. If users can’t find your website when they enter a relevant search query, your business is basically nonexistent in the Internet world. You’re also missing out on opportunities to generate new business. If you don’t already have an SEO strategy in place, a redesign is a great reason to start — just make sure to follow these tips so you don’t lose all your site traffic once it’s launched!
It’s easy to get comfortable with the way your website looks, feels and performs. If it’s working and driving traffic, there must be nothing wrong with it, right? Wrong. There are other companies who do just what you do and target some of the same users you do. And if they are actively thinking about what their website says about them, it may be tempting your ideal users over to their site. If you’re in need of a website redesign, contact us today.
Read another blog post about knowing when its time to change B2B web agency.