It’s something we hear all too often from local businesses – “I’ve already got a website, so why on earth would I need it redesigning?”

Well, there are actually plenty of good reasons, but the principal one involves taking a long, hard look at your visitor numbers and activity.

  • Do you know how many people visited your site in the last month?
  • How long did they stay on your site?
  • Did they visit several pages, or just one?
  • How did the visitors find your website?
  • What is the bounce rate?
  • Does your site appear on the first pages of the search engine listings?
  • Is your website mobile responsive?
  • Do you know your industry’s most effective search terms and keywords and how your site ranks for them?
  • Are you targeting the right demographic and geographic area?
  • Is your website navigation intuitive?
  • Does your site have SSL certification?

Your answers to these questions should help you to start understanding how effective your website really is.  And if you don’t know the answer to these questions then you really need to seek out some professional advice, as it’s only through answering them that you can possibly hope to ascertain whether your website is working for you, or against you.

Your website is your most valuable marketing tool

When your website was first created, it probably featured highly on Google.  But the search engines never stand still, and they regularly update the algorithms that determine how useful – and usable – your website is, so it’s important that your website keeps up to date with these changes

You may already understand the importance of keywords – the words and phrases that people type into Google’s search field – but are you aware of the optimum frequency for using those keywords on each page of your site?  Too few, or too many, and your site is marked down.  Do you have duplicate content across several pages on your site?  This is another factor that affects your rankings.  Updating content with high-value blog posts, providing alternative text for images and ensuring that your site’s navigation conforms to best practice, all have an impact on your place in the search results.

It’s all about the UX

UX stands for User Experience, and it’s something that Google is particularly keen on these days.  The aim is to provide your web visitors with high-quality design that allows them to navigate your site intuitively, so if they’re getting exasperated trying to find their way to the information or products that they’re searching for, they’ll give up quickly.  And once a visitor has gone elsewhere, it’s unlikely that you’ll get another chance to impress them.

You’re not a web designer, you’re a business manager.  Keeping up-to-date with current online trends is a full-time job, and something that all of us at Brookstone excel at, so why not drop in for a chat over a cup of coffee, and let us show you the difference that excellent web design could make to your profitability