From time to time, we still come across clients who don’t believe that an investment in their digital presence, specifically a new website, is worth it. When we look back at the data and evolution of web performance and largely web conversions, there is no denying that it’s a primary source of leads for all our clients.
Can websites create conversions even in the toughest markets and industries?
Yes. A good website can deliver results even in the toughest B2B markets. We’ve had an opportunity to work with clients in industries from construction to medical, real estate, and more. And the truth is, not all websites are equal and they all do not perform the same. As an example, we will use an older land listing real estate site that carried the same information as the updated site, but the redevelopment process resulted in an 80% increase in conversions (listing inquiries and agent/ broker contacts). This happened nearly immediately after the updated site was launched. The traffic volume and sources remained the same and the only thing that changed was the site’s UX. This means, that the visual part of the website and the experience users had on the newly designed site was much better than the original site.
How to increase conversions with a new website?
Design plays an important role in conversions. From what we saw on the new Land Real Estate Site it was the accessibility and position of the forms, it was the layout for navigation, expanded filtering options, and a mobile site built as a web app. We added IP targeting to show the listing our users would be most interested in on the home page, forms were moved up on the page and we’ve expanded the information about a listing agent and broker. All of this was paired with a clean and modern design that is built to deliver listing images and important information at a glance. Let’s not forget about the SEO. The rebuild was not only a facelift, it was a complete overhaul on the back end and the main focus became SEO on each geo-location level.
This tells us that the way a user navigates the site is important but also the way the user perceives your business plays an important role. And that’s the part that many business owners fail to acknowledge. A visit to the website is the first experience your potential client will have with your brand. You have less than a few seconds to build trust for a user to continue their journey. This matters heavily in all ecommerce sites, but especially in any business that is looking to obtain a contact form inquiry.
A new website can change your business. The budget you spend advertising on social media or Google ads can be put to much better use to develop a strong foundation before sending people to your site. Your conversions will instantly improve and you’ll build much stronger audiences.
How often should you redesign the website for your business?
It depends on the SEO performance, technology, and conversions you are receiving. If your site still looks amazing even after 8 years, brings lots of conversions, and ranks top for your keywords, don’t rush the redesign process. Our average website redesign cycle is 8 years. After this amount of time usually the owners are looking for a refresh and often the technology advancements can help with everything from speed to overall performance. If your site has not been built with best practices in mind, it may require a rebuild after a year. We’ve seen some of these projects coming our way, which only highlights the fact that a small saving on the initial investment is usually not worth it. Working with a reputable agency is crucial for your overall results.
How to find the right website design company to update my website?
Portfolio. A good website design agency with many years of experience will have a great portfolio. It will link directly to the developed websites vs. only giving stories of projects without an actual link to view the live site. Work with a company that understands your industry and your target client base. Set up an initial meeting and have a conversation about your overall goals and plan for the future.