Here at Skylarq Digital, we often hear clients mention a lengthy lag time between when they knew they needed to redesign their website and when they took steps to make it happen.

If you fall into this bucket, think of it this way: delays like this do not just cost you time before you could flaunt your sweet new site - it may also be costing your business potential customers.

Let’s look at 3 of the main reasons you should redesign your website without delay:

1. CONTENT: Can your potential customers find you?

In today’s vast sea of competition, the content on your site does more than just educate your visitors about what your business is and does. The content also helps drive new business through organic search.

More than half of all Google users only click through listings on the first page of search engine results, with significantly less clicks on subsequent search result pages. This means that if you don’t show up on the first few pages of Google’s search results, you will fall seriously behind your competitors. The best way to stay competitive in this space is to grow your site’s visibility using organic (non-paid) search engine results. This means redesigning the content of your website, both the site text/images/videos and the behind-the-scenes metadata, with search engine optimization (SEO) in mind. There is much to talk about in the SEO arena; we will post another blog about this topic soon.

2. FORMAT/LAYOUT: Once a potential customer finds your site, what is their user experience? 

Jumio just released an article highlighting the massive loss of annual revenue for non-mobile websites, to the collective tune of $24.5 Billion - don’t let this be you! We are in the age of Mobilegeddon, and here at Skylarq, we can’t say this enough: creating a site that is usable on mobile devices is a MUST. This means your website must be easy to use on desktop, tablet, and mobile. And that doesn’t mean your site can simply be seen - it means your site should be designed to work specifically on multiple devices, garshdurnit.

3. STRUCTURE: Do potential customers understand what you want them to do?

With so much competition just a click away, your website visitors should get the information they need quickly and easily. Think of your own browsing behavior - I’ll bet you don’t spend much time putting up with a confusing or difficult site - I know I don’t. Making visitors hunt to find your contact information, or forcing them to navigate through useless content to find what they need is a recipe for quick abandonment.

A recent study by Chartbeat shows that 55% of visitors spend fewer than 15 seconds on your website - this is the miniscule window you have to present content that will capture your visitors’ attention. And if you do keep the visitors’ attention for longer than 15 seconds, the rest of the site must be super easy to follow. Consider redesigning the navigation items along the top of your site so they are logical and user-centric. Put yourself in a visitor’s shoes to consider what they need and create a user-friendly experience to help them find their way there. And most importantly, make sure the action you want your visitors to take (like clicking on a Call-To-Action button) are loud and clear and logically labeled.

In conclusion, if your website is not up-to-par with content, layout/format or structure, there is no better time than the present to begin your website redesign project. The longer you delay, the longer you risk being irrelevant in your industry.