Is your website your weakest link? 5 things you can fix

Let's face it, websites become stale. Trends evolve, user expectations change, and your #brand deserves to shine as brightly as your vision. A website redesign can be a simple yet powerful way to increase brand awareness, build customer trust, and increase your bottom line.

But before you launch into a 'website redesign’ there are some things to watch out for:

1. Chasing design trends, over user needs

You're blinded by the latest flashy design elements, you forget about the core website functionality that your customers crave.

A website that looks like a 'disco ball' might be visually appealing for a moment (especially to designers), but a confusing navigation and lack of a clear call to action, leaves people frustrated, abandoning your website - never to return.

Instead, focus on the experience of your customers first (UX and CX).

• Do extensive research to understand your customers needs and pain-points. The results often will surprise you.
• Prioritise a clear navigation to find information easily, and make sure the web page has an intuitive user journey, to help customers get what they are looking for quickly.

2. Content graveyard: forgetting about SEO

You treat 'content' as an afterthought, neglecting to optimise it for your customers, and search engines.

This makes your website become 'invisible' in search results, leading to missed opportunities to connect with new customers who are actively looking for your services or products.

Try integrating SEO best practices from the beginning.

• Its always a great idea to hire an SEO specialist to help you research the correct keywords and identify relevant search terms. It doesn't have to hundreds of keywords. Sometimes less is alot more!
• Also hire a content specialist (aka someone like me) to create a strategy and high-quality content. That specialist should have the know how to incorporates keywords, optimises page titles, meta descriptions, and image alt tags for SEO. Even things like putting a location tag in your images! Its amazing what we can do.

3. Stock photo city: Lack of brand personality

Your website relies heavily on generic stock photos, failing to showcase the people (or person) behind your brand. Don't worry we've all been there. I'm currently redesigning my website and assets (slowly but surely).

A sea of generic faces creates an impersonal experience, making it difficult for customers to connect with your brand on a human level.

Invest in a professional photography session that reflects your brand and personality.

• Feature your team.
• Showcase your work process, products and services. and
• Capture the essence of your company culture for hiring purposes.

4. Ignoring the mobile mania

Your website has been designed solely for desktop viewing, neglecting the mobile-first world we live in. This still happens more than you think!

With an increasing percentage of people browsing websites on smartphones and tablets, a non-responsive website becomes a major barrier to engagement. Frustrated they will simply leave your site and head to a competitor.

Embrace responsive design principles. Make sure your website:

• adapts seamlessly to different screen sizes - there's more than just 3; and
• delivers an optimal experience for people using any device.

5. The conversion conundrum

Your website is visually stunning, but it lacks a clear call to action (CTA).

Customers may be (slightly) impressed by your design, but if they don't know what to do next, they won't click to convert - into a lead, or a customer. You may as well be throwing money away.

With a clear and concise CTA that tells people exactly what you want them to do, whether it's to:

• contact you
• book a call
• subscribe to your newsletter, or
• make a purchase.

Use strong verbs, contrasting colours, and strategic placement ensures your CTA stands out.

Data and success

Studies by HubSpot show that a well designed website that combines user experience (UX) and customer experience (CX) can increase conversion rates by up to 70%.

My clients, Stanley & Co, saw a significant increase in website traffic and client bookings after we implemented a user-centric website redesign. The core focus of this redesign was improved navigation and a single, clear call to action (CTA): 'book appointment' button. I linked this CTA to their online booking system (CRM), making it simple for clients to schedule appointments directly with a stylist.

The results were impressive. Within 3 months, Stanley & Co transitioned away from phone and email bookings entirely. Clients now conveniently book their appointments up to twelve months in advance, streamlining the scheduling process and freeing up the team's time. This allows stylists to focus on their creative talents and deliver exceptional in person client experiences.

Learn more about the Stanley & Co project here.

Beyond the basics

Remember, a website redesign is more than just aesthetics. It's a strategic investment in your brand's future. Investing in a website redesign can be recovered within several months, especially if you have a brand strategy. By focusing on user experience, SEO best practices, and with one clear call to action, you can have a site that drives tangible results.

Free guide (oh we love that!)

To help you navigate a website redesign, I've created a free downloadable checklist: The Ultimate Website Redesign Checklist: Don't Launch Before You Check These 10 Boxes! To ensure your site redesign is a complete success. Comment 'WEB CHECKLIST' below and I will DM a link.

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About the author

Hi, I'm Caria Watt ??

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I'm building a community to cultivate connections and drive meaningful conversions.

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