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How Outdated Website Design Is Negatively Affecting Your Business
Original Content By: B.Duncan, 2022
Updated by: T.Dwyer, 2024
If your website is the backbone of your business - then why not prioritise it and keep it up to date with the latest platform updates and engaging content about your brand?
Your website should reflect the rapidly changing media trends that the economy, global markets and everyday consumers are experiencing. The average website needs major updating of its platform, function, and design, every 3-5 years.
As a creative digital agency we continuously come across websites with content and functionality that don’t reflect the advancements of digital media in 2024. A website experience needs to be memorable, showcase your brand identity and continue to attract the right clients to help expand your business.
We know it starts by understanding your client's journey from search to engagement and conversion. But if there’s inconsistencies between your brand presence offline and online, you’re likely to notice a lack of client engagement, retention and expansion. All things you want to avoid while establishing your presence in the eCommerce space.
So with that said if you haven’t updated your website in a while, here’s some tips on where to start.
Website Design & User Experience
Is your website driving more people away than it's attracting? It's surprising how many little things can turn your customers away from your website - before they've had a chance to discover all the advantages your business has to offer. eCommerce industry research suggests that 90% of consumers will not buy from SMB websites that appear outdated or neglected.
An outdated website reflects a business disengaged with the wants and needs of its clientele by leaving them with a poor experience. Particularly in an era where eCommerce is thriving, making sure your website continues to stand out is a necessity.
You need a competitive advantage that speaks to your clients before they see the product.
Mobile-First: No Longer Optional, Now Essential
Remember "mobile-friendly"? Consider it yesterday's news. In 2024, over 70% of web traffic originates from mobile devices. If your website isn't fully responsive, offering a seamless experience across all screen sizes, you're essentially turning away a majority of potential customers. Invest in a responsive design that adapts effortlessly, ensuring every visitor feels welcome and engaged, regardless of their device.
Content is King (and Queen):
Engaging content isn't just a fad; it's the lifeblood of a successful website. Think beyond dry product descriptions and delve into storytelling that resonates with your target audience. Utilise high-quality visuals, informative videos, and regularly updated blogs and FAQs to educate, entertain, and establish your brand as a thought leader. Remember, content that answers user intent and keeps visitors glued to your site is content that Google rewards with higher search rankings.
It's All About Aesthetics, Darling
This is where you make your first impression for your brand and business and where your user can visually connect to your products. Your website should reflect that of your brand book in terms of aesthetics. The website should have a sense of continuity in colours, fonts and images. This aesthetic should also correlate with how the brand presents itself offline too.
PPC: Where Strategy Meets Creativity:
Paid advertising campaigns can be incredibly effective, but only if your website is primed for conversions. Before launching ads, ensure your landing pages are well-designed, offer clear calls to action, and provide a positive user experience. Utilise effective bidding strategies based on keywords, audience demographics, and placement to maximise your return on ad spend (ROAS). Remember, successful PPC campaigns rely on a strong foundation – your website itself.
Speed Thrills, Slowness Kills:
Imagine waiting minutes for a web page to load – frustrating, right? In 2024, users expect lightning-fast speeds. Aim for page load times under 2 seconds. Google prioritises fast websites in search results, and let's face it, no one enjoys staring at a spinning wheel. Optimise your images, code, and hosting for optimal performance. Every millisecond counts in capturing user attention and driving conversions.
Website Security
Statistically speaking - it's only a matter of time.
Cybersecurity threats are ever-evolving, and with the hacking made even easier by the ascension of AI, website security is non-negotiable in 2024. Implement HTTPS with an SSL certificate for secure browsing and data protection. Regularly update your software, plugins, and CMS to patch vulnerabilities and stay ahead of potential attacks. Remember, a secure website fosters trust and empowers users to confidently engage with your brand.
Organic Search Engine Optimisation
We go into this in further depth about SEO in this article but in summary, here are the top items you need to be concerned about.
Your website ranking is determined by website rank, URL age, backlinks, metadata, search relevance (bounce rate) and page speed. All of these factors will determine where and when your website is shown, how often, and in which position when someone is searching for keywords that you use in your website metadata. The better your site is optimised (SEO, site speed) and the more relevant and engaging the content (people stay for longer) the better your site will rank for organic searches.
Google's prime focus is to make sure that the user is getting the best websites showing the most relevant information. If your website is out of date and does not provide value to the user, then you are losing searches and business.
PPC Google Ads
Organic search remains a powerful tool for attracting high-quality leads without relying solely on paid advertising. Ensure your website is optimised for relevant keywords using proper metadata and schema markup. Create content that answers user intent and reduces bounce rates, signaling to search engines that your website offers valuable information. By investing in organic search optimisation (SEO), you unlock the potential for long-term, sustainable growth.
Your Google Ads will be successful based on a combination of factors but mainly:
Page Rank = the quality of experience, relevance, and conversions created on your landing page.
Ad Quality - the quality, relevance and strength of your Ad copy.
Bid Strategy - how you are bidding for keywords, audiences, demographics, time of day, location, and placement.
Modernising your content, providing relevant information around intent, and a great experience to your users will help you drive your paid and organic traffic to the conversions that you need to grow your business.
Future-proofing
Many start-up businesses think it's more important just to get something up and online quickly as opposed to taking time to plan a website launch that is most mutually beneficial to both the company and client. Alternatively, many well-established businesses don't take the time to make sure their website stays in line with their brand’s key values, and instead often find their online presence no longer reflects their mission statement.
To ‘future-proof’ your brand, conduct regular audits to identify areas for improvement and explore new technologies that can enhance your online presence. Consider progressive web apps (PWAs) for offline accessibility or voice search optimisation to stay ahead of the curve. By building a website that adapts to emerging trends and user expectations, you ensure your brand remains competitive and relevant in the years to come.
The Bottom Line
A well-designed and optimised website in 2024 is an investment, not an expense. It translates to improved site performance, enhanced user experience, increased conversions, better ROI, and ultimately, more sales. By addressing the key areas outlined above, you can transform your website from a digital relic into a powerful growth engine for your brand. Remember, a captivating website is no longer an option – it's a necessity.
Ready to give your website a 2024 makeover?
If you're ready to learn how to improve your website performance - or thinking about a website refresh, reach out to our digital agency Melbourne creative team, we'd love to hear from you.
