Does your business need a website redesign and/or copy and user-experience (UX) optimization? That all depends on your main pain points. If your website suffers from conversion issues, a copy and UX design optimization should solve your problems. If your website looks like it’s straight out of the 90s and lacks modern functionality, a full website redesign should do the trick. Sometimes, you need both! Diagnose your issue(s) below so you take the best course of action.
Conversion Problem = Copy and UX Design Optimization
If you need a copy and UX design optimization, take a big sigh of relief; these tweaks often cost much less than an entire website redesign. Here are some dead giveaways that your website requires a copy and UX refresh.
You’ve never done an SEO audit.
SEO, or search engine optimization, helps clients, patients, and customers find your business organically—a.k.a. for free through search engines. A telltale sign of your SEO health is where you show up in search rankings. When you Google yourself incognito, where do you show up in search results? If you don’t rank on the first page, chances are your content won’t ever be found. That’s because almost 70 percent of all traffic goes to the first five search results.
Your company should perform an SEO audit at least once per year—twice if you add new products often or launch new pages on your website. SEO audits deliver in-depth keyword research, implement those keywords into the backend of your website (among other optimization tweaks), and help your company show up before competitors. An SEO audit costs anywhere from $500–$5,000 depending on the size of your site, but it’s a worthy investment.
You haven’t incorporated keywords into website copy within the past year.
Have you incorporated relevant keywords into the user-facing side of your web pages—i.e. blogs and website copy? That could be part of the reason you have conversion issues. With recent algorithm changes, search engines value on-site content more than ever. Adding keywords to your headlines, H2s, and throughout your content tells search engines to link to your website when users search for relevant products, topics, or services.
While keyword stuffing is frowned upon (and no longer very effective) you still need to intelligently incorporate short and long-tail keywords into your copy. A copy optimization will help do this with all existing core website pages, resources, and blogs. You can expect much better conversion as a result. Here are some tips to write SEO-friendly content your audience will love too.
Your website traffic is stagnating or decreasing.
What’s the culprit for this issue? Probably poor SEO ranking. In short, your website probably doesn’t show up in search results so customers can’t find and visit your site. Because algorithms favor regularly published, relevant, and high-quality content, as well as great SEO, you need to tweak copy and UX. A back-end UX revisit will install plug-in updates to improve overall user experience to boost your SEO ranking. A copy refresh will ensure your website has keywords and a broad range of content so search engines deem it useful for people—and rank it accordingly.
Your website has high bounce rates.
Marketers test every aspect of web pages for a reason—because small choices like button color and position can cause users to buy something or leave your page forever! When you open analytics, do you notice certain pages of your website experience high bounce rates? This is most likely a UX or copy issue.
To determine the core problem, investigate the pages with high bounce rates with heat mapping software. If you notice the majority of users skip passed a button or seem to leave your website in the same place, you can zero in on what you should fix. Improving bounce rates also improves your SEO because it tells algorithms that users take time to consume your content—an indicator that your website provides value and should be ranked better for others to find!
Your website has great traffic, but poor conversions and leads.
If people come to your website, you can’t blame your SEO ranking. You’re having an issue closing the deal—which means your website or individual landing page is lacking something. This may be a UX issue (like a disjointed check-out process, slow load time, or too many steps) or a copy issue that doesn’t provide potential customers with the information they seek. When a developer and content strategist look at your website, they’ll determine the points that need finessing to remedy this problem. Here are some more tips for more effective landing pages.
Your website load time takes forever.
Slow load time is a major turn-off for customers. However, this is often an easy fix. A website developer will tell you if your images and videos need to be compressed, your web hosting requires an upgrade, or other issues need to be addressed to speed up your site. Improving your site speed will keep your website visitors happy and better your SEO too!
Images and content are stale.
If the framework of your website has the functionality and modern look you need, but images and content are outdated, then a quick copy optimization and UX refresh should suffice. A developer can swap quickly swap out images, add fresh content to your web pages and blog, and replace or add video. In this case, you won’t have to spend too much to improve your site tremendously! Here are some tips to create an editorial calendar, come up with content buckets for your audience, and write better content.
Outdated Look, Feel, and Function = Website Redesign
Technology keeps speeding up which means your website need to keep pace. But how much does it cost to build a website in 2020? That depends on the size of your business. New websites range anywhere from $2,000–$100,000+. However, your digital presence relies on a functional and effective website and will deliver a healthy ROI if you redesign wisely. Here are some clues you need a website redesign.
Your website looks like it’s from the 90s.
Would you go to a business meeting looking like a hot mess? Then don’t do the equivalent with your website. If your site looks outdated and sloppy, it won’t make a great impression. Start your website redesign journey by sitting down to determine what’s working and what isn’t. Create a priority list of what absolutely needs to be fixed immediately and what can wait. Opt for all the bells and whistles with a fully custom website redesign if you have the budget. Choose a malleable theme like a WordPress template for a much smaller price tag and great result.
Your website isn’t responsive or optimized for mobile.
Desktop is dying. ALL websites need responsive design now—a function built into the code to offer a seamless transition from desktop to smartphone to tablet. Your website should look and function well on any device so you don’t alienate your audience or lose out on sales. A website redesign will ensure your website is responsive and ready for modern consumer demands.
Your website doesn’t support video.
Video is a must these days. In 2019, video garnered 80 percent of all online traffic! Not only do consumers crave video, but your business might too. Say for instance you’re a doctor who wants to add telemedicine to your practice offerings. A how-to video will help convert patients who book traditional office visits into virtual visitors. Doing a website redesign will add video functionality to meet all of your needs. Here’s how to easily start a video marketing program in 2020.
Customer check-out or sign-up functionality isn’t there.
If your customers can’t easily sign up for services or purchase items, you most likely need a full website redesign. This is the time to choose a new website hosting provider and platform for all of your modern needs—one that stands up to traffic and provides better cybersecurity. Spending money on this necessary business expense provides benefits in the long run.
Whatever You Do…
Go with a reputable agency, employee, or freelancer. We’ve heard nightmare stories of devs gone rogue. Agencies like Witty Kitty take the guess work and stress out of the equation. Opt for someone like us and you’ll be in the clear.
Do you have better insight into whether you need a website redesign and/or copy and UX optimization? Because marketing isn’t black and white, you may need to combine a heavy or light website redesign with copy and UX optimization—and vice versa—to achieve the best results. If you need advice, take advantage of our FREE content audit! We’ll set up a 30-minute call to give you some advice about how you can improve your brand’s digital presence and overall success.
Editor’s Note: This article was originally published in September 2018. It’s been completely rewritten to include the latest tips, tricks, stats, and more helpful information.