With trends in design and technology constantly changing, it doesn't take long for your website to be considered antiquated. If your website was built a number of years ago, it might not possess the proper engineering to help your SEO, your speed, your security, etc. (see our engineering, SEO and marketing insights for more on that). While each of those areas are very important, let's focus on the front-end aesthetics of your site and discuss why you should consider a redesign.
Your website looks bad on mobile devices.
If the mobile version of your website is merely a shrunken version of your desktop website, then it's time for a new design. Responsive websites are built to look good no matter what device they're viewed on. With an astronomical number of people reaching for their mobile device before their desktop computer, it's imperative to give those users a pleasant experience no matter what device they are on.
Your message is too long.
It used to be commonplace to pack as much content onto your website as possible. The more the better, right? Wrong. People today don't have the time or focus to read paragraphs and paragraphs of text, especially if they're on their mobile device. If your message is too long and doesn't get to the point quickly, it's time for a new design.
Your goals or demographics change.
Every successful company rebrands themselves from time to time. Some more often than others. If your goal or target demographic has changed, it's a perfect time consider updating the entire look of your company, starting with your website.
Your competitors stepped their game up.
Do some research on what your competitors are doing. If their sites look and work better, and if their rankings are better than yours, you're at a disadvantage. Gain that online competitive edge and alter your website.
If you're ashamed to use your website as a marketing and sales tool, it's time for a new design.