B2B Marketing Agency for Technology Companies

10 Telling Signs Your Website Needs a Rebuild (pt 1)

Rebuilding a website takes money, time and people. If you’re on the fence, here are reasons 1 – 5 why it might be time to start planning yours.

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by Eric Sharp

Trying to decide if you need a website rebuild?

This list will help.

10-signs-website-needs-rebuild-pt1

1. Your Website Goals aren’t WRITTEN down

What are your website goals? Have you created them? Better yet, are they written down?

Are you trying to increase leads? Drive more non-branded organic traffic? Reach a niche audience? Provide a platform so your content strategy can be executed? All of the above?

Websites need goals, just like the other intricate parts of your business. Without them, your company will have difficulty determining ROI and your webmaster/web company might make some up (which probably won't map to your business objectives).

2. Website performance isn’t being reviewed

If you’re not discussing metrics and conversions on a periodic basis (we prefer monthly reviews), it’s at least a sign your website needs more attention and at worst, something could be seriously broken.

Performance is about measuring and improving your website based upon user’s actions. Get in a routine of reviewing your analytics and viewing reports such as traffic sources, top content, and conversions.

Just like a garden, a website needs to be nurtured. You need to make time and determine what’s working and what’s not.

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3. There’s no Content Management System

If you’ve maybe heard the word “CMS” buzzing around the office, it’s probably someone within Marketing, Sales, IT or Leadership wanting to edit existing content, publish new content, access an important database (e.g. submitted leads), or edit permissions for a user.

If "CMS" is then followed up with a "Where?", "Why not?" or my favorite, "Really??" — there’s a strong possibility a CMS doesn’t even exist. That’s a big problem for not only that individual asking the questions, but your entire organization.

Your CMS is a key to ensuring your site stays active, healthy and accessible for key stakeholders.

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Ferit R. PinnerTest

4. Your Users and their Motivations and Goals are Unknown

If I say "User persona" and you say "What’s that?", your website probably isn’t communicating well or inspiring action (more on user action below).

Steve Mulder, author of The User is Always Right, makes a case that personas help:

  • everyone make better decisions
  • create one shared vision
  • make user research come to life

Know your website users. Carefully build personas. Give them what they need. Walk around early and often during planning meetings and ask "What do our USERS need?" rather than "What do WE want?"

5. Calls-to-Action are buried within content, small or indistinguishable

Having no calls to action on your website is like grocery shopping — but you can't find the checkout!

Imagine shopping at your local grocer, loading up your cart with carefully selected produce, meats, beverages, and of course — ice creme.

You’ve walked the aisles for 15 minutes, completed your list, and proceed to the front of the store for checkout. You round the corner, look for checkout lanes -- and it hits you.

There are NO checkout lanes to be found, just more and more aisles of food.

No customer service. No signs. No guidance on what to do next. Nowhere to go except the land of frustration (and to think this place wants my money??)

Imagine how frustrated of a shopper you would be if this scenario played out. You’re ready to complete your visit and the store is making it onerous for you to take action. Bingo.

This is exactly how a user feels if you don’t make your calls-to-action clear and accessible on every page of your website. If they are about to take action (e.g. request a call back, sign up on a mailing list, inquire about your services, etc.), here’s some advice: don't make it difficult.

Design in major CTAs to your global header, body content, side margins and sometimes even your footer when appropriate. A rule of thumb is 1-3 CTAs on every page of your website.

Nobody likes melted ice creme. Nobody.

Continue reading Part 2

We help mid-sized B2B Technology companies generate qualified leads and improve sales efficiency.

16

Years in business

50%

Minimum growth in quality leads our clients see after an engagement

200+

Websites we've created, supported, or consulted over the last decade

 0 

The jargon we speak (we'll approach conversation like a layperson)