You know what they say – If it ain’t broke, don’t fix it.

Well, when it comes to your business website, that might not be the case. Your dated website could be functionally superb. It could do everything it was designed to do, but that doesn’t mean it isn’t costing you growth potential.

The standards and trends for modern website design and the way we conduct business online are evolving. If your website isn’t up to snuff with these modern standards, it could be left in the dust (or rather the 5th page of Google search results).

Not only could the absence of new functionalities cost you money day-to-day; it can cost you the ability to grow your business. New potential customers looking for your products or services are going to gravitate towards businesses with websites that are simple, clean, and easy to use.

1. Have You Looked at Your Website on a Phone Recently?

If you’re not thinking mobile first in 2018; if you have sites that aren’t mobile-friendly, you’re digging your own grave. With roughly 57% of internet traffic coming from mobile devices in 2018; if you’re not optimizing to reach those people, you’re missing out on more than half of your potential conversion opportunities. I know this sounds harsh, but it’s just the reality of today’s culture and trends.

When was the last time you pulled out your smartphone to look at your businesses website? Is it easy to read? Is it easy to navigate and make purchases? If it doesn’t look good, you might want to start thinking about making a change.

2. Are People Leaving Your Site Before They Read Anything?

If your website analytics are telling you that you have a high bounce rate, it could mean that your web content appeared to be irrelevant to what people were searching for. Sometimes people don’t even make it that far. If your website isn’t fast enough, people aren’t going to wait around for it to load. A one-second delay in web page response time can result in a 7% reduction in conversion.

It might be fun to add a whole bunch of fancy bells and whistles to your website, but when it comes down to it, you need to make it quick and easy for people to access your site.  Having too many plugins, many large images, or a poor web server can all cause a website to perform poorly. A new fresh design can optimize your pages and functionality to boost speed.

Need to check if your website is loading fast enough? You can head on over to Google’s PageSpeed Insights tool to find out how your site stacks up.

3. Is It Really Easy for People to Use?

Just like page speed, if it’s not easy to fill out forms and make purchases, people aren’t going to take the time to deal with the hassle. I shouldn’t have to go digging around, searching your site for the information I need; it should be easy to find. The site design should organically guide me to the point of conversion.

This goes back to being simple and mobile friendly. When someone converts on your site, they shouldn’t have to re-enter the same information multiple times, and they should be able to easily move from one fillable form to the next. Mobile device forms should be large enough to accurately select with touch controls.

The easier it is for me to make a purchase or contact you, the more likely it is that I’m going convert and return to your website in the future.

4. Are You Proud of the Way It Looks?

Does your website look a little outdated? Don’t get me wrong; your website can be old and beautiful, but it needs to look clean and professional. Is your website cluttered with images and text? Your website design needs to allow space to breathe and easily consume information.

Your website can be simple, tasteful, and functional without being extravagant. It is of my opinion that some of the most successful websites exhibit some of the most simple designs. Simplicity does not mean “easy to create,” but rather easy to consume. Text should be larger and readable. Images should be optimized and smoothly integrated into your design. Color should be tastefully incorporated to help important things stand out.

You should be proud of what your website looks like – eager and confident to direct people to it.

5. Has Your Business Model Been Updated?

Does your website function with your updated business model? If you’ve updated the way you do business, one for the first things that should reflect that is your website. With the majority of consumers searching for products, services, and local businesses online, it’s important that your website is there to accurately represent you.

Your website needs to be a living, breathing extension of your business. It’s not just there to be a digital business card; it’s there to do business with people when they’re looking for your products and services. Make sure your site is ready to do business.

Design for Succes

What are your business values? Who are your best customers? The answer to these questions inform the design needs for your website.

The state of the internet is focused on the user experience. If you’re a business that’s been around for 50 years, but a local competitor has a new, clean website design that drives conversions; they may convert more customers and grow because they’re reaching people that your website isn’t. Make sure you’ve got a website design that’s simple, easy, and ready for business.

When you’re buying a car for your daily commute, you typically don’t go out and buy a supercar with more power and features than you’ll ever use; you buy a nice car that’s going to get you from point A to point B with good fuel economy within your budget. Your website should be the same way. It doesn’t need to have all the newest fanciest features; it needs to be simple, easy to navigate and reflect your business.

Know who you’re selling to; make sure your website is easy and speaks directly to that person.


At Immerge, our team of designers and developers will help you answer these questions to focus your design for success.