As consumers head online to research and buy products, your website will often be people’s first impression of your business. Therefore, having a website that is able to both engage and convert visitors is essential. Yet, millions of small businesses around the globe maintain dated websites. Despite 75% of users judging a company’s credibility on their website.

In this post I’ll be exploring the four key questions you need to ask yourself about your businesses current website. Allowing you to make an educated decision on whether to redesign it entirely.

1. Is your website mobile friendly?

With 4 out of 5 consumers using their smartphone to shop online, the importance of a mobile friendly website is obvious. In 2014, however, it was revealed that only 6% of small and medium sized businesses had a mobile friendly website. Leaving them out of pocket as visitor’s head elsewhere.

Therefore, when considering whether your businesses website requires a redesign, you must consider whether it’s currently mobile friendly. If not, your business will not only be putting off prospects, but will also rank below others in Google search results. Damaging both the core financials of your business and its marketing efforts.

Urban Media, a web design company in the UK, believe that a mobile responsive website is no longer just important but is critical. Adding weight to the importance of a mobile friendly website to small and medium sized businesses around the globe.

2. Is your website easy to navigate?

According to a Huffington Post article, 25% of shoppers will leave a website that is too difficult to navigate. When reviewing your businesses website, therefore, it is imperative that you consider the ease of navigation and journey your website takes a visitor on.

Tying in with a mobile friendly website, the navigation must be intuitive and easily accessible. The end user must also be able to make contact or add an item to their basket without considerable effort. However, ensure that you don’t provide visitors with too many options. This will often leave them bewildered and cause them to head elsewhere.

While a web design company will be able to advise you on how to best place navigation on your website, the popularity of hamburger menus is growing. Unlike traditional navigation bars they allow your navigation to be hidden until the user requires it. Ideal for mobile devices where the availability of on-screen real estate is low.

3. Does your website accurately represent your business?

Every business maintains a public image defined by both its products and culture. This should seep through all of your marketing materials, including your website. However, if your businesses website is dated it may no longer represent your business accurately.

When reviewing your current website, you must ask yourself whether it accurately represents your business. Will current customers see it as an extension of your business and will it give prospects the correct expectations?

Apple have demonstrated their core brand values and culture brilliantly on their primary website and numerous microsites. Apple screams ‘premium’ while also maintaining a creative and truly unique undertone.

4. Does your website convert visitors into customers?

For the majority of small businesses their website has one role – to convert. If you’re investing heavily into search engine optimisation or social media marketing it is fundamental to generating you a return on your investment.

Therefore, when reviewing the state of your businesses current website you must refer to conversion data. Readily available in Google Analytics or your own client relationship management system. This hard data will confirm whether your website is actively engaging and converting visitors. As you delve into the available data further you will also be able to explore what journey your visitors are taking and on which page they leave. All of which will provide you with insights that can guide you when redesigning your businesses website.

By asking yourself these four questions when reviewing your businesses website, you’ll be able to make an educated decision on whether it requires a facelift or not. It’s always advised that you work closely with a web design company, such as Urban Media mentioned above. Who will be able to confirm what is technically possible and what, in their experience, engages and converts visitors best.