Four Signs It’s Time to Update Your Website Design ASAP
A website isn’t something you should launch and then forget. Just as your marketing and sales strategy evolves as the market changes, your website should respond to the feedback you get from customers and internal stakeholders. If you’re only tweaking your site once a year (or every few years), you’re probably not staying as current as you should be.
Updating your website has SEO benefits, too — updated content shows Google that you’re relevant and timely. I recommend running A/B testing to determine what changes would be most effective for your website. In the meantime, if it’s been awhile, here are four signs that it’s time to update.
Your Images Pixelate
The high-resolution screens that are available can make some websites look old and shabby. If your website uses images that aren’t optimized for high-resolution display, they may pixelate and lose much of the crispness and clarity that make a website look sharp. Swap out low-res images for images with at least 330 pixels per inch — and even more if you’re running them big.
Your Colors are Dated
Just as avocado green and harvest yellow make appliances look dated, certain colors on your website will make it feel like it’s 10 years old. Ideally, you’ve established some timeless colors in your corporate palette that you can use on your website. If you haven’t, take a look at your website with a fresh eye and determine what the colors are saying. Does that rose pink evoke freshness, for example, or is it a little more Victorian and old-fashioned?
Another color tip: Keep it simple. A palette of two or three main colors, with a couple of contrasting highlights, is all you need. Anything more looks unprofessional.
You’re Using Outdated Fads
Website design trends can move quickly, and something that was cool last year can look a little tired this year. Be careful about jumping on design trends; if you pick up every trend that comes along, your website will lose its consistency and could confuse your audience about your brand.
The parallax effect — when the foreground text or images move quickly and the background moves slowly as you scroll down — is starting to lose a little steam. Sliders, the mini slideshows that show up on home pages, are definitely getting old. And there’s no reason for you to display blocks of copy as images instead of live text.
Your UX Isn’t User Friendly
There’s no excuse for having a slow, ugly or unresponsive website. Slow websites lose customers; it’s that simple. People expect speed, and if you can’t deliver, they’ll go somewhere else. Websites that are hard to read will also turn users off — too much text or typefaces that are too small should be fixed as soon as possible. Finally, an unresponsive website hurts your UX and your Google score. Your website should display consistently across platforms and devices for best results on all counts.