Time for a new website?

3 essential checks you should run now

There’s no getting away from the fact that website redesign projects require considerable investment, both on time and budget. But, when a website reaches a certain point, you can be in danger of wasting far more energy and budget trying to make a dated and underperforming site work than you would if you took the leap to a new website.

If you’re considering a new website redesign project but aren’t sure if there’s another year or more left in your old site, we’ve summarised three key areas to review to help you decide.

1. Can potential customers find your website?

Although social media grabs the headlines search engine optimisation (SEO) should be the backbone of any effective digital or content strategy.

How visible is your current website in search engines? Do you know which keywords your website is ranking for in Google? And what about your competition?

Understanding the keywords your audience use when searching for your products or services is more critical than ever. And carrying out regular checks on your performance in search engines against competitors can help you unearth valuable new keyword opportunities.

We use a range of leading and bespoke tools to monitor clients’ search engine performance over time as well as the value of the traffic they are gaining as a result.

If your site is underperforming in search it could be time for a redesign which allows you to restructure the site in a more search-engine friendly way.

2. Why aren’t you ranking?

If your website isn’t performing as well as you like in search engines, is there an underlying reason why you’re not ranking for relevant keywords?

When auditing a site we manually review every relevant page checking targeted keywords are used in the right places, while avoiding over-optimising which can also cause issues.

We also highly recommend carrying out more technical checks. A recent client audit uncovered one simple error which was blocking search engines from finding 50+ key pages!

Ensure there are no broken links, no 404 (page not found) errors and no duplicate content issues which could, at best, be confusing search engines and at worst be the cause of a Google penalty.

Finally, it’s essential to closely check the quality and quantity of third-party websites linking to you. If, years ago, you or a predecessor submitted your site to low quality website directories then these could have come back and bitten you with recent Google updates penalising spammy links.

If you struggle to carry out these checks yourself we offer complete digital audit services which can pinpoint any issues quickly.

3. Is your website social media optimised?

Your site may be well SEO’d but is it SMO’d?

Most social media users will be mobile based so to be social media optimised your website must be mobile friendly (take Google’s quick test here). It should also be quick to load – so it doesn’t drain either data or a potential customer’s patience.

And once the page has loaded how easy is it to share it on social media? Having highly visible social share buttons will help widen the reach of that new blog post you’ve been slaving over.

If your site fails any of these social media checks then I’m afraid it’s almost definitely time for a new website.

Get in touch

We work with a wide range of leading brands, helping them make their websites work harder. Get in touch to find out how our digital marketing audit services can help you uncover the insight you need to compete more effectively online.

Author

David Kingston

David Kingston

Digital Director