How To Know When Your Website Needs A Rebrand

Do you feel like your website is no longer converting? Is your branding feeling stale? It may be time for a refresh! It’s recommended to update your website every couple of years, but it completely depends from business to business and what is achievable for you.

Here’s how to know when your website needs a rebrand…

 

Your design has become outdated

Styles change overtime, new trends emerge and technology develops. So if it’s been a good few years since you updated your website, it’s probably looking a little outdated. This can make your business look outdated too and may cause people to bounce off.

A rebrand doesn’t always mean a complete overhaul. It can be a subtle freshen up that improves the whole look and feel of your business and website. If you don’t have the budget to update your website as frequently as recommended, you should opt for a design that will stand the test of time.

Consider industry design trends but pick one that still feels relevant to your business and won’t be old news by next month.

 

Your business offering or target audience has changed 

Businesses naturally change and evolve over time, meaning you may not be offering the exact same product or service as when you first started out or had your last rebrand. This can often come with a slightly different target audience who will have different needs and expectations from your website.

If your business has taken a new direction, it’s important to update your website to match this. Consider your new audience but also keep in mind the future and allow room for expansion and new functionality to align with this. 

 

Your website is no longer performing 

If your traffic is down consistently or users are no longer converting, it could be down to your website design and branding. If you’re struggling to rank, Google may not think your website is credible or high-quality. Deep dive into your analytics to see how long people are spending on key pages, and if users are engaged. Are people adding to cart and not converting? Look at your website and brand through the eyes of a potential customer and consider why it may not be performing as well as it once was.

 

Your competitors are doing more than you

It’s important to pay attention to your competitors. You should always be aware of moves they’re making within their business, if they’ve recently had a rebrand or new products or features that could put them above you. 

Consumers will often visit a few websites looking for the same business offering, to compare and pick the one that best suits them. Ensure your brand is recognisable, offer a simple yet seamless website experience and make clear what makes you stand out. 

 

Your website isn’t functioning how it should be 

A slow and clunky website can be off-putting to today’s society who have adapted to fast websites and quick answers. Ensure you give potential customers what they’re looking for as soon as they land on the site and make the process as simple as possible, whilst staying on brand. 

If your website was designed many years ago, the design and branding may not be suitable for today’s mobile responsiveness. Google now prioritises mobile-first and many people will be browsing on their mobile, especially if you have a younger audience so a mobile-friendly website is a must.

 

We understand that a website rebrand can seem like an expensive, time-consuming task. But, it could transform your website performance and business success so it really is a worthy investment. If the foundations of your website are strong, a rebrand doesn’t have to mean a completely new website and there are various options depending on budget and time-frames.