With numerous articles, courses, and videos on how to DIY your website it can be challenging as a small business owner to know when, or if, it’s time to invest in professional web design. Unfortunately, the answer isn’t as simple as, “If you have to ask, it’s time.”
For some people, reformatting their current website can do wonders but for others a complete overhaul is long overdue. So what are the key indicators for when it’s time to invest in web design…
No. 1 — You’ve outgrown your current website platform
The first one is a no-brainer. If your current website platform (i.e. Wix, Squarespace, etc.) can no longer support your business’s needs or growth, then it’s time to invest in web design. Whether you’re looking to offer a membership or you need optimized sales funnels, switching platforms can open up new possibilities for your business.
No. 2 — Your website doesn’t clearly explain what you do
If you find yourself spending a lot of time answering questions about your product/service just for the person to realize your business isn’t actually what they’re looking for, then it’s time to invest in web design. Your website should be set up to attract your ideal customer, clearly informing every visitor about what you do, how you do it, and who you do it for.
No. 3 — You aren’t seeing any conversions
Conversions are actions that you want your customer to accomplish while on your website. Whether it’s buying a product, booking a consultation, downloading a resource, or subscribing to your email list, the point of your website should be to increase these conversions. And if you aren’t seeing any or you’re seeing a low number of them then it’s time to invest in web design.
No. 4 — You haven’t planned out your user flow
To quickly explain, a user flow is the steps a customer takes on your website to complete a conversion. For example, how would a customer get from your home page to your booking page? While a button in the main menu that says “Book Now” may work for someone, others may need a bit more convincing. Investing in web design would give you the chance to sit down and properly plan out your website’s structure and your customer’s path with the help of a knowledgeable web designer.
No. 5 — You don’t have efficient call to actions
Call to actions (or CTAs) are the prompt to get a customer to complete a conversion. CTAs are key elements on your website & advertising that lets a customer know what to do next after their interest has been piqued. Without clear & efficient CTAs a potential customer could leave your website without converting. If you find your CTAs, or lack of them, aren’t converting enough then it’s time to invest in web design.
No. 6 — Your website isn’t responsive
Most of your website’s traffic (at least more than 60%) will come from mobile devices so it’s crucial your website works well on them. If pop-ups are appearing tight & skewed, text is getting hyphenated, or things are too spaced out, it’s time to invest in web design and get your website working right on smaller screens.
No. 7 — Your website has performance issues
Nowadays customers expect websites to load in under 3 seconds. An optimized website not only requires being setup properly in the first place, but also being maintained along the way. If your website takes a while to load, or freezes in the middle of loading certain elements (like images), you could be losing potential customers and that means it’s time to invest in web design.
No. 8 — You aren’t confident in your website
I like to say a website is a digital brick-and-mortar. Your website is your own little space on the internet that you can customize & control however you see fit, which is why it’s important you’re confident in it. If you feel like your website is lacking, whether in terms of looks, functionality, or performance, then it’s time to invest in web design.
No. 9 — And finally, you truly understand your ideal customer and your business
The most important thing to keep in mind is that anybody can invest in web design at any point in time. However, the only way to make sure you’re getting a final product that will actually benefit your business (and not just a pretty website) is to first be able to identify where your business is lacking and truly understand what your ideal customer is looking for. Everything mentioned above requires forethought to make sure each part of your website is strategically planned out to convert customers. And while your web designer should be able to guide you on these things, they don’t know your business better than you.
Obviously as a web designer I’m biased, but I do truly believe that a good, functional web design can do wonders for your business.
A lot of small business owners are scared of the cost of professional web design, but there’s a reason I refer to it as an ‘investment’; Because you’re investing in your business’s success. Like I mentioned before, your website is your digital brick-and-mortar with the exception that it has no closing hours. It should be working for you 24/7, and the best way to ensure that is to hire the right architect. So, are you ready to invest in web design?