5 Signs You Might Need a New Website in 2023
Episode 718: Show Notes
We’ve been building websites for over a decade and have really honed in on what’s working (and what isn’t) in the service world. Your website might look impressive, but if it’s not representative of who you are today, it’s not serving you. In this episode, we outline five signs it’s time to consider a new website design. And we’re not merely talking about branding! In many cases, major reconfigurations are in order, taking into account everything from your site architecture and user interface to your messaging; what you’re saying, how you’re saying it, and who you’re connecting it to. Tune in to find out which pitfalls to avoid and how best to make your website work for you.
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Is Your Website Confusing Prospective Clients?
The most obvious signal that it’s time for a change is if you’re having a conversation with a prospective client and they’re confused about what it is that you actually do. If you’re embarrassed to send people to your site because you know it’s confusing, or your messaging is still directed towards your early target audience, it’s time for a makeover. The overall personality of your website is of the utmost importance. Your prospects should clock your offer within the first few nanoseconds of landing on your home page. When it comes to websites, first impressions are everything. If site visitors don’t grasp the scope of your service in the first few seconds, the likelihood of conversion is significantly lower.
Who Your ‘About’ Page is Really About
The second most common mistake we see service providers make is having an ‘About’ page that is too verbose. It’s tempting to treat it as a detailed digital resume showcasing your expertise when, in reality, your ‘about’ page is about your client. What you should be showcasing is empathy for your client, above all else. The ‘about’ page is the second most visited page on your website and it needs to demonstrate an understanding of your client’s challenges and pitch you as the hero in their story.
Allowing For Evolution
If your offer has evolved, it makes no sense whatsoever for your website to stagnate. Gone are the days when you marry your offer forever and always. It’s natural to explore parallel skills relating to your area of expertise, and normal for your offer to evolve over time. If your offer’s changed, it’s time to start thinking about a new website.
Function Over Beauty
There’s no use having a beautiful website if it isn’t functional. Naturally, it needs to look good, but aesthetics can’t take priority over functionality. The purpose of your site is to guide your prospects to take action and should intentionally be designed to increase conversions. You may have reached your client cap and now view your website as a portfolio, but we urge you to keep it functional and keep the communication stream open to future prospects. Many service providers are too focused on the creative aspect and forgo the call to action. Another thing to keep in mind is if your website is too pretty, clients may feel they can’t afford you. It’s essential to strike a balance and create something that is aesthetically pleasing for your specific target client.
Simplify Your Site
Some websites are on the complete opposite side of the spectrum, where function comes first and aesthetics and usability are neglected altogether. Either they’re missing context or provide too much, or perhaps have too many calls to action. If this sounds familiar, you need to simplify your site. You don’t want to have a brochure come to life with too much text and not enough imagery. You need to introduce images that serve the same purpose and be intentional about text layout and colors to direct the user’s gaze. Of course, you don’t want to deduct from functionality, but if your messaging goes over the client’s head it won’t lead to conversions.
Make Your Website Work For You
Your website should be working for you. It should help you achieve a goal and it should be a large part of your funnel. You can go really far with referrals and word of mouth, however, your sales process can be accelerated. If referrals come to your website, your site needs to solidify you as the expert they need, showcase what it’s like to work with you, and get people excited about the next steps. People are approaching service providers when they are ready to make a decision more often than they are in the discovery phase. Therefore a clear, functional, informative website is of the essence.
Quote This
Your website should be working for you. Your website should help you achieve a goal and it should be a big part of your funnel.
Highlights
Is Your Website Confusing Prospective Clients? [0:09:56]
Who Your ‘About’ Page is Really About [0:12:12]
Allowing For Evolution [0:13:59]
Function Over Beauty [0:16:29]
Simplify Your Site [0:20:17]
Make Your Website Work For You [0:24:01]
Today’s Guest:
Abagail & Emylee
The Strategy Hour Podcast
The Strategy Hour Podcast is a twice weekly show hosted by Abagail Pumphrey and Emylee Williams, the founders of Boss Project. Join us for semi-ranty biz conversations for service providers looking to ethically grow their agency businesses. Episodes cover everything from lead generation to leadership mindset to team culture and beyond.
Key Topics:
Website building, About page, Website reconfiguration, Website updates, Attracting prospective clients, Website functionality
