Living in this digital age, it’s only about 5 years or so until your website starts to look dated. This is because after about 5 years, new technical and aesthetic trends emerge which causes many builder and developer sites to not keep up. Continue reading to learn when it’s time for your home builder business to develop a new website.
Your website is your prospects first impression and new research shows you only have 50- milliseconds to make a good first impression online. Even if your website is visually appealing and up to date, even a 100-milliseconds delay in page load speed can hurt conversion rates by 7%.
With more than 63,000 searches per second on any given day, you need a website that stands out and not blends in with the crowd. If you familiarize your website with any of these red flags below when evaluating, then it’s time to develop a new one.
The number one sign for when to consider a new website is that your current website has too many technical issues. If your website currently crashes all the time and can’t work properly, then you might as well start fresh. Start fresh with clean code to ensure your website functions to its top performance at all times.
Structure and navigation can heavily impact the amount of time a user spends on your site. For instance, the longer a user spends on your website, the more likely they are to convert. If a user finds your site hard to navigate, then nothing is stopping them from checking out your competitor’s site.
Converting a fully-functional site to mobile can be easy or hard depending on the code in the back end of the website. In fact, developing proper code matters because 48% of users say that if they arrive on a business site that isn’t working well on mobile, that they take it as an indication of the business simply not caring.
While choosing an animated site over a completely static site is up to preference, it’s the static sites that are the most basic and easiest to create. A static site means it displays the same information to every visitor. This is not ideal considering the value personalization can bring. Adding a touch of movement while scrolling, implementing fading pictures or moving logos can help make your site stand out and be original.
Did you know adding too many colors to a particular website can make it difficult for users to determine where they should be looking and doing? Unless you are a unique home builder who excels in creating homes with all different colors, then stick to using only 2-3 main colors for your website.
Like building a home, your website needs to be consistent. This means making all of fonts, colors, logos, images, calls to action and page formatting to resemble each other in an organized manner. If your content is scattered all over the place, then users will have a hard time understanding your brand’s message.
If you find yourself getting frustrated with adding any new content to your site, then it’s time for a new website. People add new content such as pictures, videos and blogs to websites all the time. So, if you can’t do this easily, then you’re wasting time and energy. Save yourself the hassle with a new website.
Did your business recently rebrand? Then contribute to your new brand with a new website. If you keep your new rebrand with your old website, it’ll confuse your target audience by not having a clear story in place. Re-engineer your website to accomplish brand-specific goals and increase user-engagement.
Speaking of engagement, recent data has shown user engagement is highly correlated with overall profitability. Another point to take into consideration is modern day Internet users expect to engage with a business’s website in some way or another.
It’s not just the content on your website that needs to be high-quality, but it’s the design too. According to Adobe, 38% of people will stop engaging with a website if the content/layout is unattractive. In addition, research from Stanford suggests judgements on a company’s credibility are 75% based on the company’s website design.
HTTPS is short for hypertext transfer protocol secure and its used for security reasons when computers communicate with each other over a network. You might have experienced this yourself if you have ever tried to go onto a site without the “S” in HTTPS. It gives you a warning sign and asks if you would like to continue.
It would be an awful shame of you lose a sale because your website isn’t secure. It would be even worse if your website is so dated on design and functionality that it impacts your sales goals for the year and causes you to lose significant traction.
If any of these signs look familiar to you and can be applied to your current website, then don’t hesitate any further and start making plans for a new website design.
When was the last time you redesigned your website?
About Terry Zelen
Creative Director | Consultant | Author | President of Zelen Communications
Terry Zelen is a seasoned Creative Director with more than 35 years of experience in Home Builder advertising and marketing.
He is the founder of The Punch List, which is an online blog to help inform home builders and developers on strategic marketing insights to fuel their firm.
Fill out the form below to subscribe for the The Punch List Newsletter. We'll send our latest news & industry insights, directly to your inbox.