Do you need a new website?

It might surprise you to hear that we, an agency which designs websites and web apps, often get asked whether you, the prospective client, needs a new website or app. As much as I’d love to save myself the trouble of writing this piece and just answer yes (which would be awfully convenient for our business too) the answer is, of course, more complex. So why might you, or why might you not need a new website?

One way to go about answering that question would be to approach it (as is often the case) from a business perspective. A lot of briefs that come our way often talk about the need to ‘increase conversions’, ‘reduce bounce rate’ or ‘reduce the number of clicks’. And to an extent, that sounds like a pretty good reason for thinking about designing a new website or application.

This way we’re able to understand why a website isn’t performing, where those user-struggles are originating and how they’re impacting your business. Once you begin to build up a picture of why your current site isn’t delivering for the people actually using it, the answer to your original question becomes not only easier to make, but the resultant outcome and strategy becomes far more informed as well.

If you find the user becoming confused by a complex booking funnel, then using a different technology to build your funnel could unleash the flexibility to design a more optimised user journey. If your clients are getting confused by marketing copy then a new website with a more flexible content management system could allow you to constantly test and iterate copy and layout of your site in order to bring it closer to your customers.

Understanding where the users, customers or clients of your site are struggling and how that impacts the metrics you want to improve is at the core of why you should, or shouldn’t spend on a new website.

So to summarise, do you need a new website? Well, first, ask yourself — what are my customers struggling with and could a new website or digital service help me solve that problem? If the answer to that is yes, then there’s a good chance a new site is going to help you achieve your objectives.

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