The Homepage is the first page that is noticed by the visitors to your website. Your business website represents the image of your brand as well as your company.
If a website does not look professional and does not optimize for the user-experience, then you will notice a sharp decline in website traffic, high bounce rate and decrease in conversion rate. Therefore, you have to ensure that your homepage functions properly.
Improving design is not the only reason behind revamping a homepage. It is equally important to ensure that the Homepage is developed to deliver leads and sales to your business.
With digitalization of the market, the competition has increased manifold for all types of businesses. In this scenario, it is essential to revamp a Homepage at a routine interval if you want to succeed.
HubSpot performed a survey on 6000+ clients and the result showed:
- 43% want to renew Homepage within/after 12 months
- 29% want to renew Homepage within 3 months
- 28% want to renew Homepage within 3-12 months
1. You are Dissatisfied with the Current Homepage
You may be dissatisfied with the looks of your website’s homepage and believe that it looks outdated in comparison to the websites of top competitors. It is the right time to revamp the Homepage if you feel this way.
In yesteryears, it was expensive to modernize the design or functions of a website or homepage. However, this situation has changed over the past few years with noticeable reduction in the re-launching cost.
It is important to remember that you need not renew every graphical and technical element of a website when modernizing the features. You can make the homepage look updated with small changes.
For example, adding Hero Image/Banner (a large image reflecting business goal) to the homepage has become the latest trend. You may even use a video that reflects your vision/goal as the Hero Banner on your homepage.
2. Homepage is Not User Friendly
It is important to revamp a homepage that is no longer user-friendly. This reason seems to be more practical in comparison to the earlier reason. It is mandatory to optimize the experience of the users when they are visiting your website.
If you want them to stay or to come back to your website. It is important to remember that the users are initially not interested in the products/services catered by a business. They are more interested in themselves. - David Meerman Scott
Therefore, revamping a homepage is pivotal if it is no longer user-friendly.
Paying attention to the user-experience (UX) is equally important for the Search Engine Optimization, as the leading search-engines prefer user-friendly websites. For example, Google usually sends more visitors to a website if the users have satisfactory experience and do not leave the website quickly.
3. Homepage is Not Optimized for Mobile Devices
The mobile devices (mobile phones or tablets) account for approximately half of the web-traffic around the world. A recent survey revealed that mobile devices (excluding the tablets) are responsible for 52.6% of the global website traffic in the fourth quarter of 2019.
Hence, it is prudent to revamp your website’s Homepage if it is not optimized for the mobile devices. A responsive website automatically adapts to the size of any device’s screen.
Responsiveness has also become a ranking factor on Google. Therefore, Google will send fewer visitors to your website if it is not mobile-friendly.
Google’s John Mueller said,
"A good way to make it [a site] work in both worlds [mobile & desktop] would be to have a site that uses responsive web-design techniques to adjust to the size of the user’s device/settings."
If a website’s Homepage is not user-friendly, then you have to reprogram the entire Homepage or have to use a mobile-friendly template.
4. Less Traffic from Google to Your Homepage
On an average, more than 50% of the visitors are supposed to visit your homepage via leading Search Engines, such as Google. Therefore, if your website cannot be found via Google or other Search Engines, then it is the right time to revamp the Homepage. Being found via a Search Engine is extremely important if you want to attract new customers to your business.
If you are receiving less than 50% visitors to the homepage, then you have to perform a SEO analysis. You may appoint a professional to perform this analysis if you are inept at performing this task. This analysis helps you determine if this problem can be resolved through revamping of the Homepage. The Website Grader Tool can be used to analyze if the Homepage is optimized for the Search Engines.
5. Homepage Loading Speed is Extremely Slow
A website that loads slowly is going to leave a negative impact on the user-experience. The ideal loading time for a website is considered to be 2-3 seconds and ‘bounce rate’ increases once this time expires.
A recent survey revealed that 40% of the Internet users are going to abandon a website if the loading time is more than 3 seconds and 47% of the users expect that the ideal loading time for a website is supposed to be 2 seconds or less when using a desktop.
Hence, it is essential to revamp a homepage if it takes longer than 2-3 seconds to load on any Internet-enabled device. A website may load slowly if there are large images on the Homepage. Reprogramming a website may even result in longer loading time. You may use the WebPageTest tool to precisely measure the loading speed of your website. This tool can also find out the source of the problem. You may even benefit from using Google Analytics.
It has been found that up to 90% of the buying decisions of consumers are influenced by the data found on the Internet. Therefore, the websites are no longer just a figurehead. They need to be developed for the purpose of lead generation. Therefore, it is essential to revamp a Homepage that does not generate the expected number of leads.
A homepage is supposed to have a few functions in order to generate leads. It is equally important for a website to provide useful information to the prospects/customers along their journey.
Integrating CTA (Call-to-Action) texts or Landing Pages to a website may increase the number of leads. After that, we can analyze that our new homepage is performing better than the previous one.
It is evident from these thoughts that revamping a website is not just about modernizing the design. It is equally important from an economic perspective.
Your website may have a catchy appearance; however, it may have poor performance or may offer subpar user-experience. It is essential to revamp the Homepage in this scenario despite having great optics.
If the Homepage functions properly after revamping, then you will notice an increase in web-traffic, leads and conversion rate that is definitely lucrative for your business.
When was the last time you re-designed your website homepage? Do let us know in comment.