A lot goes into designing your website.
To top it all, you need to factor in SEO for your website. Does your website really meet the mark? Or do you require a complete website rebuild to rank high on search engines?
Are there any possible conflicts between web developers and SEO strategists during the designing of a new website?
What are the disagreements that occur among teams that are working to manage business websites?
Does website design even matter to digital marketers? The answer in short – YES.
Understanding the role of web design in search engine optimization can take years of experience in the field.
If you are just a beginner in implementing search engine optimization, it would be a good idea to start at the foundation level. This means you learn about how search engines like Google rank different websites and present results for search queries.
This is a vast subject and is not something that is easy to grasp in a short period of time.
However, there are some reasons your website needs a complete rebuild, and we will be discussing them in this post.
11 Reasons Why Your Website Needs To Be Rebuilt
There are certain mistakes that web designers who are not experienced in SEO make.
These mistakes can affect usability, readability, crawlability, and other important aspects of your website.
They can also affect the ease with which users are able to find and access your website.
Although these mistakes are surprisingly common among new businesses and small companies, large companies are not exempted from making them.
Here are some important SEO related reasons why you may need to rebuild your site:
1. Your Website is Not Mobile Optimized
We live in an era of multiple devices. No longer is your website only viewed on a desktop.
These days, mobiles are the most used devices, and in all probability, your users are accessing your website on their phones.
To not have a website that is mobile-optimized is one of the biggest mistakes you could be making for your business.
According to a report by Salesforce, “83% of mobile users say that a seamless experience across all devices is very important.”
People want information at their fingertips, and if your website is not able to present that information well enough on their devices, they will try to find it somewhere else.
If this is the case, you will need to rebuild your website in a way that looks consistent even when viewed on different devices such as laptops, tablets, and mobile phones.
2. Your Website Takes Too Long To Load
Your site speed is one of the main reasons why your users decide to stay on or leave your website.
According to a report by Kissmetrics, “73% of mobile internet users say that they’ve encountered a website that was too slow to load“.
Additionally, 40% of users claim to leave a website if it takes more than 3 seconds to fully load.
If your site speed is slow – even by a couple of seconds – you could be losing out on visitors and potential customers. Your SEO also takes a direct hit due to this.
If you feel your website is taking time to load, it could be a good idea to consider a rebuild.
3. Your Website is Faulty
Websites that have tons of broken links, obsolete campaigns or offers, or a layout that is not ideal for the latest browsers are seldom regarded to be reputable by users.
Even if your website is not entirely broken, it is possible that most areas of your site could be updated in some way or the other.
It could be that some of your links are pointing to pages that no longer exist, or your overall website design is in need of a facelift.
Whatever the case may be, a website rebuild is always recommended, especially if your website is more than a few years old.
4. Your Website Does Not Have Ease Of Navigation
There can be many indicators that show that users do not find your website easy to navigate.
– Hamburger menus, although convenient, are not too easy to use or understand.
-Menu options that do not link to appropriate categories
-Not using appropriate filters to help users find what they want easily
If your website is not easy to navigate, people may get frustrated.
Imagine this. A visitor has landed on your page looking for a particular piece of information but is not able to figure out the category of the page that it is located in.
With thousands of websites in your niche available, it won’t take much to push a visitor out of your site and into one that has better navigation.
A website rebuild will help you direct visitors to the right pages and help him or her find exactly what they are looking for with ease.
5. The Website is Not Intuitively Designed (It is Not User-Friendly)
Some of these bad practices make it extremely difficult for users to understand how to perform certain actions when they really want to.
-Extremely long pages that are hard to scroll to the bottom
-Huge images at the beginning of the pages that put off the reader
-Not using Scalable Vector Graphics (SVG)
-Not providing alternative text for the images on the page
-Poorly written URLs
-Image sliders or carousels that increase the loading time of the webpage
-Not following a well-defined heading hierarchy (H1, H2, etc. tags)
-Having more than one H1 tag on a web page (this includes your website’s logo)
-Not paying attention to things such as alignment of images and no-follow/ do-follow links
If your website is not intuitively designed, you can consider a rebuild so that you can ensure better overall user experience.
6. Your Website is No Longer in Line With Your Marketing Strategy
As your business grows, so should your marketing strategy. Sometimes, there is just so much going on in your business that you tend to neglect your website.
In order to make your site relevant, ou should consider a website rebuild. You can choose a more fluid and responsive theme that portrays your brand in a more fresh way to your audience.
Review your marketing goals and build your site in a way that reaches those goals. These goals could be increasing your traffic, getting more leads, marketing a new product, or any such task.
Use a website builder like Elementor to help you design your website just the way you want it, with the right call to actions and sign up forms at the right places. This will automatically increase your conversion rate and help you reach your audience more efficiently.
It is also important that you update your website regularly so that you have a better chance of achieving these goals.
7. Your Sales Funnels Are Not Optimised
Your website plays a huge role in sales. It is created with the purpose of creating a good impression in the minds of visitors and providing them with all the information they need about your business.
To provide your users with the ultimate buying experience, it is necessary to optimize your sales funnels according to your ideal customer.
This will ensure that they move on from point to point in your sales funnel and finally make the purchase.
In order to do this effectively, you will need to understand the goals and behaviours of your customers through thorough research. You can use charts and other graphical representations to depict the journey that your buyers are on and how you can lead them from step to step.
8. Your Website Has Out Of date Third-Party Tools
A lot of websites use third-party tools such as various plugins for social media sharing, eCommerce, and pop up forms.
These tools help your website in many aspects, but if they are outdated, they can affect your site speed and SEO.
Make sure that your plugins are updated so that your website is running smoothly with them.
A website rebuild will allow you to install only the latest plugins that keep your site fast and up-to-date.
9. Your Conversion Rates Are Not Good Enough
Your website may be functional, clean, and beautiful. But if you are not getting the results that you desire for your business, there’s no point.
Your website should always be in line with your business goals.
Study your website’s conversion rates carefully. Is your visitor-to-lead conversion high enough?
Are your call-to-actions clear and compelling?
Are you providing enough value on your landing pages and blog posts?
Is your content getting people more curious about your business and what you do?
Does your website reflect the voice of your company?
When you ask yourself these questions, you will be able to better plan out your website rebuild and achieve your company goals faster.
10. Your Website Has a Slow/Heavy/Bulky Theme
If your website was built on a theme that is bulky, it can greatly reduce your loading speed.
Other problems that occur when you have a heavy website theme are lesser accessibility, half or incompletely loaded web pages, and poor search engine rankings.
When you decide to rebuild your website, you can avoid making this mistake.
You can also use website builder tools such as Elementor so that your website looks the way you want it to, without having too many unnecessary plugins.
11. Your Web Pages Are Too Hard to Access
Ensure that all your important web pages are not more than two to three levels deep in your website. What we mean by this is that your web pages must not be too many clicks away from your home page.
Have a lesser number of subfolders on your website so that all your content is easily accessible.
If you feel your website needs to be redesigned or rebuilt, you can chart out a plan for all the folders and subfolders in your website and ensure that your users can easily find all the content they may be looking for.
What is Crawl Budget For Googlebot And How Does It Affect Your SEO?
Crawl budget is an important term you need to learn about when it comes to SEO.
In simple terms, crawl budget can be defined as the number of pages crawled and indexed by Googlebot within a specific period of time.
Google needs to index a web page in order for it to rank high in the search engine. Your website has a specific crawl budget. If the number of pages on your site is more than your crawl budget, then Google will not be able to index some of your pages.
Your crawl budget is not something you need to worry about unless:
a. you have a huge website with more than a few thousand pages (like an eCommerce website),
b. you have just added a bunch of new pages to your website that you need to get indexed quickly, or
c. your website has a lot of redirects
How To Improve Your Website’s Crawl Budget
There are some good practices you can do to make sure you have a good crawl budget for your website:
1. Make sure your site has a fast loading speed.
Faster site speed ensures that Google indexes more of your web pages in a lesser time frame.
2. Add internal links to your web pages whenever possible.
Google prefers pages with links pointing to them. External and internal links pointing to your page will help you increase your crawl budget.
3. Have a flat and simple website architecture.
A flat website architecture ensures that all your web pages are easy to navigate to. Make sure that important pages are not several clicks away from your home page.
4. Avoid the use of orphan pages.
Orphan pages are pages that have no internal or external links pointing to them. This makes it hard for Google to find and index your orphan page.
Make sure all the content you want Google to find and index have links from other pages that point to it.
5. Avoid pages with duplicate content.
You don’t want to waste precious crawl budget by making Google index pages with similar content. Always make sure your pages have unique and high-quality content.
Comprehensive SEO & Usability of The Website
Graphic design and search engine optimization used to be two different things.
Either your website was built by a graphic designer who can design aesthetically appealing web pages that were beautiful and creative, or by a digital marketer who specializes in search engine optimization of your website.
What both experts were lacking was a knowledge of the importance of usability of the website and overall user experience.
It is essential that you bring a balance between seamless user experience and SEO so that the work of your website management team is not in vain.
There have been numerous studies that show the advantages of having a website design that is both effective and at the same time, ensures a good user experience.
Jonathan Hochman, founder of Hochman Consultants put it nicely –
“I dislike any motion that isn’t initiated by the user. Web sites should not have auto-playing video, nor any sort of automatic slideshow or carousel. If people find a website annoying they are unlikely to link to it. You want to have a pleasing design that doesn’t frustrate the user.”
Off late, people have understood the advantages of taking a comprehensive approach when designing their websites as this allows them to analyse the results and test out different things.
How Does a Comprehensive SEO and User Interface Aid in Digital Marketing?
When you take a comprehensive look at your website design and SEO, you focus on the reason and not just the features.
You need to consider the process as a whole while managing and promoting your website, instead of using a superficial approach.
This is why only real experience designing different types of websites and fixing issues can help when you want to design your website.
There are tons of factors that need to be taken into consideration when you are doing SEO.
Understanding why your ranking changes with time, why sometimes your traffic seems nonexistent, why your bounce rates keep increasing, and why visitors do not spend too long on your pages, takes a long time.
Understanding User Behaviour And SEO
Your analytics and data may look haphazard and unrelated at certain times.
Sometimes you may not find answers for the following questions:
* What makes your bounce rate high or low?
* Why does one web page rank better than others?
* What could cause a sudden increase in referral traffic?
* Who are the usual visitors of your website?
* Where are your ideal visitors in their journey?
* What made them get to your website in the first place?
* What devices are your visitors browsing your website on?
* Have any of your preconceived notions about your audience changed due to your analytics?
If you learn to ask the right questions and look for answers in the right places, you will soon start to understand what you need to change in your web design.
Try to trace your visitor’s steps after they visited your website.
Did something put them off?
Did they not find enough information easily?
Is the web page loading time too long?
Did they get distracted by other irrelevant links?
Figure out the reason behind these actions and try to work on them.
For instance, if you started a pay per click (PPC) ad campaign and it did not bring the desired results, try to figure out what went wrong and what could have been done better.
Take a Look At The Whole Picture
When implementing SEO in your website design, it is important to ignore the little bits and pieces.
Instead, step back and take a look at the big picture.
As long as technology keeps advancing, human behaviour and interactions with the internet will keep on changing.
There are a lot of psychological reasons why certain websites are designed the way they are. For instance, if you place an image of a person looking towards the direction of a call to action (CTA), users will tend to look towards it.
A website’s colour scheme also evokes a different emotion from different people, most of the time contrary to the expectations of the graphic designer.
Your website design is crucial because research shows that your landing pages have just about five seconds to make a user stay on it.
With just a few tweaks here and there, web pages can be easily made to ensure that users spend more time on them.
More time on site means more potential customers.
An experienced SEO strategist understands this and wishes that website owners do too.
SEO experts claim that a good user interface will greatly improve user interaction and ensure that the user takes the desired actions.
It is the job of a digital marketer to make sure your website is successful.
But how can they be expected to do this if they are presented with a poor performing website that is not designed optimally?
Web Content Accessibility Guidelines (WCAG2.1) allow search bots to crawl websites easily, which is why experts recommend you follow them.
As search engine algorithms keep evolving, it is the need of the hour to analyse and implement the best SEO practices for your website.
Paying attention to your search engine ranking, constantly finding ways to increase your website traffic, and studying the competition in your niche is of utmost importance.
SEO experts are used to studying Google’s search engine patents alerts so that they are kept abreast with the latest updates and developments.
Intuitive strategists who work to improve SEO for websites have sound knowledge about accessibility lawsuits pertaining to Americans with Disabilities Act (ADA). This is why they are extra cautious in undertaking accessibility site audits. Failing to do so could risk in your company undergoing legal complications.
A well-reputed SEO company can easily determine whether a website is ready to develop its own promotion strategy. They are skilled to figure out the usability of different websites and perform site audits.
These site audits are designed to guide the website owner as to how they can increase conversions of visitors into customers and thus increase their profits.
The Gap Between Website Developers And SEO Experts
SEO experts and website developers do not have a lot in common.
It is essential that both parties educate themselves about the importance of the other so that they can work better as a team.
Without this, companies waste a lot of time and money due to miscommunication between web developers and SEO strategists.
For instance, when a new code having a noindex tag is released, Google detects the change and drops the page from the index.
Now, if this is a key landing page on the site, the SEO expert will have to find out the reason why this happened. A fix will be added to the development queue and a developer fixes it. It will then probably take weeks or months for Google to reprocess the page and recrawl and reindex it.
This does not guarantee the original amount f traffic to the page, and this can push your competitors higher than you in the meantime.
A solution to this would have been that the web developer learns about noindex tags so that the whole process could have been avoided.
How This Gap Can Be Bridged
It is important that developers and SEOs work together towards a common goal.
Understand what the role of each is, and try to gain fundamental knowledge about each other. This will vastly improve communication between both SEOs and developers.
Plan out clear goals and expectations for the project.
This will ensure a smoother workflow with no time wasted in explaining the context of certain changes that are made to the website.
The Best Solution For SEO Website Design For Your Business
Although you have a whole bunch of analytics and data points that will feed you information about the performance of your website, you will not be able to predict how your website visitors or customers respond to your web page content.
There are just too many factors that you need to consider.
This is where a background in SEO is highly desirable, along with years and years of relevant experience.
The task at hand is to make visitors know that your website has all the information and tools that they are searching for.
There should also be no obstacles that the potential customer needs to cross in order to get to that information or product or service.
Over the past two decades, although the basics of SEO have not been altered, what has undergone changes is the technical aspect of it.
Some websites have many thousand pages of information.
This complex grid of information can cause obstacles when it comes to navigation for search engine bots as they follow links and figure out the logic behind them.
This constitutes the back end of your website and is what web developers have to deal with.
The actual aesthetics and design of the website is the front end, which users interact with. This also plays a role in the SEO of your website.
If the website management team is not able to understand the ins and outs of SEO, there arise multiple issues that the clients will bring up during the course of time. Every client obviously wants their website to be top-notch.
For large organizations, this is not an issue. They have the means to hire well-experienced search engine experts who have a balanced knowledge of the technical aspects of SEO as well as a sound understanding of how important usability of the website is.
However, smaller companies tend to overlook this important aspect as they are not truly aware of what a huge role the design of their website plays in ranking them high on search engines. They also do not have much of an idea about how competitive the field is.
The number one hurdle that restricts them from investing in SEO website design is their budget. New business owners who do not possess enough knowledge about SEO lose patience quickly and are prone to give up.
It takes a solid team to build a website that is aesthetically appealing, has great usability, and is SEO optimized.
It is best to start at the very beginning and build a website from scratch keeping SEO in mind.
This can help you avoid major disputes regarding website design and optimization in the future.
If you already have a website, it makes no sense to try to start incorporating SEO techniques into it now.
What you need is a complete website rebuild.
When you have a solid foundation for your website, nothing will be able to shake it. You will be investing in a website design that will turn tons of visitors into valuable, paying customers who are in love with your brand and service.
A strong team of experts who work together will be able to deliver the results that you expect, although it may seem to take longer.
Even so, one thing is for sure – it takes an experienced team working in harmony in order to build a successful website.
A strong team can do exactly that for your business website!