Learn the 6 key signs that it’s time to redesign your website. It also provides actionable tips on how to address these signs alongside real-world examples from brands of all sizes showing how any business can implement these changes and stand out online.
Think of your website as your digital storefront. It’s often the first point of contact with clients (or potential clients) and just like a storefront, it needs to be clean, modern, and helpful. If it’s not? Well, you’re probably sending people away faster than you can say "click."
But it’s not just about looking good. Your website should actively work for you. Just telling people what you sell isn’t enough. It should show visitors how you can solve their problems and why you’re the best fit for them, and make it easy for them to take the next step. So, whether it’s the content, the design, or the behind-the-scenes tech, everything needs to be up to date and in sync with today’s best practices.
Wondering if it’s time for a refresh? Let’s explore why keeping an outdated website can be bad news—and six signs that you might want to consider a redesign.
Let’s face it: times change, and so do websites. What looked and functioned well five or ten years ago might not cut it today. Here are five reasons why an outdated website can harm your business.
Think about this: if your website looks like it hasn’t been touched since the early 2000s, what does that say about your services?
A consulting firm I recently worked with asked for feedback on their website. I actually had to spend nearly an hour just trying to figure out what they actually did and who their ideal audience was. This kind of key information needs to be front and center, no questions asked. If visitors can’t quickly understand your services and who you help, they’re likely to leave before discovering your value.
A recent client came to me, puzzled about why so many people started filling out their forms but never completed them. Want to guess how many fields their primary contact form had? Fourteen! Can you blame visitors for abandoning it? They probably thought, 'I’ll come back to this later,' but never did. This is a prime example of how an overly complicated form can cause your website to lose valuable leads.
Websites no longer need to be “mobile-friendly.” They need to be “mobile-first”! If your site looks clunky or is hard to navigate on mobile or just plain slow, visitors won’t stick around.
Search engines love a well-functioning, modern website. If your website is outdated, chances are it's not optimized for today’s SEO standards. This means you’re losing visibility in search results and missing out on valuable organic traffic.
As your business grows, your service offerings may change, but if your website is still advertising services you no longer provide—or missing new ones—it’s time for an update. Don’t let potential clients leave because they don’t see your latest offerings. You’re probably thinking, “This doesn’t mean I need to redesign anything. I just need to update the content.” Not really. New areas of focus deserve to be highlighted and promoted, not just added to a list of services (or worse, an already long dropdown menu).
A service-specific landing page allows you to dive deep into the new offering. Start with a bold headline and hero image that immediately explains the service's value. Break down key features using bullet points or icons, add client testimonials or case studies for credibility, and ensure a clear call-to-action (CTA) stands out. Incorporate multimedia elements like videos or infographics to make the page engaging and optimize for SEO to attract organic traffic. See how HubSpot and Zendesk created engaging, detailed landing pages for their services.
Add a dedicated link for your new service in the main navigation bar for easy access. Use clear, specific labels instead of generic ones and make the link stand out with subtle design tweaks like color or bolding. If you use dropdowns, include a brief service description within them to entice visitors. A sticky navigation bar also ensures the link remains visible as users scroll. See how Slack and Trello made their new services easy to find with dedicated navigation links.
Feature your new service with a homepage hero banner or a short promotional video. Use engaging visuals and concise messaging, with a strong call-to-action (CTA) like "Learn more" or "Get started." Add subtle animation or a “New” label to grab attention. Include the video on key pages and end with a CTA to encourage visitors to take the next step. See how Dropbox and Airbnb use banners and videos to promote new services.
Your website might look great and even provide valuable information, but if it’s not actively generating leads, it’s not working hard enough for your business. Simply having a “contact us” form or a newsletter subscription form isn’t going to cut it. Visitors need an easy path to take the next step.
A complicated user journey can confuse and frustrate potential clients, causing them to leave before they convert. To generate more leads, map out a simple, clear journey that takes visitors from awareness to action. Remove unnecessary clicks and make it easy for them to find what they need and take the next step. Consider adding sticky CTAs (calls to action) that follow users as they scroll, ensuring they never have to hunt for a way to get in touch.
No one wants to fill out a long, complicated form—especially when they’re just starting to learn about your services. Simplify your lead capture forms by only asking for essential information, such as name, email, and one key question. This reduces friction and increases the chances that visitors will complete the form. You can always ask for more details once you’ve engaged with them. See how Basecamp and ConvertKit use short, minimal forms that make it easy for visitors to sign up without overwhelming them.
Give visitors a reason to share their contact information by offering something valuable in return. This could be an eBook, a checklist, a free consultation, or even a special discount. Lead magnets incentivize visitors to engage, turning passive viewers into potential leads. The more relevant the magnet is to their needs, the more likely they are to take the next step. See how Backlinko and Drift offer free guides and resources in exchange for emails, building their email lists while providing value to visitors.
If you offer a variety of services or cater to different types of clients, a one-size-fits-all landing page won’t convert effectively. Build dedicated landing pages for specific services or audiences, ensuring that each page speaks directly to the needs of that group. I recently worked with a company that catered to three distinct groups—banks, investors, and care home operators—and by creating separate landing pages with prominently featured tabs for each, we made it much easier for potential leads to find what they needed.
Let’s face it: in today’s competitive world, first impressions are everything. If your competitors’ websites look slick, professional, and engaging while yours feels outdated or clunky, potential clients will be quick to click away. It’s not just about looking good—it’s about positioning yourself as the superior choice.
Start by visiting your competitors’ websites to see what they’re doing right. What design elements, features, and messaging are they using that you’re not? Identify the things they’re doing better—whether it’s a cleaner design, faster load times, or more engaging content. But remember, this is about learning, not copying. Use their strengths to inspire your own improvements. See how Headspace and Drift outshine their competitors by focusing on user experience and offering unique content that hooks visitors.
It can be tempting to mimic what’s working for your competitors, but that won’t help you stand out. Instead, take what you’ve learned and find ways to innovate. Ask yourself how you can present your unique value proposition in a more compelling way. Whether it’s through engaging visuals, a personalized experience, or interactive elements, innovation is what will make visitors choose you over the competition. See how Buffer and Loom innovate by focusing on simplicity, ease of use, and interactive features that make them stand out from the crowd.
Don’t be shy about highlighting what makes you better than your competitors. Whether it’s your unique process, industry expertise, or superior results, make sure you’re telling visitors exactly why they should choose you. Even if it feels like showing off, it’s crucial to communicate your strengths and let potential clients know why you’re the better option. See how Zapier and Calendly are clear about what makes them better, emphasizing features that their competitors lack.
An outdated website is a dead giveaway that you’re falling behind the competition. Keep your site updated with fresh content, new case studies, and the latest features. Regular updates not only improve user experience but also help with SEO, ensuring your website stays visible and competitive in search results. Make sure your design, content, and functionality are all up to modern standards to avoid falling behind. See how Notion and Webflow consistently update their websites, adding new features and fresh content to stay ahead of the competition.
We’ve all seen them—websites that still look like they’re from the era of flip phones and dial-up. If your site is rocking chunky buttons, busy layouts, or outdated visuals, it’s time to refresh. You might be thinking, “It still works, so why mess with it?” Because first impressions matter, and your website’s design is a key chance to show visitors that you’re on top of your game.
Ditch the cluttered, boxy layouts and opt for a clean, minimalist design that puts your content front and center. Use ample white space to make your site feel open and easy to navigate. Simple, sleek designs are the current trend, helping your site look professional and polished. Avoid outdated effects like drop shadows and heavy gradients, and instead, embrace subtle depth through modern techniques like flat design and soft shadows. See how Brave People and Work & Co embrace a modern, minimalist design that focuses on simplicity and clarity.
Older websites tend to rely on confusing, multi-tiered dropdown menus. Today’s best practices call for simplified navigation that is intuitive and easy to use. Ensure your main navigation is clearly labeled, with fewer options and a streamlined user experience. A sticky navigation bar, where the menu stays visible as users scroll, also enhances usability. See how Barrel and Electric Pulp simplify their navigation to create seamless user experiences, making their content accessible with minimal clicks.
Stock images featuring overly enthusiastic office workers or staged interactions belong in the past. Today’s audiences appreciate authenticity. Use custom photography or high-quality, relatable images that align with your brand and speak to your audience. This makes your site more engaging and personal. See how Fuzzco and Focus Lab use authentic, high-quality images that reflect their brand’s story and resonate with visitors.
Typography plays a huge role in how modern or dated your website feels. Gone are the days of Times New Roman and Arial dominating the web. Choose clean, sans-serif fonts like Helvetica or Lato, which feel contemporary and are easy to read. Modern typography enhances readability and contributes to a polished look. See how Heco and Instrument use modern typography to give their websites a sleek, contemporary feel that’s easy on the eyes.
The color palette you choose can either transport your website back in time or give it a fresh, vibrant feel. Modern websites use bold, sophisticated colors or muted, pastel tones, paired with plenty of white space. Avoid neon colors and harsh contrasts, which can make your site feel outdated and overwhelming. See how Tiller and Tiny Giant use modern, thoughtfully selected color palettes to create a visually appealing, professional look.
Clients want to feel reassured that you can solve their problems. It only helps if you showcase how you solved problems for other businesses. You might be thinking, "I already have client logos up—isn’t that enough?" It’s not. Today’s clients want to see a compelling story, showing prospects not just who you’ve worked with, but how you made a difference.
Logos are great, but they don’t tell the whole story. Use detailed case studies to show how you solved real-world problems for your clients. Break down the process—explain the client’s challenge, your approach, and the solution you delivered. This allows potential clients to see that you’re not just capable, but also strategic and adaptable in how you work.
Don’t just stop at describing the solution—prove how well it worked. Include measurable outcomes like “increased traffic by 35%” or “cut costs by 20%.” Clients want to see tangible results that show your solutions have real, meaningful impact. It’s one thing to say what you did, but proving how well it worked makes your case studies even more compelling.
Don’t hide your success stories in obscure sections of your website. Make them easily accessible by featuring testimonials and case studies prominently on your homepage or key service pages. Instead of having a dedicated “testimonials” page, sprinkle testimonials throughout the site where visitors can easily find them. This creates a constant reminder of your credibility as visitors explore.
Be honest—when has the typical “why us” section ever felt authentic to you? It often feels staged (even forced). Instead of telling visitors why you’re great, show them through the other elements of your website. Case studies, testimonials, measurable results, and visible client success stories speak much louder than a few lines in a “why us” section. Let your work and your clients do the talking.
Video testimonials are one of the most powerful ways to showcase credibility. Seeing and hearing a client explain how you helped them adds authenticity and trust that a written testimonial simply can’t replicate. Videos offer a more personal touch, allowing potential clients to connect with your brand on a deeper level.
With more than half of all web traffic coming from mobile devices, it’s no longer enough for your website to just look good on a desktop. If you’re thinking, “Mobile users can always switch to desktop if they want the full experience,” let’s be real—most won’t bother. Today’s users expect a seamless experience across all devices, and if you can’t provide that, they’ll quickly move on to a competitor.
Being mobile-friendly is great, but going mobile-first means you’re designing for mobile before desktop. This ensures that mobile users get a fast, intuitive experience tailored to smaller screens. If you’re not sure how to make the leap from mobile-friendly to mobile-first, check out my blog post where I guide you through the process. Mobile-first design is now a best practice for websites that want to capture and retain mobile users effectively. See how Smalls and InVision prioritize a mobile-first approach, offering seamless mobile experiences that are fast and easy to navigate.
If jumping straight to mobile-first feels overwhelming, start by running your website through Google’s Mobile-Friendly Test. It’s a simple tool that identifies issues with how your site functions on mobile, giving you actionable feedback on what to fix first. This is a great starting point for anyone looking to improve their mobile experience without fully redesigning their site. See how brands like Mailchimp and Toggl use simple, mobile-friendly designs that pass the test and ensure smooth functionality on mobile devices.
Complex navigation can frustrate mobile users, especially on smaller screens. Simplify your navigation by reducing the number of menu items, using collapsible menus (hamburger menus), and placing your most important links at the top. Sticky navigation can also help keep important options accessible as users scroll through your site. The goal is to reduce friction and make it as easy as possible for users to move through your website. See how SimplePractice and Clover keep navigation streamlined and intuitive, allowing mobile users to find what they need without hassle.
Mobile users are notoriously impatient, and nothing sends them away faster than a slow-loading website. Compress images, reduce the number of heavy elements like videos, and optimize your code to ensure fast load times on mobile. Even a one-second delay can significantly increase bounce rates, so it’s crucial that your site loads quickly on all devices. See how Typeform and Trello prioritize speed by optimizing images and reducing unnecessary elements, resulting in fast load times and a better mobile experience.
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