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Joanna Swartwood, Director of Marketing and Revenue GrowthThu, Sep 25, 2014 6 min read

Should I Redesign My Website: The Importance of Having an Effective Website

Should I Redesign My Website: The Importance of Having an Effective Website

OK, I have a confession: I’m kind of a website snob. Let me clarify, I mean to say that I’ve been spoiled.

My favorite websites, ranging from news to tools to time-wasters, have really stepped up their games and become super compatible with my life. Regardless of the desktop computer, tablet, or smartphone that I am on at the time, the websites that I want to view often look stunning, are super easy to navigate, and provide excellent content.

Should I Redesign My Website: The Importance of Having an Effective Website

Why are they all so great? Honestly, it is because I don’t visit bad websites. Since I know informative, fluid and attractive options exist, I’m going to choose to visit those sites over something that gives me a less-than-desirable experience.

Why am I telling you this? Because I am not the only one.


Be honest with yourself: are you spoiled, too? Chances are that when you visit a website for the first time, you judge that company faster than you can click the “back” button. Or maybe you feel a little skeptical about visiting a company’s site because it showed up rather low in the search engine results.


The truth here is that expectations and experiences can grow or sink your website. It is no secret that people want to come to your website and have a consistent, educational, and easy experience. If they don’t get those things, what is their reason to stay (or buy) on your site?

Reflection time: would you want to visit your company’s website? Put yourself in your ideal customer’s shoes: does your company’s site solve your problem, educate you, and make you feel excited to work together? Or, is the website just another website that you’ll navigate away from?


If you are still wondering how important it is to have a well-functioning, compatible website, check out these statistics from Stanford researchers:


75% of visitors admit to making judgments about a company’s credibility based on their website’s design.


Let’s say four of your ideal customers visit your website at the same time: three of them make snap judgments on your company simply based off of the design of your site. This could be the branding and credibility of your homepage, or it could even be the mobile-version of your website.


Regardless of the specifics, people are visiting your website and judging your company based off of what they see. If that doesn’t scream the importance of a high-performing website, maybe this next one will.


.05 seconds: the amount of time it takes for visitors to form an opinion about your website.


For reference, that is about the time it takes to blink. So not only are the majority of visitors judging your company’s credibility, but all of your visitors are judging your business based off of your website, and judging it fast. No pressure, right?

Visitors are going to enter your site, take a look around, and depending on that experience, they will leave or stay. When it comes to websites, you can say that people judge books by their covers.

Every one of your web pages, from the homepage to blog posts to landing pages, they all need to be well designed, thought out and strategically planned. 94% of your visitors are getting their first impressions based off of design-related criteria, so if your site isn’t appealing, it is time for a redesign.


85% of B2B customers search the web before making a purchase decision.


OK, if your website isn’t the greatest, this one has to make you sweat, right?

The customers that you want to buy from you, they are searching online and they won’t just be looking at your website, but at your competitors’ sites as well.

So not only does your website have to rank well and provide the information that these visitors seek, but it needs to provide credibility, build trust and stand out from your competitors. If your site doesn’t stand out and provide the absolute best experience, you are losing out on valuable sales to your competition.

The entire reason that these statistics exist, the reason that I am spoiled, is because of constant evolution. People, the way we research and buy, as well our needs and wants, are just as dynamic as the new internet trends we encounter on a daily basis. Smart companies study these changes, and they work to optimize their websites for their visitors regularly.




Your company’s website has the potential to be the best lead-generation machine and salesperson that you have. Is your website performing as well as it should be or does it need a redesign?


Learn more about web redesigns and the process that goes into building an effective website strategy by downloading our free eBook below!