Do you have a website that is more than a couple of years old?

Is it just ticking over at this point, an afterthought? Well…

It might be time to consider giving it some attention.

A website that is essentially collecting dust is unlikely to get you new leads. Research shows that the average user spends just 36 seconds on a website before navigating elsewhere. To keep them any longer, something really needs to stand out.

Remember, a website is your shop window, giving potential new clients a first look at who they might want to do business with. You want to make that impression a great one – especially in the age where attention equals currency.

Ready for a refresh? Generally speaking, there are two routes to choose from: a refresh or a rebrand.

Option 1: A new lick of paint

I have had this discussion with friends and clients a lot over the years. In the past, both sides have sometimes opted to just keep a website as it is because “at least it is live”.

But as I said before, having an outdated website just isn’t going to cut it when it may be the first touchpoint your clients encounter upon being introduced to your business.

If your site can’t hold their attention, they’ll click away and find another adviser’s website that can.

Reviewing and refreshing your site is an invitation to take what might have been adequate a few years ago and turn it into something worth bragging about today!

Think about:

• Whether your homepage is eye-catching and offers a strong value proposition
• New achievements you want to shout about – awards, qualifications, or charity partnerships
• Whether your team photos and stock images look outdated
• If you have included up-to-date information for prospects, such as your fee structure, your team, and an idea of the type of clients you help
• Making room for client testimonials, whether videos or written quotations, to showcase the value of what you do.

Option 2: A back-to-brick renovation

Bolting new designs onto an old template can look and feel inauthentic.

Clients always hear me say that “a website is never done”, and in some instances, taking a site back to the drawing board and working back to company branding level can actually be the most effective route to take.

For example, by updating an existing site that looks tired, you may end up limiting your colour palette with your branding choices. Even the best designers can only do so much with black and white!

Similarly, there might be features that just aren’t possible on your existing website, such as a chat function or animations.

If you start again, you can:

• Choose the brand colours that speak to your characteristics as a business
• Tie in your business logo and decide if this needs to be revamped to align with everything you want to update
• Build a user experience that makes sense, making the site easier to navigate
• Speak to professionals to help you land on a logo you want (hint: we provide this – Dan’s recent blog can tell you more).

Your step-by-step rebrand guide

This is, as Anakin once put it, “where the fun begins”.

If you get Yardstick to rebrand your site – and obviously I think you should! – you get to work alongside a sector specialist copywriter and a designer to begin bringing your revamped website to life.

The copywriter will work with you to ensure your tone of voice is brought across the entire website. The designer is there to listen to your ideas and translate them into a design that really looks and feels like your company.

This is the point where you will realise just how much more depth will go into the website compared to what was there before. Details and insights you may never have considered will be on display for you, giving users and potential clients a clear view of who you are and what you stand for.

This is the perfect stage to go into discussion with designers on how best to bring your content to life. In our case, our talented designers take on all sorts of feedback and our track record for knocking it out of the park is impressive!

Once your site is designed, we’ll develop and host it for you

At this stage, your refresh is still just a design. Let’s change that!

Our team of developers are waiting to take your approved design and transform it into the website your business deserves, complete with functionality that allows users to engage with you, design flairs that will wow your clients and new leads, and a completed project you will be proud to show off.

Is your site begging for a new lick of paint OR a back-to-brick renovation? Speak to us

Still debating if it is time? Take that step and begin your refresh journey today. We are ready to help you every step of the way.

For more information email hi@theyardstickagency.co.uk or call 0115 8965 300.