Refreshing your website brings around many benefits, from improved search engine rankings, to enhanced customer engagement. Below, we’ll explore the key advantages of updating your site and how each one will contribute to your business’s success.
Number One: Improved Search Engine ranking
One of the most significant benefits of updating your website is the fresh content that comes with it. Search engines like Google prioritise crawling fresh content over stale pages. As these updated pages are re-indexed, they are more likely to rank higher for your target keywords if they’ve been included in the new content. Why is this important? According to the Eye Square Tracking Study, 70% of participants focus on the top organic search results, with 21% glancing at the lower results for only 0.2 seconds. This means that the higher your pages rank, the more likely they are to be clicked. If you are new to SEO, check out our team’s blog for a starter guide.
Number Two: Enhanced Credibility
A modern, user-friendly website enhances your brand’s credibility, making it appear more trustworthy. Back in 1999, Jakob Nielsen identified four key factors for website trustworthiness: design quality, up-front disclosure, current content, and connections to the rest of the web – all elements included in a comprehensive website refresh. While design trends have evolved, these factors still strongly influence user perceptions. Trust is crucial—Adobe’s research shows that seven out of ten customers are more likely to purchase from a brand they trust, which largely stems from a positive customer experience.
Number Three: Better Customer Engagement
A website refresh that is well-executed can improve customer engagement by enhancing the user experience (UX). This involves removing clutter, addressing UX issues, optimising performance, updating content, and implementing modern design principles. These improvements streamline the user journey and navigation, leading to higher user satisfaction and engagement—which sets the stage perfectly for our next benefit.
Number Four: Boosted Lead Generation
An optimised website with strategically placed call-to-actions (CTAs) can increase lead generation substantially. Many outdated websites lack effective CTAs that convert visitors into customers. It’s essential to ensure your unique selling proposition (USP) and CTAs are clearly highlighted on every landing page. The question that should be asked is: are they compelling enough to persuade visitors to take the desired action? A study by CallPage suggests that personalised and optimised CTAs tailored to a website’s specifics can boost conversion rates by up to 220%, especially when CTAs are strategically placed throughout the page.
Number Five: Understanding Customers Through Data Collection
A modern website can be equipped with analytical tools that gather valuable insights into customer behaviour. Tracking, through tools such as Google Analytics, allows businesses to learn about visitors’ demographics, behaviours, and interactions with your site. For example, you can identify which pages visitors click on and whether they browse on mobile or desktop. This data can be used to create personalised experiences, improve conversions, and make mobile sites more user-friendly. Additionally, tracking can highlight areas of the website that resonate with users and identify those that may need improvement, helping you optimise landing pages, improve search engine rankings, and reduce bounce rates.
Number Six: Harnessing Digital Marketing Avenues
An updated website is better equipped to integrate with various digital marketing strategies. While SEO drives organic traffic and sustains visibility over time, PPC delivers more immediate results. One study highlights that the key to scalability and ROI lies in combining both strategies. That is because when businesses synchronise their digital efforts—such as having a website that works seamlessly with PPC campaigns—often experience an increase in conversion rates. This integration not only boosts conversions but also enhances customer engagement by providing a consistent and personalised experience across multiple touchpoints.
Refresh your Website with DNRG
Updating your website is a strategic investment that brings essential benefits for staying competitive in today’s digital environment. At DNRG, we specialise in bespoke website refreshes, including both e-commerce and brochure websites. Each website is crafted by our talented team to perfectly represent your company and brand.
Our process begins with a consultation, either virtually or in person, to understand exactly what you want from your website. Next, we move on to the design phase, where our web team transforms the insights from our discussions into a range of visuals, providing you with design and layout options. The third stage, which we find the most exciting, is the build phase—this is where your vision comes to life. Once the build is complete, we’ll plan a launch date, ensuring that your new website is ready to deliver the benefits we’ve discussed.
If you would like to see some examples of when we have worked with clients to create an innovative new website build or a multi-page website design check them out! Or, if you would like to see some results: one of our clients saw a 95% increase in monthly conversions after we completed a website refresh for them.
It should be noted that SEO and PPC are often approached as completely separate marketing strategies. While they have many differences, they both fall into the category of Search Marketing. There are so many ways that they can compliment each other to improve results alongside a new website. So we recommend implementing a multi-channel strategy when refreshing a website. One of the biggest benefits of combining these efforts is added exposure on the results page.
It is important to remember that the top 2-3 results are paid ads. Thus meaning, even if you’re ranking 1st for a keyword organically, your competitors could still be in the top position on the results page with an Ad. By using PPC in this manner, you have the ability to dominate both the organic and paid results, resulting in increased traffic, whilst also showing an established online presence.
