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Led by founder Katie Mask, Swan Haus provides interior designers with elevated, strong, strategic brands so they can joyfully & efficiently build a lasting legacy.
Have you been wondering if it’s time for a website update? Maybe you’ve been dabbling with the idea but aren’t sure how much needs to be done. Will a few touch ups do the trick? Maybe just some new photos? Or do I need a full-on Mia Thermopolis makeover? It can be hard to know how much of your time and well-earned money is reasonable to spend on your new website. It might be the exact investment you need to make, but it also might not be the right time. Even as a professional designer, I don’t recommend hiring professional services to everyone. In my opinion, there needs to be a real need for professional help and an opportunity to make a return on your investment. Well good news – I’m going to share with you 5 ways to know if it’s time for an update.
This year, I actually launched my own updated website, so I totally understand how it feels to know that something needs to change. I’ve felt every single one of the points below, so I knew it was time for a revamp. I’m so glad that I finally took the time and energy to make it happen – it’s been a GAME CHANGER for me!
If you’re consistently getting inquiries from people who aren’t your ideal client, it may be time for an update. This may be a difference in style, values, priorities, or price point, but if you find yourself a little more nervous about potential inquiries rather than excited, it’s time for a change. (🙋🏼♀️ Hi, raising my hand because I have TOTALLY been there!)
It can be frustrating to chat with client after client and feel like something is off. And it’s even worse when there’s pressure to generate income, so even when these inquiries may be bad fits, you take them on anyway, and end up with a portfolio of work you don’t love, not to mention feeling uninspired and burnt out.
Just like your best wing-woman, your website should be filtering your potential matches for you. When a potential client comes onto your website, they should be able to tell if you’d be a good match for them. This requires you understanding who your ideal client is, and then crafting your copy and your aesthetics to attract them. If you’re unsure who your ideal client is, then start there. That information is a must-have before starting any branding or website project. It will directly determine the success of your project.
If you’re planning on increasing your pricing, it may be time for a website update. As you shift toward higher-end clients, your website will need to match (and so will your service!). Again, identify your ideal client and think about what kind of website they would want to see. What kind of website do they land on and spend an hour browsing? THAT’S the website you want to be. Did you know 38% of people will stop engaging with a website if the content or layout are unattractive? That’s huge! The higher your prices go, the more responsibility you have and the higher the expectations. Be sure that your website is built to handle and exceed those expectations.
A common mistake I see on the websites of entrepreneurs is that the whole thing is centered around them. “With 10 years of experience and a degree from Stanford… I’ve always loved what I do, it’s such a passion of mine… It all started in my condo in Fort Worth where I learned the importance of…” Blah blah blah. Don’t get me wrong – people definitely want to hear about you and your story. But they want to hear about why it’s relevant to them. Connection between you and your client is important, but the connection between your customer and the SUCCESS you can bring them is imperative.
If you have a services page that is just a bullet-point list of features, it’s time for an update. Give your potential clients some more context! Help them understand how your service is more than just another company. By turning your services page into more of a sales page, you’ll be able to connect on a deeper level and share more decision-promoting information. Include details about the problem you solve, how you solve that problem, the relief you can provide, testimonials from past clients, etc. Having a simple list of “what’s included” will make it easy to be seen as an expense and for browsers to price shop, while a longer form page will help your potential clients connect with you and see you as an expert.
Lastly, if you simply feel that the aesthetics of your website are outdated or don’t align with your brand, it may be time for a website update. Your website design should enhance the information on your website and magnify the value of your offerings. However, if your website design is outdated, it could actually be detracting customers before they even read about your business and your products or services. It takes about 50 milliseconds (that’s 0.05 seconds) for users to form an opinion about your website and decide whether they like it and whether they’ll stay or leave. Don’t get caught on the wrong side of that coin! If your website isn’t pulling its weight, it’s time for an update.
Now that you’ve learned of the telltale signs that warrant a website redesign, you should have a better idea of whether or not it’s something your business needs. This might have you feeling great about your site, or maybe you’re thinking “Yup, I definitely need something new”.
If the former sounds like you, you go glen coco! Keep climbing and keep thriving. If the latter sounds like you, then congratulations! You’re at an exciting and pivotal time in your business. There is much potential ahead and I’m so thrilled for you!! I understand that it can also be a daunting and anxious task to redo your website. (No really – I JUST got done with my redesign, I get it!) I’d love to help you navigate your way to bigger and better things by helping you realign your brand and website. It’s an investment worth making! Feel free to contact me if you’re unsure about next steps or want to chat more about the possibilities. I can’t wait to see your new website take you to the next level!
Have questions? Shoot me an email!
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