Imagine this: You own a small bakery known for the best sourdough bread in town. Your regular customers love it, but foot traffic has stalled. Meanwhile, your competitor's bakery, with mediocre bread, has a long line of customers every morning. The difference? Their website is user-friendly, features stunning photos, and shows up first in local search results. Your website, however, was built five years ago and hasn’t been updated since.
This is the reality for many small businesses. Your website is much more than just an online brochure; it’s a 24/7 salesperson, your virtual storefront, and often the first impression customers get of your business. So, how do you know when it’s time for a website redesign? And more importantly, how can you ensure that redesign actually brings more customers?
In this guide, we’ll discuss three clear signs it’s time for a website redesign, what to focus on during the redesign, and how to measure success based on actual business growth—not just looks.
The Hidden Costs of an Outdated Website
An outdated website could be costing you more than you think. Here are some shocking stats:
57% of consumers say they won’t recommend a business with a poorly designed mobile website.
88% of online consumers are less likely to return to a site after a bad experience.
Most visitors form an opinion about your website in just 0.05 seconds.
The most important stat? Small businesses with well-designed websites grow 40% faster than those without. That’s a huge potential for growth that you're missing out on every day you delay a redesign.
Think of your website like the front door to your business. If it’s hard to find, tough to open, or makes an annoying creaking sound when customers walk in, they’ll turn away—no matter how great your products or services are.
Three Signs It's Time for a Website Redesign
1. Your Website Isn’t Generating Leads or Sales
The main job of your website is to drive business. If your website isn’t converting visitors into customers, it’s not doing its job. Here are a few signs that it’s falling short:
Your website gets traffic, but few visitors take action (like contacting you, booking an appointment, or making a purchase).
You’re relying completely on word-of-mouth because your website isn’t bringing in new business.
Customers often call asking for information that should be available on your website.
Real-world example: A local plumbing company spent $1,000 a month on Google Ads but only converted 1% of visitors. After redesigning their site with clear service descriptions, easy-to-find contact info, and customer testimonials, their conversion rate increased to 5.8%—without spending more on ads.
2. Your Website Looks Old or Unprofessional
First impressions matter. If your website looks outdated, customers may think your business is too:
Your competitors have modern websites while yours looks outdated.
Your website isn’t mobile-friendly (check how it looks on a phone—can you navigate easily?).
Your design (fonts, colors, images) no longer matches your current brand.
You’re embarrassed to share your website link with potential clients.
An outdated website can harm trust, especially in industries like healthcare, finance, or contracting, where professionalism is critical.
3. It’s Hard to Update or Manage Your Website
Your website should be an evolving part of your business. If it’s tough to make simple changes, it’s time for an upgrade:
You need a developer just to update basic info (like hours or prices).
Adding new services, products, or content takes too long.
You can’t track visitor data or leads effectively.
Your website doesn’t work with your other tools (like booking systems or CRM).
Example: A local hair salon owner spent hours each week manually updating appointments because her website wasn’t connected to her booking system. After redesigning, the systems were integrated, saving her over 200 hours a year—time she could use to grow her business.
How to Maximize ROI with a Website Redesign
Not all website changes bring the same results. Here’s where to focus your redesign to get the most out of your investment:
Priority #1: Fix Features That Drive Revenue
Before worrying about design, make sure these elements are working well:
Contact points: Your phone number, contact form, and email should be easy to find on every page.
Call-to-action buttons: Use clear, high-contrast buttons for scheduling, purchases, or consultations.
Speed: 40% of visitors will leave a site if it takes longer than 3 seconds to load.
Mobile experience: Over 60% of local searches happen on mobile—ensure your site works smoothly on phones.
Pro tip: Instead of overhauling your whole site, start by focusing on these high-impact features. Once they’re working well, reinvest the extra revenue into further improvements.
Priority #2: Optimize for Local Search
For local businesses, not all traffic is equal. A visitor from another city won’t be walking through your door, but a local visitor will.
Ensure your business name, address, and phone number are consistent across your site.
Create pages for each service you offer, including location-specific details.
Add a Google Map on your contact page.
Use local keywords throughout your site (e.g., “hair salon in Denver”).
Set up and optimize your Google Business Profile.
These simple steps can dramatically improve your visibility to local customers who are searching for services like yours.
Priority #3: Build Trust with Social Proof
When choosing between two similar businesses, customers will choose the one that feels less risky:
Feature customer testimonials prominently (with photos if possible).
Display certifications, awards, or credentials.
Show before-and-after examples of your work.
Include logos of notable clients or partners.
Add case studies to demonstrate specific results.
Example: A tax consultant added case studies showing how she saved small businesses on taxes. This helped her increase consultation bookings by 32%, proving the value of trust-building content.
Measuring Your Website Redesign Success
A successful redesign isn’t just about aesthetics—it’s about growing your business. Here’s how to measure your success:
Set baseline measurements: Before redesigning, note:
Monthly leads or conversions
Average time visitors spend on your site
Bounce rate (how many leave without taking action)
Local search rankings
Phone calls or form submissions from the website
Set post-redesign goals:
“Increase contact form submissions by 25% in 3 months”
“Move local search rankings for [target keywords] to page one”
“Reduce bounce rate from 70% to under 50%”
Track ROI: If you spend $3,000 on a redesign and gain just one new customer worth $3,500, that’s a positive ROI.
