May, 2006. A “website development specialist” unveils your new website. It’s animated and snazzy, reminding you of a diamond jewelry commercial. Jazz in the background sets the mood. He tells you that this website will make you rich. You like what you see. He smiles and shakes your hand, accepting your check for $x,xxx.

Your Pessimism Is Understandable

May, 2010. A website designer cold-calls you today. He’s about to convince you that a snazzy, search engine-optimized website will bring you riches.

“Thanks,” you interrupt cheerily, “but I’ve already got a website.”
“How’s it working out for you?” he asks. You think you hear a sneer.

Here’s how.
Over four years, my snazzy website has attracted 53 unique visitors.
Half were from the USA.
Two called my business phone.
One ended up paying for $35 of my services.
My website cost me $x,xxx and earns me $8.75 a year.

“Great.” Click.

But There’s No Need For Pessimism Anymore

If “website redesign” is a sore topic for you, I understand. You feel jaded by the hype around “Search Engine Optimization” or “social media.” You feel conned by your first website design experience. You feel overwhelmed by the internet in general.

I invite you to give all that frustration up. Because today’s website designer was right. A website redesign will make you rich. It just has to be done well (exactly how is the topic of a forthcoming article!)

So. What are some signs that it’s time for a website redesign?

SIGN #1: Your website doesn’t work.

It should be generating significant traffic and thus profit. Does yours? If not, it’s time for a redesign.

SIGN #2: Your website looks the same as it did 6 months ago.

A stagnating website won’t work. The echoes scare potential customers away.

SIGN #3: Your website is built in Flash (a.k.a. snazzy animation).

Search engines don’t like Flash because they can’t read the text within. Which means no Search Engine Optimization. Which means that your salon’s website will show up on the 25th page instead of the 1st page when a potential client searches Google for “Denver salon.” Which means your website generates 2 new clients every 5 years, when it could be generating 10 new clients every month.

SIGN #4: It takes longer than 5 seconds to load.

Internet users want info, and they want it now. Attention spans have been decreasing for decades. The average internet user expects your website to load instantly. If it doesn’t, you’re losing potential customers to the faster-loading websites of your competitors.

SIGN #5: It was built by a big company which doesn’t specialize in website design.

What kinds of big companies? Business directories. Website hosting companies. Telephone or internet service providers. You get the drift. A website built by these companies won’t generate traffic and profit for you. It’ll be nothing more than a glorified yellow pages ad—inside a phone book which, to extend the analogy, is comprised of a hundred thousand volumes.

If you want a website that works, find a design firm or an entrepreneur freelancer whose goals for your business align with your goals.

Hey. I know of just the guy. Wink poke nudge.

Conclusion:

Now is the perfect time for a website that works for your business. Consider this: in a few years, the competition online will be far fiercer than it is now. But at the moment, the internet is an extremely unsaturated market, just waiting to be capitalized on. Don’t miss out on the wonderful opportunity of now. Take initiative. Ask your friends and family if they think you could benefit from a website that works.

Not sure if your website needs a redesign? Send me a note. I’ll look through your current website and provide some quick commentary and ideas.

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