Larry Bodine of the Law Marketing Blog shares some fascinating statistics on the importance of an updated website in his blog today. If you have been putting it off, pull the trigger!
Did you know that 68% of marketers did a website redesign in the last 12 months and they spent a median of $10,000 doing so, according to Hubspot's Science of Website Redesign. This belies the myth that a major law firm has to spend north of $50,000 to revamp their website.
What's more, only about half of website redesign projects finish and launch on time, according to the data, and 1/3 of marketers were not happy with their last website redesign. The data came from surveys of 100+ consumers, 100+ marketers and 100+ agencies.
"Most people think you should redesign your website every one to two years," according to Mike Volpe CMO of Hubspot. "Your website should be a living, breathing, chaning being. Edit and improve it constantly."
55% of the time the marketing team initiates the idea for a website redesign, although the CEO starts it 30% of the time. As to who actually undertakes the redesign:
- 44% of website owners hired an outside company for the majority of the project.
- 53% did the maority of the project internally.
- Satisfaction with the results was the same whether the work was outsources or handled in-house.
It generally takes 4 to 5 months to redesign a website. Lightning speed is one month but it can take up to two years, as many law firm marketeres know.
Good and Bad Metrics
How can you tell if the redesign was successful. Here are some better metrics:
- Visitors
- Leads
- Sales
- Conversion %
- All of the above, but by source
Worse Metrics
- Bounce rate
- Time on site
- Page views
- Pages / visit
- "Hits"
- Google Pagerank
The key takeaway is that what visitors want most is a website that is easy to use -- not Flash, fancy design or artwork. Find out more about website redesigns that get marketing results.
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