Your website is a ticket to high rankings in Google, brand awareness, and sales. You might trust your instincts when designing and optimizing it, and you might see no issues with its structure as long as it generates some leads...

But what about your customers?

SEO and design trends change rapidly. As a professional marketer, you don't want your project to be left behind because of your bias, oversight, or personal taste...right?

Websites tend to get old. With no timely updates, they cease to fulfill their tasks: to sell, inform customers, and enhance the brand's image. It’s crucial to keep your business platform up to date, both visually and technologically. And as it's not that simple to soberly assess a website condition, this article reveals five signs to help you notice the weaknesses of your resource.

And improve it for better conversion, to be sure.

1. Bulky Structure

In time, online business is prone to grow. A company gets new departments and branches, as well as new products or services to sell. As a result, its website becomes overgrown with extra pages and content. If you don't structure it, visitors won't find any essential information there and leave your website for another resource.

The website structure impacts user experience and influences its SEO metrics drastically, organic bounce rate and conversion rate in particular.

Categorize products or services, and itemize content by topics so visitors could find them faster. Don't overload website pages with secondary elements for users to see desired information at once. To understand how well visitors navigate the website, run a test: ask a representative of your target audience to find something there. How much time does it take?

Consider navigation trends like:

  • Sticky navbars, allowing users to navigate websites from anywhere on the page.

  • Universal navigation to link several brands of the same business together and draw users attention to them.

  • Mega menus that best fit websites with loads of content where multiple columns need to be displayed.

  • Vertical navigation that is visible all the times, and users can click on icons instead of looking for them.

  • Simplified navigation, allowing users to focus on the top content of your website.

Simple navigation on the homepage

2. SEO-Heavy Texts

Gone are the days when Google ranked websites by keywords density in content. Keywords still matter for SEO, but you need to concentrate on readers rather than search engine robots when publishing texts on your business website.

The signs you continue over-optimizing the content are as follows:

  • You still try to rank for keywords, and some of them are irrelevant to the topic of your content.

  • You focus on one link type, which makes all backlinks look unnatural.

  • You assign keyword-dense URLs to the website pages.

  • Your internal links sparkle with keyword-rich anchors.

  • You stuff the website footer with keywords, too.

  • Your titles and descriptions are not unique.

  • You duplicate content and don't apply to creativity when writing texts for the website.

With RankBrain on its rise, you need to organize SEO texts on the website so they would influence its dwell time and CTR. Woorank will help to analyze keyword performance; LSI Graph, Google Search, and niche forums will allow you to choose alternative keyword types to include into content, and smart on-page SEO will help users find your website and benefit from its content.

Useful, compelling content answering a "So what?" question and bringing a surplus value to visitors is what Google algorithms consider worth ranking on the top of the SERP today.

3. No Mobile SEO and Design

According to Stanford Persuasive Technology Lab, 46% of people consider a website design the #1 criterion to decide if it's credible. In case it's outdated, visitors may reach the conclusion that owners don't give a damn about its growth and usability. To understand if your design is archaic, let's get all trends out.

Back in the 2000's, a realistic design called the shots. Based on the maximum sameness with the world around, it imitated objects, made them extensional by shadows and gradient, and was marked by using textures as background.

Website design from the early 2000s

ThatIt was yesterday. Today, web designers understand that it's content, not picture what matters. Users need information, not snazzy decoration; so the focus has shifted to flat, minimalistic design.

Modern and minimalist website design

Besides, your business website is definitely outdated if you ignore mobile SEO,.

As most SEO specialists know, mobile searches have already exceeded desktop ones, and 95% of the mobile search market belong to Google. More than that, it's a mobile version of your website what determines search rankings; so if it fails – you'll lose high SERP results and therefore leads.

Details to consider:

  • Your website should adjust to mobile devices and desktop screens of all sizes. Dynamic serving is what you need here.

  • Think of using mobile SEO for voice search optimization in case your business gets a lot of mobile traffic. (Use Google Analytics to check if it does.)

  • Don't separate URLs of desktop and mobile versions of your website. Responsive Design is what will help: a single URL, user-friendly, with no redirects or duplicated content.

Run mobile-friendly tests to see if your business website looks good on different devices, and do your best to work on its mobile SEO regularly.

4. Poor Set of Features

Sophisticated technologies allow us, webmasters and marketers, to implement extra features to business websites to help potential clients with information search and product/service choice.

Relish the opportunity, and make a customer's journey enjoyable. Examples:

Add online assistance, like Venngage:

Venngage's online assistance pop-up

Offer them alternative products, services, or content they might like. That's what e-commerce segment often practices, Shopbop for example:

Alternative products offered on Shopbop

Invite them to get a quote or start a visual guide through your website, l. Like Bid4Papers did:


To decide what will work best on your business website, consider competitor analysis and A/B testing of different features.

5. No Brand Identity

If your business has developed its corporate identity and tone of voice, present it at the website.

  • Use your brand logo and colors.

  • Consider corporate fonts.

  • Use brand signs or patterns. Don't forget mascots, if you have any.

WooRank mascot

It will grow your brand awareness and trust, communicate your brand idea and marketing message, and differentiate yourself from competitors. If your brand identity develops and changes in time, make sure to update the website accordingly.

Long Story Short…

Move with the times and your customers. Consider SEO and web design trends to win Google ranks and please the target audience with superb usability as well as profitability. Avoid bulk structures, poor features, and outdated SEO tactics to optimize your business website; otherwise, the bounce rate will skyrocket, while organic traffic and conversion will leave much to be desired.

An advanced SEO specialist, you can't let it happen. Can you?