Do I need a new website (often not)?

A person is working on a laptop showing a website design while writing down ideas in a notebook. There is a coffee mug on the table next to the laptop.

At Buzzlytics, we often see that companies who turn to a marketing agency because they want to improve their results are almost by default advised to have a new website built.

Far too short of the mark, if you ask my colleague Lucas, head coach at Buzzlytics. "A new website doesn't solve all your headache problems at once."

For this article I asked Lucas and our colleague Jesper, coach and website trainer at Buzzlytics, what companies should do if they want to see quick results. They also explain in which cases it may be wise to have a new website built.

After reading this article, you will know if you need a new business website or if it is enough to tweak your current site.

What you can usually do better than having a new website built

According to Lucas, a new website is often seen as the holy grail. "People think that a new website is the fastest way to success and that the leads will flow in automatically. But building a good website is quite a process and it takes four to six months before that website is up and producing results.

He lists, "First you have to decide what the website should look like, then it has to be designed, then it has to be developed, then it has to be filled and only then can you put it live. And that's still not the whole story. Chances are, once the website is live, you also have to make adjustments to increase conversion rates, for example."

Lucas therefore believes that companies looking to improve their marketing results should consider other options besides a new Web site.

"Think about clarifying your message with StoryBrand, a lead generator campaign, AdWords or They Ask, You Answer. Within They Ask, You Answer an article you write today can generate sales as early as tomorrow. Much faster than having a new website built first, in other words."

Building a good website is quite a process and you will be several months away before that website is up and producing results.

Jesper often sees that marketing agencies are primarily focused on creating a beautiful website on which they present their client as the hero. "So companies are often the hero on their website. But according to the proven StoryBrand framework we implement with our clients, their customers should be the hero and the company the guide."

So he advises companies considering a new Web site to first get to work clarifying their message using StoryBrand. "That can usually be done just fine on an existing website," he says.

In addition, Jesper's tip is not to be afraid to make changes to your website. "Companies sometimes think that all of the Netherlands is immediately on their website as soon as they put a new page live. But that's not the case. So just test what happens when you add a price page or a few blogs first. And don't present these small steps to the outside world right away, but do an internal soft launch where you ask for feedback. You can always have a completely new website built."

Don't have a new website built right away, but test out some minor tweaks first.

When do you do need a new website?

So most businesses that are told they need a new Web site are better off exploring other options to improve their marketing results first.

So when does a company need a new website?

In the following situations, according to Jesper:

1. Total rebranding

If you need a total rebranding of your brand because your current brand is outdated or no longer works, it makes sense to create a new website. This way, you launch the right new image to your current customers at once and there is no confusion.

2. No logical structure

Even when your website's current menu structure and navigation do not make sense from a customer journey or SEO perspective, it is often necessary to have a new website built. A logical structure helps improve the user experience and makes it easier for search engines as well as visitors to find the information they need.

3. Difficult to adjust

An outdated brand, an illogical structure, a difficult to customize website or technical limitations may be reasons to have a new website built.

4. Technical limitations

Finally, your website may be outdated, for example, if you are using an old version of WordPress or another web tool.

Sometimes WordPress requires so many new updates that you are better off having an entirely new website created. New features in the latest version of WordPress may be able to meet your needs better than optimizing the old site.

Even if certain desired functionalities are not possible within your current website, it is advisable to consider a new website. But always research carefully what the possibilities are first, because even in this case a completely new website is not always necessary.

Do you need a new website?

In this article you were able to read why a new website is not always the best solution if you are looking for better marketing results. Less drastic changes are often sufficient and they also deliver faster results. So always keep a critical eye on what you really need.

At Buzzlytics and our sister company StoryBrand Netherlands, we can help you in the following ways if you want to see more results from your marketing:

In our TAYA Mastery program, we help you become the trusted advisor in your market using the They Ask, You Answer business framework.
In our StoryBrand Website Mastery program, we combine the principles of StoryBrand, They Ask, You Answer and Growth Driven Design. In doing so, you quickly put a first version of your website live, which you continue to optimize continuously.

Wondering if you really need a new website or if there are other options to get quick results? Then schedule a meeting with one of our consultants. We would love to think along with you.