Signs your business needs a relaunch, and how to diagnose the real problem first

Signs it might be time

• People ask “so what exactly do you do?” after seeing your website or profile.
• Most enquiries are the wrong fit: too small, wrong service, or only shopping on price.
• Your website gets visits but few calls or forms.
• You're busy but not profitable, and your prices haven't changed in years.
• Your best work today isn't what your website and profiles describe.
• You've changed direction, added a partner or merged, and the old brand no longer fits.

Diagnose before you redesign

A redesign is the most visible fix, so it's often the first one people buy. But a beautiful website won't help if nobody sees it, and more visitors won't help if the offer is unclear. Work out which of three problems you have.

1. Check traffic

Google Search Console's Performance report shows how often your site appeared in Google search (impressions), how often people clicked, your click-through rate and your average position. Look at the searches you appear for. If impressions are low, people aren't seeing you. If impressions are high but clicks are low, your page titles and descriptions may not match what people want.

Your Google Business Profile also shows how people found you and what they did, such as calls and direction requests.

2. Check conversion

In Google Analytics, mark the actions that matter, such as a contact form submission or a booking confirmation, as key events, so you can count them against visits.

Then watch real people. Nielsen Norman Group's well-known research found that testing with about five users uncovers most usability problems, as long as you fix them and test again. Ask five people who fit your customer description to find your price, understand your offer and contact you, while you watch quietly. Where they hesitate is where enquiries are lost.

3. Check positioning

Talk to five to ten recent customers and, if you can, a few people who enquired but didn't buy. Nielsen Norman Group recommends open questions about specific past events rather than opinions: “Tell me about the last time you…”. Ask why they chose you, what nearly stopped them, and how they'd describe you to a friend.

Compare their words with your website. If customers value something you barely mention, or describe you differently from how you describe yourself, the message is the problem, not the design. The SBA's market research guidance is a useful starting point for comparing yourself with competitors.

4. Look at your prices

Prices that are too low can attract the wrong customers and leave no margin for good service. Signs include winning almost every quote, a full diary with little profit, and customers who seem surprised by how little you charge. Raising prices usually works best alongside a clearer offer, so customers can see what they're paying for.

5. Choose the smallest fix that works

• Refresh: the offer is right, but the website is slow, dated or hard to use. Fix conversion issues and update photos and copy.
• Reposition: the business has changed, or you're attracting the wrong customers. Change the offer and message first, then the website.
• Full relaunch: new offer, new name or brand, and new website, announced together. Plan it carefully so you keep your reviews and search rankings.

Questions

Sources

• Google Search Console Help: Performance report (Search results)
• Google Analytics Help: Create or modify key events
• Nielsen Norman Group: Why You Only Need to Test with 5 Users
• Nielsen Norman Group: User Interviews 101
• U.S. Small Business Administration: Market research and competitive analysis

General information, not legal, tax or financial advice. Rules differ by location; check with your own adviser.