Why Your Website Needs a Rebuild: The Hidden Costs of Poor Structure and User Experience
Discover why an outdated or poorly structured website can cost your business thousands in lost revenue and missed opportunities. Learn how site speed, usability, and technical errors impact your Google rankings and what steps you can take to fix them.
In this guide, we'll learn how to assess whether a website needs a full rebuild due to technical issues, poor performance, and structural problems. Understanding when a site is beyond repair can help you avoid ongoing costs, lost revenue, and poor search rankings. We will look at common signs such as slow loading times, excessive unused code, and persistent backend errors that impact user experience and business growth.
Let's get started
Right. I made this video to explain a few things to you.
Scott and I had a conversation last week about sorting out the change on the website. We both agreed, "There's no way we can make all these changes." It wasn't because we lacked the ability. There's just too much. I mentioned it to you when we first met, and I understand why you don't want to. Why was it so red?
I understand why you don't want to, especially after spending that much money just a year or a year and a half ago, and being told that all the problems would be fixed. I have some notes to help show how much this is affecting you and why it might be a good idea to address it. We discussed this earlier, and I understand the reasons and the issues. It's not ideal. I understand from an investment perspective. You might spend four or five thousand dollars on something that could be worthless a year later, or it could become very valuable.
It is losing you money on a daily basis. Because even if I just go...
Let me move out of the way. For simple growth, you have these, these, these, these, and then there’s you. And, uh, I think...
Is it these guys? How are they ranking above you? They are, and it's ultimately because Google sees their site as better than yours.
I know it sounds strange because theirs looks like my great-grandma built it 100 years ago. Based on their scoring of accessibility, speed, site structure, and usability, they consider it better than yours. It provides a better user experience. Google's main goal is to provide searchers with the best user experience. You'll see here that the website loads in 8.4 seconds.
Yes, there are a few things we can do to speed that up. We can probably get it to around six and a half or seven seconds.
"" And you'll see the reason why.
You probably won't, because you won't understand what this means.
This is unused CSS. CSS is the code that styles your website. Otherwise, without CSS, it would just be words on a page. There are unprecedented amounts of unused CSS. All the plug-ins loaded on your website, including the massive theme and extra code, are not being used.
Google and browsers still have to load it anyway. Whether it is being used or not, it still has to be loaded. That is what causes it to be so slow. The backend. I am looking at my notes now. The backend cannot be fixed. It's wrong at every structural level.
It's like building a house on tissue paper. And if I load up...
"" This is what we used to conduct the audit. There are 1,571 structural errors, warnings, and notices. The errors are the major issues, and they usually...
The errors should be at zero.
You can have about 100 notices, as they are usually somewhat picky.
Warnings should also be close to zero.
Certainly fewer than 10, but errors at 171 is just...
And that's without any human-spotted errors, such as spelling mistakes, pricing errors, design errors, or team errors. Things noticed by Scott, the nurses, the team, or others. That's probably closer to 2,000. That's why you can see there's no way we can fix this site. Like, it's...
I would never touch that. We wouldn't even know how to approach it. Gaz, who has worked as a Web Designer for 15 years, said that... We've all said it many times in the office: there's just no way. It's frustrating that we have to keep coming back, and Scott keeps saying, "This is sorted," or pointing out issues with the website. We can't even change the order of the team on the Meet the Team page.
We built apps for the NHS and the government during COVID. It's not a capability issue. Scott requested a five-minute change, but it's taking 45 minutes. If each job takes 45 minutes, it could take less or more time. Time is about 1,500, I think, to get the website sorted.
It's not just the ranking or the errors. You're a good practice. Clinicians invest in the level of care they provide, their clinical capabilities, and further their careers. The actual look of the website isn't terrible. Like, it...
We've tidied up parts of it.
If we tidied up the header section here a little bit and made some adjustments.
The overall look is not absolutely terrible, particularly on desktop. Is the user experience reflecting what you're promoting in your marketing, whether it's a water or dental practice, or any other service? And then when you compare it to St.
Of the practices we built the other day, such as George's in Brighton, which one would you be more likely to spend £10,000 at as a cosmetic or restorative practice, for example?
Um... Yeah. You know, and this isn't... I said this to you before, but this isn't about us building your website.
If you get someone else to do it, I won't be upset at all. We'll see if this one works and what it's like, but SEO this way is completely impossible at this level.
If I go into... I will make this as quick as possible, although I am not usually good at it.
This is your live ranking for Bromsgrove, as shown here.
Now, I'll filter it by your top four, then move myself out of the way again. You rank at the top for Root Canal Bromsgrove, Hygienist Bromsgrove, and Sedation Dentist Bromsgrove. Okay, it's not... It's, it... That's a plus, but they are not the ones you want to rank for the most.
If you look down here: Composite Bonding Bromsgrove, Chip Tooth, Bonding, Family Dentist Bromsgrove, All-On-Four, Best Dentist in Bromsgrove, Implants, and more. Cosmetic Dentist Bromsgrove. Fifth, sixth, seventh... There are only seven practices, as far as I can see. Or last time I checked.
You can get the gist of it.
I know it's... I know it's frustrating to pay for a site you've already had done, but it will probably cost you... If you're missing out on three major implant or restorative cases per month, at two to three thousand dollars profit per case, you're losing that amount each month. You don't want to rely solely on paid ads. Paid ads are like a tap. If you're spending two or three thousand dollars a month on paid ads, and you can get that for...
You can reduce that to 1500 because your organic standing is fine. When you finish the new website, I've noticed this a few times with you and hundreds of times elsewhere. It's the biggest trend this year. We are building a new site. We don't do any ongoing SEO. We have set up the site properly.
We had a practice in Nottingham that moved from page four for dentures... Keep in mind, they have their own in-house lab at the practice. And it's gone. They moved from page four to second place on Google in Nottingham, a large city, within two weeks of having their website rebuilt. And that's not made up.
It's literally true. If I type "denture repair in Nottingham" on Google...
Denture repair in Arnold—sorry, Arnold, Nottingham. There they are, second.
And there's what? "" It's not a... They are a similar size to Bromsgrove. Next...
Oh, I'm... As I mentioned, I will go through this quickly. I don't want to insult your intelligence. You already know most of this. I know you don't want to spend money on a new website when you've just purchased one.
Look at the number of plugins used on this website. They are all great and very detailed, but they are disconnected from the previous builders.
Tokens expired. SMTP notices indicate things are not configured. This is not set up properly because the authentication keys have changed.
Like, it just... It's impossible. It's as if your hands are completely tied. Even if we need to scale back ad spend for three months by about £1,000 and use that for the website, I can send you a form to make sure... If it's...
If you are rebuilding this website to improve its appearance, functionality, and structure, it will not be very expensive. The cost will be reasonable because you are a valued client.
I understand your frustration about spending money on things that don't work, which has often been my experience as well. Even this setup as well. "" You can get it done for less than five, maybe even four, as long as you don't want many additional features beyond what's already here. We've got all... All...
We've got the content from the... Content-based, etc., as well. We will work with Geisha on the branding and related tasks. It will not take a long time, and it will not cost much. An absolute fortune.
I know you're spending a lot of time, money, and effort on marketing, but this is letting you down. People visit landing pages because of ads, but they're not... They are also going to the website. Most are going to your main website. If you want me to calculate that cost, I can do it.
If you want to use this information to request quotes, you can do so. It's not just about equipment costs. Considering the time required and other factors, we won't profit from this. The price I set for it is not the main point. You have everything else nearly perfect, but this is holding you back. This is the shop window—what people see before anything else.
I won't continue talking unnecessarily. I'll let you switch the air. See you later