Website Red Flags: 6 Signs It’s Time for a Redesign

Your website should be your hardest-working employee, not the quietest one in the corner. It should greet visitors with confidence, clearly communicate your value, and guide people effortlessly toward taking action.

However, for many small businesses, service providers, and growing brands, the site they launched a few years ago may no longer be performing as expected.

So, how do you know if it’s time for a refresh or a full redesign?

If something feels off or if you’ve noticed a slowdown in leads, bookings, or sales, your site may be sending out silent red flags. At Knapsack, we specialize in helping business owners recognize and resolve these issues through thoughtful, conversion-focused redesigns. Let’s walk through six of the most common signs your website isn’t working as hard as it could—and what you can do about it.

1. Unclear Messaging

When someone lands on your site, they should immediately understand three things: who you are, who you help, and what action to take next. If your homepage is vague, cluttered, or overly focused on your achievements, they’ll likely bounce before even giving you a chance.

This is one of the most common issues we see—and one of the most fixable. At Knapsack, we use the StoryBrand framework to help clients clarify their core message and flip the focus from their bio to their buyer. Your client becomes the hero.

Become the Guide

Rather than leading with accolades, reframe your positioning. Your website should say, “I understand what you’re going through—and here’s how I can help.” This shift transforms your copy from self-promotional to service-oriented. When your message is clear, your value becomes obvious, and your visitors feel seen and supported.

2. Poor Mobile Experience

It’s no longer enough for your site to look good on desktop. It needs to perform beautifully on mobile—because that’s where most of your audience is browsing. More than 50% of all web traffic now comes from smartphones, and for many industries, that number is even higher.

If your site is slow to load, hard to read, or clunky to navigate on a phone, you're losing potential clients before you even get the chance to start a conversation. People expect a friction-free experience.

Simplify the Path

Mobile design isn’t just about shrinking content to fit a smaller screen. It’s about simplifying navigation, prioritizing action, and removing friction. At Knapsack, we build mobile-first Squarespace sites with clean layouts, fast load speeds, and intuitive navigation—so your audience can engage effortlessly, wherever they are.

3. Resume-Style Content

Your website isn’t the place to showcase your entire career history. Visitors don’t show up to read your story—they come with a problem they want solved. If your site leads with credentials, long bios, or “about me” content, you might be losing them.

Speak Their Language

Instead of spotlighting your resume, speak directly to your client’s challenges, hopes, and goals. At Knapsack, we help clients restructure their copy so it reads like a conversation, not a monologue. Yes, your story matters—but only in service of theirs. When your language reflects their needs, you position yourself as a partner, not a performer.

4. Poor Search Visibility

Even if referrals are your main source of leads, organic search still plays a vital role. When someone hears about your business, the first thing they’ll do is Google you. If your site doesn’t show up—or if it’s buried—you’re missing a valuable opportunity.

Foundational SEO (Search Engine Optimization) is what helps your site rank higher in search results. This includes keyword strategy, meta descriptions, alt text, page structure, and more.

Get Found with SEO

A beautiful website is only powerful if people can find it. At Knapsack, we build SEO into every Squarespace site we create—so you won’t need to retroactively optimize down the line. We handle the behind-the-scenes elements that ensure you’re showing up in search, attracting aligned visitors, and building long-term visibility.

5. Brand Out of Sync

Businesses evolve. Maybe you’ve narrowed your niche, raised your prices, or shifted your visual identity. But if your website still reflects who you were two years ago, it could be doing more harm than good. A site that’s out of sync with your current brand can create confusion or attract the wrong audience.

Reflect the You of Today

If your website no longer feels like you, it’s time to redesign—not just refresh. At Knapsack, we treat each redesign as a chance to reintroduce your brand to the world. We dive deep into who you are now, then rebuild your site to match: clearer messaging, stronger visuals, better UX. The result? A site that feels like home to the right people.

6. Low Conversions

Getting traffic is only half the battle. If people are visiting but not taking action—whether that’s booking a call, signing up, or making a purchase—your site’s conversion strategy might be falling flat.

Guide the Next Step

Great websites are like good conversations: they’re clear, inviting, and lead somewhere. At Knapsack, we design every site around strategic CTAs that gently guide users toward taking action. From smart button placement to compelling copy and flow, we help your audience know what to do next—without the hard sell.

Ready for a Site That Works Harder?

If your current website is sending mixed signals—or no signals at all—it might be time to reimagine what’s possible.

At Knapsack, we specialize in building StoryBranded Squarespace websites that aren’t just beautiful, but strategic. We partner with purpose-driven business owners to create websites that reflect your evolution, connect with your ideal audience, and make it easy for visitors to take the next step.

Whether you’re a solo service provider or a growing team, we’re here to help your site become your most effective, aligned marketing tool.

Book a free discovery call, and let’s explore what a strategic redesign could unlock for your business.