If you have a website that is more than two years old since its last redesign or update, it’s time to consider updating it, if not a completely overhauling it. One of the most vital things that you can do from a marketing perspective in the digital era is to keep the content that you have on your website fresh and current. It’s no longer a process that you can do from time to time, but must be considered a regular activity done by your marketing team.
If any of the following reasons apply to your company, think through what you should do about improving or updating your site for your potential customers or current clients whom you want to upsell. Not doing so will cost you revenue and profit that you may not fully realize.
One of the first things for consideration is if your brand represents the positioning of your business today. Often, when people start a business, they create a brand where the site is consistent with the rest of the other components of their marketing material. However, over time, things change. Perhaps your products or services have evolved and improved. Or, maybe you’ve tweaked or overhauled your brand colors, logo and image, and have done it for your marketing materials, but it’s not been done on your site. Even small changes should be reflected in your website, particularly in the digital era. Audiences are showered with thousands of images a day, consistency of brand is one of the vital ways to ensure that your audience remembers you. Therefore, it’s vital to ensure that when viewers see you on social media or visit your site, everything is consistent and universal, so it remains in the memories of your audience.
Again, many business owners will pay attention to their website when they’re starting their companies, but then they get immersed in the day to day of running their business their site tends to recede into the background. If your site has outdated information, or a look that looks old, you have to freshen it up. Today’s audience wants to see lots of relevant imagery, excellent use of white space, and minimal written copy. Be sure to remember that less is more concerning design in the modern era. People have short attention spans today, and it’s difficult for them to read lots of information. One more thing on this point, if your site is not mobile ready, responsive and SEO optimized, then you have to change that––now. The vast majority of people will not simply fall upon your site. They will find you based on how well you do in the search engine rankings, and it’s more likely that they will be doing their search on their mobile devices and not on a computer. You must have a user-friendly site, SEO optimized, responsive and mobile ready or people will not remain.
Inevitably, especially if your company has been around for years, is that your audience has evolved and changed. Perhaps you started with the shotgun approach for prospects, but with time, you’ve been able to develop and target your audience better. That reality has to be represented on your site. If your website is still looking as if you’re everything to everyone, but your bread and butter come from a particular segment of the population, then you’re missing a great opportunity. When people go to a site, they will decide within a matter of a few seconds as to whether or not they will remain. That means that what they see in images, videos and what they scan in reading has to resonate to what they’re looking to get at your company.
Do you happen to have a blog, perhaps, or links throughout your site that link back to pages that are no longer on the internet? Do your forms work properly? Have you had customers who have reached out to you saying that they have wanted to perhaps sign up for your email, purchase a product or receive more information and have had trouble? If any of these situations sound familiar to you, then you have to fix it immediately. The reality is that most people who find something that doesn’t work on your site will leave it and go to your competitor to obtain what they need. Most people will not take the time to write you a message or call to tell you that they tried to do something on your site and weren’t able to do it properly. However, when you have one person who does, consider it an excellent opportunity to audit your site. Check your blogs, look at the site on mobile devices (both cell phones and tablets) as well as on your desktop computer and test out all aspects of what customers would experience on your website.
It’s a good idea to take a look at what your competitors are doing from time to time, and one of the best places to start is by visiting their website. Take a critical look at your competitor’s website and see what they have that you can add to your site or that they’re doing better than you. If you want to receive information from an impartial party, hire a graphic designer and ask them to evaluate your site in comparison to those of your competitors. Ask the designer to provide you with a report of how they would improve your site. Remember that technology and design techniques are changing enormously year to year, so it’s easy to fall in the trap of having a dated website. It can only take a year or two for your site to look as if it’s years old. Don’t let that happen to you, and be the market leader in your industry.
Updating or redesigning your website does not have to be difficult when you partner with a good design team. In marketing, which drives sales, every element, especially your site is vital for the success of your sales, and ultimately, your business.
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