Is What’s Under The Hood Of Your Website Harming Your Business?
If you built your website more than five years ago, and have ignored doing web maintenance or periodic website fixes ever since, chances are your website is outdated and looks a little stale.
Rather than open the Pandora’s box that is re-doing your website, over the past five years you’ve managed to make it work through sheer will and determination.
You’ve been lucky thus far, however, there are risks in sticking with an outdated website platform for too long. In fact, if you aren’t careful, your website might be an update away from crashing and burning.
Here are a few of the common challenges that can result from outdated websites:
- Information overload – Wedging too much information into a site that wasn’t built to support today’s technology is just tempting fate. One more plug-in might be the very thing that wrecks your site.
- Unclear messaging – If you stopped thinking strategically about your site content ages ago, and continued adding every new service or offer to your site without deleting or auditing your previous offers, the resulting effect is surely a hodge-podge of information that confuses and frustrates your visitors.
- Lower search engine rankings – If your site was designed before 2013, odds are you didn’t bother making it mobile-friendly. More than 60 percent of all web traffic now happens on mobile devices. If your site wasn’t designed to be mobile responsive, you’ll begin to pay the price with search engines
- Negative brand impression – Be honest: Are you more than a little bit embarrassed because your website looks like it was built in 1999? Remember how proud and excited you were when you launched it? When is the last time you felt confident in your website?
If your visitors feel repelled rather than interested in your services when they land on your site, it’s time to get serious about website maintenance.
But, before you dive in and start making random updates, we recommend you make a simple plan. Write down a wish list of the top three to five changes that would make you proud to share your site with the world again.
Then, reach out and partner with a web developer. Make sure your developer works well with writers and designers, or has a strong understanding of how editorial and design principles impact your website.
Clients who enlist our help to manage their weekly content updates, back-end system upgrades, and monthly traffic reports have a strong understanding of what is and isn’t working for visitors to their sites. We help them routinely analyze obstacles and make the repairs before problems snowball into an overwhelming (and costly) repair bill.
Websites are a bit like your car: If you don’t change the oil regularly, your engine is eventually going to blow. And the fix won’t be cheap when it does.
Chances are your site doesn’t suffer from every website affliction known to man. Most websites just need a few simple tweaks to bring them up to speed and position them to grow your business. The secret is finding the right developer with a customer-focused approach and a mind for marketing.
A thorough website refresh not only makes a better brand impression and boosts your confidence as a business owner, it will attract more visitors and engage the ones who click through, comment, share, and buy.
Your website is a key element in your branding strategy; it plays a vital role in building community, wealth, and joy in your business. To find out more about how to use branding to make your business stand out in your niche, check out our free webinar The 5 Pillars of Transformational Branding. You will discover how to use storytelling, tribe building, and place making to build a stronger brand.