Designing and building your business website is a critical step to establishing your online presence. Your site can boost your visibility, attract customers, and significantly increase sales.
However, for your site to work to your advantage, you have to think of it as constantly evolving. You can never leave it as it is and consider it finished. It will need updates and fresh content. Otherwise, you'll fail to stay relevant, and people will notice and quickly hit the back button.
Business Website Evolution
What happens when your business website fails to stay relevant?
- You begin to look out of touch.
Website visitors expect certain up-to-date features and new content. If it looks like you last updated your site months or years ago, they'll wonder if you're still in business or if you're still aware of what they need in the present moment.
- Your site's overall appearance becomes outdated.
A recent article from Small Business Trends discusses how an outdated look is a clear indication that your website needs a new design. An outdated look makes you seem like an amateur. Site visitors will question your credibility, your professionalism, and whether you can offer them anything of value. They won't stick around on your site long enough to find out more about you or buy anything from you.
- You perform more poorly in search engine results.
When you fail to stay relevant, you do worse in SEO. Search engines are on the lookout for fresh, high-quality content. Furthermore, if your site becomes irrelevant, significantly fewer people share your content on social media platforms such as Facebook, Twitter, Google+, and Pinterest. Your online visibility decreases.
- Basic information.
Make sure that your basic contact information is up-to-date on your site for each of your business locations. This includes name, address, phone number, fax, and email. Check that your site also properly links to all of the social media platforms you're active on.
- Blog content.
Blogs are in excellent way to keep introducing fresh, relevant content to your site. Through blogs, you can share a variety of content, ranging from new product announcements to practical advice. Express yourself through text, photos, illustrations, infographics, charts, and videos. Make sure that what you post is meaningful and timely.
- Usability improvements.
People access websites from a variety of devices with different screen sizes. Update your site with a responsive design so that it looks good on both a desktop computer and a smartphone. Also, look for other ways to make your site more user-friendly. For example, changing the size, design, and location of your social media 'share buttons' can make it easier for people to find them and click on them. (Facebook itself recently redesigned its 'like' button to make it more mobile-friendly.)
- Cyber security improvements.
You want to better protect your site from hackers and show customers that you have their safety in mind, particularly if they're giving you their sensitive information such as credit card numbers. For example, purchasing an SSL certificate for your site is essential for conducting e-commerce.
- SEO-friendly features.
Major search engines, most notably Google, update their algorithms. Keep your site's content and design compatible with current SEO best practices. Older tricks, such as keyword stuffing, can wind up penalising your site. You need to add keywords intelligently to your content (including your meta data) and take advantage of services such as Yoast to improve your SEO. And remember that fresh, original, and useful content is generally going to put you in both with site visitors and with search engines.
Please contact us for assistance with keeping your business website relevant. We'll help you take advantage of the latest developments in website design and SEO techniques. With regular content updates, valuable new features, and a fresh, attractive look, you'll benefit from increased Web traffic and improved customer retention.