For a wide range of reasons, a website can be crucial to helping your business gain audience exposure and grow its revenue. Unfortunately, too many businesses make the assumption that a great website can be accomplished with one major web design project, and little follow up.
In reality, website maintenance is important. We would even argue that it's one of the most vital steps to ensuring long-term success in marketing and growing your business digitally. Here's why.
Managing Changing Audience Expectations
Let's start with the most important group of stakeholders when it comes to your website: your visitors. A well-built website is specifically designed and written to appeal to this audience, helping them better understand your business and drive a positive user experience toward conversions and sales.
But over time, the expectations your audience has for a positive web experience change. Take mobile web browsing as an example, a novelty just a few years ago that should now be the focal point of a successful website. Audience expectations change sometimes by the minute, and only regular maintenance can ensure that your online presence keeps up.
Adjusting for Changing Value Propositions
Of course, audience expectations aren't the only thing that changes over time. As your business evolves, so should your website. You might add different products or services to your repertoire, adding staff or starting to target a different audience. If your website doesn't grow with your business, you might have a problem on your hands.
In that case, you risk introducing cognitive dissonance - the feeling your audience gets when they see conflicting messages about your website. It can result in lost conversions and lost revenue. Instead, ensure regular maintenance to continually update your content, and make sure your online presence stays current and accurate.
Technical Changes to Keep Your Website Running
Most problems addressed during regular website maintenance are actually technical in nature. Links that once worked become broken, misspellings are noticed by your audience, and some of your pages may begin to duplicate content. The result is a significantly compromised user experience.
During maintenance periods, you can catch and fix these issues. The result will not just be better user experience and a more professional online presence, but also significant improvements to your search engine optimization efforts.
The Dangers of Website Downtime
Finally, don't underestimate the potential problems you might encounter with more significant technical issues on your website. Not keeping your security protocols updated, for example, might compromise any user data you collect through online forms and checkout processes. Similarly, outdated code may lead to website downtimes that can do significant harm to your business's bottom line.
Regular website maintenance is important specifically because it can address these issues. Whether it's built on WordPress or another platform, regular updates to your code are vital. During your maintenance periods, you can ensure that everything remains current, safe, and secure.
How Can You Ensure Reliable Website Maintenance?
Ultimately, website maintenance is important for a wide range of reasons. These reasons can range from internal to external factors. But, perhaps most importantly, regular checkups on your website ensure user security and minimize potentially harmful downtime.
But how can you get to that point? How can you make sure that your online presence is successful not just initially after it's first built, but for years to come? The first step you should take is partner with experts who can help to build your website for consistent, long-term success.
Website maintenance, done right, is a small investment with potentially significant returns. To learn more about its benefits for your business, and engage in a web maintenance partnership, contact us.