A website refresh is an update in the look and functionality of your site while leaving the core information intact. It’s important to refresh your site periodically so that it performs well for you. But how do you know it’s time? Check for these five signs that your site could be aging and need a refresh.
Your Site Is Getting Old: If it’s been close to five years since your website was launched or redesigned, it’s likely time for a refresh. If you think back, you’ll notice that the styles of websites change every few years. Some of this is just the novelty of a new feature that all the cutting-edge websites adopt immediately, like parallax scrolling that gives you a cool three-dimensional effect as you scroll past an image. But sometimes it’s that the technology of engaging online interest advances. And then it’s important to keep up with that more effective technology.
There are some great minds continually inventing new techniques to engage website visitors. We stay tuned into these minds so we can help our clients keep their websites fresh and effective.
Your Company Has New Messaging: If your company messaging has changed, so should your website. Think about the Xerox Corporation. This company is more than 100 years old. The technology they deliver through their product sales on has shifted again and again. But they are still around. That’s a little bit miraculous, if you think about it.
In the very beginning, they had a different name and they sold photographic paper. Then, they got into copies. Their first copiers used this terrible thermal paper filled with chemicals. It would fade to invisibility after a while. Then Xerox sold plain paper copiers. Then they manufactured and sold color copiers and photo-quality printers. Now they offer both software and hardware to manage print production plus they overhaul companies’ IT systems to move them to the cloud. With so many people working remotely, this service is in huge demand right now.
That’s how Xerox has changed their message and their services to keep up with the needs of their potential customers. You better believe that they changed their messaging and their website with every evolution of their business. That’s why they are still with us instead of going the way of brands like Polaroid and PalmPilot.
You Have New Products or Services: When you add products or services to your sales lineup, you should add content about them to your site. Conversely, old ones you no longer feature should be retired.
Big corporations have the same problem. As an example, consider Lego. At one time, this company just sold simple sets of plastic blocks that children used to make houses or airplanes or whatever. After nearly going bankrupt in 2004, they changed the products they offered. They now sell kits so you can build Hogwarts from the Harry Potter world or a Star Wars X-wing fighter. There are also Legoland parks around the world. Every time their product offering changed, their website had to follow suit.
- Your Website Does Nothing For Your Business: If your website does not bring in prospects or sales, it’s time for a refresh. No matter what you sell, your website should generate interest in your products or services. If it’s not, there could be a number of reasons why not. Most likely, it’s unappealing content, design or both.
No SEO Is Being Done: If your SEO is out of date or not being done at all, a website refresh can remedy that. SEO—short for search engine optimization—refers to a body of technology designed to drive people to your site. It involves optimizing both the visible portions of your site as well as some “under-the-hood” elements.
The material on your website, for instance, should demonstrate to Google and other search engines that your site should appear when someone searches for your class of products or services. Let’s say someone is planning a new deck for their home and your website has plenty of fresh content about deck-building, trends in new deck materials, celebrity homes with decks or similar topics. Google will see your company is a legitimate provider of deck materials and be more likely to display your web pages in top search results.
There’s much more to SEO than this, of course, The rules of this game change from time to time as well, and your website needs to keep up if potential customers are going to find you.
What really counts on your website is the experience your potential customers have when they visit. They should find the information they need pronto and it should sell them on your expertise and quality of service. They should want to know more so badly that they call, fill out a contact form, sign up for a newsletter or whatever action is logical for your company.
If you’re not getting this response, we can help with a complimentary website review.
Submit this form to request your review. We will get back to you within one business day.