Frequently amongst small businesses we find that unless there’s an element of online sales that the website isn’t a top priority in terms of maintenance or expenditure. Often it’s simply there for those who want contact information or so that the business actually has a web presence.
If you have a website though shouldn’t it be more than a static ad on the web that people may not easily find?
Here’s a few reasons we think you should review your website on at least an annual basis;
Is it device-friendly?
All websites should now adapt to suit devices such as smart phones or tablets. If you’re not sure whether your site has a mobile or responsive (adapts to suit the device) version check it out now. If you can’t easily view it or the layout isn’t revised to suit a smaller screen you need to consider an update. Aside from the fact that you’re possibly losing potential visitors from those who struggle to read the site and simply move on, a mobile-friendly website has an impact on search as this post from Google earlier in 2015 illustrates.
If your website is more than 2-3 years old chances are the overall look and feel has dated a little. If it’s older than that you possibly have content such as animation that doesn’t actually work on a large number of the mobile devices your potential customers are using.
Content needs a refresh
Have a look at your business and what has changed in the past year? Have you changed employees? Has your product range changed or expanded? Do you offer new services or have you altered your current range of services? Have you won an award or done anything else of note that you could be highlighting? Is the content on the website still valid or is it a little dated at this point?
Are you still using the same social media channels?
Frequently people start off using a range of channels when they launch a business and over time as they realise that some are more effective in generating sales the focus moves to that, sometimes they discontinue using one altogether. On other occasions as a business grows you may find that you incorporate new channels and these should be reflected on your existing web presence.
Do you know if it’s still delivering for you?
Ideally every business owner would know how many people visit their site and what activity takes place on the site. A simple free programme like Google Analytics will help you with this but we know from experience that in small business monitoring this is not always a priority and occasionally where a dip in traffic is noticeable they’re not quite sure how to determine what’s happened or how this might be reversed. Have a look at your figures and if you’re not sure how to read them get some help in figuring out what’s working, it’ll be time very well spent.
Think of your website as you would a shop window if you were in a retail outlet, if you don’t update it people don’t notice it. When you’re competing for space on a high street you certainly wouldn’t waste an opportunity to tell all the passers-by about your latest offers would you? Why then would you not update your website which is your shop window to the world more often?
Resources may be tight in business but if you think about how you react when you’re purchasing a product or service these days, do you google a new company before you purchase or ask friends on social media if they know anything about them?
Keeping your web presence up to date should be considered an essential part of your marketing whether that’s monthly, quarterly or annually is down to your business type or industry but it’s essential and it doesn’t necessarily have to cost as much as a new website would either.