The Importance of a Website
Having an online presence in business today is essential, making your website a very valuable sales and marketing tool. Not only does your site act as a source of credibility, but it can have a huge impact on your overall success. In this day and age, the majority of customers will find your business online and have visited your website before they contact you or make a purchase. Not having a website could mean that you are potentially missing out on a lot of business. Saying this, having a website that is old and not updated for many years can be a detriment to your business also. This makes updating your website essential. Websites are not a set and forget platform and much like a car needs a service, a website needs maintenance and updating. Having an outdated site can put doubt in your potential customer’s minds, pushing them to look elsewhere.
How Often Should you Update Your Website?
The most basic answer to this is as often as it needs updating. Small content changes may happen a few times a week whereas a full website redesign and build should happen every 2-3 years. Keeping content updated is important for ensuring visitors to your site have useful engaging information that is most importantly up to date. Redesigning your website is to ensure that it stays current within your competitive market and the technical aspects are solid to enable you to rank well within the search engine results pages.
The most important thing to remember is that websites are not a platform where you can build once and never have to rebuild. Keeping your site up to date and modern is extremely important. When you decide to rebuild your site is completely up to you however, as mentioned a general rule of thumb is that you should redesign your website every 2-3 years. A 3-year-old wesbite to the digital world is actually quite old. Technology moves fast and website technology is no exception.
Is your website older than 3 years? It is time that you had your site rebuilt!
Here are our top reasons that your website is due for a rebuild
- Your Website is not mobile responsive – this is a major reason that you need to rebuild your website. The reason for this is very simple: these days, for most businesses, the majority of traffic comes from mobile. If you don’t have a mobile responsive site you could be missing out on a lot of valuable traffic. Currently in 2022 global mobile traffic is forecast to hit 77.49%.
- Have your overall business goals changed? – The frequency of rebuilding your website should be based on your business goals. If your business goals have changed since you first built your site, then your site is no longer reaching maximum potential. This is a major reason for a rebuild.
- You are not getting as much traffic as you would like – if the amount of traffic you would normally expect has dropped it may be time to reassess your website optimisation (SEO). Is your site ranking when you search for products and services that your offer? Are you using the right keywords on each page? Google is an excellent source of free organic traffic, but in order to benefit from this you need to be found in the results. SEO is an ongoing strategy and something that you need to work on constantly to get the results you are after.
- Your competitors have new sites that look fresh and modern – Another reason to update your site is your competitors. If they have a newly rebuilt website that looks more modern than yours does with updated content and information, chances are you will lose customers to the competitors. You have to stay competitive in your market in order to win business and make sales.
- Increasingly high bounce rate – a bounce rate occurs when someone visits your site and bounces before taking action. This metric cannot be used alone as there are many positive scenarios that will still trigger a bounce. A high bounce rate, when used with other stats that signal a negative result is a sign that your website doesn’t have appealing or relevant content to what the visitor was looking for. A high bounce rate on your home page is a sign that you need to reconsider the look, the journey, the use of CTAs and content. An older less appealing website is likely to have a higher bounce rate than a fresh modern site.
Website Maintenance is On-going
Regardless of when you decide to rebuild your site, it is important to realise that website maintenance is an on-going process. It is important to keep up with the technical aspects of your site to ensure Google sees your site favourably when crawling and indexing pages. Google is constantly updating algorithms and changing SEO best practices and your website needs to reflect these changes to have any chance of being crawled and indexed, let alone being ranked.
As your business evolves , your website will need to reflect this. If anything changes within your business that customers should know, such as services, operating hours, teams, branding, pricing etc this needs to be updated on your site. This all ties into the fact that a website is not a set and forget platform.
Redesigning your Website – Is it time?
Redesigning your website takes a lot of time, thought, effort, and money, but it is crucial to your overall success online. A website is never truly finished and should constantly grow and evolve to align with your business goals and ensure that it reflects your brand. These changes can help you to increase conversion rates, improve your rankings and satisfy the search intents of your visitors.
“Redesigning your website should be less about the cost, and more about what it can bring to your business”.