Your website and your web design can be a large contributor to your business success. People will often visit your website to find out further information about your business, product or service they are interested in etc. On average a website would normally have a lifespan of between 5-7 years. However, with technological developments, business progression and other contributing factors sometimes it is necessary to update your website sooner to ensure that your business stands the best chance of success and is able to fend off any competition.
Having an out of date website can be off putting to your potential customers and give off the wrong impression about your business. If your website looks unprofessional then it is likely that your customers will be encouraged to seek an alternative business that they feel will be more suitable. Therefore it is crucial that your website is kept up to date with fresh content, is visually attractive and is appealing to your customers, by ensuring that your web design conveys a strong business message.
In order to determine whether you should refresh your web design you should consider these key points.
Is your content out of date?
Has your business evolved since you first set up your website? If so then it is likely that your website is no longer accurately representing your business capabilities or progression. It is also vitally important that your copyright is in date in order to prevent content theft.
Are you using a content management system that allows you to regularly update your website?
It is important that your website represents your business progression. Perhaps your business or colleagues have achieved new certifications that now provide your business with a greater advantage, has your staff line up changed or do you have a new and exciting case study that represents the type of work that your business is capable of carrying out?
Having a content management system will allow you to regularly update your website so that you are able to keep your customers up to date and hopefully attract new business.
By updating your content on your website regularly you will also promote healthier search engine listings. For example if the search engines can see that you are producing new, fresh and regular content then they will be more likely to list your website in a better position as your website will be perceived to be useful and relevant to your customers.
Is the number of visitors coming to your website dropping?
It is important that your track the success of your website using systems like google analytics. This will give you a good overview of the success of how your website is functioning. You should frequently analyse your results in order to see for example if the number of people visiting your shop is declining.
Google analytics will also present to you at which stage you are losing customers… for example is there a certain web page that is causing your visitors to look somewhere else. By looking at these factors you will be able to see what pages are perhaps not functioning properly and what pages need to be improved.
Do you have text displayed within your images?
Search engines like google will be unable to read the text that is being displayed within images. Therefore if it is important content that contains your key phrases you must ensure that this text is visible to the search engines in order to promote a better listing on the search engines. So make sure that any text content is not being displayed within images!
Is your website linked with your social channels?
In this day and age it is likely that your customers will want to connect with you via social media. Social media is now becoming a useful medium presenting many opportunities for both businesses and customers. Some of these opportunities include:
- customer support / advice
- special offers and discounts
- company/ business updates
- links to interesting articles or news
- marketing opportunities
Therefore it is important that your social channels are integrated into your web design making it easier for your customers to connect with you.
So take the time to look at your existing website and consider the factors mentioned above as an indication as to whether it is time to refresh your web design.