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Top 13 reasons to update your website

line Top 13 reasons to update your website

Here are 13 important reasons you might want to update your website:

 

1. Your website’s functionality isn't working 

Something on the site is wrong – the links are broken, pages don’t load properly, functionality isn't available…..there are many things that can go wrong with a website and it’s often due to the fact that people don’t update their sites frequently enough.  Browsers and platforms are changing at a rapid pace and this means your website most likely needs to be updated or even redone.

2. Your website looks "microscopic" on your monitor 

The best way to tell if any web site is old or new is the size of the site on the screen (monitor).  The newest sites are all “responsive” which means that the sites will re-size depending on how big or small your monitor is (or how big or small your clients' monitors are).  So in other words, it will look as good on a really big computer monitor as it looks on an iPhone telephone (clarification: It might look as good on one monitor as it does on the other, but it won’t necessary look the same).

3. No one can tell what you do, in less than 20 seconds

Twenty seconds can seem like a really long time when you’re surfing the web.  If your client can’t figure out what you do within 20 seconds, then they’re going to leave your site: no if, ands or butts about it.  Most web programmers don’t have the advertising strategy skills to be able to help clients figure out what to say and where to put each piece of text.  It sounds simple but many people leave a website because they can’t figure out what a website’s about within a reasonable amount of time – and in the world of websites, 20 seconds is an eternity!

4. People can’t find what they’re looking for easily and quickly

In the old days we used to do all sorts of fancy stuff with a website’s navigation menu, but we quickly learned that people won’t stay on a site if they can’t find what they’re looking for quickly.  If your site doesn't have a great (and by that I mean SIMPLE) navigation system, it’s time for a new site.

5. Your website looks ugly or out of date

There are a lot of really unattractive, out-of-date websites out there. Worse than that, there are so many websites that a) don’t portray the correct “positioning” for their clients and b) don’t look anything like the rest of a company’s advertising materials.  This is a bad idea from an advertising perspective for about a thousand reasons, but that’s another blog article.  As an advertising person, I think this is one of my #1 complaints – that business owners often don’t  continue their branding or "look and feel" onto their websites.  They think it's ok to have their letterhead and business cards look one way and their

Example of really AWFUL website

Example of really AWFUL website

brochures look another way and their website look a completely different way.  As a result their websites look REALLY BAD especially when considered in combination with all their other marketing materials (and they look really bad even when not sitting next to their other marketing materials).  Out-of-date or poorly designed websites make your company look unstable or untrustworthy. New, well designed, fully responsive websites can create a lasting impression and make a huge impact on the success of your business (by the way that’s what “Positioning” is….the way your clients perceive you in their minds i.e., are you a big corporation or the corner ma and pa shop?  Whatever your positioning is, make sure that's properly and consistently portrayed in all your marketing materials - 99.9% of the time you'll need a marketing pro to help you figure this out.)

6. Your content is old and stale

 If your site doesn't have frequently changing text, it will get “old and stale” within about 10 minutes (no joke).  The problem is that many clients don’t have or don’t put the budget dollars into developing ongoing fresh content.  There is nothing more helpful to your site’s search engine standing than frequently updated content.  Make sure you not only have frequently changing web content but also that you have a way to make those changes to your site.  You should be able to update your site instantly with news about your company and when you do, you’ll greatly benefit from the improvement in your site’s search engine listings and activity numbers.  You shouldn't have to wait; the web is instantaneous, and your website should be too.

7. Your website is difficult to find via search engines

Web browsers change and so do the algorithms of the major search engines.  Old outdated sites don’t get the attention they could get from the search engines – your site needs to be up to date, fully functioning and frequently changing in order to be able to get noticed by Google and Yahoo. Websites that are updated will attract attention from the search engines and will rise in rank!

8. Your website has too much text

This is one of the primary issues with websites and all marketing materials.  Clients tend to have a lot to say about their products and that’s great – but no one really cares.  If you have a lot to say and your clients really need to hear it – you can put that info in a downloadable white paper (PDF).   Customers have incredibly short attention spans and as a result 150 – 250 words per page is plenty.

9. Your website doesn't work in all the web browsers

Microsoft used to have the #1 web browser as recently as last year, now there are other browsers that leading the pack starting with Google Chrome, Firefox and Safari. I don’t think I need to say it but I will – your website needs to work no matter what browser your customer is using.

10. Your website doesn't work on smartphones

55% of all web traffic  in 2013 accesses the web via a smart phone or other mobile device.  If there's even a remote chance that your clients are looking for your products or services via their phone, why isn't your site visible that way?  There's a good chance you'll have to redo your web site to make it work with a smartphone but that's a small price to pay to be able to access more than half of the market.

11. Your website doesn't deliver any leads to you

All websites can and should have a way for your clients to sign up for something (a white paper or free e-book perhaps?) so you can collect their contact data and market to them over a number of times (aka frequency).  Frequency is an absolutely critical aspect of successful marketing and if you don’t want to communicate your advertising messages a number of times (in ads, on the web, through email and text messages, etc.), then don’t complain when no one knows about you and your website.

12. You have a website but no one can find your contact info

Your contact information should be up to date and easy to find on your website.  If it’s not, fix it.

13. You are embarrassed to give out your web address

You know it’s bad if you’re not proud of your website and you’re making excuses for your site.  If so, it’s time to get a new website.

For more information on how The Marketing Department can help you update your site or create a new site for you please visit us at www.mdept.com.  Of course you can always email me (see contact page) or call me at 832-732-5063.

 

55% of all web surfers use a mobile phone....have you looked to see what your site looks like when using a mobile phone, lately?  



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