Whenever a potential customer wants to look for a business like yours, the first thing they will be likely to do is search for the top websites on a search engine. But not any old website is going to make it to the top. To compete effectively you have to make sure your site is routinely updated to best reflect your business and sell your product or service.The trick, though, isn’t just having a website, it’s developing the right website. We’ve covered 6 of the top factors to keep updated on your website, to help you cover off the essentials.
1. Visual Appeal
Your website is a reflection of your organisation. If your site looks professional and is loaded with useful information, readers will see you as an authority and expert. Likewise, if the site looks poorly designed, slow or out-of-date a user might make the same assumptions about your company. The website should nicely highlight your product and/or service and the layout flow without being full of sales speak.
Plus you need to be strict when it comes to old content. As websites grow, it often becomes apparent that certain parts just relevant anymore. A typical web user can tell this far easier than you realise and we would recommend auditing all your web content and layout at least twice a year.
2. Responsive & Mobile Friendly
The UK is now, more than ever, a smartphone first society. We’re spending far more time on smartphones with millennial users checking theirs, on average, 150 times per day. Plus, the world’s main search engine, Google, is now ranking websites results based on mobile friendliness making it commercially important to make your website built for any device, including traditional computers, tablets and mobiles.
If you haven’t updated your website in a while, the chances are that you may be deterring mobile users and potential revenue away.
3. Technique & Coding
Is your website fully compatible with all the top web browsers? Is your website source code valid and correct? Does your website meet the basics in legal web standards, such as cookie policies and GDPR?
A crucial factor you should consider is the ongoing advancement on website best practice design, each year becoming more advanced, in order to meet expected standards. Plus if your site was developed years ago, it may well hold outdated or surplus code that could be impacting site speed.
4. Effective use of calls to actions
Many older or poor quality websites are missing ‘calls to actions’, that convert everyday users into leads or paying customers. A call-to-action (CTA) is a button or link, on your website that aims to drive prospective customers, to convert,, by completing an action, such as purchasing or filling in a form.
Once they are on your site, these CTAs have to be attractive and visible to the user without being intrusive. We’ll admit this is a fine balance to strike, but the crucial question is, are the overall benefit, enough to persuade your visitor to become a converter.
First impressions last and often make the difference. The first impact of your website is from the overall layout. The user will aim to find the information they want but, if this is difficult, the same user may go elsewhere. Continual updates, will also give you the opportunity to re-address how you communicate with all your visitors through site layout and text, creating something that is simple, on target and effective. It’s crucial to remember, a decision to stay or go, is made within the first 4 seconds within viewing the website.
The content within website, should be considered to be the most important component, as it both guides users through your site plus, it contributes overall search engine performance. You might hear digital marketers say ‘Content is King’; with fresh and unique website content, a very important factor in encouraging people to revisit your site.
6. SEO & Website Updates
Just like the site design, website SEO is a rapidly evolving tool that needs constant attention. If you don’t update your website SEO, it’s sure to fall down in the search engine rankings. Search engines judge websites based on authority and relevance surrounding a certain topic. Your content might be gold, but if it’s the same content as others have written or the same as 5 years ago, then search engines algorithms, might not see your site to be as relevant as your competitors.
Redesigns and updates, also gives you a chance to rethink your keyword strategy and the ways you get in front of your target customer. The way people search and how they search, has changed dramatically over the last few years and this ties mainly into the increased use of mobiles.
In summary, the points we have highlighted are some of the most important reasons to keep your website updated plus the warning signs to look out for, if your site is starting to age. There are other signals that take priority, depending on the purpose of your website, however, for most businesses, these should be enough here to guide you on the right path.
However, if this feels like too much for you to handle, our team at httpsimple are on hand to offer guidance and even take on the task of updating your website regularly so you don’t have to. Plus, we love to encourage your creativity, so when it comes to an update, you can give your own ideas for us to make a reality!
Get in contact today to learn more about how our team can help develop your business.