What if your website was out of date and you didn't even know it?
In our digital world, your website is the first thing that consumers see. And if that site looks old and out of date, they will assume that your business is behind the times.
Still on the fence about whether you need an updated website? Keep reading to learn why this should be your top priority!
Company Visualization
The first reason you need an updated website is one we have already mentioned: your site is a reflection of your business. Think of it as the digital equivalent to a brick and mortar store.
If you walk into a brick and mortar store and see dust and cobwebs everywhere, you cannot help but conclude that the owners have neglected their company. And that is how your own potential customers will feel when they see your website and it looks like something out of the late 1990s.
Additionally, your site is an extension of your brand. If your brand has changed in the last few years, updating your site is a great way to reflect that and incorporate your overall digital marketing strategy.
Standing Out
Pop quiz: what is the aesthetic of your website? If you don't have a clear answer, that's a sign that it's time to update things.
Beyond reflecting your business, a website helps to establish your brand. That means using the right colors, fonts, and imagery to create a unique look and feel for your consumers.
Think about some of your favorite websites. Chances are that you would recognize the site even if the site name and logo were removed. That's because they have strong visual branding that extends throughout each page.
If you don't have that level of strong visual branding right now, then you definitely need an updated website!
Keep Up With the Competition
Why did you create a website in the first place? For many companies, the answer is simple: they needed to keep up with the competition.
When a prospective customer has to choose between a business with a website and one without, there isn't much of a choice. Most of the time, customers will choose the site with a business because it gives more info about the company as well as their products and services.
The need to keep up with the competition is just as important now as it was when you first made your site. If the competition has a slick and inviting website and yours looks like it came straight out of Geocities from the 1990’s, then you need to make some updates!
Mobile-Friendly Design
How do you imagine most of your prospective customers are visiting your site? The majority are not using a desktop PC. Instead, they are browsing with their smartphone or another mobile device, and this number will only grow in the next few years.
Because of this, it's important to have a website with a mobile-friendly design. And if you have a site that was designed with desktop users in mind, chances are that it looks terrible on a smartphone.
When updating your website, we recommend that you incorporate responsive design. This helps your site automatically adjust to the screen size of your users. Whether they are browsing on a desktop or a mobile device, your site will look great!
The Need for More Clients
At the end of the day, the purpose of your website is simple: to attract customers. But your business should have a target demographic in mind. Ask yourself: are you attracting the right customers in the right numbers?
There are certain changes you can make that will appeal to specific audiences. For example, millennials care about consumer
testimonials and other forms of social proof more than they care about traditional advertisements. Incorporating such testimonials into your website can improve appeals to this audience and seriously boost your sales.
Millennials and certain other demographics also care about ethical consumerism. Adding a "company values" section to your site showcasing your support for certain causes helps appeal to these demographics while further setting you apart from the competition.
Showcase Your Products
What do your customers know about the different products and services that you have to offer? For most businesses, the answer to that question is "not enough."
Ideally, your updated website should provide information about your products and services in a number of ways. This includes high-quality photos, instructional videos, and detailed specs.
If your website features content marketing (which it should), make sure you have relevant content that helps customers better understand and use your products. Such content shouldn't be just another sales pitch. Instead, you can boost your sales simply by providing consumers with content that answers their burning questions about your products and services.
Better Bounce Rate
In many ways, you can determine the relevance of a website by a single statistic: the bounce rate. You might have an awesome website, but if customers are clicking away from it too soon, most of them will never experience what your business has to offer.
Fortunately, you can improve that bounce rate by improving how quickly your site loads. Try streamlining your site design and minimizing the number of images you use in order to boost loading speed. You can further improve loading speed by embracing responsive design (as mentioned earlier).
On top of making the site quicker to load, try making it easy to navigate and your content easier to access. Give visitors a logical "bread crumb" navigational system while making sure your content is organized around short paragraphs (two to three sentences) and descriptive headers.
Finally, make sure that each page has only one CTA. Keeping it simple means you won't confuse or overwhelm the visitor, and you can make sure each site logically builds up towards that CTA, which ultimately boosts your bottom line.
Your Updated Website: What's Next?
Now you know why you need an updated website. But do you know who can completely transform your site?
We specialize in SEO, site content, social media marketing, and more. To see what we can do for your business and your website, contact us today!
